#INBOUND13
Let’s Get Cookin’ With
Advanced Analytics
Advanced Marketing Analytics that Identify
“What is Really Working Fo...
#inbound13
Probably only person here
to have both raised pigs
and lived in Spain for
more than 5 years each
@spanishgringo
Michael
FR...
LET’S TALK ABOUT ANALYSIS
LET’S TALK ABOUT ANALYSIS
LET’S TALK ABOUT ANALYSIS
I LOVE ANALYSIS
Supply Chain Management
(Maersk)
Ecommerce
(eHobbies.com)
Entertainment
(Disney)
Business Services
(Teleflora)
Online Advertising
(logismarket.es, .fr, .de, .ar, etc…)
Phone Systems
(ShoreTel)
#inbound2013
WE HAVE A PROBLEM
IN MARKETING
#inbound2013
WE REPORT A LOT
BUT DON’T
ANALYZE ENOUGH
Let’s Imagine a Restaurant…
You’re the Food Buyer
https://twitter.com/spanishgringo
How’d We Do & What Do I Need to Buy?
https://twitter.com/spanishgringo
Meal Sales % Change Cost
Breakfast $500 +10% $200
Lunch $900 -6% $550
Dinner $1200 +12% ...
What Do I Do with This?
Breakfast: Croissants or Omelets?
Produce: Mushrooms, Tomatoes or Lettuce?
Meat: Beef or Chicken or Fish?
What Happens If You Invest Poorly?
A Lot of Waste & Less Satisfied Customers
Quality
Selection / Availability
Likely to Recommend
Verb
To justify one’s or one’s department’s
existence
Verb
To seek understanding on how to
improve
#inbound2013
LET’S FIX THAT
1 Common Objections
2 Get the Right Data
3 Insights From the Funnel
LET’S GET PHYSICAL ANALYTICAL
1 Common Objections
#inbound2013
MANAGEMENT
WANTS
REPORTING
#inbound2013
ONLY AGREE TO
PROVIDE REPORTS
THAT ARE (NEARLY)
AUTOMATED
Google Analytics
Get the Dashboard Template:
https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw
Google Analytics
Get the Dashboard Template:
https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw
#inbound2013
I DON’T HAVE
ENOUGH DATA
https://twitter.com/spanishgringo
• Unless your site is huge, then you likely
have a small sample size
• Segmenting data m...
#inbound2013
GROUP YOUR DATA
UNTIL IT IS
SIGNIFICANT
https://twitter.com/spanishgringo
Group your Keywords using GA Advanced Segments (or using filters in Excel)
Find Strength...
https://twitter.com/spanishgringo
Group your Keywords using GA Advanced Segments (or using filters in Excel)
Find Strength...
https://twitter.com/spanishgringo
Group your Keywords using GA Advanced Segments (or using filters in Excel)
Find Strength...
https://twitter.com/spanishgringo
Group your Keywords using GA Advanced Segments (or using filters in Excel)
Find Strength...
#INBOUND13
IT’S TOO MUCH
IT’S TOO HARD
#inbound2013
START SMALL
&
DIVE DEEP
2 Get the Right Data
https://twitter.com/spanishgringo
The Data Needs to Flow to the CRM
Read my article: http//moz.com/ugc/how-to-measure-roi-...
https://twitter.com/spanishgringo
• More and more companies are
hiring “Inbound Engineers”
• Closed loop reporting alone
j...
3 Insights From the Funnel
https://twitter.com/spanishgringo
Pre-Funnel
TOFU
MOFU
BOFU
Customers
Getting Funnel-Vision
Gain Awareness & Discovery
Inc...
https://twitter.com/spanishgringo
Pre-Funnel Gain Awareness & Discovery
Increase Core Visits & Conversions
Get Better Enga...
https://twitter.com/spanishgringo
What Drives Discovery (New Visits)?
Content Type
Pre-Funnel
Gain Awareness & Discovery
https://twitter.com/spanishgringo
What Drives Discovery (New Visits)?
Content Type
Pre-Funnel
Gain Awareness & Discovery
https://twitter.com/spanishgringo
What Drives Discovery (New Visits)?
Pre-Funnel
Gain Awareness & Discovery
https://twitter.com/spanishgringo
What Drives New Visits?
