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PROVE YOUR ROI

Make Smarter Marketing Decisions By Tracking Marketing Analytics

Alexis Bradley & Ari Plaut

Inbound Marketing Consultants

Fun fact: Just bought a house.

Principal Inbound Marketing Consultant

AlexisBRADLEY

Fun fact: Grew up in a small town in Vermont without a single stop light.

AriPlautInbound Marketing Consultant

1 The Importance of Analytics

2 HubSpot Reports & 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•What could happen•What to do next • UNDERSTAND

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

CONTROL

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•Reallocation of marketing spend•Content mix optimization •Optimization of blog posts•Change to social media schedule•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 HubSpot Reports & 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

• How many visits you are getting

from social media broken down

by each channel

• Which channel brings in the

most qualified contacts &

customers

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Attribution ReportBased 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

• How many leads you are

generating from your blog

content

• Which blog types/topics that

drive leads

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Contact ReportFlexible 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

• Which types of offers generate

the most leads

• Continue to write and promote

that those types of content

pieces

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Companies ReportThe 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

• How many companies are in your

database by source

• Which source generates the most

revenue

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5 Product Demo

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6 Q&A

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Fun fact: Rhode Island has America’s only naturally occurring lighthouse.

@kippbodnar

KIPPBODNAR

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 ?