We had a great event all about HubSpot and data. Our presenters included Joe Durfey from Grow, and Josh Chang and Dylan Sellberg from HubSpot.

1. #SLCHUGGood afternoon Wi-fi network is Lucid_guest - PW = lucidguessed

2. #SLCHUG
Agenda
• Welcome & Housekeeping w/ Doc
• A Recipe for KPI Success w/ Joe Durfey
• Analytics, Reporting and Attribution w/ Josh Chang
• Aligning Your Goals and Data w/ Dylan Sellberg
• Q&A & Wrap-up

3. #SLCHUG#SLCHUG

4. #SLCHUG
Director of Marketing
Automation
Co-Leader SLCHUG
DARIN
BERNTSON
@iGoByDoc

5. #SLCHUG
BRANDON
CARTER
@bscarter
Marketing Automation
Manager
HubSpot Customer
Co-Leader of SLCHUG

6. #SLCHUG
Roll Call
• First Event?
• HubSpot Users?
• HubSpot Partner Agencies?
• Awesome Guests?

7. #SLCHUG
Welcome
Everyone!

8. #SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 1 Main Event Per Quarter
– Additional Workshops + Intensives tbd
– These events are for you
– We are not here to sell anyone
– This is a learning environment

9. #SLCHUG
Our Next SLCHUG Event
April 3rd - 11 AM - 1 PM
Event Type: Intensive
@Rakuten - 12 Person Max
Stay tuned for announcement + registration & more details!

10. #SLCHUG#SLCHUG
Want to present at an upcoming event?
Form on SLCHUG site

11. #SLCHUG
CONNECT

12. #SLCHUG#SLCHUG

13. #SLCHUG#SLCHUG

14. #SLCHUG#SLCHUG
Can request from our Homepage

15. #SLCHUG
SHARE TODAY
#SLCHUG
Twitter - Facebook - Instagram

16. #SLCHUG
THANK YOU
NETWORK: LUCID_GUEST
PASSWORD: LUCIDGUESSED (LOWER CASE)
enjoy free wifi

17. #SLCHUG
READY?

18. #SLCHUG
JOE
DURFEY
VP, Strategic Partnerships
@joedurfey
O
urFirstPresenter

19. A RECIPE FOR KPI SUCCESS
Joe Durfey, VP Strategic Partnerships, Grow.com

20. “We’ve got to use every piece of data and
piece of information, and hopefully that
will help us be accurate with our player
evaluation.”
—Billy Beane, Moneyball

22. A quantifiable measure
used to evaluate success.
What is a KPI?

24. KPI EXAMPLE

25. KPI EXAMPLE

26. KPI EXAMPLE

27. KPI EXAMPLE

28. Lessons Learned

29. Growth

30. Accountability

31. Execution

32. Fun

33. Template Dashboards
Geckoboard
Cyfe
Databox
Chart Mogul
Bare Metrics
Tableau
Qlik
Sisense
Oracle
SAP
SAS
Good Data
Jasper Soft
Actuate
Targit
Domo
Birst
Future Growth Area
BI $14B Market
Cloud BI CAGR 31%
Enterprise BI Providers
Market Trend

34. +

35. “Like HubSpot, Grow.com is squarely focused in the SMB market.
Rob Nelson launched Grow in 2014 with the goal of simplifying
reporting and analytics for SMBs. Cost and complexity had put other
BI products out of reach for many small to mid-sized companies.
Nelson and team built Grow to be accessible to non-technical users
and affordable for growth-stage businesses.”
—Brad Coffee, Chief Strategy Officer

37. 7 WAYS GROW HELPS YOU GET MORE OUT OF HUBSPOT
1. Keep goals top of mind
2. Chart and track traffic analytics in just a few clicks
3. Monitor Hubspot data in real time
4. Easily compare data
5. Connect Hubspot data to other data sources
6. Cross-object reporting made possible
7. Customizable analytics

38. 292,100 KPIs TRACKING
18,450 ACTIVE USERS
260,100 DASHBOARDS VIEWS DAILY

39. KPI Framework

40. SMES WITH FEWER THAN 300
EMPLOYEES ARE 3X MORE LIKELY
TO ADOPT BI
BI INITIATIVES IN SMES ARE MOST
LIKELY DRIVEN BY SALES &
MARKETING
- Dresner Advisory Services

