Your SlideShare is downloading. ×
0
HOW TO REPORT ON YOUR
MARKETING LIKE HUBSPOT

Mike Volpe
CMO @ HubSpot
#INBOUND13
MIKE

VOLPE
@mvolpe

Employee #5 at
HubSpot. I also eat
M&Ms one color at a
time (and save orange
for last).
1 
2 
3 
4 

Setting Goals
Daily Measurement
Monthly Measurement
Key Takeaways
#INBOUND13
@mvolpe
Where am I going?

#inbound13
Where am I going?

#inbound13
Where am I going?

#inbound13
1

SETTING GOALS
Compute what your goals should be.
Can we make Chicago by
tomorrow?

#inbound13
A marketing
SLA is the vital
marketing
goal.
#inbound13
BEGINNER SLA:
How many leads do you need?
• 
• 
• 

$500K Revenue goal
$10k Avg revenue / customer (ASP)
2% Avg lead to cu...
BEGINNER SLA:
How many website visitors do
you need?
(2,500 leads goal)
• 
• 

2,500 leads goal
3% visitor to lead convers...
What if you
want a more
precise
marketing
SLA?
#inbound13
ADVANCED SLA:
How many MQL do you need?
• 
• 

Define a MQL in your CRM and/or
HubSpot
Unique close rates and ASP for
each...
ADVANCED SLA:
How many MQLs do you need?

• 

Define a MQL in your CRM and/or
HubSpot
Unique close rates and ASP for
each ...
What if you
have different
market
segments?
#inbound13
Advanced SLA: Values by Segment and
Conversion Rate
Demo Request

Free Trial

Contact Sales

Small Business

$50

$75

$10...
2

DAILY MEASUREMENT
Your dashboard to stay on track.
Staying on the road
& not breaking down

#inbound13
Daily Leads Waterfall
% Progress to Goal

100%
80%
60%
Actual

40%

Goal

20%
0%
212019181716151413121110 9 8 7 6 5 4 3 2 ...
Example Advanced SLA in HubSpot
ADVANCED SLA:
Example SLA in Salesforce
How to do this in CRM?
Alarms

#inbound13
Actual

Goal

•  Create new offers

% Progress to Goal

100%

•  ebooks, webinars, etc.

80%

•  Publish more
•  blog post...
Keys to Using Daily Metrics
1  Focus on a few metrics
2  Public and highly visible
3  Real-time reporting
4  React to the ...
3

MONTHLY MEASUREMENT
Your periodic report to publish internally.
Monthly Reporting Tips
1  Make everyone do their own report
2  Distribute throughout the company
3  Have a 1 page summary
Report Structure
Top of
Funnel

Product
Marketing

CMO
Middle of
Funnel

Brand and
Buzz

•  Executive summary w/ 10
slides...
PART 1:
The Executive Summary
•  Under ~10 slides
•  Visitors, Leads, Customers
•  Cost per lead, Cost per
customer
•  Res...
Visits, Leads, Customers
• 
• 
• 

#inbound13

Cut and paste from HubSpot
Look for trends up / down
Remember customers num...
Cost per lead / customer
• 
• 
• 
• 
• 

#inbound13

Leads from HubSpot
Customers from CRM
Take total marketing spend and
...
Marketing SLA Results
• 
• 

#inbound13

For overall company
Show as % of goal
PART 2:
Team Reports
•  Show names / faces of team
members
•  Report on results (goals and
metrics)
•  Also report on acti...
Example Blog Team Report
1  # articles published and results (blog analytics)
2  Growth in blog subscribers (blog analytic...
4

KEY TAKEAWAYS
Time to wake up and pay attention.
Set up the right
big picture goal.
Compute your
Marketing SLA.
#inbound13
Use daily
tracking of key
metrics to stay
on track.
Create a daily
leads waterfall
graph.
#inbound13
Verify the big
picture.
Publish a
monthly deep
dive report.
#inbound13
THANK
YOU
Related reading:
“6 Marketing Metrics Your CEO Cares About”
http://bit.ly/6Metrics

#inbound13

MIKE

VOLPE
@mvo...
How to Report on Your Marketing Like HubSpot #INBOUND13
How to Report on Your Marketing Like HubSpot #INBOUND13
Upcoming SlideShare
Loading in...5
×

How to Report on Your Marketing Like HubSpot #INBOUND13

3,948

Published on

INBOUND 2013 presentation by Mike Volpe.
Register for INBOUND 2014 at www.inbound.com

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,948
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
29
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "How to Report on Your Marketing Like HubSpot #INBOUND13"

