Reporting Tips to Specify & Strategize for Your Business Goals

REPORTING TIPS TO
Specify & Strategize
for Your Business Goals
#KnoxHUG

•Introductions
•HUG News
•HubSpot Updates: New Product Feature
Highlights
•Jorie’s Presentation/Q&A and Swag!
WHAT WE’LL COVER

FIRST: What’s a HUG?
HubSpot User Groups (HUGs) are:
“Free, in-person quarterly meetups that are open to
all HubSpot users. HUGs are typically hosted by a
local HubSpot Agency Partner, and are designed to
help you master all things strategy and software.“

INTRODUCTIONS: KNOXVILLE HUG LEADER & CO-LEADER
Holly Yalove
/hollyyalove
Jordyn Rector
/Jordynrector
vieodesign.com
Agency Certifications:
• HubSpot Certified Trainer
• HubSpot Agency Partner
• HubSpot Growth Driven Design Agency
• HubSpot Design & Development
• HubSpot Inbound Marketing & Marketing Software
• HubSpot Inbound Sales & Sales Software
• HubSpot Partner Sales & Delivery
• HubSpot Client Management
• HubSpot Contextual & Content Marketing
• HubSpot Social Media & Email Marketing
• Certified Google Partner
• Certified Yext Partner
• HubSpot Beta Testers

MEET OUR HUBSPOT GUEST SPEAKER!
Jorie and her team are focused on
educating and inspiring people so
that they can transform the way the
world does business using conversion
rate optimization, reporting, and
analytics. She’s also an avid reader,
coffee enthusiast, and proud cat parent.
Welcome HubSpot Academy Professor, Jorie Munroe!

New HUG Event Software & Website
https://events.hubspotusergroups.com/KnoxvilleHUG
INBOUND19 : Sept. 3-6 in Boston (www.inbound.com)
Q3 HUG: Save the Date! September 19, 2019
Presentation Copy: Will be sent out tomorrow
HUG News

@KnoxvilleHUG
@KnoxvilleHUG
@KnoxvilleHUG (NEW)
Connect with Knoxville’s HUG
knoxvillehug.slack.com
slideshare.net/knoxhug
#KnoxHUG

#KnoxHUG
• HUBSPOT PRODUCT UPDATE HIGHLIGHTS•
events.hubspotusergroups.com/KnoxvilleHUG

HubSpot Product
Update Highlights
NEW & IMPROVED URL
REDIRECTS TOOL
• You can now add
redirects through a
CSV Import option
• Customizable
columns layout
• Notes section Applies to: Marketing Hub Professional and Enterprise customers, as well as
users of HubSpot CMS

HubSpot Product
Update Highlights
SOCIAL REPORTS ENHANCEMENTS
• Track your social media success over
time within HubSpot no matter whether
you posted with HubSpot’s tool or not (as
soon as you connect your account to
HubSpot)
• Track a number of new metrics within the
social tool—including number of shares,
impressions, and information on how
your audience is growing over time
• For other social tool changes: See
hubspot.com/product-updates
Now live for: Marketing Hub Professional and Enterprise
customers

HubSpot Product
Update Highlights
CUSTOM OWNER PROPERTIES
• Now you can assign multiple owners using
custom owner properties
• Create custom owner properties that pull
directly from your user list in settings
• Assign owners manually or with Workflows
Live for all HubSpot accounts

HubSpot Product
Update Highlights
API CALLS INCREASE
• HubSpot has increased API
Limits for all customers
• API limit increase applies to API
calls made via HubSpot’s API
Key. OAuth integrations will
have a new API burst limit of
100 calls per 10 seconds per
app per portal

HubSpot Product
Update Highlights
CONNECT MULTIPLE SHOPIFY
STORES TO HUBSPOT
• Each store will have its own
settings page and workflows
• New property for Contacts,
Deals, and Products – “Source
store” allows filtering, viewing,
and reporting by store
Applies to: all users who have integrated HubSpot with Shopify

HubSpot Product
Update Highlights
CAMPAIGNS TOOL IMPROVEMENTS
• Updated campaigns dashboard
design
• Updated campaigns details page
• Added report scanability
• Improved tracking URL visibility
and reporting
• Easily add or remove assets in
your campaign
• Track your progress when cloning
a campaign
All new portals will have the new design by default.
Existing Marketing Hub Pro & Enterprise portals can opt-in from their
campaigns tool.

