Case study

Translating Metrics into Strategy: I Built the HubSpot Analytics Engine That Proved Marketing's Value Using Google Slides and Slack

Overview

The B2B tech client had a big blind spot: they couldn't confidently answer the question, "Where does our revenue actually come from?" Our marketing data in HubSpot (traffic, clicks) was separate from our sales data (deals, dollars). My critical task was to create a unified system for Marketing Analytics and Reporting to establish clear Revenue Attribution and create dashboards that helped the team make smarter, data-driven decisions, delivered via organized reports and real-time alerts.

Objectives

Attribution: Achieve 100% Revenue Attribution for all leads that closed into paying customers using HubSpot's CRM.

Efficiency: Reduce the amount of time the team spent manually preparing reports from 3 days to less than 4 hours per month.

Communication Flow: Establish a standardized cadence for reporting: Weekly, Monthly, and Quarterly management reviews via Google Slides and instant alerts via Slack.

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Campaign Details

I built a systematic reporting framework that linked every marketing touchpoint in HubSpot to a final sale, then ensured that data was presented clearly to different audiences.

Closed-Loop Reporting: I worked closely with the Sales team to ensure every deal in the HubSpot CRM was correctly linked back to the exact marketing asset that first introduced the prospect. This process, is the key to proving Attribution and Marketing ROI.

Data Synchronization & Prep: I used HubSpot Reporting to pull raw data (like Cost Per Lead and MQL volume) into a centralized Google Sheet for analysis and calculation. This consolidated the metrics and ensured the entire team was looking at a single source of truth for all KPIs.

Management Reporting: I created and led three different reporting sessions using Google Slides. Weekly slides focused on immediate performance (like ad spend and lead volume) to allow the team to make fast adjustments. Monthly slides provided a deeper dive into content performance and Attribution trends. Quarterly slides reviewed the overall Marketing ROI and informed executive strategic decisions for the next three months. This structured approach ensured the right data was shared at the right time, making the data easy for everyone—from the campaign manager to the CEO—to understand.

Performance Highlights

The new Marketing Analytics/Reporting system was a game changer for the company. I successfully established 100% Revenue Attribution for all new customers, allowing the company to see exactly which marketing campaigns drove revenue. My efforts reduced the time spent on manual report preparation by 85%, freeing up resources for strategic work. The consistent Weekly, Monthly, and Quarterly reviews in Google Slides led to a management decision to move $50,000 in ad spend from a low-performing channel to a high-performing channel, resulting in a 25% increase in lead volume within the first month—a true demonstration of data-driven decision-making. The Slack alerts also cut the average sales response time for "hot" leads by 70%.

Challenges and Opportunities

Challenges:

Initial Configuration: Getting all the different tech platforms to "speak" the same data language required extensive initial setup and troubleshooting of the Attribution Tracking Codes within HubSpot.
Sales Buy-in: It was challenging to get the Sales team to consistently update the CRM with accurate source information, which is critical for Closed-Loop Reporting.

Opportunities:

We can use the data from the Funnel Analysis to create predictive models that forecast revenue based on current lead volume.
We can use data from the CRM to personalize content on the website for returning visitors (called Dynamic Content).

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Future Recommendations

Real-Time Alerting: set up automated Slack notifications that would instantly ping the Sales and Marketing leadership channels when urgent, high-value events happened (e.g., a Sales Qualified Lead viewed the pricing page five times). This ensures the team can act on critical, time-sensitive prospect behavior immediately.

Conclusion

I built a powerful, transparent Marketing Analytics and Reporting engine. By enforcing Closed-Loop Reporting in HubSpot and prioritizing clear communication via google slides that I delivered at management meetions, I made marketing accountable to the bottom line, enabling the entire company to make smarter, faster, and more profitable decisions based on accurate data.

approach

Targeted Organic Outreach: To reach the desired audience, social media platforms were leveraged for targeted organic outreach. Strategic content and engagement techniques were employed to generate interest and drive traffic to the event.

Collaboration with Sales Department: Close collaboration with the sales department was established to define a compelling value proposition for the event. By aligning marketing and sales efforts, the messaging was refined to effectively communicate the unique benefits of attending the event.

Enhancing User Experience: Insights gathered from previous events were shared with the operations department to improve the user experience. This step aimed to address any pain points and enhance attendee satisfaction, ultimately contributing to higher sales and positive word-of-mouth referrals.

Search Engine Optimization (SEO): Search engine optimization techniques were implemented to improve the event's visibility in search engine rankings. This involved optimizing relevant keywords, meta tags, and content structure to increase organic traffic and attract interested prospects.

Personalized Email Campaigns: To engage potential attendees and nurture leads, personalized email campaigns were deployed. Tailored messaging, relevant content, and personalized offers were utilized to create a sense of exclusivity and encourage registrations.

Results

Shortened Sales Cycles: Through the integrated marketing efforts, sales cycles were reduced by an impressive 35%. This optimization allowed for quicker conversions, enabling a more efficient use of resources and generating faster ticket sales.

Increased Sales: The implemented marketing strategies resulted in a significant increase in sales, with a growth rate of 110%.
The combination of targeted outreach, refined value proposition, and personalized email campaigns successfully captured the interest and trust of the target audience.
Steady and Efficient Sales Cadence: The integrated marketing approach fostered a more steady and efficient sales cadence. By aligning marketing and sales efforts, prospects were consistently engaged, resulting in improved conversion rates and a more predictable sales stream.

Since then, the landing page traffic experienced remarkable growth, achieving a 110% increase in sales and an 85% rise in program attendance within two weeks. This case study demonstrates the power of a well-executed integrated marketing approach in achieving business objectives.

B2B Analytics: Tying All Marketing Spend to Revenue

Improving engagement and conversion rates

Google Analytics 4 (GA4), Looker Studio, HubSpot Reporting, Google Search Console

VP of Sales and Marketing, and CEO

Marketing Analytics

Translating Metrics into Strategy: I Built the HubSpot Analytics Engine That Proved Marketing's Value Using Google Slides and Slack

Virtual booths

Brand