This presentation from the Austin HubSpot User Group January 2016 event focuses on best practices for HubSpot reporting & analytics for your 2016 marketing goals, along with a few announcements about upcoming Austin HUG events.

1. Welcome to

2. Upcoming HUG Events:
February 18:
• Content hacks and tools (lightning talks)
• Come prepared to share your best time-saving content
creation tools
May 18:
• Save the date: special evening event with a HubSpot
speaker
• More details to come later

3. Beacon discount code
• Great tool for creating ebooks—we’ll share more about it at
the next meeting
• Go here to get a free account with access to most paid
features: beacon.by/hubspot
• HUG members get a $190 discount off the annual price for
the agency plan with code AG3NCY

4. February 25 at Vuka Co-Working
Leave with a fully developed-inbound marketing campaign
and a process you can repeat for your company in the future.
• http://bit.ly/atxinbound (case sensitive)
• For $200 off the standard price: use discount code
ATXHUG
• group rates available
Inbound Marketing Workshop

5. New Year, new changes to HUG
• We’ll be sending out a survey after each HUG meeting to
get your feedback.
• If you have a job opening you’d like to share with the
HubSpot User Group, there’s a place on the HUG site for you
to share the information. We’ll post it in the HUG LinkedIn
group and on the HUG site.

6. H O W T O C R U S H Y O U R
2 0 1 6 M A R K E T I N G G O A L S
W I T H B E T T E R R E P O R T I N G

7. • Reporting best practices
• Key reports generated with HubSpot
• Campaign reporting
• Lifecycle stages
• Intro to the Reporting Add on
• Resources
A G E N D A

8. T H E C H A L L E N G E I S N ’ T I N G E T T I N G
D ATA , I T ’ S I N M A K I N G S E N S E O F I T .

9. Reporting is using data to
gather insights about the
progress of your business goals
“Data without analysis is simply noise.”
Paul Roetzer, The Marketing Performance Blueprint

10. • S E T S M A RT G O A L S
• D E T E R M I N E T H E Q U E S T I O N Y O U R
D ATA S H O U L D A N S W E R
• I D E N T I F Y K E Y M E T R I C S T O T R A C K
• D E V E L O P A R E P O RT I N G R O U T I N E
B E S T P R A C T I C E S

11. D E V E L O P R E P O R T S F O R T H E AT T R A C T,
C O N V E R T, A N D C L O S E P H A S E S

12. S O U R C E S
URCES REPORTING
ntifies what channels will drive the
st qualified visits, leads, and
tomers.
ps businesses determine where to
est time and resources.
• Identifies which
channels drive the most
qualified visits, leads,
and customers
• Helps businesses
determine where to
invest time and
resources

13. M U LT I P L E S O U R C E S R E P O R T S
• Year to date
• Year over year
• Month to date
• Daily visits from all sources
• Custom date range

14. V I S I T S - T O - C O N TA C T S R E P O R T I N G
Visits-to-Contacts reporting helps you analyze how well your traffic is converting into
contacts across channels.
VISITS-TO-CONTACTS REPORTINGALL CUSTOMERS
Visits-to-Contacts reporting helps you analyze how well
your traffic is converting into contacts across channels

15. PA G E P E R F O R M A N C E
Identify your top 20 performing pages and determine
ways to improve performance.

16. C TA D A S H B O A R D
From the CTA Dashboard you can analyze:
• Views
• Views to clicks
• Clicks
• Clicks to submissions
• Submissions

17. HS COS Only, from the Blog Dashboard you can analyze:
• Month by month snapshot of blog traffic
• Identify trends from marketing activity
• View all published posts
• Filter by most viewed
• Filter by most CTA’s click
B L O G D A S H B O A R D

18. E X P O R T D ATA
Identify your top 20 performing blog posts, sort by views and CTA clicks

19. C A M PA I G N R E P O R T S

20. C A M PA I G N R E P O R T S
• Provide a way to organize all of your marketing
activities into a campaign
• Lets you easily see how a specific group of marketing
activities are performing together
• Can run a time-bound campaign and assess the
overall performance

21. O R G A N I Z I N G C A M PA I G N R E P O R T S
• Use them to track monthly/quarterly activities
• Track different activities for specific personas
• Webinars
• Event sign-ups
• Paid advertising
• Product Launches
• Trade Shows

