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Anna Perko & Ari Plaut - Turning Insights Into Action

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Anna Perko & Ari Plaut's INBOUND 2016 presetation on how to use HubSpot Reporting to optimize your marketing funnel.

Published in: Marketing

Anna Perko & Ari Plaut - Turning Insights Into Action

  1. 1. #INBOUND16 TURNING INSIGHTS INTO ACTION How to use HubSpot Reporting to Optimize Your Marketing Funnel Anna Perko & Ari Plaut
  2. 2. #INBOUND16 Visits Leads Customers Bounce Rate Unsubscribes MQL’s
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  5. 5. #INBOUND16 Find the right data. Empower your data to drive your strategy.
  6. 6. #INBOUND16 ● HubSpot tools through the funnel. – Always with strategic takeaways. ● Questions/discussion ● Michael Strahan, Ali Wong, and more.... THE NEXT 30+ MINUTES…
  7. 7. #INBOUND16 Ari Plaut Product Marketer. Vermonter. Hiker. Podcast listener. Occasional singer and knitter
  8. 8. #INBOUND16 Anna Perko Product Manager. Math Nerd. Violist. Outdoors enthusiast.
  9. 9. #INBOUND16
  10. 10. #INBOUND16 ATTRACT ● Traffic ● Sources ● Visitor Engagement
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  20. 20. #INBOUND16 TRAFFIC REPORTING TAKEAWAYS • 2x best sources. • Optimize underachievers • Promote promote promote.
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  22. 22. #INBOUND16 CONVERT ● Leads ● Conversions ● People
  23. 23. #INBOUND16 ATTRIBUTION REPORTS
  24. 24. #INBOUND16 Think of your conversions like a soccer play.
  25. 25. #INBOUND16 Who deserves the credit for this goal?
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  27. 27. #INBOUND16 Who scored the most goals?
  28. 28. #INBOUND16 Who has the most assists?
  29. 29. #INBOUND16 Now, think about that in the context of your website.
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  35. 35. #INBOUND16 ATTRIBUTION REPORT TAKEAWAYS • Figure out what worked. • Promote good ones • Fix bad ones
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  38. 38. #INBOUND16 LIST ANALYTICS • Source breakdown → Double down. • List shrinking → Re-engagement. • Country → Where do you do business?
  39. 39. #INBOUND16 CONTACTS REPORTS TAKEAWAYS • Personas? • Industries? • Job titles?
  40. 40. #INBOUND16 CLOSE ● Funnel Velocity ● Productivity ● Revenue
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  48. 48. #INBOUND16 DEALS REPORTING TAKEAWAYS ● Set good goals ● Coach your team ● Optimize
  49. 49. #INBOUND16 TO RECAP YOUR LAST 40 MINUTES... Find the right data Empower your data to drive your strategy.
  50. 50. #INBOUND16 http://bit.ly/reporting-session-summary
  51. 51. #INBOUND16 ….. Want early access to the web analytics dashboard? Get ready to write this down... ONE MORE THING….
  52. 52. #INBOUND16 http://bit.ly/hs-analytics-beta
  53. 53. #INBOUND16 THANK YOU.

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