41. THE GROW CYCLE

42. EACH CYCLE HAS A FUNNEL

43. GROW CYCLE

44. CYCLE IS EXPANDING OR CONTRACTING
Growth = stage collision
Shrinking = if gap in stages

47. KPI Breakdown

48. KPI FORMAT
Best Practice

49. KPI FORMAT
Best Practice

50. KPI FORMAT
Best Practice
Asking the right question will help avoid vanity metrics.

51. KPI FORMAT
Best Practice
Where are we at right now?

52. KPI FORMAT
Best Practice
Are we ahead or behind the prior period?

53. KPI FORMAT
Best Practice
Are we ahead or behind our forecast?

54. KPI FORMAT
Best Practice
What period should we measure?

56. CUSTOMER ACQUISITION QUESTIONS
• How many total leads are created weekly?
• What’s the breakdown of leads to MQLs? P1 P2 Leads?
• How many weekly/monthly sales opportunities are created?
• What channels are driving closed deals?
• What are the highest converting pages on the website?
• Where is my paid ad spend going?
• What are the results of paid ad spend?
• How many trials are started week over week?
• What is the highest converting content piece?
• What is marketing’s contribution to revenue?
• What is the conversion rate of inbound leads by sales rep?
• What is the conversion rates between lead to demo scheduled?
• What is our blended cost per lead?
• What is our cost per lead by channel?
• Who is the on the sales leaderboard?
• What is the percent of new vs returning customers?
• What’s our CAC by channel?
• What’s our cohort retention rate?

57. CONVERSION RATE OF INBOUND
LEADS TO DEMO SCHEDULED

58. LEAD TO DEMO SCHEDULED KPI

59. LEAD TO DEMO SCHEDULED KPI

60. 33% avg
LEAD TO DEMO SCHEDULED KPI

61. Measure week over week performance.
LEAD TO DEMO SCHEDULED KPI

62. Why is the conversion rate so low?
Measure week over week performance.
LEAD TO DEMO SCHEDULED KPI

63. What’s the user experience?
Measure week over week performance.
Why is the conversion rate so low?
LEAD TO DEMO SCHEDULED KPI

64. Measure week over week performance.
Why is the conversion rate so low?
What’s the user experience?
Implemented new form, lead routing rules, and ux to schedule in the form
LEAD TO DEMO SCHEDULED KPI

65. LEAD TO DEMO SCHEDULED KPI

66. RESULT
127%
Improvement

68. KPI BENEFITS
Growth
Accountability
Execution
Fun

70. grow.com/GrowCycle
grow.com/KPIReport

71. THANK YOU!

72. #SLCHUG
READY?

73. #SLCHUG
DYLAN
SELLBERG
@DylSell
Product Manager, CRM
O
urSecond
Presenter

74. Aligning your Goals & Data
Using HubSpot Reporting Tools
Salt Lake City HUG

75. Product Manager
HubSpot CRM
dylan@hubspot.com
Dylan

76. Aligning Your Goals and Data
Using HubSpot Reporting Tools
Salt Lake City HUG

77. Today’s Session
• Understanding your data in HubSpot
• Setting “good” goals or KPIs
• Business KPIs
• Tactical goals
• Personal or team goals
• Using HubSpot tools to measure your progress
• tried and true tools you love
• new stuff

78. 40% of Marketers report their #1 priority is ROI

79. 40% of Marketers don’t if what they are doing is tied to ROI

80. Growing better means tracking &
maintaining the right
DATA

81. Data is the core of HubSpot
You need to understand your data in
HubSpot in order to make good
decisions to drive your business
forward
• CRM Object data
• Event-based data

82. CRM Object data

83. HubSpot CRM Objects
Track data on
● “Who” & “What”
Object Types
● Contacts
● Companies
● Deals
● Tickets
Properties: standard + custom
Access your data
● CRM Saved Filters & Lists
● Exports
● API

84. Event-based data

85. Event-based data
• How? When?
• Actions that happen to objects
• Web analytics activities (pageviews, form submissions, CTA clicks, etc)
• Sales Activities
• Conversations
• Deal or lifecycle stage changes
• Event pathways & attribution
• Accessing your data
• Analytics Tools

