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name: hubspot-marketing-audit description: "Audit the marketing side of a HubSpot portal: email deliverability, contact data completeness, engagement, lifecycle consistency, and list, workflow, and form sprawl. Read-only. Use when marketing ops owns the cleanup, before a re-engagement or migration project, or when the marketing contact bill keeps climbing." license: MIT metadata: author: tomgranot version: "1.0" category: audit-planning

HubSpot Marketing Audit

A read-only audit of everything marketing operations owns in a HubSpot portal. It answers three questions: can we reach the people in this database, do we know enough about them to segment, and how much of what we pay for is dead weight.

Why This Matters

Marketing pays for contacts by the tier and earns deliverability by the send. A database full of bounced, unsubscribed, and never-engaged contacts costs money on one side and sender reputation on the other, and both problems stay invisible until someone counts. This audit counts.

How It Relates to the Other Audits

This skill is a lens on the same engine that powers /hubspot-audit and /hubspot-sales-audit. It runs the shared dimensions (database size, owner health, company data, duplicates) plus the marketing dimensions, and skips pipelines and deals entirely. Because the shared dimensions are computed by the same code under every scope, the numbers here match what the sales team sees in their audit.

If you own	Run
Marketing only	this skill
Sales only	/hubspot-sales-audit
The whole portal	/hubspot-audit (both lenses in one report)

Prerequisites

• The hubspot-audit skill installed alongside this one (it ships the engine)
• HUBSPOT_ACCESS_TOKEN in .env, with read scopes for contacts, companies, owners, lists, forms, and automation
• Python 3.10+ with uv

No Marketing Hub tier is required to run the audit. Rows that need a feature the portal does not have show n/a.

Run It

The engine lives in the hubspot-audit skill, one directory over from this one. Run it from your project directory so .env and reports/ resolve there (in a clone of the repo the path is skills/hubspot-audit/scripts/audit_portal.py).

uv run ../hubspot-audit/scripts/audit_portal.py --scope marketing

Output: reports/hubspot-marketing-audit-{YYYY-MM-DD}.md and a .json twin.

What It Measures

Dimension	Metrics	Graded on
Email Deliverability	Marketing contacts, hard bounces, global unsubscribes, 3+ bounces, never emailed	hard bounces + unsubscribes
Contact Data Completeness	Missing email, lifecycle stage, company, industry, country, job title	missing lifecycle stage
Engagement Health	Opened in 90 days, never opened, last open over a year ago, current customers at the wrong stage	never opened
List, Workflow & Form Health	Total lists, active vs inactive workflows, forms	not graded
Shared: Owner Health, Company Data, Database Size, Duplicates	see /hubspot-audit

Reading the Results

The script produces counts and a prescription. The interpretation is the part that needs a person, or Claude with context:

1. Start with what is billed but unreachable. Hard-bounced and globally unsubscribed contacts that are still marketing contacts are pure cost. These are P0 for a reason: the fix is safe, fast, and pays for itself.
2. Separate "never emailed" from "never opened". Never emailed is often fine (sales-owned contacts, recent imports). Never opened after many sends is a ghost contact and a deliverability liability.
3. Check Apple Mail Privacy Protection before trusting opens. Machine opens inflate open-based engagement. If the "opened in 90 days" share looks too healthy, use clicks as the engagement signal when deciding who to sunset.
4. Read completeness against how you segment. A missing job title only matters if you segment or score on it. Ask which properties drive lists, scoring, and routing, and weigh those gaps first.
5. Treat asset counts as a prompt, not a verdict. The audit reports how many lists, workflows, and forms exist. Whether 300 lists is sprawl depends on the team; the cleanup skills do the per-asset analysis.

From Findings to Fixes

The report's Prescription table maps each finding to its skill. The usual marketing order:

Order	Skill	Fixes
1	/delete-no-email-contacts	Contacts that can never be emailed
2	/suppress-hard-bounced, /suppress-global-unsubscribes	Billed contacts you cannot or must not email
3	/suppress-ghost-contacts	Never-engaged contacts dragging down reputation
4	/fix-lifecycle-stages, /enrich-company-name, /enrich-industry, /backfill-geo-data	Gaps that block segmentation
5	/create-icp-tiers, /build-lead-scoring, /build-smart-lists	Targeting, once the data supports it
6	/bounce-monitoring-workflow, /engagement-suppression-workflow, /new-contact-hygiene-workflow	Keeping it fixed
7	/cleanup-lists, /cleanup-forms, /cleanup-workflows	Asset sprawl

Run /hubspot-implementation-plan to turn the report into a phased plan with dependencies and effort estimates.

What This Audit Does Not Cover

• Campaign and channel performance. Per-email open and click rates, attribution, and ad spend live in the marketing email statistics API and HubSpot's reports. This audit is about the database those campaigns run on.
• Content and SEO. Pages, blogs, and CTAs are out of scope.
• Consent and legal basis. The audit counts unsubscribes; it does not assess whether your consent model is compliant.

Rollback

Nothing to roll back: the audit only reads. To remove its output, delete the files it wrote under reports/.