I’ve migrated and launched HubSpot accounts for over a dozen business units. Below are examples of dashboards reports I’ve created for quick, easy access to data.
I make it my mission to ensure accurate and transparent data reporting. Regardless the source of truth, when it comes to email marketing or automation standards it’s crucial that everyone use the tool(s) properly and according to company standards. This requires:
- clear documentation and established guidelines
- easy access to this documentation
- training sessions for implementation
- providing “on-call” support for users during implementation phase
Additional steps include ongoing monitoring, evaluating efficacy and evolving processes.
HubSpot SOP
Key components of being the HubSpot SME are establishing standards, documenting best practices and providing ongoing training.
The slideshow, below, shows a few pages of the HubSpot Email SOP I created for the purpose of:
- establishing company standards, including:
- reasoning behind established rules
- historical context
- documenting ongoing best practices, with references
- record-keeping purposes
- training and onboarding
- providing transparency and open lines of communication
Email Marketing Intranet Site
Building on the SOP, I created an internal company site that compiled all email marketing information, documentation, and training into a SharePoint site that was accessible to all marketing team members. This streamlined onboarding and training, while creating a “hub” for all email marketing resources.
This approach was adopted company-wide, evolving into a larger intranet for all employees and departments, and growing to include all digital marketing resources.
Email Marketing Best Practices
The intranet/SharePoint site included a quick guide on email marketing best practices:
Data Attribution Implementation
- Company-wide UTM implementation
- Adherence to campaign standards
- Established naming conventions
- Using string queries to track referral URL source and user journey
- Lead tracking, routing and enacting a lead scoring system
- Documented processes for handling leads throughout the pipeline
Lead Routing, Lead Scoring, Mapping Pipeline
I’ve played a pivotal role in many aspects of sales and marketing alignment, process optimization, and communication standardization.
Map Pipelines and Funnels
Using data tools, I’ve visually represented and documented the stages through which potential customers move (sales pipeline) and how they interact with your marketing efforts (marketing funnel). This is crucial for understanding and optimizing the customer journey.
Implement Lead Scoring Systems
Lead scoring is a method of assigning values to leads based on their behavior, demographics, and other relevant factors. It helps prioritize leads and focus efforts on those more likely to convert. By implementing a lead scoring system, we were able to take a strategic approach to managing and prioritizing leads effectively, as well as understanding our pipeline.
Document Lead Handling Processes
Providing resources to marketing and sales teams, building automated lead nurture cadences, building a digital asset management tools for easy access to whitepapers and brochures, documenting processes and providing training to team members
Build Automated Cadences
Based on user behavior, using automation is ideal for streamlining lead nurture and more.
Establish Company Verbiage & Brand Guidelines
Standardizing language across the company is essential for clear and consistent communication. It ensures that everyone, regardless of department or role, understands and conveys messages in a unified way. This is particularly important for maintaining a cohesive brand identity and ensuring alignment in objectives and strategies.
Let’s connect!
Interested in learning more about my background, or scheduling a call? Let’s discuss how I can contribute to your organization!
Marketing Operations, Revenue Operations, AI Prompts, Graphic Design, Templates, and more
Kate Khoury Portfolio 