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The what, why, when and how of a HubSpot Portal Audit

Estee Hall | 20 July 2023

As businesses continue to rely on digital marketing strategies to attract and retain customers, having a well-optimised HubSpot portal has become more critical than ever. 

In this article, we'll explore the what, why, when, and how of HubSpot portal audits. We'll also discuss the benefits of a HubSpot portal audit, the common issues that businesses face with their portal, and how audits can help identify and address these issues. 

Whether you're new to HubSpot or a seasoned user, this article will provide you with the information you need to ensure that your portal is in order and operating at its peak. 

Let's dive in and explore the world of HubSpot portal audits! 


What is a HubSpot Portal Audit? 

A HubSpot portal audit is a comprehensive evaluation of your company's HubSpot portal. It’s designed to identify areas that may not be performing at their best and provide recommendations on how to improve them. 

The audit covers various aspects including your website, social media profiles, and CRM. It also includes an evaluation of your marketing and sales strategies, and assesses your use of HubSpot’s tools and features. 


Why do you need a HubSpot Portal Audit? 

No matter how well your HubSpot portal is performing, there is always room for improvement. Here are some of the common issues that businesses face with their HubSpot portal:

1. Poor website performance


A poorly performing website can hurt your business in many ways. It can reduce your search engine rankings, cause frustration for visitors, and ultimately lead to lost leads and sales. A portal audit helps identify any issues with your website and provides recommendations on how to fix them.

2. Inefficient lead generation


Generating leads and making sales is the lifeblood of any business. If your lead generation process is inefficient, you may be missing out on valuable opportunities. The portal audit helps you identify areas of your lead generation process that may be underperforming and armed with this information, you’ll be able to make the necessary changes.

3. Inaccurate or incomplete data


Your HubSpot portal is only as effective as the data that it contains. If your data is inaccurate or incomplete, it will result in incorrect reporting, misguided marketing strategies, and lost sales.

A portal audit helps identify any issues with your data, such as missing or duplicate contacts, inaccurate company information, or outdated deal stages, and provides suggestions on how to improve the hygiene of your data.

4. Poor utilisation of HubSpot tools and features


HubSpot offers a wide range of tools and features, most of which are underutilised or never used at all. If you're not using these tools and features to their full potential, you may not be getting the most out of HubSpot’s capabilities and by proxy, making the best use of your HubSpot license.

A portal audit will point out areas where the tools and features are underused and provide recommendations on how to leverage them to achieve your business goals. 


When should you get a HubSpot Portal Audit? 

If you're experiencing any of the issues mentioned above, or if you're simply looking to get the most out of your HubSpot investment, then it's time to consider a portal audit. Here are some specific scenarios when a portal audit will be beneficial for your business:


1. When you're not meeting your marketing and sales goals

If your marketing and sales efforts aren't generating the results that you want, a portal audit can help identify areas for improvement. By analysing your data, workflows and processes, an audit can reveal insights into how you can better align your marketing and sales strategies to achieve your goals.

2. When you're launching a new campaign or product

Launching a new campaign or product can be a major undertaking, and it's important to ensure that your HubSpot is configured to support your efforts. An audit will help you identify any gaps in your current marketing and sales strategies and provide recommendations on how best to leverage the platform to achieve your campaign or product launch goals.

3. When you're experiencing growth

This may sound counterintuitive, but as your business grows, your marketing and sales strategies will need to adapt to keep up. A portal audit will help you identify where your current strategies are falling short and place a spotlight on the changes that need to be made to align your strategies with your business’s growing needs.

4. When you're not sure where to start

If you're not sure where to begin, a HubSpot portal audit could assist you in formulating a roadmap and set you down the right path. By auditing your current processes and data, you’ll be able to identify areas that need the most attention. 


How to perform a HubSpot Portal Audit?

Performing a HubSpot portal audit may seem like a daunting task, but with the right approach and tools, it can be a straightforward process. Here are the steps you can follow to perform an audit:


1. Define your goals

Before you begin your portal audit, it's important to define your goals. What are the specific issues you're looking to address? What are your marketing and sales goals? Defining your goals will help you focus your audit on the areas that are most important to your business. 

2. Review your data

The next step in a HubSpot portal audit is to review your HubSpot portal data. This includes analysing your website performance, CRM data, social media metrics, and any other relevant data sources. Using a checklist will help ensure that you cover all the necessary areas in your audit.


3. Identify areas for improvement

Based on your review and the outcomes from your checklist, you’ll be able to narrow down the areas in your portal that need attention. These could include optimising your website performance, improving your CRM data quality, or updating your social media strategy. 

4. Develop an action plan

This plan should outline the specific steps you'll take to address each area of improvement, including any necessary updates to your marketing and sales strategies. 

Carefully plan your steps so that they are SMART, and ensure you keep yourself accountable with scheduling in the time to make the execution.  

5. Implement your action plan

The final step is to implement your action plan. Make sure to track your progress and measure your results to ensure that your efforts are having the desired impact. When you look back, you’ll be pleased you took the steps to correct your portal.  


To conclude...


A HubSpot portal audit will help you organise and optimise your CRM, streamline your marketing and sales processes and ultimately improve your customer experience. Whether you're just getting started or your business has been using the platform for years, a regular audit is essential to ensure that you're getting the maximum ROI on your investment in HubSpot. 

If you're interested in conducting a HubSpot portal audit, Struto can help. Our team of experienced HubSpot specialists can perform a comprehensive audit of your HubSpot portal, provide you with a detailed report of our findings, and work with you to implement solutions that will help you achieve your marketing and sales goals.  


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