86. Events along Customer Journey

87. Growing better means
choosing the right
GOALS

88. Setting Goals Can Be
HARD.

89. 3 Types of Business Goals
RevenueBased
Customer Success
GrowthGoals

90. Revenue Based Goals
Revenue
Customer
Success
Growth
● Gross Revenue
● Total Sales
● Total Profit
● Gross Margin
● Average Sales Price
● Cost of Customer Acquisition
● Lifetime Value

91. Growth Based Goals
Revenue
Customer
Success
Growth
● Number of Customers
● Number of Downloads
● Number of Employees
● Market Penetration
● Customer Base Penetration
● Upsell/XSell/Resell Ratio
● Operating Productivity

92. Customer Success Based Goals
Revenue
Customer
Success
Growth
● Customer Happiness Index
● NPS
● Churn
● Customer Retainment
● Dollar Retention
● Support or Service Requests

93. What to do
NEXT.

94. Stack your goals in a hierarchy
When identifying key
reports, highlighting how
EACH report is tied to a
business goal and identify a
specific tactic tied to each
goal.

95. Stack your goals in a hierarchy
The business goals selected
will dictate which indicators
you report. The indicators
will dictate the tactics you
use to launch your
campaigns.
BUSINESS
GOALS
KPIs
TACTICS
LAUNCH
Revenue
Number of
Customers Adjust Product
Sales Ratio
Reduce Marketing Costs
Conversion Rate
Number of MQLs
Average Days in
Pipe
Cost of MQL/SQL
Landing Page
Conversion
Lead Nurture Flow
Conversion
Social
Engagement
Email Rates
Campaign
go live
Email Send
Content
Create
Market
Penetration

96. BUSINESS GOALS
KPIs
TACTICS
LAUNCH
Revenue
Number of Customers
Adjust Product Sales Ratio
Reduce Marketing Costs
Conversion Rate
Number of MQLs
Average Days in Pipe
Cost of MQL/SQL
Landing Page Conversion
Lead Nurture Flow
Conversion
Social Engagement
Email Rates
Campaign go
live
Email Send
Content Create
Market
Penetration

97. Flywheel: Attract

98. What works to attract website visitors?
High-level Goals + KPIs
● How much traffic does my site get?
● Where is that traffic coming from?
Tactical Goals
● Blog & landing page views
● New vs returning site visitors
● Entrance pages
● Web visitor demographics
○ Mobile vs desktop
○ Country/location

99. Flywheel: Engage

100. How well am I engaging with my audience?
High-level Goals + KPIs
● How well am I converting traffic into leads?
● Who are my leads and how many do I have?
Tactical Goals
● Page performance - compare which types of pages
work better than others
● Email opens & clicks - measure the engagement of
specific types of content or specific audiences
● Forms & CTAs - compare which iterations are most
effective

101. Flywheel: Delight

102. Am I growing my customer base?
High-level Goals + KPIs
● New customers
● Revenue
● NPS
● Tickets
Tactical Goals
● Revenue Quotas for sales reps & teams
● Funnel & Forecast
● Sales efficiency
○ # of Sales activities
○ Time in Deal Stage
○ Time to Close
● Goals for NPS trends
● Goals for # of Tickets

103. Growing better means using
the right tools to
MEASURE GROWTH

104. Powerful NEW features
• Custom Reports
• Cross-object reporting
• Analytics Views
• New Analytics Tools for exploration
• Event funnels

105. Custom Reports
Customize your data & measure the trends
that matter to you and your business.
Now even better:
● New builder
● Report across multiple data objects
● Build more reports & dashboards in HS
Pro and HS Enterprise

106. Cross-object
● Create custom reports using two
different objects
● Get deeper insights into your CRM
data
● Examples:
○ Deal by target company
○ Deals by company size
○ Avg / total lead score by
company
○ Engagements by target company
○ Deals by contact industry

107. Goals in Custom Reports
● Build goal measurement into any time
series report (e.g line chart or area
chart)
● Use a date property on the x-axis
● Canned Reports with built-in goals:
○ Deal Forecast
○ Deals Closed vs Goal
● Coming soon:
○ Service team goals
○ Sales activity goalsw