HubSpot Product
Update Highlights
IMPROVED FORM LABEL STYLING
OPTIONS
• You no longer have to use custom
HTML to make your field labels
bold, italicized, underlined, or
hyperlinked!
• In the form editor, click on the
field you want to customize. You’ll
see an option in the left panel to
format the text of the field label
Important Note: If your forms use HTML to add a custom script or change the text color or size, HubSpot
recommends changing to the new method before July 15th.

HubSpot Product
Update Highlights
CHANGES TO ADS FILTERS FOR LISTS &
WORKFLOWS
• Ads filters available in the lists tool have
changed to match the same experience
as other tools, like email and forms
• Can now use partial match "contains any
of" and specify a time range within which
a specific action occurred
• At the end of the transition period, your
ads filters used for list segmentation will
look like this

HubSpot Product
Update Highlights
CHANGES TO ADS FILTERS
With this change, there are
3 different scenarios to
keep in mind
• #1) Filters that will
automatically map over
to new filters after the
change

HubSpot Product
Update Highlights
• #2) There are three filters that are no longer
supported but there’s a simple way to edit
your lists and workflows to get the same result
1 - Conversion:
To filter a list of contacts who converted on your
ads combine ads interaction filters with form
submission filters

HubSpot Product
Update Highlights
Filters that are no longer supported:
2 – Lead Ad:
• For this filter, you'll want to use the form submission
filter and select a specific Facebook Lead ad or LinkedIn
lead gen form to generate a list of contacts who
submitted that form on any ad
• You can combine the form submission filter with the
ads interaction filter to create a list of contacts who
converted on your lead ad for a specific campaign

HubSpot Product
Update Highlights
Filters that are no longer supported:
3 – Lifecycle Stage
To create a list of customers who
interacted with one of your ads and are
within a specific lifecycle stage, simply
combine the ads interaction property
with the contact property filter for
lifecycle stage

HubSpot Product
Update Highlights
• #3) Old Filters no longer
supported
Transition period started in March and will complete by the end of July.
HubSpot will reach out to all impacted customers to see if any help is required.

Tracking Your
Inbound Success with
HubSpot Reporting

Hi, I’m Jorie.
@findingjorie
Inbound Professor
for HubSpot Academy

Do you have a moment to talk
about your reporting strategy?

What is it about reporting
that makes it so difficult?

That’s the question I set out to answer.

The HubSpot users with the most success with
reporting shared some common behaviors.

The HubSpot users with the most success:
• Implemented inbound at every layer of their business.
• Had a shared sense of goals throughout their company.
• Used HubSpot to store and manage their data.
• Checked their reporting consistently.

Agenda
Tracking Your
Flywheel
Unpacking the concepts of
“force” and “friction”
Identifying Meaning
Metrics
Metrics with a purpose.
Goalsetting for
Scale
When SMART goals aren’t
enough.

Navigating Your HubSpot
Reporting Tools
Aligning your goals with
your data in HubSpot
In which Jorie enters
the thunderdome.
Agenda
Questions and
Answers

TRACKING YOUR FLYWHEEL
Unpacking the concepts
of “force” and “friction”

The flywheel is a model where the
happiness of your customers feeds
the growth of your business.

The speed of your flywheel is
increased by applying more
force in the areas where it can
have the biggest impact.
TL;DR: Strategies or tactics
designed to serve your process or
your customers’ needs.

You reduce friction by finding the
inefficiencies where your business is
losing momentum and making them
better.
TL;DR: The inefficiencies
where your customers are
losing momentum or there is
a drop-off. Often, sources of
friction stem from two teams
working in opposition.

What’s working? What’s not?

But how do you know
what’s working and
what’s not?

