In 2021, we shifted our methodology for measuring some of these data points. Therefore, some of the data and trends discussed in this post may no longer be accurate. For an updated, real-time view of our benchmark data please visit our microsite这里.
The economic impact of COVID-19 is undeniable. Businesses all across the globe are learning how to adapt to these new circumstances and we're all learning how to operate in a "new normal" that's constantly changing.
这就是为什么我们将在周一周发布周期趋势数据中发布核心业务指标，例如网站流量，电子邮件发送和开放率，销售订婚，近距离费率等。我们希望建立有用的基准来衡量您的业务反对，并作为策略中可能需要短期或长期调整的早期指标。
虽然这篇文章着重于上周的亮点，但您可以探索我们发布的所有数据这里.
About the Data
- 这些见解基于来自全球70,000多个HubSpot客户的汇总数据。
- The dataset includes weekly trend data for core business metrics in 2020, focusing on changes occurring during and after March 2020.*
- The data from HubSpot's customer base reflects benchmarks for companies that have invested in an online presence and use inbound as a key part of their growth strategy. This data
*The spread of COVID-19 has had a different timeline in different regions, so we are using the World Health Organization's declaration of a global pandemic on March 11, 2020 as our "official" start date.
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
经过数周的下降，上周，随着所有全球地区报告的增长，Hubspot CRM创建的交易数量有正面的增长。对于企业主来说，这是一个重要的指标，因为交易创建是未来收入的指标。尽管该度量与前旋转水平相比仍然下降了21％，但本周在过去几周看到负面结果后，这是一个很小的胜利。
Deals marked closed-won rebounded as well after experiencing a significant decline the week of April 6. This indicates that while sales teams are still figuring out the most effective ways to engage consumers, they're starting to show signs of recovery after hitting roadblocks in mid-March. This metric is still down 28% from pre-COVID levels, so we'll keep a close eye on it to see if a positive trend emerges moving forward.
Another bright spot for sales teams last week was email. Both sales sequence send and response rates increased week over week with response rates rising 8%. While it's too early to call this a definitive upward trend, it's a promising sight after a few weeks of continuous decline.
随着上周开放率持续上升，消费者仍在参与营销渠道。实际上，开放率比在卵巢前水平上采用的平均值高25％。营销团队正在寻找与客户互动的新方法，电子邮件似乎是吸引合格潜在客户的有效媒介。即使发送费率和联系人的创建略有下降，但由于人们似乎对电子邮件营销特别敏感，参与度仍然很高。
Similar to email, live chat is another channel that consumers are favoring when interacting with businesses. Last week, chats initiated in the HubSpot CRM increased 7% across all global regions. This is a nice rebound from the week of April 6 as chat volume continues to rise far above pre-COVID averages.
To add more context to this data, we added an employee-size breakdown based on the number of employees that each HubSpot customer has. Similar to previous weeks, business-size doesn't seem to play a major role as companies of all sizes seem to be equally affected by this environment. While we'd anticipate larger businesses would be better equipped to handle these challenges, nothing in our data definitively confirms this.
如果您想查看我们正在测量的更多内容，则可以探索整个数据集这里.
How Metrics Changed in April
The number of deals created and deals closed-won increased.
在上一周的下降后，交易创造并完成了交易，在4月13日的一周内，成绩更强。创造的交易增加了9％，交易结案增长了13％。从4月6日交易结束时，这是一个显着的跳跃，达到了今年的最低每周销量。
After the dip during Easter weekend, deal creation is up in every region. LATAM and APAC had the highest increases with 33% and 11%, NORTHAM with 5%, and EMEA saw the smallest increase at 1%.
Both sales email volume and response rates increased.
Sales email volume continues to reach historic highs as total sequence sends rose again last week. Total sequence sends increased by 2% and are trending 50-60% higher than they were during pre-COVID levels.
The good news is response rates are up as well. Response rates rose to 2.3%, which is an 8% boost from the previous week.
虽然销售电子邮件量仍高于前循环的平均值，但响应率仍在赶上这些水平。
营销电子邮件开放率随着数量略有下降而提高。
Like many people, you may be noticing a few more marketing emails in your inbox lately. Marketers are sending a lot of emails during this crisis, and the good news is that readers are opening them at record rates. Marketing email engagement rose again last week as open rates climbed to 25% higher than pre-COVID averages — roughly 5% higher than the week of April 6. And, while send volume decreased by 3% last week, it's still trending well above pre-COVID averages.
客户发起的聊天对话继续上升。
After a slight dip, chat conversations have increased 7% from the week of April 6. With the exception of that week, this marks the fifth consecutive week where chat volume has grown. In total, customer-initiated conversations have increased 9% since the week of March 9.
