在2021年，我们转移了测量其中一些数据点的方法。因此，本文中讨论的一些数据和趋势可能不再准确。有关我们的基准数据的最新实时视图，请访问我们的微型网站这里.
Covid-19的经济影响是不可否认的。面对封闭和改变消费者的行为，全世界的企业不得不适应迅速变化的经济环境。
At HubSpot, we’re asking ourselves the same questions many of you are:现在该做什么?我们应该改变我们的策略，以及像往常一样的业务？如果我们必须进行更改，我们应该在哪里投资我们的资源和专注？bob体育苹果系统下载安装
很难清楚地了解市场如何实时变化。当今的业务状况有很多头条新闻，但是可靠的数据显示了行为如何在一周中转移的方式很少，而且相距甚远。
像您一样，我们正在寻找一些具体的基准测试。我们研究了来自70,000多家公司的全球客户群的汇总数据，以了解随着世界与全球大流行的斗争，业务指标如何转移。
From now until the end of June, we’ll plan to update these insights based on additional business metrics such as website traffic, email send and open rates, sales engagements, close rates and more. While it’s too early to make definitive predictions, we hope this establishes useful benchmarks to measure your business against, and serves as an early indicator of when short- or long-term adjustments to your strategy may be needed.
随着时间的流逝，我们计划添加进一步的细分（例如渠道和公司规模）。bob全站app您可以注册以通知新见解，因为它们可用这里.
关于数据
- 这些见解基于来自全球70,000多个HubSpot客户的汇总数据。
- Our first cut includes weekly trend data for core business metrics in 2020, focusing on changes occurring in March 2020.*
- HubSpot客户群的数据反映了投资在线业务并将入站用作其增长策略的关键组成部分的公司的基准。
*Covid-19的传播在不同地区的时间表不同，因此我们将2020年3月11日的世界卫生组织宣布全球大流行作为我们的“官方”开始日期。
NOTE: Because the data is aggregated from HubSpot customers’ businesses, please keep in mind that individual businesses, including HubSpot’s, may differ based on their own markets, customer base, industry, geography, stage, and/or other factors.
我们看到的
几个月前，买家正在寻求与企业互动。这至少部分是由于这样一个事实，即出庭订单和业务关闭已出于必要而移动了许多交易，但这表明目前，买家仍在寻求参与。
However, deal creation volume is down, a decline that will impact most businesses’ sales forecasts. Responses to sales outreach have decreased as well, suggesting that sales strategies need to be adjusted to reflect the current buying reality.
External factors like budgets and industry-specific impacts from COVID-19 will inevitably affect sales cycles, but the data suggests businesses have an opportunity to attract and engage interested customers.
指标在三月如何变化
The number of closed-won deals and new deals created are declining.
As economic uncertainty has led many businesses to reassess their financial health, we saw the number of closed-won deals drop. The volume of new deals has decreased as well -- as a leading indicator of pipeline health, this metric indicates that effective prospecting is more important than ever.
3月16日一周，全球创造的每周平均交易减少了17％，到3月30日的一周与那几周的先前全球平均值相比，下降了23％。特定于区域的数据如下。
从以前的第1季度每周平均值下降了21％的全球交易数量下降，3月16日之后也发生了最明显的减少。
您的网站目前是重要的业务来源。
与一年前相比，客户正在与企业进行更多的互动，并在线进行更多的研究。
与2月相比，三月份的平均每月网站流量增加了13％。
根据先前的Q1全球每周平均值，在3月16日之后通过现场聊天和Facebook Messenger每周聊天量增长了5％。
营销和销售团队都以不同的成功与客户联系。
营销和销售团队在三月份发送了更高的电子邮件。但是，只有与营销电子邮件的参与增加，这表明存在机会改善外展活动并在正确的时间与合适的买家建立联系。
销售外展活动有所增加，但回应正在下降。
销售团队在3月份的活跃程度要高得多，但买家参与销售内容。较低的外展响应率最终反映在较低的交易量中。
- On a per-week basis, companies sent 23% more sales emails** the week of March 16 compared to prior weekly averages in Q1.
- Response rate to those emails began falling the first week of March, with a total decrease of 27% in March compared to February.
**Emails using the Sequences tool.
自危机开始以来，营销外展，开放率和数据库增长有所增加。
Email open rates increased in March despite a significant jump in send volume. Corporate communications conveying COVID-19 related messages likely contributed to part of the growth in email volume, and we expect this metric to shift over time. Encouragingly, the number of average contacts added to HubSpot customers’ portals increased in the same time period.
3月16日一周的平均营销电子邮件量增长了29％，而同一周的开放率增加了53％。在整个月中，开放率总体上升了21％。
根据先前的第一季度全球每周平均值，在3月16日之后，每个门户网站添加的每周平均接触数量增加了51％。
这对企业意味着什么
尽管这是早期数据，但公司的一些机会已经出现。
专注于教育，而不是晋升。
网站流量，买方发起的对话和营销电子邮件开放率的增加表明，客户仍在寻求与公司互动。
您的客户现在可能对学习和教育更感兴趣。我们自己的网站已经访问了对我们的博客，认证和bob体育苹果系统下载安装Academy课程。
Instead of dialing up the promotion of your products and services during a crisis -- an approach that may be insensitive to your customer base, focus on nurturing the long-term relationship. Identify where you can help your customers today, without asking for anything in return.
Resources to Help
- Use this编辑日历模板计划教育内容
- Get started writing with these博客文章模板
- 优化内容并与我们的在线找到guide to SEO
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Incorporate chat into your strategy.
我们的数据表明，在过去两个月中，聊天量稳步增加，我们认为这个数字可能会继续增长。会话营销提供了一种实时方法来回答客户问题，并自动化潜在客户路由流程，因此即使您的团队不在办公室，您的业务也可以为潜在客户和现有客户服务。
投资聊天机器人以更快地获得客户答案，自动化潜在客户资格或书籍会议可以帮助您的公司满足客户查询的增加。bob全站app
Resources to Help
- 加快这一速度beginner’s guide to conversational marketing
- Learn how marketers are using2020年对话营销
- Free conversational marketing tools are included inHubspot CRM
- Facebook Messenger集成with HubSpot
Refresh your sales pipeline.
Depending on your company’s sales process, a dip in new opportunities today may not impact your company’s profit & loss statement until several months from now. Many businesses will need to rethink what prospecting looks like to bolster their long-term pipeline.
在操作上，定期调整您的销售预测以反映潜在的扩展销售周期或较低的交易规模，因此预测仍然准确。只是一点点流程（或对现有流程的改进）可以随着时间的推移创建您的业务清晰图片。
On individual calls, encourage your team to emphasize a helpful, consultative selling approach. Certain factors, like your customers’ budget and willingness to enter sales conversations at this moment, are out of your control. Instead of cold calling your whole database, use your knowledge of your customers’ industries to prioritize reaching out to:
- 行业已经impa最小cted or those that are transforming quickly to meet the new challenges
- 您的解决方案在此刻特别相关或有用的行业
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- Hubspot CRM是免费的，随附包括销售加速工具
- Gmail和Google日历与HubSpot集成
- 飞涨与HubSpot集成
We hope these benchmarks provide useful context as you monitor your business’ health in the coming months. We’ll release refreshed insights every week, and over time plan to add additional breakdowns. You can sign up to be notified of new insights as they’re available below.
Originally published Apr 8, 2020 4:05:57 PM, updated January 07 2021