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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.
Ari
Plaut
Inbound Marketing Consultant

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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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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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 ?