[NEW] HubSpot: Build your own reports

This guide serves as a template designed to harness RollWorks Custom Object Data in HubSpot and create custom HubSpot reports. It aims to equip your team with relevant information/data in a streamlined manner, enhancing your Account-Based Marketing (ABM) efforts within HubSpot. By doing so, we hope to empower sales and other teams to prioritize their outreach effectively.

For the reports to deliver maximum impact, it’s essential to pay close attention to the HubSpot reporting filters at the company record level. Identifying the right groups of companies is critical for driving reporting adoption and ensuring that the insights provided are both relevant and actionable for your team.

The information provided for each recommended report outlines:

Data Source: Governs which source are available in your report. For example, Single Object, or Custom Report Builder to marry primary and secondary data sources (ex: Companies & CRM: Deals)

Filters: Limit the data that your report returns by using filters. Filters are useful for many reasons, such as focusing your report on specific data, or ensuring that your report runs quickly. For example, say your report returns all the Company Records in your CRM, but you only want to see Companies that are not assigned to an Owner. Filter the report on the Company Owner property. You can add, edit, or remove filters while reading a report, too.

Columns/Displaying Properties: This serves as a template to help you get started. We encourage you to customize it by adding or removing fields to best meet your team's specific needs. Additionally, you have the flexibility to incorporate custom properties from your HubSpot instance at the company level to enhance your reports, offering a comprehensive and insightful view for end users.

Chart & Configure Table: Display options and capabilities for end users. Utilize both "Unsummarized Data Table" and "Summarized data table" views based on the report objective and chart selected.  

Recommended Reports

• Report: Identify in-market accounts that require prioritization
• Report: Pass "spiking" accounts to my sales team
• Report: Identify churn risks in current customers
• Report: Showcase Company Progression

Report: Identify in-market companies that require prioritization

This report is available to all customers who have the ICP model included in their RollWorks subscription and have deployed one or more Ideal Customer Profiles (ICPs) through the RollWorks dashboard (found under Settings > ICP Model). For more details on RollWorks' ICP capabilities, click here.

Best practices and deployment Ideas:

• Determine the end audience when creating this report. If it is for Sales, perhaps pull in additional properties from your HubSpot Instance that would enhance the report for the team.
  • For example, the RollWorks sales team also likes to pull in the following custom properties we have available: Employee Range, Annual Revenue, Zoominfo Tech, Location to best prioritize and customize their outreach.
• Update your Journey Stages within RollWorks to be numerical (ex: 1: Unaware) if you would like to see the stages in order. 
• Add visuals. We like to use the donut chart for this specific view.

Report: Pass "spiking" accounts to my sales team

This report will only be available if Sales Insight is included in your RollWorks subscription and if Sales Insight Seat Management has been properly set up within the RollWorks dashboard. Learn more here about configuring Seat Management and the available access levels.

Best practices and deployment Ideas:

• Test out different Chart options, such as a Donut chart or Bar Chart based on Spike Level or Journey Stage.
• Ability to customize this view (and all views) to show unassigned companies vs. assigned companies based on the end goal and use of report. 

Report: Showcase Account Progression

Best practices and deployment Ideas:

• Measure company progress based on the deployed ABM strategy or business goals. Use the Journey Stage fields to monitor account movement through the engagement funnel. Track companies as them progress from Unaware to Sales Ready. The Account Progression view can also allow you to track companies as they move from Sales Ready to Open Opportunity.
• Create a report using HubSpot's "Custom Report Builder" using Companies as the Primary Data Source and CRM: Deals  to support pipeline acceleration efforts by measuring and looking at the Companies as they move from Open Opportunity to Closed Won. 

Report: Identify churn risks in current customers

Best practices and deployment Ideas:

• Create a similar view for Open Opportunities. Use Current Journey Stage = “Open Opportunity” or how the respective field is labeled in RollWorks. 
• Add in additional columns such as Page Views/Unique Visitors in the last 60 or 90 days for additional insight. 

Dashboards and Widgets

You incorporate RollWorks data in individual widgets into dashboards to surface key insights for your team.

You can leverage your existing Sales & Marketing dashboards. Compliment current efforts by incorporating key reporting widgets to surface RollWorks insights to assist in account outreach prioritization efforts.