INBOUND 2013 presentation by Mike Volpe. Register for INBOUND 2014 at www.inbound.com

1. HOW TO REPORT ON YOUR
MARKETING LIKE HUBSPOT
Mike Volpe
CMO @ HubSpot
#INBOUND13

2. MIKE
VOLPE
@mvolpe
Employee #5 at
HubSpot. I also eat
M&Ms one color at a
time (and save orange
for last).

3. 1
2
3
4
Setting Goals
Daily Measurement
Monthly Measurement
Key Takeaways

4. #INBOUND13
@mvolpe

5. Where am I going?
#inbound13

6. Where am I going?
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7. Where am I going?
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8. 1
SETTING GOALS
Compute what your goals should be.

9. Can we make Chicago by
tomorrow?
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10. A marketing
SLA is the vital
marketing
goal.
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11. BEGINNER SLA:
How many leads do you need?
•
•
•
$500K Revenue goal
$10k Avg revenue / customer (ASP)
2% Avg lead to customer conversion
$ Revenue Goal / ASP =
# New customers needed
# New cust needed / close % =
# leads needed
#inbound13
($500,000 revenue goal)
÷
($10,000 avg revenue / customer)
= 50 new customers needed
(50 new customers)
÷
(0.02 lead to customer ratio)
= 2,500 new leads needed

12. BEGINNER SLA:
How many website visitors do
you need?
(2,500 leads goal)
•
•
2,500 leads goal
3% visitor to lead conversion rate
# Leads needed / conversion % =
# Web visitors needed
#inbound13
÷
(0.03 visitor to lead ratio)
= 83,333 website visitors needed

13. What if you
want a more
precise
marketing
SLA?
#inbound13

14. ADVANCED SLA:
How many MQL do you need?
•
•
Define a MQL in your CRM and/or
HubSpot
Unique close rates and ASP for
each conversion type
Per conversion type:
$ Revenue per customer
* % Lead to customer
= $ Value per lead
#inbound13
($100,000 revenue per customer)
÷
(0.009 lead to customer conversion
for whitepaper conversions [aka
0.9%] )
= $900 value per whitepaper lead

15. ADVANCED SLA:
How many MQLs do you need?
•
Define a MQL in your CRM and/or
HubSpot
Unique close rates and ASP for
each conversion type
Per conversion type:
$ Revenue per customer
* % Lead to customer
= $ Value per lead
Value per
MQL
Whitepaper
0.9%
$900
Webinar
1.5%
$1,500
Online Demo
•
MQL to
Customer
Close %
2.0%
$2,000
Tradeshow
1.1%
$1,100
12.0%
$12,000
MQL Type
Contact Sales
* Assumes $100,000 average revenue per customer
#inbound13

16. What if you
have different
market
segments?
#inbound13

17. Advanced SLA: Values by Segment and
Conversion Rate
Demo Request
Free Trial
Contact Sales
Small Business
$50
$75
$100
SMB
$200
$100
$500
Enterprise
$500
$100
$800

18. 2
DAILY MEASUREMENT
Your dashboard to stay on track.

19. Staying on the road
& not breaking down
#inbound13

20. Daily Leads Waterfall
% Progress to Goal
100%
80%
60%
Actual
40%
Goal
20%
0%
212019181716151413121110 9 8 7 6 5 4 3 2 1 0
Business Days Left in Month

22. Example Advanced SLA in HubSpot

23. ADVANCED SLA:
Example SLA in Salesforce
How to do this in CRM?

24. Alarms
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25. Actual
Goal
• Create new offers
% Progress to Goal
100%
• ebooks, webinars, etc.
80%
• Publish more
• blog posts, videos,
60%
presentations
• Promote more
40%
• email and social promotion of
20%
0%
How to fix SLA alarms
new offers
Business Days Left in Month
• Increase paid ads
• PPC on Google, Facebook,
LinkedIn, Twitter
#inbound13

26. Keys to Using Daily Metrics
1 Focus on a few metrics
2 Public and highly visible
3 Real-time reporting
4 React to the alarms

27. 3
MONTHLY MEASUREMENT
Your periodic report to publish internally.

29. Monthly Reporting Tips
1 Make everyone do their own report
2 Distribute throughout the company
3 Have a 1 page summary

30. Report Structure
Top of
Funnel
Product
Marketing
CMO
Middle of
Funnel
Brand and
Buzz
• Executive summary w/ 10
slides
• Mirror structure of your team:
tie people to numbers
• HubSpot’s Report:
1. Executive summary
2. Report for each team (~10
teams of 2-4 people, in 4
sections according to team
organization)
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31. PART 1:
The Executive Summary
• Under ~10 slides
• Visitors, Leads, Customers
• Cost per lead, Cost per
customer
• Results for all marketing SLAs
• High level lead quality metrics
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32. Visits, Leads, Customers
•
•
•
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Cut and paste from HubSpot
Look for trends up / down
Remember customers number is
affected by the sales cycle

33. Cost per lead / customer
•
•
•
•
•
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Leads from HubSpot
Customers from CRM
Take total marketing spend and
divide by leads or customers
Use excel to graph monthly
Look for trends up / down

34. Marketing SLA Results
•
•
#inbound13
For overall company
Show as % of goal

35. PART 2:
Team Reports
• Show names / faces of team
members
• Report on results (goals and
metrics)
• Also report on activity
#inbound13

36. Example Blog Team Report
1 # articles published and results (blog analytics)
2 Growth in blog subscribers (blog analytics)
3 Author analysis (# articles, views, links)
4 Results of blog CTAs (CTA module)

37. 4
KEY TAKEAWAYS
Time to wake up and pay attention.

38. Set up the right
big picture goal.
Compute your
Marketing SLA.
#inbound13

39. Use daily
tracking of key
metrics to stay
on track.
Create a daily
leads waterfall
graph.
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40. Verify the big
picture.
Publish a
monthly deep
dive report.
#inbound13

41. THANK
YOU
Related reading:
“6 Marketing Metrics Your CEO Cares About”
http://bit.ly/6Metrics
#inbound13
MIKE
VOLPE
@mvolpe
mvolpe@hubspot.com