How to measure your inbound marketing effectiveness with Hubspot

1. Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747
Hubspot Analytics:
How to Measure Your Inbound Marketing
Effectiveness with Hubspot

2. HUBSPOT?
• Hubspot is an inbound marketing software that helps
companies attract visitors, convert leads and
close customers
• Integrated platform that lets you control all your online
marketing in one place
• Website
• SEO
• Social media
• Email marketing
• Blogging
• Landing pages
• Marketing automation
• Analytics
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

3. ANALYTICS
AND INBOUND MARKETING
• Unlike most traditional advertising, Inbound marketing
is measurable
• Analytics allows data-driven decision making (no
guess work!)
• Why are analytics important?
1. Identify what is and is not working
2. Identify ways to improve
3. Make intelligent marketing decisions
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

4. ANALYTICS
WHAT TO MEASURE
• Unique website visitors
• Blog traffic
• Traffic sources (organic
search traffic, social
media, etc.)
• Social media and email
list growth
• Leads and conversion
rates
• Referring keywords
• Customers and
conversion rates
• ROI
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

5. HUBSPOT ANALYTICS
FUNDAMENTALS
1. Focus on PEOPLE
2. Fully INTEGRATED across all
activities and channels
3. Report on traffic, leads,
customers and REVENUE
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

6. HUBSPOT ANALYTICS
PEOPLE
• Provides much needed context to our analytics data
• Interactions for each lead and customer:
– Found our website via…
– Became a lead via…
– Has viewed these website pages…
– Interested in…
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

7. HUBSPOT ANALYTICS
PEOPLE
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747
• Actual Hubspot example
• What we know:
– How they came to our site
(Referred through a paid ad)
– What pages they visited
– What their interests are
(selected teams)
– They opened and clicked our
marketing email

8. • Sources
– Measuring traffic, leads and customers across all your channels
HUBSPOT ANALYTICS
INTEGRATED
• Organic search – What keywords?
• Referrals – What links?
• Social media – What channels?
• Email marketing – Which emails?
• Paid search – Which keywords?
• Direct
• Blog views – Which blog
posts?
• CTAs and landing pages
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

9. • Sources
– Measuring traffic,
leads and customers
across all your
channels
HUBSPOT ANALYTICS
INTEGRATED
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

10. HUBSPOT ANALYTICS
REVENUE
• Track the revenue
gained by each
marketing activity
• Truly “closed loop”
reporting
• Very CEO and CFO-
friendly
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747

11. QUESTIONS?
Wes Hammond | www.BrownCreativeGroup.com | 336-298-6747
• Please reach out with any
questions!
• Free 30 min. website and
marketing consultation!
• Wes Hammond
Brown Creative Group
wes@browncreativegroup.com
336-298-6747