22. S E T T I N G U P A C A M PA I G N
• Ongoing vs. time-bound
• Budget
• Target a persona?
• What activities will you include?
• Goals

23. S E T T I N G Y O U R C A M PA I G N ’ S G O A L S
• Visits
• Contacts
• Customers
1500 visits 3 % 45 contacts 11 customers2 5 %
Example:

24. C A M PA I G N A S S E T S
• Associate keywords, landing pages, site pages, emails,
blog posts, workflows, paid ads, CTAs, and social
messages with your campaign
• Keep an eye on how they all work together

25. H E R E ’ S A N E X A M P L E

26. W H O ’ S G O I N G T O U S E T H E C A M PA I G N
T O O L L AT E R T O D AY ?
• Great way to see how your latest efforts are working
• Makes sure that specific marketing activities don’t get
lost in the mix of past marketing

27. L I F E C Y C L E S TA G E R E P O R T I N G

28. W H AT ’ S A L I F E C Y C L E S TA G E ?
• Lifecycle Stages help you organize your contacts
based on the stage they are at in your sales cycle
• Tracks contacts between marketing & sales

29. W H AT A R E L I F E C Y C L E S TA G E S ?
• The default lifecycle stages in HubSpot are:
• Subscriber
• Lead
• Marketing Qualified Lead (MQL)
• Sales Qualified Lead (SQL)
• Opportunity
• Customer
• Evangelist
• Other
• Note: you don’t need to start out with all of these, you just need to start

30. L I F E C Y C L E S TA G E D E F I N I T I O N S
• Some common definitions for these are:
• Subscriber - starting point for new contacts
• Lead - anyone who’s filled out a form
• Marketing Qualified Lead (MQL) - ready for Sales
• Sales Qualified Lead (SQL) - SDR qualifies or is willing to set up a meeting
• Opportunity - had a discovery meeting
• Customer - paid money
• Evangelist - gives you a referral
• Other - whatever you want it to be
• Note: customize these definitions to your organization

31. W H Y D O Y O U N E E D L I F E C Y C L E
S TA G E S ?
• Lifecycle stages give you a high-level view of where
people in your marketing funnel are
• Helps you quickly determine where to focus your
marketing efforts
• Example: 90% of my contacts are leads - you’d want to
focus on further qualifying them and hand them off to
sales

32. W H Y E L S E D O Y O U N E E D L I F E C Y C L E
S TA G E S ?
• When you’re handing off leads to sales, you want to be
able to track what’s happening
• That means following up on MQLs that get passed
along and seeing how many became opportunities

33. H O W D O Y O U R E P O R T O N L I F E C Y C L E
S TA G E S ?
• Build out smart lists on every lifecycle stage that you
use
• This will give you a monthly snapshot of where your
contacts are
• Track the growth of each lifecycle stage monthly in a
spreadsheet

34. G O O G L E D O C E X A M P L E S
• Look at the pie chart to see where you have the most
contacts
• Look at the bar chart to see how it’s changing over
time
• How do you track how people are moving through the
funnel?

35. P I P E L I N E
• You’ll have to set a smart list where you’re looking for
everyone who’s a specific lifecycle stage, and when
they became that specific lifecycle stage
• Example: see how many people converted to an MQL
in the past quarter

36. P I P E L I N E

37. P I P E L I N E
• This tells you how many people have progressed to
MQL or how many of your leads you are passing off to
sales
• You now have a starting list to monitor through the
sales process
• Pipeline reports show that the contacts you’re
generating are progressing through the funnel, not
stagnating

38. O R … .
• Is anyone using the reporting add-on?
• This is a default report in it. You can be up and running
in minutes with a funnel analysis
• You can also build out a pipeline where you can see
how many contacts are moving through the funnel
within a given date range

39. R E P O R T I N G A D D - O N
If you’ve been using HubSpot for a long time, there are
many reports you can set up right away to get more
insight into your contacts.

40. Q U E S T I O N S ?

41. R E S O U R C E S
Learn How to Unleash the Power of HubSpots Reporting Tool
https://www.jaxzenmarketing.com/blog/learn-how-to-unleash-
the-power-of-hubspots-reporting-tool
HubSpot Academy Broadcasts
http://academy.hubspot.com/broadcasts/reporting
HubSpot Academy Projects
http://academy.hubspot.com/customer-projects