As a marketing director or CEO, you want good data that tells you how your Inbound Marketing program is working. However, what metrics should you be measuring? It’s time to move beyond vanity numbers like Facebook likes and basic website traffic. In this webinar, we’ll cover: * What the most important metrics are in your marketing program * How to measure and analyze data * What social media metrics are important * How to generate consistent report for other stakeholders in your organization * How to improve your marketing program using data If you’re a marketing director, business owner, or CEO, you’ll leave this session with a clear understanding of exactly how to measure the success of your Inbound Marketing program.

1. How to Measure the
RIGHT MARKETING
Metrics
PRESENTED BY: MICHAEL REYNOLDS

2. Michael Reynolds
About Michael:
• President / CEO of SpinWeb
• Cellist
• Sushi connoisseur
• Tennis player
• Marketing/tech nerd
• www.spinweb.net

3. Measuring Marketing Success
Doesn’t Have to Be Hard

4. Agenda
We’ll Cover:
• What metrics matter
• How to measure
• How to report
• Q&A

5. “Shiny” Metrics?
“Although our quarterly earnings dropped by twenty five percent, I
feel compelled to point out that our Facebook likes have doubled.”

6. What Metrics Matter?

7. Attract = Website Traffic

8. Website Traffic

9. Organic Search Traffic (SEO)

10. Social Media Traffic

11. Social Media Traffic

12. Direct Traffic + Mobile Search

13. Keyword Movement

14. Keyword Movement

15. Convert

16. Leads or Contacts

17. Database Growth

18. Landing Page Conversions

19. Close

20. Nurturing Metrics

21. Email Performance

22. New Sales

23. Delight

24. Social Performance

25. Social Performance

26. Social Performance

27. Measure What Matters

28. Tools
Analytics tools:
• HubSpot (preferred)
• Rival IQ
• Google Analytics
• Google Webmaster Tools
• ExactTarget
• Marketo
• Eloqua

29. Reporting to Boss/Board
Monthly Report Structure:
• What got done last month
• What projects are coming up
• Performance metrics
• Discussion/todo items

30. How to Measure the
RIGHT MARKETING
Metrics
PRESENTED BY: MICHAEL REYNOLDS