How to Conduct a HubSpot Audit: A Step-by-step Process
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How to Conduct a HubSpot Audit: Everything You Need to Know

HubSpot is one of the most popular customer relationship management (CRM) tools on the market today, and for good reason: It’s a powerful, robust inbound marketing platform perfect for business-to-business (B2B) companies looking to grow their business.

At least, when it’s used to its full potential.

While HubSpot is ideal for automating workflows and sequences for your marketing, sales, and customer success teams, it does require a little maintenance to make sure it’s working as intended. It needs to be cleaned up and managed every now and then to keep it in tip-top shape.

Conducting a HubSpot audit is the first step in ensuring your HubSpot portal, data, and workflows are efficient and optimized.

Why You Need to Conduct a HubSpot Audit

Every company that uses HubSpot needs to regularly perform a system-wide audit.

A HubSpot audit is the process of carefully reviewing, cleaning up, and optimizing every hub, tool, workflow, and sequence in your B2B HubSpot account. With this audit, you will identify opportunities for improvement, streamline your business processes, and refine your technical foundation so that you get the most out of your investment in this platform.

After a careful, methodical audit of your HubSpot portal, here’s what you can expect:

  • Organized contact databases
  • Cleaned up data for analysis
  • Enhanced campaign performance
  • Upgraded tracking measures and key performance indicators (KPIs)
  • Streamlined segmentation and workflows
  • Improved overall performance

The benefits are clear. It’s time for your B2B company to conduct a HubSpot audit.

What Is Included in a HubSpot Audit?

During a HubSpot audit, you’ll review and analyze the tools and packages within each of your HubSpot hubs: the Marketing Hub, the Sales Hub, and the Service Hub. You’ll look at the settings, tools, dashboards, reports, contacts, integrations, and workflows within each hub to optimize your overall HubSpot portal.

Not all HubSpot audits will look the same because each company has its own configuration of tools and workflows. However, most have similar goals:

  • Examine account settings and usage
  • Assess whether business goals and KPIs are aligned with your processes
  • Identify underused HubSpot tools and advantages
  • Evaluate the logistics of your account
  • Clean up your databases
  • Conclude the audit with actionable steps

Then, with this important data in mind, you can correct technical errors and optimize your HubSpot portal at every level.

The Results: Identifying the 4 Errors After a HubSpot Audit

After you conduct a HubSpot audit, what results can you expect to find?

We’ve noticed a few patterns emerge. Many companies are making the same HubSpot mistakes, which is damaging their chances at success. Keep an eye out for these mistakes as you conduct a HubSpot audit.

Mistake #1: Fake or Inaccurate Contacts

“Fake” or inaccurate data clogs up your customer and email lists. Whether an internal employee entered made-up data while testing the system or a prospect entered the wrong data in a form, this inaccurate data can mislead your analytics and spoil your results.

Mistake #2: You’re Missing Out on Key HubSpot Features

HubSpot offers a wide range of features and tools—and most people aren’t taking advantage of them. During an audit, you’ll determine which tools you have access to and see which ones are slipping under your radar.

Mistake #3: You Haven’t Set Up Lead Scoring

Lead scoring—a way of evaluating leads and finding your ideal customers—is an important part of inbound marketing. If a company isn’t taking advantage of HubSpot’s lead scoring tool, it’s missing out on workflow and automation options that will save your sales and marketing teams a lot of time.

Mistake #4: You Don’t Follow Naming Conventions

An unorganized HubSpot account is a waste of everyone’s time. During an audit, many companies discover that they aren’t following consistent naming conventions for landing pages, lists, CTAs, emails, campaigns, and more. Sticking with naming conventions makes everyone’s jobs easier.

HubSpot Audit: Marketing Hub

HubSpot Audit: Marketing Hub

The HubSpot Marketing Hub has everything your marketing department needs to engage with your target audience, boost awareness of your brand, and connect with prospects at every stage of the buyer’s journey.

Use this checklist as a guide to examine and optimize your HubSpot Marketing Hub.

1. Evaluate Your Marketing Hub Settings

  • Review your Marketing Hub settings to ensure that they are configured correctly
  • Check your team settings, notifications, and channels to ensure that they are aligned with your business needs
  • Evaluate your contact and company properties to ensure that you are collecting the right information to support your marketing and sales processes

2. Review Your Lead Generation Processes

  • Evaluate your lead generation processes to ensure that they are efficient and effective
  • Check that your landing pages, forms, and CTAs are set up correctly and are being used effectively
  • Evaluate your lead capture and routing rules to ensure that leads are being assigned to the right team members at the right time

3. Examine Your Email Marketing Processes

  • Review your email marketing processes to ensure that they are aligned with best practices
  • Check that your email templates are up-to-date and aligned with your brand
  • Evaluate your email marketing automation and segmentation to ensure that you are delivering targeted and personalized content

4. Review Your Website Analytics & SEO

  • Evaluate your website analytics to ensure that you are tracking the right metrics
  • Check that your website is optimized for search engines and that you are using best practices for on-page and off-page SEO
  • Evaluate your website content and ensure that it is relevant, high-quality, and optimized for search engines

Note: This section of the audit only applies if your website is running on the HubSpot content management system (CMS).