  1. 1. HOW TO REPORT ON YOUR MARKETING LIKE HUBSPOT Mike Volpe CMO @ HubSpot #INBOUND13
  2. 2. MIKE VOLPE @mvolpe Employee #5 at HubSpot. I also eat M&Ms one color at a time (and save orange for last).
  3. 3. 1  2  3  4  Setting Goals Daily Measurement Monthly Measurement Key Takeaways
  4. 4. #INBOUND13 @mvolpe
  5. 5. Where am I going? #inbound13
  6. 6. Where am I going? #inbound13
  7. 7. Where am I going? #inbound13
  8. 8. 1 SETTING GOALS Compute what your goals should be.
  9. 9. Can we make Chicago by tomorrow? #inbound13
  10. 10. A marketing SLA is the vital marketing goal. #inbound13
  11. 11. BEGINNER SLA: How many leads do you need? •  •  •  $500K Revenue goal $10k Avg revenue / customer (ASP) 2% Avg lead to customer conversion $ Revenue Goal / ASP = # New customers needed # New cust needed / close % = # leads needed #inbound13 ($500,000 revenue goal) ÷ ($10,000 avg revenue / customer) = 50 new customers needed (50 new customers) ÷ (0.02 lead to customer ratio) = 2,500 new leads needed
  12. 12. BEGINNER SLA: How many website visitors do you need? (2,500 leads goal) •  •  2,500 leads goal 3% visitor to lead conversion rate # Leads needed / conversion % = # Web visitors needed #inbound13 ÷ (0.03 visitor to lead ratio) = 83,333 website visitors needed
  13. 13. What if you want a more precise marketing SLA? #inbound13
  14. 14. ADVANCED SLA: How many MQL do you need? •  •  Define a MQL in your CRM and/or HubSpot Unique close rates and ASP for each conversion type Per conversion type: $ Revenue per customer * % Lead to customer = $ Value per lead #inbound13 ($100,000 revenue per customer) ÷ (0.009 lead to customer conversion for whitepaper conversions [aka 0.9%] ) = $900 value per whitepaper lead
  15. 15. ADVANCED SLA: How many MQLs do you need? •  Define a MQL in your CRM and/or HubSpot Unique close rates and ASP for each conversion type Per conversion type: $ Revenue per customer * % Lead to customer = $ Value per lead Value per MQL Whitepaper 0.9% $900 Webinar 1.5% $1,500 Online Demo •  MQL to Customer Close % 2.0% $2,000 Tradeshow 1.1% $1,100 12.0% $12,000 MQL Type Contact Sales * Assumes $100,000 average revenue per customer #inbound13
  16. 16. What if you have different market segments? #inbound13
  17. 17. Advanced SLA: Values by Segment and Conversion Rate Demo Request Free Trial Contact Sales Small Business $50 $75 $100 SMB $200 $100 $500 Enterprise $500 $100 $800
  18. 18. 2 DAILY MEASUREMENT Your dashboard to stay on track.
  19. 19. Staying on the road & not breaking down #inbound13
  20. 20. Daily Leads Waterfall % Progress to Goal 100% 80% 60% Actual 40% Goal 20% 0% 212019181716151413121110 9 8 7 6 5 4 3 2 1 0 Business Days Left in Month
  21. 21. Example Advanced SLA in HubSpot
  22. 22. ADVANCED SLA: Example SLA in Salesforce How to do this in CRM?
  23. 23. Alarms #inbound13
  24. 24. Actual Goal •  Create new offers % Progress to Goal 100% •  ebooks, webinars, etc. 80% •  Publish more •  blog posts, videos, 60% presentations •  Promote more 40% •  email and social promotion of 20% 0% How to fix SLA alarms new offers Business Days Left in Month •  Increase paid ads •  PPC on Google, Facebook, LinkedIn, Twitter #inbound13
  25. 25. Keys to Using Daily Metrics 1  Focus on a few metrics 2  Public and highly visible 3  Real-time reporting 4  React to the alarms
  26. 26. 3 MONTHLY MEASUREMENT Your periodic report to publish internally.
  27. 27. Monthly Reporting Tips 1  Make everyone do their own report 2  Distribute throughout the company 3  Have a 1 page summary
  28. 28. Report Structure Top of Funnel Product Marketing CMO Middle of Funnel Brand and Buzz •  Executive summary w/ 10 slides •  Mirror structure of your team: tie people to numbers •  HubSpot’s Report: 1.  Executive summary 2.  Report for each team (~10 teams of 2-4 people, in 4 sections according to team organization) #inbound13
  29. 29. PART 1: The Executive Summary •  Under ~10 slides •  Visitors, Leads, Customers •  Cost per lead, Cost per customer •  Results for all marketing SLAs •  High level lead quality metrics #inbound13
  30. 30. Visits, Leads, Customers •  •  •  #inbound13 Cut and paste from HubSpot Look for trends up / down Remember customers number is affected by the sales cycle
  31. 31. Cost per lead / customer •  •  •  •  •  #inbound13 Leads from HubSpot Customers from CRM Take total marketing spend and divide by leads or customers Use excel to graph monthly Look for trends up / down
  32. 32. Marketing SLA Results •  •  #inbound13 For overall company Show as % of goal
  33. 33. PART 2: Team Reports •  Show names / faces of team members •  Report on results (goals and metrics) •  Also report on activity #inbound13
  34. 34. Example Blog Team Report 1  # articles published and results (blog analytics) 2  Growth in blog subscribers (blog analytics) 3  Author analysis (# articles, views, links) 4  Results of blog CTAs (CTA module)
  35. 35. 4 KEY TAKEAWAYS Time to wake up and pay attention.
  36. 36. Set up the right big picture goal. Compute your Marketing SLA. #inbound13
  37. 37. Use daily tracking of key metrics to stay on track. Create a daily leads waterfall graph. #inbound13
  38. 38. Verify the big picture. Publish a monthly deep dive report. #inbound13
  39. 39. THANK YOU Related reading: “6 Marketing Metrics Your CEO Cares About” http://bit.ly/6Metrics #inbound13 MIKE VOLPE @mvolpe mvolpe@hubspot.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×