Welcome to

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

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

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

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.

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

• 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

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 .

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

• 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

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

S O U R C E SSOURCES REPORTING

• Identifies what channels will drive the most qualified visits, leads, and customers.

• Helps businesses determine where to invest time and resources.

• Identifies which channels drive the most qualified visits, leads, and customers

• Helps businesses determine where to invest time and resources

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

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

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.

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

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

E X P O R T D ATA

Identify your top 20 performing blog posts, sort by views and CTA clicks

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

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

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

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

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 customers25%

Example:

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

H E R E ’ S A N E X A M P L E

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

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

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

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

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

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

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

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

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?

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

P I P E L I N E

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

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

R E P O R T I N G A D D - O NIf 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.

Q U E S T I O N S ?

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