1. Contact Management

  • QA Contact Record Collection
    • Confirm all forms are creating or updating contact records
  • Ensure lists are being properly utilized
    • Verify that there are lists for all data collection points (e.g. forms, newsletters, etc.)
    • Confirm naming structure is adopted and in use
  • Ensure personas are being applied
    • Check that personas are developed and listed
    • Ensure forms have a field to assign personas
  • Ensure lifecycle stages are being used
    • Check that the "lifecycle" properly is added to multiple forms, lists and workflows
    • Confirm SQL leads are being pushed to sales team
  • Check that lead scoring is set up
    • Verify positive and negative attributes are assigned
  • Check that progressive profiling is set up
    • Make sure smart fields are being used
    • Ensure smart forms fields in queue are ordered by priorty

2. Content Management

  • Ensure emails are optimized
    • Determine is multiple templates are in use
    • Confirm naming structure is adopted and in use
    • Check if personalization is used in emails (e.g. name, company, conversion, etc.)
    • Ensure emails are saved for automation if being used in workflows
  • Ensure Call-to-Actions are being properly used
    • Ensure CTAs (smart or standard) used for all main conversion points
    • Ensure CTAs (smart or standard) appear on all pages and landing pages
    • Ensure Smart CTAs have multiple rules
  • Confirm the blog is not in use
  • Landing pages are used and optimized
    • Check if smart CTAs have been implemented
    • Determine if custom content has been implemented (using COS if you have Professional or Enterprise edition)
    • Ensure thank you pages and in-line messages are being properly used
  • Ensure all content is assigned a campaign
    • Verify that campaigns for business initiatives/goals are set up
  • Ensure social post monitoring & scheduling are set up

3. Workflows

  • Ensure workflows are being used
    • Verify that workflows exist for each service area
    • Verify that multiple workflows have active contacts
  • Ensure a naming structure is being used
    • Check that associated workflows are named similarly
  • Review criteria for all workflows
    • Ensure enrollment settings are accurately configured
    • Verify that there is a description for the workflow
    • Test a sample for glaring issues (e.g. no delay before drip campaigns, email settings, outdated workflow options, broken if/then triggers)
    • Check that there is a goal for the workflow
  • Ensure workflow settings are accurately configured
    • Ensure date/time range for executing actions is accurate
    • Ensure campaigns is assigned to workflow
    • Ensure re-enrollment options are accurate
    • Ensure suppressions and priorities are accurate

4. Integrations

  • Ensure all web forms integrated with HubSpot
    • Verify that as many fields as possible have been assigned to the form
    • Send a test submission through the forms
  • Ensure CRM properly integrated with HubSpot (Salesforce, Zoho, etc.)
    • Ensure all necessary fields between HubSpot and CRM are mapped
    • Verify that there is a CRM sync list
  • Check for any errors in integrations
    • Confirm all integrations are syncing correctly
    • Confirm all field mappings are properly syncing
    • Confirm API call limits are not being hit