What is a HubSpot Audit? A Guide for Small to Medium-Sized Business Owners

hubspot audit

Written by

Good Team

Created on

September 29, 2023

What is a HubSpot Audit? A Guide for Small to Medium-Sized Business Owners

HubSpot is a recognized name in the world of digital marketing and sales. This all-in-one platform offers tools to help businesses generate leads, nurture relationships, and drive sales. But like any software, the efficiency with which you use HubSpot can determine the success of your campaigns. This is where a HubSpot audit comes in.

After reading this article, you’ll know the what, why, and how of a HubSpot audit, specifically for your small to medium-sized business.

What is a HubSpot Audit?

A HubSpot audit is a comprehensive review of your business’s current use of the HubSpot platform. 

It examines how you’re utilizing its various tools, from email marketing and content management to CRM (Customer Relationship Management) and sales funnels

The audit aims to identify areas of inefficiency, underutilization, and opportunities for optimization. 

The audit will also evaluate whether your business is taking full advantage of HubSpot’s features and functions. It may involve interviews with team members, a review of existing processes, and an overall assessment of the performance of your campaigns. 

Why Does Your Business Need a HubSpot Audit?

It’s no secret that HubSpot is a large platform that can overwhelm even the most seasoned marketing professionals. 

With automation, emails, chatbots, and more. It’s easy to set and forget. 

But don’t get me wrong, creating a system that can run in the background is a lot of the appeal of HubSpot. 

But what happens if something changes within your company? 

For example, what if your prices change? Or your process of implementation changes? 

With your systems withhold the test of time? 

Or are they dependent on very specific variables?

A HubSpot audit is a strategic measure to ensure you’re leveraging the platform to its full potential. 

It provides a thorough understanding of your current usage and pinpoints areas that need improvement. 

By identifying inefficiencies and underutilization, the audit lays the groundwork for optimization, enhancing your lead generation, nurturing relationships, and driving sales. 

In essence, a HubSpot audit is a valuable investment that equips your business with the insights needed to fine-tune your digital strategy and ultimately achieve better results.

Here’s how to break it down:

Optimal Utilization: HubSpot offers many features, and it’s not uncommon for businesses to use only a fraction of them. An audit can reveal untapped tools that could drive results.

Data Integrity: As with any system, ‘garbage in means garbage out.’ A HubSpot audit can ensure you maintain clean data, which is crucial for meaningful analytics and successful campaigns.

Improved ROI: A streamlined HubSpot implementation can lead to better conversions and sales, directly affecting your bottom line.

Stay Updated: HubSpot, like any digital platform, undergoes regular updates. An audit ensures you’re up-to-date with the latest features and best practices.

How Do You Conduct a HubSpot Audit?

A HubSpot audit typically consists of several key steps:

Goal Alignment: Before diving into the technical aspects, clarify what you hope to achieve with HubSpot. Are you focusing on lead generation? Customer retention? Sales conversions? Your goals will guide the audit process.

Technical Review: This involves checking the setup of your HubSpot portal. It looks at integrations, tracking codes, and potential issues hindering performance.

Content Assessment: Review your content strategy. Are you using HubSpot’s CMS (Content Management System) for all it’s worth? Is your content aligned with your buyer’s journey?

Lead Generation & Management: Examine your lead-capturing methods. Are the forms optimized? Is the lead scoring system effective?

Email Marketing Analysis: Delve deep into your email campaigns. Check for segmentation, personalization, and the performance of individual emails.

CRM Review: HubSpot’s CRM is a powerful tool. Ensure it’s set up correctly, check for data cleanliness, and see if the sales team is using it effectively.

Sales Funnel Evaluation: Are there any bottlenecks in your sales process? An audit will examine each stage of the funnel for potential improvements.

Reporting & Analytics: Lastly, check if you’re tracking the right metrics and if the dashboard reflects your goals. A good reporting system can offer insights and guide future strategies.

What are the Benefits of a HubSpot Audit?

The benefits of a HubSpot audit are numerous, but here are just a few: 

Efficiency: Streamlining your processes saves time and reduces manual errors.

Enhanced Strategy: Insights from the audit can direct your marketing and sales strategies more effectively.

Cost Savings: By identifying underutilized tools or redundancies, you can ensure you’re getting the most out of your HubSpot investment.

Competitive Edge: A well-optimized HubSpot platform can give you an advantage over competitors who might not be using their tools as effectively.

When Should You Consider a HubSpot Audit?

While there’s no definite rule, but you should consider conducting an audit if:

  • It’s been a year or more since your last review.
  • You’ve recently expanded or shifted your business goals.
  • Your ROI from HubSpot seems stagnant or declining.
  • You’re not confident you’re using all the relevant features.

And that’s it!

All in all, for small to medium-sized business owners, investing in tools like HubSpot is a significant decision. Maximizing that investment is crucial. 

A HubSpot audit provides a roadmap to ensure you’re not only using the platform efficiently but also harnessing its full potential to drive your business forward. 

Consider it a health check-up for your digital marketing and sales operations – a necessary step towards achieving your business goals.

The Good Team Agency is Here to Help

Do you need help managing your lead generation strategy to meet your sales goals in HubSpot?

Our dedicated team of experts works hard to create a growth marketing strategy that works for you. Reach out to us today and schedule a 7-minute call to discuss your current marketing strategy and where it can improve.

Our growth marketing strategy includes several benefits for growing companies and teams. To name just a few:

HubSpot CRM Setup – We can help you set up HubSpot CRM for your team as well as create custom sales processes to meet the needs of your business. We’ll also make sure that everyone on your team is familiar with using the platform and understands how to use it effectively for better results.

Campaign Planning and Management – When it comes to marketing, planning is key. Our team can help you create well-rounded campaigns from the start and then manage them properly throughout their lifecycle for better success.

Frequent Meetings – To keep you up-to-date on the progress of your campaigns and ensure that all goals are being met, we offer bi-weekly meetings to discuss any changes or issues with your marketing strategy.

In-depth Reports – Our team can provide comprehensive and accurate reports to help you track your progress and identify areas of improvement.

Sales and Marketing Alignment – Working together, our team can help align your sales and marketing teams to ensure that the right message is being sent out to potential customers. 


Schedule a free call for more information on how we can help you create and CRUSH your sales goals in HubSpot!

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