Whether it is SEO, social media interactions, or your company blog, you want to make sure that your marketing efforts are yielding leads and customers. Moreover, you want to see which marketing channels are performing well and why. Learn how you can use the HubSpot software to understand what Internet marketing metrics to measure and how to leverage this data to make key business decisions and improve the conversion of your channels. This free webinar will cover: * What Internet marketing metrics to track and how to gather data about your marketing channels * How to measure the ROI of each lead generation channel * How to run tests to improve the effectiveness of your lead generation efforts * How to do closed loop marketing reporting to analyze the entire sales and marketing funnel

1. How To Improve Your
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)

3. HubSpot Awards

4. HubSpot Buzz

5. Outbound Marketing

6. Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson

7. Marketing Has Changed
1950 - 2000 2000 - 2050

8. The Good News!

9. Inbound Marketing
Blog SEO Social Media

10. Proven ROI of Inbound 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 Measured Gets
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

16. Stats Are Compelling

17. Growth Is Great

18. The Reality Is Different
18

19. How to Track Your Funnel

20. Traffic, Leads & Customers
20

21. Measuring Conversion
21

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 you want 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 this tell us?

25. Analyze Each Channel

26. Analyze Each Channel

27. Analyze Each Channel

28. Analyze Each Channel

29. Analyze Each Channel

30. Analyze Each Channel

31. Managing Conversion
31

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

37. Good Content Travels Far

38. What to Track: Social Media Metrics
• Reach

39. Campaign Performance
39

40. What HubSpot Software Does
40

41. How to Track Your Funnel

42. Relative Cost/Lead for SMBs
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 should be 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