When it comes to making marketing decisions, it can feel like finding your way around a dark room. What is the light switch? Your data and metrics. In this session, Mary Cate Spires will go over benchmarking your digital marketing data, different types of goals you can set and track when it comes to digital marketing and what KPIs to measure for each. She will also walk you through understanding if your marketing is performing and what questions to ask when performance isn’t adding up or trending correctly. You will walk away from this session knowing what questions to ask your in-house marketing team, marketing agency, or even yourself to know if you digital marketing is really bringing in results. In this session, you will learn: – What key metrics should be tracked for each type of digital marketing goal – How to understand if you are on track to hit your goals – How to pivot your marketing strategy based on data if necessary - - - This is the slide deck from the December 2022 HubSpot User Group (HUG) for B2B Technology USA. View the webinar recording at https://youtu.be/DURSEKGebx0 Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/

1. Mary Cate Spires
Owner, Harley James Consulting

2. About Your Host…
Kiwi Creative
We are a HubSpot Platinum
Solutions Partner for growing
B2B tech companies.
kiwicreative.net
Jen Lombardi
Head Honcho, Creative Genius
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3. About The Speaker
● Owner of HarleyJames Consulting, Reputation
Avenue and MaryCateSpires.com
● 11+ Years of Digital Marketing & HubSpot
Experience
● Featured in NewsWeek, Hubspot, ABC News,
and many podcasts
● Dog Mom to Harley, Johnny and June
Mary Cate Spires | Owner at Harley James Consulting
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7. Inefficiency in marketing is the easiest way to
waste money.

9. 7 Steps to Improving Marketing ROI
1. Understand Your Customers
2. Know What Your Competitors Are Doing
3. Look At Your Existing Data and Performance
4. Identify Your Main Goal
5. Test Your Strategy & Tactics
6. Evaluate Test Performance
7. Apply Lessons Learned

10. 7 Steps to Improving Marketing ROI
1. Understand Your Customers
2. Know What Your Competitors Are Doing
3. Look At Your Existing Data and Performance
4. Identify Your Main Goal
5. Test Your Strategy & Tactics
6. Evaluate Test Performance
7. Apply Lessons Learned

13. You have to know where you are
In order to get where you you want to be

14. My Benchmark & Goal Tracker

15. Metrics To Track
1. Website Traffic by Source
2. Leads by Source
3. Marketing Qualified Leads by Source
4. Sales Qualified Leads by Source
5. Opportunities by Source
6. Customers Source
7. Visitor-to-Lead Rate
8. Lead-to-MQL Rate
9. MQL-to-SQL Rate
10. SQL-to-Opportunity Rate
11. Opportunity-to-Customer Rate
12. Lead-to-Customer Rate
13. Visit-to-Customer Rate

17. Expert Tip: Pull Metrics By Hand

18. Let’s Dig Into The Tracker

19. Expert Tip: Ensure You Have Full-Funnel Reporting

20. Overall Key Performance Indicators

23. 7 Steps to Improving Marketing ROI
1. Understand Your Customers
2. Know What Your Competitors Are Doing
3. Look At Your Existing Data and Performance
4. Identify Your Main Goal
5. Test Your Strategy & Tactics
6. Evaluate Test Performance
7. Apply Lessons Learned

26. Now What?
1. Download my benchmark tracker or create one of your own
2. Start pulling your existing performance
3. Be curious and ask “why” metrics are what they are
4. Determine your biggest opportunity for improvement and set that as your main goal
5. Create a hypothesis based on the data and test it
6. Use the results to make further strategic marketing decisions
7. Rinse and repeat

27. The answer to your marketing problem is living in your
data
You just have to go find it.

29. Questions?
P.S. Save the date for our next HUG