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