Learn B2B SaaS Marketing

B2B SaaS HubSpot Audit Checklist

by 

Lauren O'Bryan

Last updated: September 4th, 2024

Ensuring that your team’s HubSpot setup is optimized for peak performance is crucial for driving demand and accelerating growth. Whether you’re looking to streamline your marketing efforts, enhance lead nurturing, or maximize your CRM’s efficiency, our comprehensive B2B SaaS HubSpot Audit Checklist is your go-to guide.

This essential resource will walk you through the critical steps needed to audit your team’s HubSpot account and get the most out of this powerful platform. So, dive in to discover how to transform your HubSpot instance into a well-oiled machine that powers your B2B SaaS success.

Why Audit Your HubSpot Account?

Over time, your HubSpot account can become cluttered and disorganized, just like your workspace might after a busy week. So, there comes a point when you need to do a clean-up, or in this case, a HubSpot audit.

These are the main reasons why this process is necessary.

Keep it Up-to-Date and Organized

Auditing your HubSpot account will keep your contact list fresh and relevant so that you’re not wasting time and effort trying to engage those who have completely dropped off. It will also help you streamline your content, removing excess pages and content that don’t contribute to your SEO strategy. This process includes reviewing and removing completed email campaigns and unnecessary landing pages that may be impacting site performance.

Improve Customer Targeting

An audit will also provide valuable customer behavior information to help you improve lead generation efforts. With this data, you can segment your leads more easily and develop more targeted and personalized content. Better targeting means more efficient marketing efforts and potential cost savings.

Gain Valuable Insights

Once you have analyzed your HubSpot account and cleaned up your contacts, the data coming in and going out will be more accurate. This precision is crucial for making more informed business decisions. The refined data displaying customer behavior, interactions, and site use provides valuable insights that will help you fine-tune your marketing strategy and online presence. Even small optimizations can lead to an increase in revenue and ROI.

B2B SaaS HubSpot Audit Checklist

Before we dive into this HubSpot audit checklist, it’s important to note that there is no one-size-fits-all HubSpot audit. Each audit will look a little different, and an audit for your B2B SaaS business may include more or less detail depending on your needs, so this is just a guide to follow.

Getting Started

1.Check HubSpot plan settings
Start by checking the HubSpot plan settings, user roles, and permission levels to ensure everything meets your needs and budget. This also helps to identify what features and functionality you have access to but are not using to their full extent. You can also update things like business email, logos, and color palettes to help streamline the process of creating new marketing campaigns.

2. Clean your contacts list
An accounts list is prone to filling up with duplicate contacts or contacts who are no longer relevant. During the audit, check for errors and update contact information to ensure emails don’t bounce and the customer behavior data collected is accurate.

Contacts that have unsubscribed or hard-bounced should always be removed. That said, consider keeping contacts who have not engaged for a while but move them to a different segment for follow-up at a later date.

3. Update lead scoring criteria
Customer behaviors and preferences are ever-evolving, which means your lead scoring criteria also needs updating. Consider updating both the criteria and their respective weightings. Discuss possible changes with your sales team and get feedback from converted customers to fine-tune your lead scoring criteria.

Add new user behaviors to the scoring criteria if needed, but avoid adding too many because this will overcomplicate it.

4. Assess campaign performance
HubSpot allows you to analyze the performance of all your marketing campaigns. These campaigns are too easy to set up and forget, so review your email marketing campaigns and landing pages to ensure you get the best value and ROI.

Examine the revenue attributed to each campaign and the number of new contacts, and look at metrics like open rates, click-through rates, organic traffic, page views, and conversions. Remove any campaigns that are no longer required and optimize those that will remain.

5. Workflow automations
HubSpot is one of the best tools available for marketing automation, but this is another feature that is far too easy to set up and forget about. So, review all workflows for accuracy, efficiency, and relevance to your current goals.

Start by creating a list of all workflows, both active and inactive. Check that all workflows are properly labeled and organized and test the triggers, actions, and delays to confirm they are working as intended. Then, you can decide what can stay the same, what needs to be updated, and what can be archived.

