Customer Journey Analytics: See Your Revenue Potential

Joakim Steenfos

28 Apr, 2023

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Customer Journey Analytics: See Your Revenue Potential

Working with different channels? Then, customer journey analytics is an essential aspect of your B2B marketing strategy. By using tools available in HubSpot Marketing Hub, you can gain valuable insights into your customers’ journey and make data-driven decisions to improve your marketing efforts. In this article, we will discuss the importance of customer journey analytics and how it can be effectively utilized within HubSpot.

Why Customer Journey Analytics Can Help You Gain More Revenue

Understanding the customer journey is crucial for generating more revenue. By analyzing the journey, you can identify areas where potential customers may be dropping off due to lost interest. With this information, you can try split-test, marketing efforts to better engage these prospects and ultimately convert them into paying customers. HubSpot Marketing Hub’s customer journey analytics tools enable you to track and analyze customer interactions, providing invaluable insights for increasing revenue.

What are the Benefits of Customer Journey Analytics in Correlation to Marketing

Customer journey analytics offers numerous benefits for B2B marketing, including:

  • Identifying key touchpoints and interactions that drive engagement and conversions
  • Uncovering areas for improvement in the sales funnel
  • Personalizing marketing efforts based on individual customer preferences and behaviours
  • Enhancing lead nurturing and customer retention strategies
  • Measuring the effectiveness of marketing campaigns and adjusting strategies accordingly

By incorporating customer journey analytics into their marketing approach, businesses can create more targeted and effective campaigns, leading to increased customer satisfaction and revenue growth.

A Step-by-Step Guide to set it up

  1. In your HubSpot account, go to Reports > Reports.
  2. Click Create report, in the top right corner.
  3. Choose Journey Reports.
  4. In the left panel, drag Steps to the Stage section you want. You can add up to seven stages leading to a goal or conversion point.

Here is how to add-step-journey-report

  1. If filtering is available for the chosen property, configure your step by clicking the filter icon.
  2. Click the dropdown menu to select a property for filtering. Configure the filter and click Apply.

To further customize your journey report, add branches or make stages optional:

A. To create a branch for a step, drag a Step to the Add a branch section. These forms separate pathways within a stage, allowing contacts to complete either path and be included in the stage.

B. To mark a step as optional, click the vertical menu icon, and select mark stage as optional. This means that a contact doesn’t have to pass through that specific stage to proceed along the journey. Contacts who reach the last stage will be included in the total conversion rate.mark-stage-as-optionalNote: The first or last stages cannot be marked as optional.

Once you’ve configured your stage, click Run report to display your data in the right panel. Use the filters at the top of the panel to refine your data. a. Contacts: view all contacts or filter by contact lists and properties. b. Date range: the timeframe during which the activities took place.

In the top right, click save report. Set the access permissions for the report, and click Save.

An Example Where It’s Relevant for a Company

Consider a B2B software company looking to improve its conversion rates. By looking at the customer journey, the company can gain insights into where potential customers are dropping off during the sales process. They might find that a particular piece of content or a specific call-to-action is not effectively engaging prospects. With this information, the company can optimize its content and calls to action, which can lead to increased conversions and revenue growth.

How Radiant Can Help You Utilize Features within HubSpot

At Radiant, we use HubSpot features ourselves and for our clients, staying true to our values. Our hands-on experience in various industries helps us support business growth through HubSpot. If you have any questions about HubSpot features or Radiant, please feel free to contact us.

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