IDENTIFYING MEANINGFUL METRICS
Metrics with a purpose

Types of metrics
1. Key metrics
2. Deep dive metrics

Key metrics
Measures to track and assess the success of the
different stages of your flywheel.

Let’s talk see this broken down
across each of these stages.

Attract
Attracting is about using
your expertise to create
content and conversations
that start meaningful
relationships with the right
people.

Attract Actions
• Drive traffic (new and existing)
to website
• Branding initiatives
• Build social media channels
• Convert visitors into leads
• Create segments
• Remarket to existing customers

• New visitor count
• Total visitor count
• New leads generated
• Returning direct visitors
• # of contacts in each of
your segments
• # of social media followers
Attract Key Metrics

Engage
Engaging is about building
lasting relationships with
people by providing insights
and solutions that align with
their roadblocks and goals.

Engage Actions
• Prioritize active buyers over
passive leads
• Answer questions of qualified
leads
• Delivering personalized sales
presentations
• Convert leads into customers

Engage Key Metrics
• Days to close
• Total products/services sold
• Average order value
• Revenue per visit
• Growth of retargeting lists
• Revenue generated from
cross-sell/upsell

Delight
Delighting is about providing
an outstanding experience
that adds real value,
empowers people to reach
their goals, and become
promoters of your company.

Delight Actions
• Answer inbound inquiries to
support existing customers
• Maximizing value customers
• Turn customers into repeat
customers
• Encourage advocates to share
their experience
• Reduce customer churn rate

Delight Key Metrics
• Refund rate
• Retention rate
• NPS
• Average time to close
• # of unanswered tickets in the
queue

Deep dive metrics
Measures your teams can use to diagnose why the
behavior seen in your key metrics is occurring.

Each of your teams affects
certain stages of the inbound
methodology.
These metrics give context to
the key metrics.

Marketing metrics:
• Average session length
• Sessions per channel
• Pages per session
• % of traffic by channel
• Social media followers
• Number of social shares
• # of new leads
• CTA click-through rate
• Email opens, click rate

Sales metrics:
• Recurring revenue
• Upgrade rate
• Downgrade rate
• Created deals
• Total meetings booked

Services metrics:
• Customer lifetime value
• Customer retainment
• # of unanswered tickets in the
queue
• Tickets generated by channel
• Tickets by topic
• Average time to first agent
reply
• Knowledge base views

When SMART goals
aren’t enough
GOALSETTING FOR SCALE

SMART:
Specific
Measurable
Attainable
Relevant
Timely

Notice anything that’s missing?

It only helps you think in terms of a single goal.

Teams share stages and the handoffs occur in the middle.

If you are an inbound business, it’s no
longer scalable to think of your goals as
if they live in a bubble.

You need a goal setting system.
One where your goals are interconnected.

Objectives and Key Results
A goal setting framework that helps ensure that
the company focuses efforts on the same
important issues throughout the organization
(This is a HubSpot Academy favorite)

Key metrics can help you set
your high-level business goals
based on your force and friction.
Deep dive metrics can help your
teams translate goal into actions
and set and track benchmarks.

Aligning your goals with
your data in HubSpot
NAVIGATING YOUR HUBSPOT REPORTING TOOLS

HubSpot Reporting tools can be broken into two key categories.

Your HubSpot Analytics are
going to be where you find
your key metrics.
These guide your business
goalsetting.

Your HubSpot Reports are
going to be where you find
your key metrics.
These track your performance
and provide next steps.

Say I just started a fitness studio.
We sell fitness packages for people looking
to get in shape and have some fun along
the way.
How do I set business goals and use my
HubSpot reporting to track my progress.

Attract Data Sources
• HubSpot Analytics (traffic, web,
contact)
• HubSpot embedded reports
(forms, emails, lists)
• Social media networks (follower
count, monitoring, mentions)
• PPC channels

Attract Trends
500 + growth of Instagram and
Twitter followers month over
month
Each blog post hovers around 100
per post.
Form submissions performance on
key content offers varies month to
month.

Attract
Force: Create an inclusive workout
environment.
Force: Blog about nutrition and
workout types
Friction: Content creation across
website is siloed by marketer.

