Offering users a way to track their customer engagement metrics doesn’t just benefit individual customers. Businesses are making this ability an essential part of their growth strategies.
Companies like Salesforce, Zendesk, and Mailchimp all use customer-facing metrics to provide helpful data points to business users directly in the product experience. With this information, managers can fine-tune their strategies and learn more about what works with consumers.
One organization in particular that has really nailed customer-facing metrics is HubSpot. The platform has become the go-to inbound marketing software for many businesses.
Through HubSpot’s visually engaging, intuitive interface, companies can track their customer-engagement metrics which can help them optimize marketing efforts.
Additionally, they can also manage social media accounts, and organize content all in one place.
Let’s take a look and see exactly what the platform is doing so well.
The Dashboard Home Page: Everything In One Place
When you first log into HubSpot, you are greeted with a dashboard interface.
Dashboards can be customized, exported, and shared directly with others. Many companies will create several dashboards that summarize performance across different areas. For example, a marketing lead may want a simple view of the company website’s traffic, in addition to data on paid social media performance.
What inbound marketing metrics should a company be tracking? These include, but aren’t limited to:
- Website visitors
- Conversion rates
- Social reach
- Closing rates
- Visitors by source
- Leads by source
- Inbound links
- Social shares and more
Hubspot makes tracking these metrics and understanding what they mean incredibly easy with the way they display the data. Information can be portrayed through bar charts, isolated data points, and line graphs. Companies are able to easily filter between different views in order to see all dashboards under a particular category all at once.
HubSpot automatically provides easy-to-understand, color-coded inline data points to help users understand their progress over time. Smaller windows will also open when customers hover over certain elements in the charts. Additionally, reports can be customized to meet the unique needs of individual users.
With just a glance at the Hubspot marketing metrics in their unique dashboard, managers can discern actionable insights about the success (or failure) of their marketing and sales efforts.
Customer-Facing Metrics Integrated Throughout The Platform
Going deeper into the site, there are other areas where business users are presented with customer-facing metrics.
Under the Marketing tab, users can access information on ad campaigns, social media activity, and newsletters without performing any data analyses. Marketing leads can quickly see conversion results and spend per campaign alongside ROI results.
On the high-level Email and Social Media pages, users see open rates and clicks for each campaign in a summary view. For more information, the Analyze tablets customers quickly toggle between various data views with pre-built dropdown menus and data filters.
Not only does HubSpot deliver customer-facing metrics, but it also allows users to perform their own analyses. For those who want to dive deeper into their data, the Analytics Tools page under the Reports tab enables business managers to segment and organize data in new ways in order to uncover more nuanced insights.
HubSpot Leads The Way With B2B Customer-Facing Metrics
Though still helpful, not every organization needs to employ a complex business intelligence platform. Most businesses simply need quick access to data-driven intelligence to make smart decisions.
HubSpot does a fantastic job at delivering relevant, actionable data directly to business users through the product experience. If the default data views aren’t enough, managers can also take data analytics into their own hands and perform their own calculations.
Hopefully learning about how Hubspot tracks and displays customer engagement metrics, and inbound marketing metrics in a custom dashboard inspires you to think about what your software customers and their end-users need. When you start getting into their mindset of what they can benefit most from, not only will their businesses grow, yours can too.
With Keen, implementing customer-facing metrics for enterprise clients is quick and easy. Contact our solutions team today to learn more about how we can help you empower your clients with their own data.
This article was originally published May 2019 and was updated November 2019.