Few visits overall
These KW drive core TOFU pages
Not targeted f...
https://twitter.com/spanishgringo
What Drives New Visits?
Few visits overall
These KW drive core TOFU pages
Not targeted f...
https://twitter.com/spanishgringo
Gain Awareness & Discovery
Increase Core Visits & Conversions
Get Better Engagement & Se...
https://twitter.com/spanishgringo
KW Business Performance
Top of the Funnel (TOFU)
Increase Core Visits & Conversions
What...
https://twitter.com/spanishgringo
KW Business Performance
Top of the Funnel (TOFU)
Increase Core Visits & Conversions
What...
https://twitter.com/spanishgringo
KW Business Performance
Top of the Funnel (TOFU)
Increase Core Visits & Conversions
What...
https://twitter.com/spanishgringo
Need to improve "cloud" performance
We need better middle of the funnel support for sale...
https://twitter.com/spanishgringo
Gain Awareness & Discovery
Increase Core Visits & Conversions
Get Better Engagement & Se...
https://twitter.com/spanishgringo
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
Get Better Engagement
https://twitter.com/spanishgringo
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
• 2 x 1 More Traffic...
https://twitter.com/spanishgringo
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
Better Engagement = ...
https://twitter.com/spanishgringo
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
Successful Marketing...
https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Return...
https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Return...
https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Return...
https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Return...
https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Return Visitors Come Back For More
...
https://twitter.com/spanishgringo
BOFU
Customers
Gain Awareness & Discovery
Increase Core Visits & Conversions
Get Better ...
Let’s Imagine That Restaurant…
You’re the Food Buyer
https://twitter.com/spanishgringo
How’d We Do & What Do I Need to Buy?
https://twitter.com/spanishgringo
https://twitter.com/spanishgringo
How’d We Do & What Do I Need to Buy?
• We did great but we can do better
• Sales were up...
https://twitter.com/spanishgringo
How’d We Do & What Do I Need to Buy?
• We did great but we can do better
• Sales were up...
#inbound2013
THANK YOU
mfreeman@shoretel.com
@spanishgringo
Michael
FREEMAN
QUESTIONS?
spanishgringo.blogspot.com
Sr. Manager, Search &
Analytics...
#INBOUND13
Reminder:
Please fill out the
session survey in
the INBOUND
mobile app.
#inbound2013
Want to talk to a HubSpot Inbound
Marketing Specialist today?
Email: analytics@HubSpot.com
https://twitter.com/spanishgringo
• http://flic.kr/p/6CpWhr
• http://upload.wikimedia.org/wikipedia/commons/9/96/Eleonora_...
APPENDIX
AKA
SLIDES I WANTED TO SHOW BUT
DIDN’T HAVE THE TIME
WHAT IS A
KEYWORD?
IT SHOULD BE
THIS EASY
The reports will tell us everything!!!
(BTW - Can I get that laptop at Best Buy?)
BUT FOR MANY
IT’S NOT
We either don’t get the answers
we need or it seems too hard to
get them
HubSpot
Automate Reporting
HubSpot
Rolling Dates
Automate Reporting
Salesforce.com
Automate Reporting
Salesforce.com
Automate Reporting
https://twitter.com/spanishgringo
• Take 2 hours each week or two weeks
and deep dive on 1 or 2 areas
(5% OF YOUR TIME)
• ...
https://twitter.com/spanishgringo
Add hidden fields to every HubSpot Form
• GA Campaign Medium (e.g. organic, cpc, referra...
https://twitter.com/spanishgringo
• First Page Seen
• Last Page Seen
• Number of Pageviews
• Number of Visits
• Time First...
https://twitter.com/spanishgringo
• What is driving new visitors to discover our site?
• Landing pages
• KW groups
• Who a...
https://twitter.com/spanishgringo
Top of the Funnel (TOFU)
Increase Core Visits & Conversions
• What is driving the highes...
https://twitter.com/spanishgringo
• How engaged are our leads after making contact?
• Do leads return to the site and how ...
https://twitter.com/spanishgringo
• Time from Lead to Close
• Closed Lost vs. Closed Won
• Segmented by Deal Size (large d...
https://twitter.com/spanishgringo
Customers
Build Loyalty & Advocacy
• Customer Lifetime Value
• Initial purchase
• Repurc...