Get The Marketing Right

6.Refresh buyer personas
Updating your buyer personas is worthwhile because this data forms the foundation of all your marketing campaigns. There’s always a chance that your target audience or their preferences have changed over time. This gives you the opportunity to add any new personas or update existing ones with new demographic or behavioral data. Before you move on, check if your contacts are connected to the appropriate buyer personas.

7. Assess website SEO performance
To start the website performance assessment, try the HubSpot Website Grader tool – it’s free and will give you a great overall report card on website health. You can then complete a more detailed SEO audit of your website using a site audit tool like SE Ranking to identify specific technical errors and SEO inefficiencies. You may need to consider improving the loading speed of your website and building more internal links to assist with page indexing.

8. Perform a content review
A content audit will highlight specific pieces of content that are underperforming. Content marketing is highly strategic and should always be tied to a purpose. If your content is not generating organic traffic, building brand awareness, or part of your internal linking, it probably no longer serves a purpose. In this case, it’s best to remove it entirely or hide it from being indexed by search engines.

Compile a list of all your content, from blog posts to lead magnets. Assess their relevance and performance using a variety of online tools. Look at target keywords and their rankings, the efficacy of CTAs and lead magnet downloads, and other metrics like the bounce rate of individual pages. Develop a simple spreadsheet to prioritize actions required to optimize your content.

9. Identify gaps and formulate an action plan
After the HubSpot audit, you’ll have identified inefficiencies and opportunities for improvement. Now is the time to develop an action plan and prioritize improvements. Consider the quick wins – easy actions that provide big benefits – and then prioritize based on urgency and benefit. Include specific steps, responsible parties, and deadlines.

Common Mistakes to Look For

There are a few common mistakes we see clients make with HubSpot that inevitably come back to bite them down the track. These include:

• Inconsistent or haphazard naming systems for workflows, customer segments, or marketing campaigns.
• Duplicate contacts, workflows, or forms.
• Importing incomplete data or data with errors.
• Failing to customize their HubSpot account or not using features to their full potential.

If you feel like you might be guilty of some of these, then you may need expert guidance for your HubSpot audit.

We Can Help You Nail Your HubSpot Audit

Although our B2B SaaS HubSpot audit checklist makes the process look like a piece of cake, there is a lot more to it. We offer professional assistance to manage your HubSpot audit. Companies often have data that’s scattered between various platforms and it can be an overwhelming process to consolidate it all into HubSpot. We’ll set up your HubSpot account, transfer data from existing tools, and configure all settings to your requirements.

When that’s done, we can also streamline your marketing and sales processes, allowing you to get a smooth start using the platform. This saves time that would have been spent agonizing over settings when it could have been spent building your customer connections and growing your business.

Other HubSpot services we offer include:

• Revenue operations management
• Analytics processing
• Developing dashboards and reports
• Crafting lead and account scoring models
• Creating lifecycle marketing plans

If any of these services ring a bell with you, get in touch to discuss your needs.

Need Help Migrating to HubSpot?

Several migration options are available for those considering a move to HubSpot. You can engage a HubSpot re-platforming specialist, utilize a third-party tool, or partner with an agency like ours. We’re here to guide you through the process and ensure a smooth transition.

Wrapping Up

As you can see, conducting a thorough HubSpot audit is crucial for B2B SaaS companies looking to optimize their marketing efforts and get the most out of their HubSpot account. The audit ensures that HubSpot is properly configured, data is clean, and your strategies are aligned with business goals.

Our B2B SaaS HubSpot audit checklist provides a systematic approach, breaking down the process into manageable sections. By utilizing this checklist, you can identify gaps, streamline operations, and enhance overall effectiveness in leveraging HubSpot for growth.

To further support your business growth initiatives, we recommend trying our SaaS scalability score self-assessment. This free tool will help you identify where your business sits against the competition and establish a roadmap to growth and success.