1. Marketing
Analytics 101
How to Measure the Effectiveness of Your Website
Mike Volpe
VP Marketing @H bSpot
@HubSpot
Twitter: @mvolpe

2. Outbound Marketing

3. Outbound Marketing is Broken
800-555-1234
Annoying
p
Salesperson

4. Marketing Has Changed
1950 - 2000 2000 - 2050

5. Inbound Marketing
Blog
g SEO Social Media

6. Inbound Marketing
Process Tools
Get F
G t Foundd Get F
G t Found d
• Publish • Content Mgmt
• Promote • Blogging
• O ti i
Optimize • S i l M di
Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Target
• Nurture
Convert
C t • Landing Pages
• Email
• Lead Intelligence
• Lead Mgmt
• Analytics

7. 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

8. Marketing Analytics vs. Website Analytics
• Website Analytics
• Hits, Page Views, Time on Site
• Page Load Time, Visit Geography
g g p y
• M k ti A l ti
Marketing Analytics
• Leads & Customers
• Marketing Campaigns
• Closed Loop Marketing

9. Is Your Website Performing?
1. Attract website visitors
(Blog, SEO Social Media)
(Bl SEO, S i l M di )
2. Convert visitors to leads
(Landing Pages)
3.
3 Produce Measurable ROI
(Leads, Sales)

10. Is Your Website Performing?
1. Attract website visitors (Blog, SEO,
Social Media)
S i l M di )
2. Convert visitors to leads
(Landing Pages)
3.
3 Produce Measurable ROI (Leads(Leads,
Sales)

11. Attract Website Visitors: Blog
Blog
Website Visitors
Get Found
Convert
C t
Customers

12. What to Publish?
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

13. What to Track: Blog Metrics
• Traffic Drawing Keywords

14. What to Track: Blog Metrics
• Traffic Drawing Keywords
• Subscribers

15. What to Track: Blog Metrics
• Traffic Drawing Keywords
• Subscribers
• Comments

16. What to Track: Blog Metrics
• Traffic Drawing Keywords
• Subscribers
• Comments
• Inbound Links

17. What to Track: Blog Metrics
• Traffic Drawing Keywords
• Subscribers
• Comments
• Inbound Links
• Traffic, Leads, Customers

18. Attract Website Visitors: SEO
Search Engine Optimization
Website Visitors
Get Found
Convert
C t
Customers

19. Organic Search is Better
Pay Per Click – 25% of Clicks
Organic Results
75% of Clicks
Source: Marketing Sherpa and Enquiro Research

20. How Does Google Decide?
On-Page Off-Page
25% 75%

21. Build a Long Lasting Asset
Flickr photo: Thomas Hawk

22. More Content = More Visitors & Power
Traffic After Increasing Blog Frequency
MikeVolpe.com Blog Traffic
http://blog.hubspot.com/blog/tabid/6307/bid/4602/Want-More-Web-Traffic-Blog-More-Often.aspx

23. What to Track: SEO Metrics
• Keywords in Google top 10

24. What to Track: SEO Metrics
• Keywords in Google top 10
• Keyword Rank (vs. Competition)

25. What to Track: SEO Metrics
• Keywords in Google top 10
• Keyword Rank (vs. Competition)
• Inbound Links

26. What to Track: SEO Metrics
• Keywords in Google top 10
• Keyword Rank (vs. Competition)
• Inbound Links
• Traffic, Leads, Customers from SEO

27. Attract Website Visitors: Social Media
Social Media
Website Visitors
Get Found
Convert
C t
Customers

28. Good Content Spreads

29. What to Track: Social Media Metrics
• Reach

30. What to Track: Social Media Metrics
• Reach
• Influence

31. What to Track: Social Media Metrics
• Reach
• Influence
• Referrals from Social Media
Twitter.com (5.1%)
Facebook.com (9%)

32. What to Track: Social Media Metrics
• Reach
• Influence
• Referrals from Social Media
• Traffic, Leads, Customers

33. Is Your Website Performing?
1. Attract website visitors (Blog, SEO,
Social Media)
S i l M di )
2. Convert visitors to leads
(Landing Pages)
3.
3 Produce Measurable ROI (Leads(Leads,
Sales)

34. Convert with Landing Pages
Target Market
T M k
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

35. Landing Page Uses
• Call to action on website homepage
• Links in all email newsletters / emails
• Use for all pay-per-click ads
• Next step after tradeshows or events

36. Which Offers Convert Better?

37. Is Your Website Performing?
1. Attract website visitors
(Blog, SEO Social Media)
(Bl SEO, S i l M di )
2. Convert visitors to leads
(Landing Pages)
3.
3 Produce Measurable ROI
(Leads, Sales)

38. How to Track Your Funnel
Track visitors.

39. How to Track Your Funnel
Track visitors. Track leads.

40. How to Track Your Funnel
Track visitors. Track leads. Track customers.

41. How to Track Your Funnel

42. What does this tell us?

43. Analyze Each Channel

44. Analyze Each Channel

45. Analyze Each Channel

46. Analyze Each Channel

47. Analyze Each Channel

48. Analyze Each Channel

49. Relative Cost/Lead for SMBs
Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI

50. Inbound Marketing ROI
• Inbound marketing focused
companies h
i have a 61% llower cost
t
per lead
• Active HubSpot customers get an
average of 6 times more leads in 6
months
• www.HubSpot.com/ROI
p

51. Summary
Questions you should be able to answer:
• How many visitors leads and
visitors,
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?

52. Who is HubSpot?

53. Who’s HubSpot?
• Founded in July 2006 from research at MIT
• Cambridge, MA
• 1 500+ customers, 95+ employees
1,500+ t l

54. HubSpot Awards

55. HubSpot Buzz

56. Inbound Marketing Software

57. HubSpot Customers’ Proven ROI
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
g p
www.HubSpot.com/ROI

58. www.HubSpot.com/Free­Trial
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe