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HubSpot Reporting: How to Show the Value of Marketing on a Dashboard

Create a data-driven dashboard that clearly showcases the value of marketing to the rest of your organisation.

Marketing teams often struggle to demonstrate the impact of their efforts on the bottom line. This article will guide you through creating a data-driven dashboard in HubSpot that clearly showcases the value of marketing to the rest of your organisation.

Watch the video here:

Make sure you:

  • Ensure all deals in HubSpot have an associated contact and company. This allows for proper marketing attribution.
  • In HubSpot settings, make adding a contact mandatory during deal creation.

Building your dashboard:

  1. Start with an Introduction. Briefly explain the purpose of the dashboard at the top.

  2. 'Marketing Leads by Source':

    • Create a report using "Contacts" as the object.
    • Use a donut or pie chart to visualise lead source distribution.
    • Filter the report to exclude non-marketing generated leads.
  3. 'Revenue by Marketing Source':

    • Create a report on "Closed Won Deals."
    • Filter for deals with a known amount and exclude offline sources.
    • Use a chart to display revenue generated by marketing source.
  4. Average Deal Value:
    • Create a report on "Closed Won Deals" with a known amount.
    • Display the average deal value.
    • Create a filtered version to show the average value of marketing-generated leads.
    • Further segment this report to see average deal value by specific marketing source (email, paid advertising, etc.)
  5. Days to Close by Marketing Source:

    • Create a report to show average days to close deals by lead source.
    • This helps identify which sources convert leads faster.

Top tip: HubSpot allows customisation of report formats (currency, deal stages). Utilise this feature to tailor the dashboard to your specific needs.

This dashboard goes beyond just displaying numbers. It tells a story about the impact of marketing efforts. Analyse the data to identify high-performing channels and areas for improvement.