Understanding what drives successful deals is crucial for sales and marketing teams. For a leading energy and resources sector company, tracking how specific conversions (like iResponses) influenced Closed Won deals was a key challenge.
They needed a way to associate each iResponse with the right deal accurately, ensuring their reports reflected the true journey of each customer.
Origin 63 stepped in with a custom HubSpot solution that automated this process, giving the client clearer insights and better control over their attribution reporting.
The Challenge: Complex iResponse and Deal Associations
The client wanted to track which iResponses led to successful deals. The goal was to create structured attribution reporting that clearly connected iResponses with Closed Won deals. This required tracking:
- The first and last iResponses that contributed to a deal.
- Standard naming conventions for consistency.
- Touch counts to reflect multiple interactions with the same contact.
However, associating iResponses with deals presented several challenges. Responses needed to be connected to deals that were created before the deal reached the Closed Won stage. Historical data tracking and incrementing touch counts for recurring interactions also proved difficult.
Without an automated process, these connections were inconsistent, leading to gaps in reporting and lost insights.
How Origin 63 Solved the Problem with Custom HubSpot Workflows
Origin 63 developed a structured solution using HubSpot’s workflows, custom properties, association actions, and re-enrollment logic. The approach automated data tracking and association, ensuring accurate and detailed attribution reporting.
Capturing iResponse Details for Accurate Tracking
The first step was ensuring every iResponse was captured and accurately linked to the right contact and company.
Each new iResponse updated the Last Response Name field to reflect the most recent interaction. This naming ensured that the client always had the latest response details available for review.
At the same time, the iResponse was linked directly to the relevant contact and company records in HubSpot. This association made it easier to track which contacts were engaging and how those engagements impacted deal progress.
Standardizing iResponse Naming for Clarity
To avoid confusion, Origin 63 introduced a specific naming convention for iResponses. Each name included the Response Record ID, making it easy to identify and match responses to deals.
This naming was applied to both the iResponse record and the associated company record, ensuring consistency across all data points.
This approach simplified the tracking process and ensured every response could be quickly identified and matched to the right deal.
Automating the Update of Open Deals with iResponse Details
To ensure that open deals reflected the most current iResponse information, Origin 63 created a workflow that automatically copied the Response Record ID from the company record to any open deals.
When a new iResponse was created, the workflow triggered an association with all open deals, excluding those already marked as Closed Won or Lost. After a brief delay to ensure data accuracy, the workflow copied the iResponse name into the relevant deal records.
This step ensured that every active deal always reflected the latest interactions, making attribution reporting more accurate and up-to-date.
Associating iResponses with Corresponding Deals
Once iResponses were named and linked to open deals, the next step was to ensure they remained correctly associated until the deal was marked as Closed Won.
The workflow used the unique iResponse name to match responses with the correct deals. As long as the deal remained open, it stayed connected to the corresponding iResponse. This ensured that no critical interaction was lost or misattributed during the deal lifecycle.
Managing iResponses for Closed Won Deals
Tracking iResponses that occurred between the creation of a deal and its Closed Won status was one of the most complex parts of the process. Origin 63 designed a system that ensured attribution reporting captured only the iResponses relevant to this specific timeline.
This ensured that every conversion impacting the final outcome was recorded, providing clear insight into what influenced each successful deal. This approach also reduced data clutter by focusing only on the most relevant interactions.
The Results: Stronger Attribution Reporting and Clearer Insights
The custom workflows provided the client with more accurate data and better visibility into the journey of each deal.
Clearer Conversion Insights
The client now had a clear view of which iResponses contributed to successful deals. This allowed the sales and marketing teams to understand what strategies were working and which touchpoints were most effective in driving conversions.
Automated Data Management
Manual tracking was no longer necessary. The automated workflows ensured that iResponses were consistently and correctly associated with the right deals. This reduced human error and saved the team valuable time.
Consistent Naming for Simplified Tracking
The structured naming convention made it easy to match iResponses with deals. This clarity simplified reporting and allowed teams to find the information they needed quickly and efficiently.
Scalability for Broader Attribution Models
While the initial focus was on iResponses, the solution was built with scalability in mind. The same structured approach could be applied to other lead interactions or lifecycle touches, expanding the impact of the solution across multiple attribution models in the future.
A Structured Approach That Delivered Lasting Results
Origin 63’s tailored solution didn’t just improve attribution reporting—it transformed how the client tracked conversions and managed data. By automating associations, standardizing naming, and ensuring precise reporting, the client gained clearer insights and improved control over their sales and marketing outcomes.
Ready to Simplify Your Attribution Reporting?
Accurate attribution reporting drives better decisions and stronger results. Origin 63 helps businesses automate and simplify data management for clearer, more actionable insights.
If you're ready to improve how you track and report conversions, contact us to learn how we can help.
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