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How To Improve Your Marketing Conversion Using HubSpot Analytics
The document outlines how to enhance marketing conversion using HubSpot, emphasizing the shift from traditional outbound marketing to inbound marketing strategies. It highlights the importance of measuring conversion through analytics and provides insights on tracking leads, customers, and overall marketing effectiveness. Additionally, it suggests that companies utilizing inbound marketing can significantly lower their cost per lead and achieve better conversion rates.
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How To Improve Your Marketing Conversion Using HubSpot Analytics
- 1. How To ImproveYour Marketing Conversion With HubSpot Prashant Kaw Jeanne Hopkins Inbound Marketing Manager Marketing Team Leader Twitter: @prashantkaw Twitter: @jeannehopkins
- 2. HubSpot Background • Founded: 2006 1,900+ Customers • Team: 100+ (15 MIT) • A: $5m General Catalyst • B: $12m Matrix Partners • Outside Director: Gail Goodman, CEO Constant Contact (CTCT)
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- 6. Outbound Marketing isBroken 800-555-1234 Annoying Salesperson
- 7. Marketing Has Changed 1950 - 2000 2000 - 2050
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- 9. Inbound Marketing Blog SEO Social Media
- 10. Proven ROI ofInbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
- 11. HubSpot Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
- 12. What Gets MeasuredGets Managed. - Peter F. Drucker, Management Guru
- 13. Improving Conversion • Understanding conversion • Measuring conversion • Managing conversion 13
- 14. Understanding Conversion 14
- 15. Understanding Conversion Target Market Conversion is where we take what we have spent time and Website Visitors money to get (visitors) and change it into something valuable to marketing (leads). Leads A cost becomes a benefit. Opportunities Customers
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- 18. The Reality IsDifferent 18
- 19. How to TrackYour Funnel
- 20. Traffic, Leads &Customers 20
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- 22. Marketing Analytics vs.Website Analytics • Website Analytics • Hits, Page Views, Time on Site • Page Load Time, Visit Geography • Marketing Analytics • Leads & Customers • Marketing Campaigns • Closed Loop Marketing
- 23. Why do youwant to measure? Understand what’s happening with your marketing efforts and overall business Decide which marketing programs to invest in Control how fast or slow your business is growing
- 24. What does thistell us?
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- 32. Managing Conversion Social Media SEO Blog Website Visitors Get Found Convert Customers
- 33. What to Track:Blog Metrics • Subscribers
- 34. What to Track:Blog Metrics • Inbound Links
- 35. What to Track:SEO Metrics • Traffic Drawing Keywords 35
- 36. Blog Tools • Publish & Optimize Your Blog Content 36
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- 38. What to Track:Social Media Metrics • Reach
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- 40. What HubSpot SoftwareDoes 40
- 41. How to TrackYour Funnel
- 42. Relative Cost/Lead forSMBs Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
- 43. Inbound Marketing ROI • Inbound marketing focused companies have a 61% lower cost per lead • Active HubSpot customers get an average of 6 times more leads in 6 months • www.HubSpot.com/ROI
- 44. Summary Questions you shouldbe able to answer: • How many visitors, leads and customers am I getting? • What is driving those visitors, leads and customers? • What are my best and worst sources of leads and sales? • How can I grow sales? • How can I lower marketing costs?
- 45. Thank You! www.HubSpot.com/Free-Trial Prashant Kaw Jeanne Hopkins Inbound Marketing Manager Convert Team Leader Twitter: @prashantkaw Twitter: @jeannehopkins