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 micrositehere。

Covid-19的经济影响是不可否认的。全球各地的企业正在学习如何适应这些新情况，我们都在学习如何在不断变化的“新正常”中运作。

That's why we'll be publishing week-over-week trend data for core business metrics like website traffic, email send and open rates, sales engagements, close rates and more. We hope to establish useful benchmarks to measure your business against, and serve as an early indicator of when short- or long-term adjustments may be needed in your strategy.

While this post focuses on the highlights of last week, you can explore all the data we're publishinghere。

Adapt 2020 HubSpot

About the Data

  • These insights are based on aggregated data from over 70,000 HubSpot customers globally.
  • The dataset includes weekly trend data for core business metrics in 2020, focusing on changes occurring during and after March 2020.*
  • Charts depict the performance of a given metric against pre-COVID benchmarks, calculated using weekly averages from January 13, 2020, to March 9, 2020. They do not depict week-over-week percentage changes.
  • Because the data is sourced from HubSpot's customer base, it reflects benchmarks for companies that have invested in an online presence and use inbound as a key part of their growth strategy.

*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.

What We're Seeing

This week, we've gathered the top insights from ourCOVID数据现在包括针对七个不同行业的细分。在以下各节中，我们将为您提供您的每周指标更新，一些显着的行业见解以及全球各国和地区的指标如何平整。

1. 4月初低点后，交易封闭式显示出恢复的迹象。

Last week was end-of-month for sales teams, and we saw deals closed increase by 4%. With that boost, our customers closed more deals the last week of April than they had since the week of March 16 when the economy really began to deteriorate. This was a hopeful sign of recovery that indicated we might be trending in a positive direction.

On the other hand, rep optimism for May isn't increasing after last week's metrics. Deals created experienced a slight decline, staying essentially flat.

Deals-Created-and-Closed

Contact growthis also down 14% across all portals last week. Businesses with 26-200 and 201+ employees saw 31% and 25% drops, respectively, while companies with 1-25 experienced a 24% increase and now sit 22% above pre-COVID averages. Smaller businesses noticeably outperformed their larger counterparts in marketing email sends, and with open rates continuing to be at an outstanding high, this could explain why contact growth was so strong for 1-25 businesses last week.

During the week of April 27, the number of sales emails sent from portals dropped 9%, but email send rates are still above pre-COVID levels. Total email responses remained far below pre-COVID rates.

While companies with more than 201 employees actually saw an increase in total sends during the week of April 27, they also saw the biggest decrease in their response rates with a -10% drop, while 1-25 and 26-200 had smaller dips at only 1% and 3%. This, coupled with a decrease in deal creation rates for companies with over 201 employees, suggests that the increase in sales activity did not successfully result in business generation.

销售量-email-sent-and-response-rate

Much to our surprise, open rates on marketing emails continue to rise. Even as marketers sent 27% more emails than they then did pre-COVID, engagement remains strong as we move towards May. We've been expecting to see open rates decline as consumers grow wary of marketing emails, but the data indicates that hasn't happened yet.

Total marketing email sends are up 2% last week. Total open rates continue to rise for the fourth week in a row and are up 3% compared to April 20. As open rates continue to remain strong, companies of all sizes are really leaning into email as a channel to effectively connect with customers.

网络流量在所有门户网站上仍保持稳定。好消息是，积极的对bob官网官方网站话互动（如消息传递和实时聊天）继续增加，目前每周的平均值比前循环前26％。在1-25名员工和北方地区的公司中，最强烈的趋势是最强烈的趋势。

Conversations

2. Industries can be categorized into two groups: less-impacted and more-impacted.

Less-Impacted Industries

Despite all industries experiencing a dip in deal creation, there are a few standouts that seem to be faring better than others. This may be due to these industries having been deemed "essential," and/or haven't been as affected by COVID restrictions. We'll keep a close eye on them moving forward and see what they're doing to stay ahead of the curve.

