MEASURING ROI ON MARKETING CAMPAIGNS.

HOW ARE YOU MEASURING YOUR CAMPAIGNS?

Good marketers report on their marketing; great marketers aren’t afraid to change their marketing based on their reporting.

BlogSocial Media

KeywordsPages

Calls-to-ActionLanding Pages

FormsContacts

EmailWorkflows

Lead ScoringCRM Integrations

Social MediaSmart-Calls-to-

ActionEmail

Workflows

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

INBOUND MARKETING METHODOLOGY

HUBSPOT’S ANALYTICS APPS.

SOURCES.

What metric(s) to look at: • Visitor-to-Lead Conversion

Rate• Lead-to-Customer

Conversion Rate

What to do next: See what channels drive your highest conversion rates. Improve your conversion rates by investing into the channels that are performing the best.

DASHBOARD.

What metric(s) to look at: • Contacts by Persona• Performance vs. Goals

What to do next: Now that you see how many contacts are in each persona you can decide what segments of your database to focus on.

Check to see how you are trending against your goals. The dashboard will help you zero in on the areas that need the most help.

LANDING PAGES.

What metric(s) to look at: • View-to-submission

What to do next: See if one of the channels is driving more submissions or conversions than others. Invest more in that channel, and see how you can optimize your top performing pages to increase the conversions on your best landing pages.

BLOG DASHBOARD.

What metric(s) to look at: • Blog Views• Blog Subscribers

What to do next: See what topics or blog formats are resonating with your customers through blog views and new subscribers. Write more content that aligns with the top performing posts to drive an increase in your views and subscribers.

EMAIL DASHBOARD.

What metric(s) to look at: • Click Rate• Contact Churn

What to do next: See what emails get the most engagement through the highest click rate and the lowest contact churn. Replicate what you did in the top performing emails across all your email sends to improve your click-through rate while decreasing your contact churn.

SOCIAL REPORTS.

What metric(s) to look at: • Benchmark Data

What to do next: Use the benchmark data to see how you compare to other HubSpot customers with a similar size social reach. If there are areas you are behind, see how you can change your social media marketing whether that’s frequency, topic, or timing.

CONTACTS REPORTS.

What metric(s) to look at: • Contact Numbers• Revenue

What to do next: Dig into the contacts associated with the contact property you used to break down your report. Consider how you can make better investments in your marketing to see an increase in your contacts.

ENTERPRISE ONLY

COMPANIES REPORTS.

What metric(s) to look at: • Companies Numbers• Revenue

What to do next: See what marketing efforts are generating the most companies as well as the most revenue. Invest in the channels and pages that are driving the most revenue or companies for your business to see an increase in your success.

ENTERPRISE ONLY

ATTRIBUTION REPORTS.

What metric(s) to look at: • Contacts Assisted• Score / 100

What to do next: See the pages or sources with the highest scores to determine your most valuable marketing assets. Optimize those pages and channels to make your valuable pages and sources even more valuable.

PROFESSIONAL AND ENTERPRISE ONLY

EVENTS.

What metric(s) to look at: • Completions

What to do next: See how many times an action on your website was completed. Create a workflow that begins with contacts who have completed that action to nurture contacts coming to your site.

ENTERPRISE ONLY

LESSONS TO LEARN FROM REPORTING.

REPLICATE WHAT WORKS.

ANALYZE YOUR CONVERSION RATES.

SEGMENT YOUR DATA.

DISCUSSION.

1.What metrics are the most important to your business?2.What do you consider a good conversion rate?3.What are your strongest channels? How do you decide

what to promote on each channel?4.What have been your most successful campaigns? How

did you measure the success?5.Tell me about a time when you decided to completely

change or stop working on a campaign because of metrics.

SAMPLE DISCUSSION QUESTIONS.

QUESTIONS?

TRY HUBSPOT’S ADVANCED REPORTING.

HubSpot Customers: bit.ly/HUGReports

New to HubSpot? bit.ly/HUGFriend

THANK YOU.