Principal at @ClearPivot. HubSpot specialist. We build high-impact RevOps systems on the HubSpot platform that turn marketing and revenue leaders into heroes.
San Francisco, CA
Joined April 2014
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Why we recommend @HubSpot CMS rather than @WordPress [Part 2] ⤵️
A few weeks ago, I wrote a post about why we no longer recommend WordPress as a suitable content management system to most companies. It was very controversial!
In the past when we built HubSpot marketing dashboards, we would report on all the new contacts that came in the prior month and call it good. "Here's how many leads you got last month." But now looking back, I realized we made a big mistake: not all leads are created equal!
How do you typically approach building lead gen dashboards at your company? Comment below and let me know. 👇
Btw I recorded a whole podcast episode walking through how we build our HubSpot dashboards. Give it a watch or a listen!
YouTube - youtu.be/Sh3BbWKGhbQ
Apple Podcasts - podcasts.apple.com/us/podcas…
Spotify - open.spotify.com/episode/083…
When you're dealing with a multi-year customer journey, a U-shaped or W-shaped attribution model can end up underweighting months and months of activities in the middle of the process.
Give the whole episode a watch or a listen! Here are the episode links:
- YouTube: youtu.be/C4gvdnVu9jA
- Apple Podcasts: podcasts.apple.com/us/podcas…
- Spotify: open.spotify.com/episode/2RP…
When they do multi-touch attribution models, they usually apply equal weighting to all the events in the attribution model, rather than other weighting models like U-shaped or W-shaped.
So they look at multiple different models to look at the whole journey from several various points of view. They look at more simple models like first-touch and last-touch to start with, and then they look at multi-touch models as well.
Travis and his team decided that because there are so many different people, activities, and logged events happening across their whole customer journey, one single attribution model doesn't give a sufficiently full picture.
Add in the fact that there are multiple people at their prospect company involved in the sale in different roles, with the accompanying natural employee turnover at the prospect company during that 3-year timeframe, and you're looking at a very complex attribution picture.
One of the most common questions people ask us is how to better measure their marketing attribution. In this podcast clip, we get Travis Johnson's take on it.
At @VELO3DMetal, their customer journey, from first contact to closed sale, can take up to 3 years! And there are multiple activities that occur during that time: trade shows, website visits, email campaigns, and lots of phone calls and emails between Velo3D and the prospect.