尽管上周下降了8％bob电竞官方下载，但在创建的交易方面，计算机软件是表现最好的行业之一。虽然不如建筑高sales email volumeremains steady and — with the exception of entertainment — response rates for this industry have suffered the smallest decrease from pre-COVID numbers. This is because website traffic is trending well above pre-COVID averages as consumers are turning to software to help them weather the storm.

Computer-software-web-traffic

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另一个杰出的是建设，因为该行业的许多公司都在基本的工作许可下继续运营。施工仅比基准的1％deals createdand has seen a 13% increase in deals closed since the beginning of April.

用于建设的销售电子邮件的数量异常高（4月27日这一周比基准高出248％），但是，其响应率仍然低于前卵库的平均值。而且，随着上周的网络流量增长了5％，对于建筑公司来说，与新的和长期的客户在不确定的时期导航时，与新的和长期的客户进行交流变得越来越重要。

施工 - 销售 - email态

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制造业是另一个被认为是必不可少的行业，并被允许在大多数国家 /地区运营。这就解释了为什么其达成的交易仅比前循环基准高出7％，而在过去的两周中，交易结束了28％。与建筑类似，制造商需要不断地更新其长期客户，这就是为什么自前期销售电子邮件发送给该行业的销售电子邮件增加了一倍的原因，以及为什么响应率也如此急剧下降的原因。

制造销售

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More-Impacted Industries

Some industries by default are facing more challenges than others in the battle against COVID-19. Some are subject to restrictions that affect their sales process, some are working tirelessly to attract new leads, and others simply can't open their doors until the local legislature permits them. These are the industries we want to keep a close eye on so we can provide valuable insights that help them overcome roadblocks where we can.

Sadly, travel is one industry that's been the hardest hit across all of the metrics we've recorded. It's seen a huge decline in deal performance, standing 43% below the benchmark fordeals created在交易中，下面有29％的交易。由于预循环和入站需求下降，网络流量下降了19％。更不用说，代表为参与新潜在客户的出站努力也在挣扎。

Travel-deals-created

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Another industry that's been heavily affected over the past few weeks is entertainment. Entertainment saw a 10% dip in deals created last week and its deals closed is trending 48% below pre-COVID levels. This drop comes after an 8% week over week decrease in sales email responses after increasing email volume by 13% the week of April 27. Even though web traffic andmarketing email open ratesremain strong, sales teams continue to struggle as entertainment businesses find ways to adapt until they can return to normal strategies.

娱乐销售

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Despite working to reinvent itself quickly, the human resources industry is one of the lowest performers for deals created dropping 18% last week.销售回应也已经达到了新的低点，下沉了10％，并达到了3月16日以来的最低记录。尽管营销电子邮件发送和开放率上升，但随着人力资源公司的重点转移到建立他们的人们的重点，网络流量继续降至前杂志以下铅管道虽然企业目前没有快速招聘。

销售量Response rate industry

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3. Northam的销售指标保持稳定，而EMEA则朝着相反的方向发展。

Regionally,交易指标上周受到诺斯姆的青睐，因为这是避免交易创造下降的唯一地区。EMEA记录的最大下降为7％，而Apac降低了2％，LATAM下降了3％。EMEA也是4月27日一周下降3％的交易下降的地区唯一下降的地区。可以与Northam相比，增长10％，LATAM为5％，APAC为4％。

交易创建的区域

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Germany had a notable drop in deals created (-22%) after experiencing a 41% boost the week of April 20. It also saw a 15% dip in deals closed as that metric slipped to 17% under pre-COVID averages. This could be related to the overall 11% drop that EMEA countries like Germany, Spain, and Italy experienced during the course of last week.