Let's Get Cookin' with Advanced Analytics - #INBOUND 2013
Let's Get Cookin' with Advanced Analytics - #INBOUND 2013
Let's Get Cookin' with Advanced Analytics - #INBOUND 2013
Let's Get Cookin' with Advanced Analytics - #INBOUND 2013
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Let's Get Cookin' with Advanced Analytics - #INBOUND 2013

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My presentation from HubSpot's Inbound 2013 conference about overcoming reporting and data problems to instead focus on analysis and ideas for gaining insights from the funnel.

A core pillar of Inbound Marketing is to be data-driven, yet too many are not using data enough to understand what is really working for them and where they are wasting time and resources. My presentation gives actionable recommendations on tackling these problems and hopefully help empower you to improve your business.

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Let's Get Cookin' with Advanced Analytics - #INBOUND 2013

  1. 1. #INBOUND13 Let’s Get Cookin’ With Advanced Analytics Advanced Marketing Analytics that Identify “What is Really Working For You?” Michael Freeman
  2. 2. #inbound13
  3. 3. Probably only person here to have both raised pigs and lived in Spain for more than 5 years each @spanishgringo Michael FREEMAN
  4. 4. LET’S TALK ABOUT ANALYSIS
  5. 5. LET’S TALK ABOUT ANALYSIS
  6. 6. LET’S TALK ABOUT ANALYSIS
  7. 7. I LOVE ANALYSIS
  8. 8. Supply Chain Management (Maersk)
  9. 9. Ecommerce (eHobbies.com)
  10. 10. Entertainment (Disney)
  11. 11. Business Services (Teleflora)
  12. 12. Online Advertising (logismarket.es, .fr, .de, .ar, etc…)
  13. 13. Phone Systems (ShoreTel)
  14. 14. #inbound2013 WE HAVE A PROBLEM IN MARKETING
  15. 15. #inbound2013 WE REPORT A LOT BUT DON’T ANALYZE ENOUGH
  16. 16. Let’s Imagine a Restaurant…
  17. 17. You’re the Food Buyer
  18. 18. https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy?
  19. 19. https://twitter.com/spanishgringo Meal Sales % Change Cost Breakfast $500 +10% $200 Lunch $900 -6% $550 Dinner $1200 +12% $850 Dessert $350 N/C $280 How’d We Do & What Do I Need to Buy?
  20. 20. What Do I Do with This?
  21. 21. Breakfast: Croissants or Omelets?
  22. 22. Produce: Mushrooms, Tomatoes or Lettuce?
  23. 23. Meat: Beef or Chicken or Fish?
  24. 24. What Happens If You Invest Poorly?
  25. 25. A Lot of Waste & Less Satisfied Customers Quality Selection / Availability Likely to Recommend
  26. 26. Verb To justify one’s or one’s department’s existence Verb To seek understanding on how to improve
  27. 27. #inbound2013 LET’S FIX THAT
  28. 28. 1 Common Objections 2 Get the Right Data 3 Insights From the Funnel LET’S GET PHYSICAL ANALYTICAL
  29. 29. 1 Common Objections
  30. 30. #inbound2013 MANAGEMENT WANTS REPORTING
  31. 31. #inbound2013 ONLY AGREE TO PROVIDE REPORTS THAT ARE (NEARLY) AUTOMATED
  32. 32. Google Analytics Get the Dashboard Template: https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw
  33. 33. Google Analytics Get the Dashboard Template: https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw
  34. 34. #inbound2013 I DON’T HAVE ENOUGH DATA
  35. 35. https://twitter.com/spanishgringo • Unless your site is huge, then you likely have a small sample size • Segmenting data means you need to wait even longer to make conclusions • Have enough data before you decide (rough rule of thumb: 30+ conversions) Thy Data Is Fragmented
  36. 36. #inbound2013 GROUP YOUR DATA UNTIL IT IS SIGNIFICANT
  37. 37. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers
  38. 38. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes!
  39. 39. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes!
  40. 40. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes!