5. Analyze Your Marketing & Sales Alignment

  • Review your marketing and sales alignment to ensure that these departments are working effectively together
  • Check that your lead management and lead handoff processes are aligned between your marketing and sales teams
  • Evaluate your CRM integration and ensure that your marketing and sales teams are working with the same data

6. Evaluate Your Reporting & Analytics

  • Review your reporting and analytics to ensure that you are tracking the right metrics
  • Check that your reporting dashboards are set up correctly and are providing the insights you need
  • Evaluate your marketing and sales metrics and ensure that they are being used to drive improvements in your Marketing Hub processes

HubSpot Audit: Sales Hub

HubSpot Audit: Sales Hub

The HubSpot Sales Hub offers a suite of tools that any sales team can use to speed up the sales cycle, set more appointments, and close more deals—if it’s configured correctly.

Audit your HubSpot Sales Hub to ensure your sales team has everything they need to succeed.

1. Evaluate Your Sales Hub Settings

  • Review your Sales Hub settings to ensure that they are configured correctly
  • Check your team settings, notifications, and channels to ensure that they are aligned with your sales processes
  • Evaluate your deal settings and properties to ensure that you are collecting the right information to support your sales team

2. Review Your Sales Processes

  • Evaluate your sales processes to ensure that they are efficient and effective
  • Check that your deal stages are set up correctly and are being used consistently
  • Evaluate your deal pipelines and automation rules to ensure that deals are being moved through the sales process efficiently

3. Examine Your Sales Team’s Usage of Sales Hub

  • Review your sales team’s usage of Sales Hub to ensure that they are using it effectively
  • Check that your sales team is using all the Sales Hub features and tools that are available to them
  • Evaluate your sales team’s adoption of Sales Hub and identify any areas where training may be needed

4. Review Your Sales Collateral & Content

  • Evaluate your sales collateral and content to ensure that it is up-to-date and aligned with your sales processes
  • Check that your sales team has access to all the collateral and content they need to effectively sell your products or services
  • Evaluate your sales content and collateral creation process and ensure that it is efficient and effective

5. Evaluate Your Reporting & Analytics

  • Review your reporting and analytics to ensure that you are tracking the right metrics
  • Check that your reporting dashboards are set up correctly and are providing the insights you need
  • Evaluate your sales metrics and ensure they are being used to drive improvements in your sales processes

HubSpot Audit: Service Hub

HubSpot Audit: Service Hub

The HubSpot Service Hub is a powerful tool for any customer success team. When it’s working right, this software will revolutionize the customer experience and make it easier than ever for your company to improve customer satisfaction.

Follow these steps to make sure your HubSpot Service Hub is working efficiently.

1. Evaluate Your Service Hub Settings

  • Review your Service Hub settings to ensure that they are configured correctly
  • Check your team settings, notifications, and channels to ensure that they are aligned with your business needs
  • Evaluate your ticket settings and properties to ensure that you are collecting the right information to support your customers

2. Review Your Ticketing Processes

  • Evaluate your ticketing process to ensure that it is efficient and effective
  • Check that your ticket status and stages are set up correctly and are being used consistently
  • Evaluate your ticket routing and automation rules to ensure that tickets are being assigned to the right team members at the right time

3. Examine the Knowledge Base

  • Review your knowledge base articles to ensure that they are up-to-date and accurate
  • Check that your knowledge base is organized in a logical and easy-to-use manner
  • Evaluate your search functionality to ensure that customers can easily find the information they need

4. Review Customer Feedback Processes

  • Evaluate how you collect and manage customer feedback
  • Check that you have a process in place for responding to customer feedback and resolving issues
  • Evaluate your customer satisfaction metrics and ensure that they align with your business goals

Count On OneIMS for a Comprehensive HubSpot Audit

At OneIMS, we’re HubSpot experts. We’ve helped 500+ businesses across a variety of industries conduct a HubSpot audit, optimize their marketing, sales, and service hubs, and reach new revenue goals with this powerful tool—and we can help your company succeed, too.

If your organization needs assistance conducting a HubSpot audit, our experienced team will dive deep into your HubSpot portals to identify weak spots, assess your processes, consolidate and clean up data, and optimize your tools. And if you’re also looking for a partner to help manage your HubSpot activities, we have the solutions and strategies required to get the job done.

But you don’t have to take our word for it. View testimonials from our clients and read our blog to get an idea of our training, experience, and track record of success.

Are you ready to take advantage of everything HubSpot has to offer? Schedule a consultation with us today to get started.

Written By Samuel Thimothy

As the Chief Growth Officer, I provide leadership, direction and resource stewardship to the organization’s sales and marketing function. I also collaborate with our digital marketing strategy team in developing and executing growth marketing campaigns for our loyal clients.

Solomon Thimothy - OneIMS CEO

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