Data, data everywhere and not an ounce of insight? Where do you even begin? What marketing analytics are important to measure, and how can you improve them over time? This session will walk you through the different analytics tools in HubSpot including the Sources Report, Contacts Report, and Companies Report and teach you how to interpret the data to make smarter marketing investments.

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PROVE YOUR ROI
Make Smarter Marketing Decisions By Tracking Marketing Analytics
Alexis Bradley & Ari Plaut
Inbound Marketing Consultants

2. Fun fact: Just bought a house.
Principal Inbound Marketing Consultant
AlexisBRADLEY

3. Fun fact: Grew up in a small town in Vermont without a single stop light.
Ari
Plaut
Inbound Marketing Consultant

4. 1
The Importance of Analytics
2
HubSpotReports & Use Cases
3
Product Demo
4
Q&A
AGENDA

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The Importance of Marketing Analytics

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Proving Marketing ROI is the Biggest Challenge for Today’s Marketers.

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Without Marketing Analytics….

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What happened in the past
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What could happen
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What to do next
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UNDERSTAND

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# of leads in the funnel that will convert to customers
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Revenue forecasting
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# of MQLs that will be given to Sales this month
CONTROL

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Reallocation of marketing spend
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Content mix optimization
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Optimization of blog posts
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Change to social media schedule
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Investment in marketing
ADD SCIENCE TO THE ART OF MARKETING

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33%
of B2B marketers don’t even attempt to measure the financial impact of marketing!!

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Let’s all promise to not be part of the 33%

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2
HubSpotReports & Use Cases

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Sources
Analyze the traffic that brought visits, leads, and customers to your site.

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Sources Report Example: Visits from Social Media
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How many visits you are getting from social media broken down by each channel
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Which channel brings in the most qualified contacts & customers

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Attribution Report
Based on someone’s first interaction, last interaction, or all interactions to identify what marketing efforts lead to conversions.
Enterprise only

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Attribution Report Example: Blog Leads
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How many leads you are generating from your blog content
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Which blog types/topics that drive leads

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Contact Report
Flexible view of their entire contact database, or a certain segment, based on the information that's most important to you.
Enterprise only

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Contact Report Example: Leads Broken Down by Offer
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Which types of offers generate the most leads
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Continue to write and promote that those types of content pieces

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Companies Report
The ability to understand the revenue generated by each marketing channel on a per company level
Enterprise only

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Companies Report Example: Revenue by Original Source Type
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How many companies are in your database by source
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Which source generates the most revenue

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5
Product Demo

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6
Q&A

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40. Fun fact: Rhode Island has America’s only naturally occurring lighthouse.
@kippbodnar
KIPPBODNAR

41. Pound for pound, there’s more sugar in carrot cake than raw carrots.
@kippbodnar
KIPPBODNAR

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A caption about these dogs would be great right about here.

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These dogs are wanted in seven states for tax evasion & fraud.

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This transparent color box is a useful option for some larger images.

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For a second option, consider this nice shade of blue. Thanks.

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57% of web activity occurs in the evening.

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The way people do business has changed.

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How do you stand out in a crowded market?

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QUESTIONS ?