  41. 41. #INBOUND13 IT’S TOO MUCH IT’S TOO HARD
  42. 42. #inbound2013 START SMALL & DIVE DEEP
  43. 43. 2 Get the Right Data
  44. 44. https://twitter.com/spanishgringo The Data Needs to Flow to the CRM Read my article: http//moz.com/ugc/how-to-measure-roi-for-leadgen-websites Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking Add hidden fields to every HubSpot Form Use JavaScript to get GA data from GA Cookie and insert into hidden form fields Map these fields from HubSpot to Salesforce.com
  45. 45. https://twitter.com/spanishgringo • More and more companies are hiring “Inbound Engineers” • Closed loop reporting alone justifies the investment • If you don’t have any internal resource, use a HubSpot partner It’s Helps to Know a Code Cowboy https://twitter.com/retlehs
  46. 46. 3 Insights From the Funnel
  47. 47. https://twitter.com/spanishgringo Pre-Funnel TOFU MOFU BOFU Customers Getting Funnel-Vision Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy
  48. 48. https://twitter.com/spanishgringo Pre-Funnel Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy
  49. 49. https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Content Type Pre-Funnel Gain Awareness & Discovery
  50. 50. https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Content Type Pre-Funnel Gain Awareness & Discovery
  51. 51. https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Pre-Funnel Gain Awareness & Discovery
  52. 52. https://twitter.com/spanishgringo What Drives New Visits? Few visits overall These KW drive core TOFU pages Not targeted for Pre-Funnel activity Pre-Funnel Gain Awareness & Discovery
  53. 53. https://twitter.com/spanishgringo What Drives New Visits? Few visits overall These KW drive core TOFU pages Not targeted for Pre-Funnel activity Content Type These pages are going for a much broader audience beyond just “phone systems” Pre-Funnel Gain Awareness & Discovery
  54. 54. https://twitter.com/spanishgringo Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy TOFU
  55. 55. https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time?
  56. 56. https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time? Improve conversion % Improve Traffic / Rankings
  57. 57. https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time? KW Group Avg Deal Size MQL Disqualified Closed Lost Closed Won voip $3,100 $ 30,000 $ 75,000 $ 18,000 phone $2,500 $ 55,000 $ 38,000 $ 5,500 pbx $1,800 $ 6,000 $ 15,000 $ 3,000 cloud $4,300 $ 70,000 $ 42,000 $ 3,800 Simulated Revenues
  58. 58. https://twitter.com/spanishgringo Need to improve "cloud" performance We need better middle of the funnel support for sales "PBX" KW group appears to be low traffic & small $ potential Experiment with a new CTA and images on primary VoIP and Phone pages Closed Loop Keyword Takeaways Top of the Funnel (TOFU) Increase Core Visits & Conversions
  59. 59. https://twitter.com/spanishgringo Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy MOFU
  60. 60. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story Get Better Engagement
  61. 61. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story • 2 x 1 More Traffic from New Visitors • Return Visitors Spend 2.3x More Time on Site • Very Excited to Start Reporting in GA by HubSpot Customer Lifecycle Stage! (I’ll write a blog about this after we have more data) Get Better Engagement
  62. 62. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story Better Engagement = More Sales All Avg. Visits Avg Page Views Closed Lost 1.0 4.6 Closed Won 1.5 5.3 MKT Sourced Avg. Visits Avg Page Views Closed Lost 1.3 5.9 Closed Won 2.4 8.2 Non-Marketing Avg. Visits Avg Page Views Closed Lost 0.2 0.8 Closed Won 0.1 0.2
