HubSpot Recurring Revenue Tracking HubSpot

Whether you're managing SaaS subscriptions, memberships, or any ongoing service, tracking recurring revenue in HubSpot provides a reliable solution for measuring growth, identifying churn risks, and making data-driven decisions.

It’s not just about financial management; it’s about crafting a marketing strategy to inspire others, creating actionable insights that revolutionized your marketing strategy, and leveraging the power of a robust CRM to align your teams for growth.

This article will guide you through setting up and optimizing recurring revenue tracking HubSpot. Learn how to configure properties, automate updates, and analyze your revenue data for growth insights.

Key Takeaways

• Setting up specific recurring revenue properties in HubSpot is crucial for accurate financial tracking and insights.
• Automating updates for recurring revenue properties enhances efficiency and ensures data accuracy for informed decision-making.
• Leveraging HubSpot’s reporting tools and integrating additional analytics can significantly improve understanding of monthly recurring revenue and drive effective marketing strategies.

Why Tracking Recurring Revenue Matters

Recurring revenue is key to building a sustainable and growing business. Whether it comes from monthly recurring revenue (MRR) with subscriptions or long-term service contracts, this model provides both stability and room to scale.

With HubSpot, businesses gain the tools they need to track recurring revenue effectively, allowing them to:

1. Forecast Revenue Trends: Identify patterns in growth and customer churn.
2. Optimize Marketing Strategies: Target the right segments for upselling or renewals.
3. Strengthen Customer Relationships: Use data-driven insights to improve satisfaction.

Tip: Implementing recurring revenue tracking early allows businesses to establish a clear understanding of their financial health, making it easier to plan for long-term success.

Step 1: Setting Up Recurring Revenue Properties in HubSpot

To start tracking recurring revenue, HubSpot requires customized properties that capture essential details about each deal.

Creating Recurring Revenue Properties

1. Log in to your HubSpot account.
2. Navigate to Reporting > Reports > Sales > Forecast & Revenue > Revenue.
3. Select Click Create Properties to auto-generate the revenue properties.

After following these three steps the following recurring revenue properties will be added to your account:

• Recurring Revenue Amount: Tracks the monthly revenue per deal.
• Recurring Revenue Deal Type: Categorizes deals as New Business, Renewal, Upgrade, or Downgrade.
• Recurring Revenue Inactive Date: Records when the revenue stops.
• Recurring Revenue Inactive Reason: Notes the reason for cessation (e.g., Churned, Downgrade).

Good to Know: HubSpot’s default setup ensures these properties are consistent across deals, enabling accurate tracking of your recurring revenue without manual adjustments.

Step 2: Adding Values to Recurring Revenue Properties

Populating recurring revenue properties with precise data is crucial for reliable insights.

1. Go to the Deals section in your HubSpot account.
2. Select a deal and at the top click Actions > View All Properties.
3. Click the pencil icon to add values to these properties as needed based on the recurring revenue event.
4. Save changes to ensure updates reflect in reports.

Tip: Regularly audit your deals to verify that all recurring revenue fields are up to date, especially for deals marked "Closed Won."

Step 3: Automating Recurring Revenue Tracking

Automation is a game-changer for businesses managing a high volume of subscriptions or service contracts.

Here are the step you should follow to automate and update your recurring revenue properties in HubSpot:

1. Access Automation > Workflows in HubSpot.
2. Create a workflow triggered by deal changes, such as transitioning to "Closed Won" or "Churned."
3. Set actions for example assign tasks to sales teams or trigger email campaigns targeting at-risk customers.
4. Activate the workflow for seamless updates.

Personal recommendation: Use automation tools alongside HubSpot’s revenue analytics to maintain data consistency and reduce manual errors.

Step 4: Analyzing Monthly Recurring Revenue with HubSpot

HubSpot’s revenue analytics tool enables you to dive deep into your monthly recurring revenue (MRR) trends.

Navigating Revenue Analytics Reports

To effectively analyze your recurring revenue, start by navigating to Reporting > Reports > Sales > Forecast & Revenue > Revenue in your HubSpot account. Here, you’ll find tools to gain insights into your business’s revenue performance.

