Digital Customer Interaction Trends Post-Covid

HubSpot has recently gathered insights aggregated across 70,000 customers which are mostly Startups/SMBs on various key performance indicators post the Covid-19 peak. The Marketing and Sales Benchmark data may be filtered by Region, Industry, and Company Size.

A Few Insights We'd Like to Share:

Deal Creations dropped 30% in Q2, but bounced back to normal level in Q3. Data shows that it had been more difficult to maintain high amounts of deal creations in Quarter 2, but luckily as time has gone on the deals have gone back to where they were in Quarter 3. We should expect a continuation of this stable trend for the coming months if the climate progresses positively.

Email Marketing Newsletter Conversion increased by 20% post Covid-19 as well as related Website and Live Chat visits. Since people have been staying home for the past few months, many companies have taken it upon themselves to increase the amount of weekly or monthly newsletters to send to their email lists.

Unfortunately, Sales Calls and Sales Emails have decreased by 25% post the Covid-19 peak. Less people are answering phones and staying active on emails.

Implications for Aptivio’s Go-to-Market Strategy

The insights from HubSpot data clearly demonstrates what we are all observing to some level in our own client interactions: a fundamental shift towards digital interaction first.