108. Analytics Views
● Dive deeper into your traffic data with
customizable Analytics Views
● Segment traffic by:
○ Domain or subdomain
○ URL Path
○ Country of site visitor
Use Analytics Views for:
● Segmenting traffic by Country
● Measure traffic to a campaign-specific
subdomain or subdirectory
● Split traffic between multiple brands

109. Tips for new Reporting & Analytics features
● Use Custom dashboards to create reports on
your specific data (i.e. custom properties)
● Use Analytics Tools to explore data & pin any
report to a dashboard or save it to your
Reports list
• Save any report to your Reports list

110. Event Funnels
● Build a funnel to measure pathways from
one Custom Event to another
● Use with any Custom Event
○ Pageviews
○ Clicks
○ Content downloads
○ Signups
○ Webinar registrations
○ etc

111. Pin to dashboard

112. Tips & tricks

113. Tips for data integrity
• Use custom properties for CRM data objects
• Plan ahead for segmentation
• Lists for Email nurturing
• Trigger properties for workflows
• Contact & Customer segments for reporting
• *NEW* calculated properties to “do math” with
properties

114. Custom Properties

115. Calculated & Rollup Properties

116. Find missing data

117. One more thing...a gift for you all!

118. Email me for access - Dylan@HubSpot.com

119. Thank you!

120. #SLCHUG
READY?

121. #SLCHUG
JOSH
CHANG
@jjaykoch
Senior Marketing Manager,
Acquisition
O
urThird
Presenter

123. Paid Advertising + HubSpot
Analytics, Reporting, &
Attribution
Josh Chang
Senior Marketing Manager, Acquisition

124. Agenda
1. A Brief History of HubSpot & Paid Ads
2. Ads Attribution in HubSpot
3. The Ads Tool
4. Advanced Reporting: Going Beyond CTR & CPC

125. HubSpot & Paid Advertising
A Brief History

126. Paid Advertising in 2006

128. But we’re coming around

129. “Well-done advertising today has fewer of the
qualities associated with aggressive outbound
marketing, and more of the helpful qualities of
inbound marketing.”
Nicolas Holland
VP of Product

130. HubSpot’s Ad Strategy
● Distribute great content to a highly
targeted audience.
● Drive adoption of the free CRM and our
other free tools.
● Amplify our organic social efforts.
● Accelerate international growth.

131. Making HubSpot & paid ads play nice.
Paid Ads Attribution in HubSpot

132. The Sources Report

133. 01
Steps for Successful Paid Ads
Attribution in HubSpot
Paid Social

134. UTM Attribution: Paid Social
Original Source Type = Paid Social
Original Source Drill-Down 1 = utm_source
Original Source Drill-Down 2 = utm_campaign

135. Paid Social Drill-Downs
Paid Social Campaign Name (utm_campaign)Source (utm_source)

136. Paid Social Tip: Dynamic Parameters
● campaign_name={{campaign.name}}
● adset_name={{adset.name}}
● ad_name={{ad.name}}
● campaign_id={{campaign.id}}
● adset_id={{adset.id}}
● ad_id={{ad.id}}

137. 01
Paid Ads Attribution in HubSpot
Paid Social
02
Paid Search

138. UTM Attribution: Paid Search
Original Source Type = Paid Search
Original Source Drill-Down 1 = utm_campaign
Original Source Drill-Down 2 = utm_term

139. Paid Search Drill-Downs
Campaign Name (utm_campaign)Paid Search Term (utm_term)

140. 01
Paid Ads Attribution in HubSpot
Paid Social
02
Paid Search
03
Other Campaigns

141. “Other Campaigns”
If utm_medium, utm_source, or utm_campaign is present but
doesn’t fall into “Paid Search” or “Paid Social” buckets
Original Source Type = Other Campaigns
Original Source Drill-Down 1 = utm_campaign
Original Source Drill-Down 2 = utm_source / utm_medium

142. Paid Campaign Source Overview
https://knowledge.hubspot.com/articles/kcs_article/reports/what-do-the-properties-original-source-data-1-and-2-mean