Australia, on the other hand, continued a 4-week streak with a 7% increase in deals created, pushing to just 5% below the pre-COVID benchmark. Deals closed are up 5% week over week andcontact growth自4月6日以来，这也是103％的增长，这一点也很重要，因为Apac在接触增长方面作为一个地区下降了40％，其次仅次于LATAM上周下降了48％。

Narrowing in on the NORTHAM region, Canada had a 15% increase in deals closed, the biggest positive change for any country we recorded last week. The United States is now working on four steady weeks of increases, as it's deals closed is 11% below pre-COVID averages after a 7% bump last week. NORTHAM was also the only region that didn't experience a drop insales email response rateas every other region dropped by at least 5%.

What This Means for Businesses

Transition from outside sales to inside sales.

The last few weeks have doubtless been a time of tremendous change for companies that employ an outside sales model. Temporarily adjusting to an inside sales model is virtually a requirement for businesses hoping to maintain or grow.

In times like these, knowing how to build strong relationships remotely is key. Invest in videoconferencing software to have "face-to-face" conversations online, and build trust by starting conversations with educational content instead of a generic pitch.

Ensure the quality of your sales conversations doesn't suffer by taking essential parts of the sales process online. Whether it's training your sales teams on cloud communications so they're able to call prospects without physical phones, working with your marketing team to digitize educational content that prospects use to research your products, or learning how to conduct demos online, you'll need to create online equivalents for formerly offline processes. And of course, you'll need the right tools to keep your sales team running -- see below for a dedicated analysis of the technology your team needs.

The last piece of the puzzle is integrating sales enablement with your inside sales engine. Build workflows that ensure the right information is reaching your sales team and that they can easily access it, whether it's through a project management platform, team wiki, etc.

bob体育苹果系统下载安装提供帮助的资源

Improve prospecting with targeted, creative outreach.

我们的数据表明，历史悠久的买家正在访问并与企业互动。但是我们还没有看到销量的相应增加。为什么？

Part of this decline was inevitable. Companies across the world are tightening their belts and cutting down on nonessential investments. But that can't fully explain historic lows in sales engagement.

The answer lies in prospecting -- the root of most good and bad sales outcomes. The huge increase in email prospecting accompanied by decreases in responses is both troubling and revealing. Instead of maintaining their standard balance of activities, sales professionals are prioritizing the technique that allows them to touch the largest number of prospects in the least amount of time. Not only has this change had the opposite intended effect, it may also hamstring salespeople who find they've burned through their database by blasting irritating emails to prospects who may have been a good fit down the line.

是时候回到基础。买家的兴趣at historic highs, and sales teams that take the time to target buyers who have expressed interest in their products will be better at capturing their interest than teams who are merely emailing as many people as possible.

Encourage your sales team to add a human touch to outreach. For example, recording personalized videos to attach to email messages is a way to stand out in crowded inboxes. Leading with relevance and empathy is more important than ever, and incorporating personalization into your outreach process will drive sales teams to slow down and focus on good-fit prospects.

bob体育苹果系统下载安装提供帮助的资源

Remove friction from your sales process with the right technology.

摩擦永远不会好。但是在经济不景气中，摩擦可能是致命的。我们的数据表明，创纪录的买家人数正在转向公司网站并进行聊天进行研究。bob全站app您可以通过多种方法从销售流程中消除摩擦，以在这些潜在客户与销售团队之间建立更多联系。

Automate and digitize interactions that formerly took place in person. Many steps of the sales process that used to happen face-to-face will need to move online. Chatbots are a useful way to automate parts of the qualification process. Invest in self-service resources like pre-recorded demos, and ensure your sales team has the right technology to add a human touch to email outreach, and run sales calls online.

在会话营销投资。会话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.

Enable self-service. Whether it's through chatbots, online meeting booking, eSigning, or self-service meetings links, implementing technology that allows prospects to engage with your business on their schedule will make the process easier on your prospects and more efficient for your team.

bob体育苹果系统下载安装提供帮助的资源

Free Software to Get Started

Adapt 2020 HubSpot

Originally published May 7, 2020 8:00:00 AM, updated January 07 2021