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Nov 24, 2022 •656 likes •1.31k views

How to use HubSpot Analytics to Prove Your Marketing ROI W W X @jonstanis Jonathan Stanis W eidert Group weidert.com Director of UX What are we going to cover? Topic I Finding Your Numbers Topic II Inside HubSpots Analytics Topic

  1. How to use HubSpot Analytics to Prove Your Marketing ROI W W X

  2. @jonstanis Jonathan Stanis W eidert Group weidert.com Director of UX

  3. What are we going to cover? Topic I Finding Your Numbers Topic II Inside HubSpot’s Analytics Topic III Going Deeper with Topic IV Tracking KPIs with Databox W 3

  4. Finding Your Numbers How to use HubSpot Analytics to Prove Your Marketing ROI W X

  5. FINDING YOUR NUMBERS “Half the money I spend on advertising is wasted; the trouble is I don't know which half”. - John Wanamaker W 36

  6. FINDING YOUR NUMBERS W 29

  7. FINDING YOUR NUMBERS Lifetime value of a customer W 29

  8. FINDING YOUR NUMBERS Marketing Funnel | Lifetime V alue of a Customer = ? Traffic VISITS Total # of monthly visits to your site Leads LEADS / Total # of visitors who converted as (% CR) CONTACTS leads by filling out a form MQLs MQLs Marketing Qualified Leads fit the (% CR) demographics of what a good customer looks like SQLs SQLs Sales Qualified Leads are ready to be (% CR) engaged in the sales process Opportunities OPPORTUNITIES Open deals (% CR) Customers CUSTOMERS Total # of monthly customers gained or (% CR) cross-sold with inbound W 8

  9. FINDING YOUR NUMBERS Marketing Funnel | Lifetime V alue of a Customer = ? Traffic VISITS Total # of monthly visits to your site Leads LEADS / Total # of visitors who converted as (% CR) CONTACTS leads by filling out a form MQLs MQLs Marketing Qualified Leads fit the (% CR) demographics of what a good customer looks like SQLs SQLs Sales Qualified Leads are ready to be (% CR) engaged in the sales process Opportunities OPPORTUNITIES Open deals (% CR) Customers CUSTOMERS Total # of monthly customers gained or (% CR) cross-sold with inbound W 9

  10. FINDING YOUR NUMBERS Invert the Funnel CUSTOMERS OPPORTUNITIES SQLs MQLs LEADS / CONTACTS VISITS W 10

  11. FINDING YOUR NUMBERS Lifetime value of a customer = $1,000,000 1 CUSTOMERS 20% 5 $200,000 OPPORTUNITIES 20% 25 $40,000 SQLs 50% 50 $20,000 MQLs 10% 500 LEADS / $2,000 CONTACTS 5% 10,000 $100 VISITS W 11

  12. FINDING YOUR NUMBERS alue of Investment − Cost of Investment ROI = Current V Cost of Investment W 29

  13. FINDING YOUR NUMBERS $20,000 − $1,000 ROI = $1,000 W 29

  14. FINDING YOUR NUMBERS ROI = 1900% W 29

  15. Inside HubSpot’s How to use HubSpot Analytics to Prove Your Analytics Marketing ROI W X

  16. INSIDE HUBSPOT’S ANALYTICS How do you find your metrics? W 29

  17. INSIDE HUBSPOT’S ANALYTICS HubSpot’s Analytics Reports W 29

  18. INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29

  19. INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29

  20. INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 20

  21. INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 21

  22. INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29

  23. INSIDE HUBSPOT’S ANALYTICS Pages W 29

  24. INSIDE HUBSPOT’S ANALYTICS Pages W 29

  25. INSIDE HUBSPOT’S ANALYTICS Pages W 29

  26. INSIDE HUBSPOT’S ANALYTICS Tra ffi c Analytics W 29

  27. INSIDE HUBSPOT’S ANALYTICS W ebsite Analytics W 29

  28. INSIDE HUBSPOT’S ANALYTICS Campaign Analytics W 29

  29. INSIDE HUBSPOT’S ANALYTICS Campaign Analytics W 29

  30. INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 30

  31. INSIDE HUBSPOT’S ANALYTICS Campaign Analytics W 29

  32. INSIDE HUBSPOT’S ANALYTICS Email Analytics W 29

  33. INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 33

  34. INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 34

  35. INSIDE HUBSPOT’S ANALYTICS Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 35

  36. Going Deeper With How to use HubSpot Analytics to Prove Your Google Marketing ROI W X

  37. GOING DEEPER WITH GOOGLE W 29

  38. GOING DEEPER WITH GOOGLE Installing Google Analytics W 29

  39. GOING DEEPER WITH GOOGLE Installing Google Analytics W 29

  40. GOING DEEPER WITH GOOGLE Audience Overview W 29

  41. GOING DEEPER WITH GOOGLE Acquisition Overview W 29

  42. GOING DEEPER WITH GOOGLE Behavior Flow W 29

  43. GOING DEEPER WITH GOOGLE Behavior Flow W 29

  44. GOING DEEPER WITH GOOGLE Behavior Overview W 29

  45. GOING DEEPER WITH GOOGLE Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 45

  46. GOING DEEPER WITH GOOGLE Traffic Leads (% CR) MQLs (% CR) SQLs (% CR) Opportunities (% CR) Customers (% CR) W 46

  47. GOING DEEPER WITH GOOGLE Google Search Console W 29

  48. GOING DEEPER WITH GOOGLE Google Search Console W 29

  49. GOING DEEPER WITH GOOGLE Google Search Console W 29

  50. GOING DEEPER WITH GOOGLE Google Search Console W 29

  51. GOING DEEPER WITH GOOGLE HubSpot Integration Settings - Integrations - Apps - Google Search Console W 29

  52. GOING DEEPER WITH GOOGLE Google Search Console W 29

  53. Tracking KPIs with How to use HubSpot Analytics to Prove Your Databox Marketing ROI W X

  54. TRACKING KPIS WITH DATABOX So many sources! W 29

  55. TRACKING KPIS WITH DATABOX W 29

  56. TRACKING KPIS WITH DATABOX W 29

  57. TRACKING KPIS WITH DATABOX W 29

  58. TRACKING KPIS WITH DATABOX W 29

  59. TRACKING KPIS WITH DATABOX W 29

  60. TRACKING KPIS WITH DATABOX W 29

  61. TRACKING KPIS WITH DATABOX W 29

  62. TRACKING KPIS WITH DATABOX W 29

  63. TRACKING KPIS WITH DATABOX W 29

  64. @jonstanis Jonathan Stanis W eidert Group weidert.com Director of UX

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