How Pico Uses Web Analytics to Connect Its Sales and Marketing Efforts

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Shachar Shamir
Shachar Shamir


In the sports industry, engagement happens with all forms of content across all social media platforms — engaging is second-nature to sports fans. But most of this engagement comes from anonymous fans. Sports teams might not actually know who their digital fans are even as they interact with them on a daily basis. At Pico - Get Personal, we help teams in the sports industry identify and engage with those digital fans.

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Pico turns likes, comments, retweets, and shares that a team receives on social media into data to help teams see digital engagement in terms of business results. Additionally, we provide a CRM/database that allows teams to own their fan data. As a software company, we understand the need to have seamless integrations, a positive user experience, and everything in one place. And HubSpot allows our teams to access and work cross-functionally on marketing, sales, and even website design — we’re able to tell Pico’s story all from one place.

How We Use HubSpot to Connect Marketing & Sales

By working together in HubSpot, our marketing and sales teams are able to create the best funnel with the right content for our customers. We research the right audience and provide the content they are most likely to read and relate to. To reach our goal of driving conversions, we have to captivate our audience by sharing the content our target market looks for. In addition, we also provide the latest information about sports technology — and sports in general. This content isn’t only for prospects: it showcases our expertise in sports business.

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As a B2B company, it’s important that our content matches what our sales team tells prospects. And it’s crucial for our content to have a unique, identifiable voice across all of our channels. To achieve this, we follow McKinsey’s three C’s of customer satisfaction (consistency, consistency, and consistency) to provide a satisfying customer experience.

HubSpot Website Analytics allows us to connect our marketing and sales goals. Using Website Analytics, we can track every action a user took before they submitted a demo request form — our main conversion goal. We’re able to pinpoint the page the user started on, how long they were on it, and which page ultimately drove them to convert.

Tracking the steps visitors take on our site allows for so much more than just page optimization. It gives our Sales team important information about each lead. Was it a specific blog post that drove them to leave their details? Was it our “How It Works” page that led to a conversion? Whatever it was that convinced the visitor to submit a form, we can provide that information to our sales team. This allows the sales rep to tailor their pitch based on what led the user to conversion. Website Analytics provides a glimpse into what that prospect wants to hear on the call before we even pick up the phone.

A screenshot of a website visitor's movement throughout the website shown via HubSpot Website Analytics

Not only do we plan and track the content we produce and share on our website, but we also plan and track content shared via email. Anyone who works in marketing or sales knows how it feels to spend valuable time making sure an email is perfect, only to hit send and not know the results of all your hard work — either you finally receive a response or you just accept your email was ignored.

HubSpot’s Sales Hub removes this uncertainty. The Sales email extension allows users to track which emails have been opened, while the A/B testing marketing emails show us which strategies are working and which are not. What subject line leads to the most opens? What email content drives recipients to click or respond? It’s important that every team at Pico, whether they are sales or marketing, understands the content our clients and prospects are more likely to engage with. Because HubSpot’s marketing and sales tools capture and store this information in one place, every team at Pico can easily access it.

With the common goal of converting prospects to customers, it is important for your marketing and sales teams to be in sync. Especially when leads are being driven to your website or social pages. Your content should be relevant to your audience’s wants and needs.

With HubSpot’s marketing tools like Website Analytics, we can identify exactly what content interests each visitor. And once a customer has submitted a demo request form, we can seamlessly provide this information to our sales teams who use HubSpot’s sales tools to convert the prospect into a customer. By integrating our marketing and sales efforts in one place, HubSpot allows us to smoothly guide once-anonymous site visitors along the buyers’ journey.

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