Steal this 4-step playbook for multi-touch attribution reporting in HubSpot 📊 → No pricey enterprise subscription needed Marketing attribution might be the most fiercely debated topic in B2B. But if you don’t have budget, time or appetite for dedicated attribution software or HubSpot Marketing Hub Enterprise what options do you have? MOP’s fairy 🧚 Sarah Lane-Hawn🧚♀️ built her own Goldilocks method for multi-touch attribution in HubSpot Marketing Hub Pro 🔥 Here’s how the Goldilocks model works: 1. Count marketing touch points by contact or account in automated workflows. ⚡️Trigger: New marketing channel touchpoint 🌴 Branch: Route contacts based on the channel of their most recent interaction ✅ Action: Increment a count of channel engagements by 1 2. Time stamp counted touch points at meaningful opportunity stages (New Opportunity Opened, Deal Closed-Won) again in workflows ⚡️Trigger: Change in lifecycle stage 🌴 Branch: Route contacts based on their current lifecycle stage ✅ Action: Copy the dynamic count of marketing activities from contacts to a static count for the lifecycle movement on deals 3. Calculate revenue attribution using a custom calculated property. 🧮 Divide the deal amount by the number of touch points in each channel over the total number of activities. Eg. If we closed a deal for $1,000 and there were 2 webinars attended in a journey with 20 total logged activities. Webinar Attribution would be $100 4. Report on revenue attribution with HubSpot custom reports. 🥧 Use pie charts to breakdown the revenue by channel 💡 Identify which channels have the biggest impact om MQLs, Opportunities, and closed revenue Want all the detailed steps for each calculated property, workflow, and report? Get the full playbook from today’s ConnectedGTM newsletter: https://lnkd.in/ed_G9p-X p.s. Huge shoutout to Sarah for sharing this playbook! I’d really appreciate it if you’d leave a comment or go tell Sarah what you thought! p.p.s If you liked this playbook you’ll definitely like the ConnectedGTM newsletter where I share new step-by-step HubSpot playbooks each week
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