Looking to actually use your analytics, not just stare at dashboards? This guide is for folks running sales, marketing, or revops who want to make their go-to-market strategy less guesswork, more “here’s what’s working.” If you’re using Heybase and want to squeeze some real value out of the analytics, keep reading.
Forget chasing vanity metrics or waiting for a “magic insight” to appear. We’ll walk through what’s worth tracking, how to use it, and what to ignore, step by step.
Step 1: Get Your Analytics House in Order
Before you dive into charts, make sure your Heybase setup isn’t a mess.
- Define what "success" looks like. Are you chasing signups, closed deals, or something else? If you don’t know, your analytics won’t help.
- Set up your workspaces and campaigns clearly. Don’t mix prospect types, deal stages, or teams unless you want muddy data.
- Clean up your templates and assets. If you’re sending out a hundred slightly different versions of the same thing, it’ll be hard to know which one actually works.
Pro Tip: If you can’t explain your own funnel to a new rep in 60 seconds, your analytics probably won’t tell you much, either.
Step 2: Focus on Metrics That Actually Matter
Heybase collects a lot of data. Most of it won’t help you make decisions. Here’s what to pay attention to:
What’s Worth Tracking
- Engagement Rate: How many recipients actually interact with your base? If you’re seeing 70%+ views but almost no replies, that’s a red flag.
- Time Spent: Are people skimming and bouncing, or actually reading? If your pitch deck gets 5 seconds of attention, it’s time to trim.
- Content Clicks: Which assets (videos, case studies, pricing sheets) get clicked? This tells you what prospects actually care about—not just what you think is important.
- Response/Reply Rate: Are people engaging back, asking questions, or booking meetings? This is the real sign your stuff’s landing.
- Drop-off Points: Where do people consistently stop engaging? That’s your “leaky bucket.”
What to Ignore (Mostly)
- Total Views: If you blast 1,000 people and 900 open, so what? Engagement from the right people matters more.
- Device Type/Browser: Fun for trivia, not for strategy.
- Geography: Unless your sales pitch changes by region, this is usually noise.
Step 3: Use Analytics to Sharpen Your Message
This is where things get interesting. Don’t just look at the numbers—use them to actually change what you send.
How to Spot What Works
- A/B Test Your Pitches: Send two slightly different versions and see which one gets more engagement or replies. Don’t overthink it—just tweak subject lines, intros, or calls to action.
- Watch Asset Performance: If nobody clicks your “About Us” video but everyone reads the case study, ditch the video or move it later in the base.
- Follow the Buyer’s Path: Trace how your best deals interact with your content. Do they always view the pricing sheet last? Maybe that’s the key decision point.
When to Ignore the Data
- One-off Weirdness: If one prospect spends 30 minutes on your T&Cs, that doesn’t mean everyone wants more legal docs.
- Tiny Sample Sizes: Don’t change your whole strategy because 3 people clicked a GIF.
Pro Tip: Most teams overreact to small swings in the numbers. Watch for trends over time, not day-to-day blips.
Step 4: Fix What’s Broken—Fast
Analytics are only useful if you use them to make changes. Here’s how to actually fix things:
Tweak, Don’t Overhaul
- Shorten Your Bases: If people drop off halfway, cut the fluff. Less is almost always more.
- Swap Out Dead Assets: If nobody clicks your testimonials, try replacing them with a case study or customer quotes.
- Simplify Your CTAs: If your “Book a Demo” button gets ignored, try “Reply with Questions” or something less committal.
Loop in Your Team
- Share the Data: Show your sales and marketing folks what’s working (and what isn’t). Don’t hoard the numbers.
- Ask for Feedback: Sometimes the numbers lie. If a rep says a base “felt off,” trust your gut as much as your dashboard.
Don’t Get Stuck in Analysis Paralysis
If you’re spending more time in the analytics tab than actually selling or talking to prospects, it’s time to step back.
Step 5: Iterate and Scale What Works
Now that you’ve found a few things that move the needle, double down.
- Clone Successful Bases: Use your top-performing base as a template for new prospects or segments.
- Standardize Best Practices: Document what works so new reps aren’t reinventing the wheel.
- Automate Where You Can: If you see the same follow-up triggers (like “Viewed pricing but didn’t reply”), set up reminders or automated nudges.
Watch for Diminishing Returns
- Don’t Over-optimize: Chasing a 1% bump in click rate isn’t worth it if it burns out your team.
- Keep Testing, But Don’t Get Cute: You’re not running a Buzzfeed quiz—you’re trying to close real deals.
Real Talk: What Heybase Analytics Can (and Can’t) Do
What Works: - Quickly spotting what content actually moves deals forward. - Identifying where prospects lose interest, so you can fix or cut the dead weight. - Giving your team real, specific feedback instead of vague “let’s do better” meetings.
What Doesn’t: - Predicting the future or magically telling you exactly what to say. - Fixing a broken value proposition—no amount of analytics can polish a pitch that doesn’t resonate. - Replacing real conversations with prospects.
Ignore: - “Engagement scores” or dashboards with no clear action attached. - Any number you can’t explain to your boss in one sentence.
Keep It Simple—And Keep Moving
You don’t need to be a data scientist to use Heybase analytics. Start with the basics: know what you want, track what matters, and actually fix what’s broken. Don’t chase every new metric or shiny dashboard. Make one change, see if it works, and repeat.
Most teams get stuck either drowning in data or ignoring it completely. The sweet spot? Use just enough analytics to spot what’s working, then keep things moving. Iterate fast, stay honest, and let the numbers guide you—just don’t let them run the show.