How to use HubSpot Analytics to Prove Your Marketing ROI W W X
@jonstanis Jonathan Stanis W eidert Group weidert.com Director of UX
What are we going to cover? Topic I Finding Your Numbers Topic II Inside HubSpot’s Analytics Topic III Going Deeper with Topic IV Tracking KPIs with Databox W 3
Finding Your Numbers How to use HubSpot Analytics to Prove Your Marketing ROI W X
FINDING YOUR NUMBERS “Half the money I spend on advertising is wasted; the trouble is I don't know which half”. - John Wanamaker W 36
FINDING YOUR NUMBERS W 29
FINDING YOUR NUMBERS Lifetime value of a customer W 29
FINDING YOUR NUMBERS Marketing Funnel | Lifetime V alue of a Customer = ? Traffic VISITS Total # of monthly visits to your site Leads LEADS / Total # of visitors who converted as (% CR) CONTACTS leads by filling out a form MQLs MQLs Marketing Qualified Leads fit the (% CR) demographics of what a good customer looks like SQLs SQLs Sales Qualified Leads are ready to be (% CR) engaged in the sales process Opportunities OPPORTUNITIES Open deals (% CR) Customers CUSTOMERS Total # of monthly customers gained or (% CR) cross-sold with inbound W 8
FINDING YOUR NUMBERS Marketing Funnel | Lifetime V alue of a Customer = ? Traffic VISITS Total # of monthly visits to your site Leads LEADS / Total # of visitors who converted as (% CR) CONTACTS leads by filling out a form MQLs MQLs Marketing Qualified Leads fit the (% CR) demographics of what a good customer looks like SQLs SQLs Sales Qualified Leads are ready to be (% CR) engaged in the sales process Opportunities OPPORTUNITIES Open deals (% CR) Customers CUSTOMERS Total # of monthly customers gained or (% CR) cross-sold with inbound W 9
FINDING YOUR NUMBERS Invert the Funnel CUSTOMERS OPPORTUNITIES SQLs MQLs LEADS / CONTACTS VISITS W 10
FINDING YOUR NUMBERS Lifetime value of a customer = $1,000,000 1 CUSTOMERS 20% 5 $200,000 OPPORTUNITIES 20% 25 $40,000 SQLs 50% 50 $20,000 MQLs 10% 500 LEADS / $2,000 CONTACTS 5% 10,000 $100 VISITS W 11
FINDING YOUR NUMBERS alue of Investment − Cost of Investment ROI = Current V Cost of Investment W 29
FINDING YOUR NUMBERS $20,000 − $1,000 ROI = $1,000 W 29
FINDING YOUR NUMBERS ROI = 1900% W 29
Inside HubSpot’s How to use HubSpot Analytics to Prove Your Analytics Marketing ROI W X
INSIDE HUBSPOT’S ANALYTICS How do you find your metrics? W 29
INSIDE HUBSPOT’S ANALYTICS HubSpot’s Analytics Reports W 29
INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 20
INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 21
INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Pages W 29
INSIDE HUBSPOT’S ANALYTICS Pages W 29
INSIDE HUBSPOT’S ANALYTICS Pages W 29
INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29
INSIDE HUBSPOT’S ANALYTICS W ebsite Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Campaign Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Campaign Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 30
INSIDE HUBSPOT’S ANALYTICS Campaign Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Email Analytics W 29
INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 33
INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 34
INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 35
Going Deeper With How to use HubSpot Analytics to Prove Your Google Marketing ROI W X
GOING DEEPER WITH GOOGLE W 29
GOING DEEPER WITH GOOGLE Installing Google Analytics W 29
GOING DEEPER WITH GOOGLE Installing Google Analytics W 29
GOING DEEPER WITH GOOGLE Audience Overview W 29
GOING DEEPER WITH GOOGLE Acquisition Overview W 29
GOING DEEPER WITH GOOGLE Behavior Flow W 29
GOING DEEPER WITH GOOGLE Behavior Flow W 29
GOING DEEPER WITH GOOGLE Behavior Overview W 29
GOING DEEPER WITH GOOGLE Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 45
GOING DEEPER WITH GOOGLE Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 46
GOING DEEPER WITH GOOGLE Google Search Console W 29
GOING DEEPER WITH GOOGLE Google Search Console W 29
GOING DEEPER WITH GOOGLE Google Search Console W 29
GOING DEEPER WITH GOOGLE Google Search Console W 29
GOING DEEPER WITH GOOGLE HubSpot Integration Settings - Integrations - Apps - Google Search Console W 29
GOING DEEPER WITH GOOGLE Google Search Console W 29
Tracking KPIs with How to use HubSpot Analytics to Prove Your Databox Marketing ROI W X
TRACKING KPIS WITH DATABOX So many sources! W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
TRACKING KPIS WITH DATABOX W 29
@jonstanis Jonathan Stanis W eidert Group weidert.com Director of UX
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