Engage Data Sources
• CRM (contacts, deals)
• Deal pipeline
• Analytics (sales
performance, revenue,
sales content)
• PPC channels
• E-commerce provider

Engage Trends
Recurring revenue is steady at
10k a month. Members are
renewing.
Experiencing seasonality in
new deals generated.
Majority of deals are in
beginning stages of
qualification.
Dozens of unassigned leads.

Engage
Force: Building trust with
existing customer base.
(You’re probably doing this
well.)
Friction: No self-purchasing
available, which is creating a
bottleneck with sales rep.
Friction: Unassigned leads are
not being rotated.

Delight Data Sources
• Analytics (contacts, service
team productivity, revenue)
• E-commerce provider
• CRM
• Third-party review sites
• Social media platforms
(monitoring, mentions)

Delight Trends
Average NPS is hovering around
a 50.
Recent uptick in both phone and
email cases, with around 70+
tickets still waiting in the queue.
Customer consistently cite our
email support as “unsatisfactory”
on our third party review site.

Delight
Force: We have phone and
email support.
Friction: We have a low support
NPS on email tickets.
Friction: Our average time to
close tickets email tickets is over
48 hours.

That brings us to your reports and dashboards.

A note on HubSpot dashboards:
Each dashboard should have a purpose.
Don’t data stuff. Tell a story.
Make it easy for your team.
Name your reports to provide context.

• What content offers are
producing the most new
leads?
• Which social channels are
producing the most
marketing qualified leads?
• How long does it take my
services agents to close
tickets?
• Which channel is
generating the most
tickets over time?
• Which of my personas is buying
my services the most?
• Are we on track to hit our
revenue?

• Leads by first conversion
and source
• MQLs by social platform
by rep
• Tickets by source over
time
• Deals closed versus goal by
type
• Total pipeline by persona

• Leads by first conversion
and source
• MQLs by social platform

Leads by First Conversion &
Original Source
This report helps you understand
which forms are generating the
most leads and where those leads
are coming from.
Pro tip: Try swapping “Lifecycle
Stage” in for “Original Source.”
How does the report change?
Pick your properties:
Create your visualization:
Choose your data set: Add your filters:

MQLs by social channel
This report helps you understand
which social networks (e.g.
Facebook) bring you the most
qualified leads. It uses a property
called “Original Source Drill-Down.”
For more info on that property, read
this help document.
Pro tip: Use the other original
source properties to break your
MQLs down by other channels. For
example, break down your referral
MQLs by their referring URL.

• Deals closed versus goal by
type
• Total pipeline by persona

Deals Closed vs Goal by Type
The deal type default property
separates out new vs. existing
business. Use this chart to see which
you’re doing more of, compared to
your overall revenue goals.
Pro tip: Out of the box, deal type
includes two values: new and
existing business. You can
customize it to your own use case
by adding values in your Property
Settings.

Total pipeline by persona
Personas are an important part of
an inbound strategy. Use this report
to find out which contact personas
are worth the most revenue to your
company.
Pro tip: Try out different chart types.
Which one do you prefer?

by rep
• Tickets by source over
time

Tickets by source over time
Are you staffing your channels
correctly? Use this report to see
how the mix of ticket sources --
chat, web, phone, etc. --- changes
over time.
Pro tip: Try “Category” instead of
“Source.” What does this new
report show?

Tickets by company region
Are you supporting your
international customers in the right
way? Are your time zones staffed
correctly? Use this report to find
out.
Pro tip: Change the colors of your
report using the picker in the upper-
right.

Reporting can make
anyone feel like this.

But, reporting should
make you feel like this!

But, reporting should
make you feel like this!
(Good.)

HUG Feedback Survey - Lookout for HubSpot’s short NPS
survey on tonight’s HUG
Presentation Copy - I’ll email you a copy of tonight’s
presentation
Mark Your Calendars for the Next Meetup!
Q3 HUG = September 19, 2019
WRAPPING UP!

Reporting Tips to Specify & Strategize for Your Business Goals

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Reporting Tips to Specify & Strategize for Your Business Goals