Website traffic and database growth has slowed, but is still at or above pre-COVID levels.
两周前,接触中采用的平均数量d to portals dropped by 19% after dropping another 36% the week of March 30. Last week, that number stabilized with the average number of contacts decreasing by 3.2%. While this may seem like another week of decline, this number is staying on pace with the weekly averages observed in February.
上周，网络流量下降了4月13日一周的4.4％。尽管有这种下降，但网络流量仍在高于前循环水平以上，因此我们下周会寻求反弹。
What This Means for Businesses
创建教育内容策略。
The increase in marketing email open rates suggests that customers are still looking to engage with companies. While people still need to buy products, marketing teams should be adapting their strategies to focus on learning and education.
At HubSpot, our blog and HubSpot Academy sites have seen significant traffic upticks since pre-COVID levels. Traffic to ourAcademysite has more than doubled since March 8 and ourbob sports alone has experienced a 40% rise in weekly organic traffic volume during the same period.
Instead of dialing up the promotion of your products and services during a crisis, focus on nurturing the long-term relationship. Identify where you can help your customers today, without asking for anything in return.
Resources to Help
- 使用本指南开发开始到开始的content marketing plan
- 了解如何计划长期内容策略HubSpot Academy course
- 发现更多原因为什么您应该创建一个customer education program
- Get your content found on search engines with thissearch insights report course
Free Software to Get Started
Focus on inbound sales.
With database growth remaining fairly consistent with February averages and email marketing open rates rising significantly since pre-COVID levels, Inbound strategies are becoming more valuable. Marketers are still attracting qualified leads, but sales needs to adapt and pivot to fully capitalize on these opportunities.
在操作上，您的企业应定期调整其销售预测，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。随着时间的推移，仅仅是一点点流程（或对现有流程的改进）可以清楚地了解您的业务。
个人电话,鼓励你的团队强调ize a helpful, consultative selling approach. Certain factors, like your customers' budget and willingness to enter sales conversations, are out of your control. Instead of cold calling your whole database, prioritize your outreach based on industry. For example:
- 最低限度的影响或th的行业ose that are transforming quickly to meet the new challenges
- 您的解决方案在这一刻特别相关或有用的行业
Additionally, not every call should be an upsell. At this time, your sales team should be embracing empathy and putting your customers first. Instead of calling a customer to make a sale, check in on how they're doing and see if you can provide any further support.
We hope to see sales outreach trend down toward pre-COVID levels accompanied by even higher response rates in the next few weeks. This would indicate that companies are doing a better job of targeting buyers who have shown genuine interest in their products.
Resources to Help
- Read about what公司正在为COVID-19枢转
- 对此进行重新制作销售预测guide to sales forecasting和sales forecast template
- Maintain an accurate forecast with thissales pipeline tracker
Free Software to Get Started
- Hubspot CRMis free and comes with included sales acceleration tools
- Gmail和Google Calendar与HubSpot集成
- 飞涨integration with HubSpot
- LinkedIn Sales Navigator integrationwith HubSpot
将电子邮件和实时聊天纳入您的策略。
无论是用于销售还是市场营销，电子邮件都被证明是进行客户沟通的有效渠道。营销电子邮件的开放率特别高，销售电子邮件参与正在显示恢复的迹象。虽然企业应该注意超载客户的收件箱，但现在电子邮件是您最可靠的客户互动选项之一。
Another effective medium is live chat. Chat volume grew once again last week and has propelled far past pre-COVID averages. As consumers become more comfortable operating in a digital landscape, it's expected that they'll turn to your website's built-in channels for support — e.g. email and live chat.
Conversational marketing offers a real-time way to answer customer questions and automates the lead routing process so your business can serve prospective and existing customers even when your team is out of the office. Additionally, chatbots can help your company meet the increase in inquiries by providing customers with lightning-fast answers, automating lead qualification, and booking meetings on behalf of your sales and service teams.
Resources to Help
- 加快这一速度beginner's guide to conversational marketing
- Learn how marketers are usingconversational marketing in 2020
- Get your sales teams started by learning how to将实时聊天添加到您的网站.
Free Software to Get Started
- Free conversational marketing tools are included inHubspot CRM
- Facebook Messenger集成with HubSpot
We hope these benchmarks provide useful context as you monitor your business' health in the coming months. We plan to refresh these insights and add further breakdowns over time (such as by channel and company size). You can sign up to be notified of new insights as they're available here.
最初发布于2020年4月23日，上午7:00：00，更新于1月7日2021年