  63. 63. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story Successful Marketing Deals Have • More Visits (Statistically Significant) • More Page Views (Not Significant) Non-Marketing Deals Have • Not Nearly Enough Traffic • No Statistical Relationship Between Website & Outcomes Better Engagement = More Sales All Avg. Visits Avg Page Views Closed Lost 1.0 4.6 Closed Won 1.5 5.3 MKT Sourced Avg. Visits Avg Page Views Closed Lost 1.3 5.9 Closed Won 2.4 8.2 Non-Marketing Avg. Visits Avg Page Views Closed Lost 0.2 0.8 Closed Won 0.1 0.2
  64. 64. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  65. 65. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors In Depth Info Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  66. 66. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Where Are We? Who Can I Talk To? Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  67. 67. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Who We Are & What We Think Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  68. 68. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Return Visitors Come Back For More In-Depth Information on Us, Our Products & What We Have To Say aka Our Story Sell Your Story New Visitors Returning Visitors Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  69. 69. https://twitter.com/spanishgringo BOFU Customers Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy
  70. 70. Let’s Imagine That Restaurant…
  71. 71. You’re the Food Buyer
  72. 72. https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy? https://twitter.com/spanishgringo
  73. 73. https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy? • We did great but we can do better • Sales were up 4% compared with yesterday • We had to throw away $240 worth of food (8% of sales) https://twitter.com/spanishgringo
  74. 74. https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy? • We did great but we can do better • Sales were up 4% compared with yesterday • We had to throw away $240 worth of food (8% of sales) • Same shopping list as yesterday but make these changes Staples • Buy 10% more eggs (We ran out because the omelets are so popular) • Buy 20% less syrup (French Toast with Jam is more popular than with syrup) Fresh Produce • Stop buying green beans (Now serve sweet potato w/the trout & we threw out 2kg last night) • 15% more cherry tomatoes (We sold out of the tomato salad) Meats • Buy 10 more Rib Eye steaks (It will be the lunch special) • Buy 20 Sockeye Salmon Steaks (Chef wants to test a new recipe) • We need half as much chicken (Please check inventory before you buy) https://twitter.com/spanishgringo
  75. 75. #inbound2013 THANK YOU
  76. 76. mfreeman@shoretel.com @spanishgringo Michael FREEMAN QUESTIONS? spanishgringo.blogspot.com Sr. Manager, Search & Analytics ShoreTel Inc.
  77. 77. #INBOUND13 Reminder: Please fill out the session survey in the INBOUND mobile app.
  78. 78. #inbound2013 Want to talk to a HubSpot Inbound Marketing Specialist today? Email: analytics@HubSpot.com
  79. 79. https://twitter.com/spanishgringo • http://flic.kr/p/6CpWhr • http://upload.wikimedia.org/wikipedia/commons/9/96/Eleonora_Maersk_DCT_4.JPG • http://flic.kr/p/6GMCQ1 • http://flic.kr/p/6u9syq • https://www.triasflowers.com/images/item/zoom_414BeHappyBouquet101002114241.jpg • http://flic.kr/p/5S5Ue7 • http://flic.kr/p/KF52f • http://flic.kr/p/4ZNxQ7 • http://flic.kr/p/bVtwES • http://flic.kr/p/t2a7o • http://flic.kr/p/da63iW • http://flic.kr/p/o65J • http://flic.kr/p/8tbeSm • http://flic.kr/p/7otRUZ Image Credits
  80. 80. APPENDIX AKA SLIDES I WANTED TO SHOW BUT DIDN’T HAVE THE TIME
  81. 81. WHAT IS A KEYWORD? IT SHOULD BE THIS EASY The reports will tell us everything!!! (BTW - Can I get that laptop at Best Buy?)