         Understanding Metrics

HubSpot categorizes recurring revenue into three main types:

1. New Recurring Revenue: This includes deals classified as new business or upgrades. For example, if a deal closes in the selected date range as a new subscription or an upgrade, it will be included here.
2. Existing Recurring Revenue: Renewals or ongoing contracts fall under this category. These deals reflect revenue from maintaining existing customer relationships.
3. Lost Recurring Revenue: This metric highlights churned deals, downgrades, or deals with an inactive date and reason. It’s a critical area to monitor for identifying revenue leakage.

         Visualizing Revenue Trends

The top section of the report displays a chart where you can visualize total new, existing, and lost revenue by month. Place your cursor over any month to see specific amounts and refer to the table below the chart for a detailed breakdown.

Tip: Regularly review your revenue reports, segmented by deal pipelines or stages, to spot growth opportunities and address issues such as spikes in churn. This ensures your strategies are data-driven and aligned with your business goals.

Step 5: Enhancing Your Marketing Strategy with Revenue Insights

HubSpot’s data can revolutionize your marketing strategy, enabling targeted efforts that drive retention and upselling.

Tailoring Campaigns Based on Revenue Data

1. Segment Customers: Use recurring revenue data to group customers by deal type or MRR.
2. Launch Personalized Campaigns: Target renewals with tailored email offers or upsell additional services.
3. Analyze Content Effectiveness: Use tools like HeyGen's AI-generated videos to transform blog content into engaging visuals that drive conversions.

Tips for Mastering Recurring Revenue Tracking in HubSpot

        #1 S^{tart Small and Buil}d

Begin by setting up simple properties and workflows to track recurring revenue efficiently. As your business grows, gradually expand your tracking systems to include more complex processes and analytics.

        #2 Keep Data Clean

Regularly review and audit your HubSpot properties, including revenue and contact properties, to ensure data remains accurate and up-to-date. Clean and well-maintained data is essential for making reliable business decisions, identifying growth opportunities, and enabling seamless collaboration across teams.

        #3 Collaborate Across Teams

Foster collaboration between sales, marketing, and customer success teams by sharing recurring revenue insights. With centralized customer data in HubSpot, teams can access the same up-to-date information, enabling seamless collaboration and reducing silos. This alignment helps improve cross-functional strategies, ensures everyone is working towards common goals, and creates a more unified customer experience.

        #4 Leverage AI Tools

Take advantage of AI-driven solutions and create content with HeyGen's AI to supercharge your marketing efforts. HeyGen’s integration with HubSpot allows you to automatically transform blog posts into short-form AI-generated videos, featuring influencer-style avatars summarizing your message. With just one click, you can create visually appealing content that drives customer engagement and supports scalable growth strategies.

Boosting Revenue with LinkedIn Integration

Recurring revenue tracking in HubSpot becomes even more powerful when integrated with LinkedIn insights. The integration of HubSpot with LinkedIn Sales Navigator provides an enriched CRM experience by connecting customer data with valuable LinkedIn insights. This connection empowers businesses to:

• Expand Outreach: Use LinkedIn’s “Related Leads” and “Icebreakers” features to identify decision-makers and build stronger connections within client organizations.
• Personalize Interactions: Leverage mutual connections and shared experiences to craft tailored messages, fostering deeper engagement with high-value clients.
• Strengthen Renewal Campaigns: Align renewal or upselling strategies with insights from LinkedIn, ensuring more relevant and impactful interactions.

Together, HubSpot and LinkedIn insights create a seamless approach to building meaningful relationships and driving sustained growth.

Conclusion

Effective recurring revenue tracking in HubSpot is a strategic necessity for businesses seeking sustainable growth. By setting up tailored properties, automating updates, and analyzing MRR through revenue analytics, you can make data-driven decisions that drive success.

Ready to take the next step? Start tracking recurring revenue today and unlock your business’s full potential with HubSpot!