143. Original Source Drill-Down Overview
https://knowledge.hubspot.com/articles/kcs_article/reports/how-does-hubspot-categorize-visits-contacts-and-customers-in-the-sources-report

144. 01
Paid Ads Attribution in HubSpot
Paid Social
02
Paid Search
03
Other Campaigns

145. UTMs in Traffic Analytics Report

146. But...
You might not even need to
worry about this if you’re using
the Ads tool.

147. What we use it for, and how we think you should use it.
The Ads Tool

148. Auto Tracking

149. A quick disclaimer...

150. What do we use it for?
How does HubSpot use HubSpot Ads?
● Granular ad reporting
● Retargeting & conversion lists
● List <> audience sync

151. Reporting
Paid campaign reporting connected to our CRM

152. Reporting
Ad set and creative-level reporting

153. Attribution reports
How does your business attribute success?

154. Attribution reports

155. Audience Targeting
Create audiences based
on specific behavior from
your site visitors
WEBSITE AUDIENCES
Find leads that resemble
your visitors, leads and/or
customers
LOOKALIKES
Personalize your advertising
based on contact properties or
lifecycle stages
CUSTOM LIST AUDIENCES

156. Pixel Management
● Track the same events in your ad
platforms that you are in HubSpot

157. List Sync
● Exclusion audiences
● Lookalike & similar audiences
● Retargeting audiences

158. Pages Visited
Considerations for Retargeting Audiences

159. Pages Visited
Considerations for Retargeting Audiences
Time in Database

160. Pages Visited
Considerations for Retargeting Audiences
Time in Database
Prior Engagement

161. Stay Focused with Retargeting Swimlanes
Audience:
Blog Visitors
Audience #1
Conversion Event:
Download Content
Exclusion Audience:
Pricing Page Visitors &
Customers
Audience:
Pricing Page Visitors
Audience #2
Conversion Event:
Contact Sales Form
Exclusion Audience:
Blog Visitors &
Customers
Audience:
Customers
Audience #3
Conversion Event:
Cross-sell & Up-sell
Exclusion Audience:
Blog Visitors &
Pricing Page Visitors

162. Going beyond CPC, CTR, and CPA.
Advanced Paid Ads Reporting

163. Our Core Metrics
Cost per
Conversion

164. Our Core Metrics
Cost per
Conversion
Lifetime
Value

165. Our Core Metrics
Cost per
Conversion
Lifetime
Value
Revenue
(Projected)

166. Our Core Metrics
Cost per
Conversion
Lifetime
Value
Revenue
(Projected)
Return on
Investment

167. Our Core Metrics
Cost per
Conversion
Lifetime
Value
Revenue
(Projected)
Return on
Investment
For every dollar I spend, how many dollars am I getting back?

168. ROI
(Projected Revenue - Spend)
Spend

169. Return on investment

170. Return on investment

171. Return on investment

172. Slice & Dice
Channel
- Facebook
- Google Ads
- Google Display
- LinkedIn
- Bing
- Other Channels

173. Slice & Dice
Channel
- Facebook
- Google Ads
- Google Display
- LinkedIn
- Bing
- Other Channels
Audience &
Targeting
- Retargeting
- Prospecting
- Keywords
- Lookalike Audiences
- Similar Audiences

174. Slice & Dice
Channel
- Facebook
- Google Ads
- Google Display
- LinkedIn
- Bing
- Other Channels
Audience &
Targeting
- Retargeting
- Prospecting
- Keywords
- Lookalike Audiences
- Similar Audiences
Device
- Desktop
- Mobile
- Tablet

175. Slice & Dice
Channel
- Facebook
- Google Ads
- Google Display
- LinkedIn
- Bing
- Other Channels
Audience &
Targeting
- Retargeting
- Prospecting
- Keywords
- Lookalike Audiences
- Similar Audiences
Device
- Desktop
- Mobile
- Tablet
Region
- North America
- UK & I
- EMEA
- APAC
- LATAM

176. Thank you

177. Let’s Talk!

178. #SLCHUG
178
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
ManagementThanks for being
a part of our community!
Q&A

179. #SLCHUG
Decks Will Be Available
Recap Post Coming