  82. 82. BUT FOR MANY IT’S NOT We either don’t get the answers we need or it seems too hard to get them
  83. 83. HubSpot Automate Reporting
  84. 84. HubSpot Rolling Dates Automate Reporting
  85. 85. Salesforce.com Automate Reporting
  86. 86. Salesforce.com Automate Reporting
  87. 87. https://twitter.com/spanishgringo • Take 2 hours each week or two weeks and deep dive on 1 or 2 areas (5% OF YOUR TIME) • Analysis is both ART and SCIENCE • Make friends with a developer • Use code that is online already Rome Wasn’t Built In a Day Either Start Small & Dive Deep
  88. 88. https://twitter.com/spanishgringo Add hidden fields to every HubSpot Form • GA Campaign Medium (e.g. organic, cpc, referral, banner, (none)) • GA Source (e.g. google, facebook.com, linkedin.com, rootstheme.com) • GA Campaign Name (e.g. Campaign 1, retgargeting-abandonded-form, (organic)) • GA Campaign Content (ad variation if cpc or referring page if from referral) • GA Campaign Keyword (e.g. (not provided), hosted voip, business communications) • GA Landing Page (e.g. “/”, “/products/”, “/products/cloud-phone-system/”) • GA Web Lead? (e.g. Yes –quick and simple tag to see if lead came from website) Use JavaScript to get GA data from GA Cookie and insert into hidden form fields Map these fields from HubSpot to Salesforce.com Pass Campaign/Source Info via GA Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking Get the Right Data
  89. 89. https://twitter.com/spanishgringo • First Page Seen • Last Page Seen • Number of Pageviews • Number of Visits • Time First Seen • Time of First Visit • Time Last Seen • Original Source Type • Original Source Data 1 • Original Source Data 2 • First Referring Site • Last Referring Site • Average Pageviews • First Conversion • Number of Conversions • First Conversion Date • Recent Conversion • Recent Conversion Date • Number of Unique Forms Submitted HubSpot Captures This Data By Default HubSpot Intelligence for Salesforce.com makes this data available in SFDC Read: How to Map Data Between HubSpot & Salesforce.com Get the Right Data
  90. 90. https://twitter.com/spanishgringo • What is driving new visitors to discover our site? • Landing pages • KW groups • Who are the most popular authors? • New visitors, referral traffic, social shares • http://cutroni.com/blog/2012/09/12/google-analytics-custom-variables-for-publishers/ • Are we building links to improve traffic and SEO? • Links report in HubSpot • Open Site Explorer (or Majestic SEO – free for tracking your own site) • Are obtaining emails via Subscriptions (for later nurturing and personalization)? • GA Goal tracking or HubSpot Events • How effective are we at Social? • Conversation, Amplification, and Applause are the 3 social metrics that really matter • http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ Gain Awareness & Discovery Pre-Funnel Gain Awareness & Discovery
  91. 91. https://twitter.com/spanishgringo Top of the Funnel (TOFU) Increase Core Visits & Conversions • What is driving the highest quality audience for sales? • KW Business Performance • Visit to Lead to Opportunity • What is our Cost per Lead vs. Cost per MQL, vs. Cost per Customer? • http://moz.com/ugc/how-to-measure-roi-for-leadgen-websites (last section) • What are the most effective CTAs? • HubSpot A/B CTA testing • HubSpot Landing Page Analysis • Try GA Content Experiments and/or Optimizely for further testing • What is leading up to the first form fill? • HubSpot Conversion Assists • Google Analytics Multi-Channel Funnel Analysis • You must read this: http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/ Increase Core Visits & Conversions
  92. 92. https://twitter.com/spanishgringo • How engaged are our leads after making contact? • Do leads return to the site and how deep do they go? • Are engaged leads more likely to buy? • What campaigns and channels drove the most return activity? • Number of touches after lead is created & qualified • Are leads hearing our story? • What are the most popular pages for return visitors? • Most popular content by lifecycle stage (use Hubspot API to setup customer variables in GA) • How much video and rich content did they consume? • Watch Simon Sinek’s TED talk • http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html • Does your content show and explain WHY you do what you do? Get Better Engagement & Sell Your Story Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  93. 93. https://twitter.com/spanishgringo • Time from Lead to Close • Closed Lost vs. Closed Won • Segmented by Deal Size (large deals always take longer) • Time from Proposal to Close • Closed Lost vs. Closed Won • Segmented by Deal Size (large deals always take longer) • # of Touches from Proposal to Close • Closed Lost vs. Closed Won • Segmented by Deal Size (large deals always take longer) • Marketing Touches vs. Sales Touches • Think about SEO at the end of the Funnel: http://blog.kissmetrics.com/driving-sales-with-seo/ Accelerating the Close Bottom of the Funnel (BOFU) Accelerating the Close
  94. 94. https://twitter.com/spanishgringo Customers Build Loyalty & Advocacy • Customer Lifetime Value • Initial purchase • Repurchase frequency • Repurchase amount • Acquisition costs • Maintenance costs • http://blog.kissmetrics.com/how-to-calculate-lifetime-value/ • Net Promoter Score / How Likely Would You Recommend Us? http://www.netpromoter.com/why-net-promoter/know/ • I recommend you read Joanna Lord’s MozCon presentation https://seomoz.box.com/shared/static/cq2cf70afdbdebbo02kg.pptx Build Loyalty & Advocacy

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