How to Track the Performance of Conversational Marketing in HubSpot

Conversational marketing is used to bring you real-time, tangible business results that will directly impact marketing-influenced pipeline and revenue. Similar to why you track email performance, live conversations can be even more critical to business impact. It’s the only engagement that gets triggered when your buyer is actively engaging with your site.

Most marketing teams don’t have much insight into customer or sales conversations post sales hand-off. Especially the way they do for engagements; like clicks, downloads, or event attendance.

Then there’s knowing which pages on your website convert into conversations, and much less, which ones are turning into pipeline and revenue.

But when you plug a conversational marketing platform into HubSpot, it adds a new capability into a marketer’s arsenal. You’ll get a clear view of which conversations on which pages create the most impact in your marketing-sourced pipeline. That way you can continue to do more of what works.

Shows the bi-way integration between your chat platform and HubSpot. With active lists based on your target accounts, visit URLs and Account stage.

 

Ensure a Two-Way Integration Between HubSpot and Conversation Platform

When HubSpot and your conversational marketing platform don't share data directly, in both directions, to and from HubSpot, data gaps may appear. It’s why you should avoid one-way integrations as they can result in manual list uploads, inaccurate targeting and slow hand-off to sales. The biggest benefit of live conversations on your website is that it’s instant. And to strengthen that power, you need that data to flow back and forth.

Pulling contact and list data from HubSpot is a simple process. It is also one that we’ve covered earlier in this post to target your most qualified prospects on site to chat.

This section is to help you push conversation data back into HubSpot so you can leverage those insights and double your performance.

Send Critical Data From Your Conversational Platform into HubSpot

Check off the following must-have data syncs to ensure you’re on the right track.

  • Net new leads created through chat should trigger new contacts in HubSpot
  • Contact and account fields updated in conversations should automatically update in HubSpot
  • Identify engaged prospects on your website and alert the appropriate live agent or SDR based on account ownership in HubSpot
  • Conversations that happen via chat should be sent to the contact-level in HubSpot for tracking activity and enable follow-up
Sync full conversation transcript

When a visitor lands on your website and interacts with the bot or an agent, this registers as a conversation. All the details of the conversations and the chat transcripts are then written back to Hubspot as a way of recording the data. This way, when members of your team need further details the next time the same visitor is on your site they can see the data. They can go back, and review the transcripts and see what was discussed, what solutions were offered and what their pain points are. They can also see who the acting agent was so if need be, the conversation can be routed back to them immediately.

Image that shows the sync of full conversation transcripts between your chat platform and HubSpot. This is a round the clock data update for optimal productivity and future visitor data.

Visitor Data

Syncing and tracking conversations is one thing, but knowing who you’re speaking to is another key part of a HubSpot integration. With a chat platform, you can view visitor intel to drive context in your conversations. This can be as simple as an individual’s name, to the company they’re from, and their previous interactions with your website. This is information that is pulled from HubSpot. But what happens when they’re an unknown visitor?

HubSpot cookies can be used to identify who a visitor is, especially if they are an unknown lead in your pipeline. As soon as the visitor is identified, you can push their contact information back into HubSpot and create a contact for them. Or you can leverage the integration. So as you create a new contact in your chat platform, you can simultaneously have one created in HubSpot with the respective fields added. It can be also used to update existing contacts and details to reflect changes in your audience rules, target accounts and opportunities.

The 7 Business Metrics Your Conversations Should Impact

How can you use all this data you are sending into Hubspot to measure some key performance indicators?

Here is a list of 7 metrics you should be measuring. So you can track the direct impact of conversational marketing on your business goals:

  1. Leads Generated
  2. Meetings Booked
  3. Live Sales Conversations
  4. Pipeline Created
  5. Opportunities Influenced
  6. Target Account Engagement
  7. Net New Revenue

Build Hubspot Reports into a Conversational Marketing Dashboard to Get a Full View on Performance

Once you’ve created an integration to track your conversations, you need your team to leverage the data effectively.

You can use your current marketing attribution model to track the influence on the seven metrics we identified above. Create a HubSpot report for each metric and pull all these reports into one complete dashboard. This way you can check in monthly, quarterly, and yearly to see the sales impact of conversational marketing on your business.

 

A HubSpot dashboard view of New Marketing Qualified Leads, Contact Lifecycle Funnel and Blog Leads by Original Source. All data you need to make sales decisions.

Once you figure out how to track and measure conversations in Hubspot, you’re able to make data-driven decisions on which pages and conversations are converting into business. Say hello to more leads, more meetings, increased opportunities in your pipeline and revenue.

Insent is a human-first B2B chat platform that integrates deeply with HubSpot so you can convert your most engaged prospects in real-time.

Aatharsha Jey

Aatharsha is the Digital Marketer at Insent. She loves creating B2B marketing experiences that help marketers stand out from the crowd and fill their funnel with qualified buyers.

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