My presentation from HubSpot's Inbound 2013 conference about overcoming reporting and data problems to instead focus on analysis and ideas for gaining insights from the funnel.
A core pillar of Inbound Marketing is to be data-driven, yet too many are not using data enough to understand what is really working for them and where they are wasting time and resources. My presentation gives actionable recommendations on tackling these problems and hopefully help empower you to improve your business.
If you want to use the GA Campaign Tracking code, we've made it available for public use from github:
https://github.com/ShoreTelSky/ga-campaign-tracking
19. https://twitter.com/spanishgringo
Meal Sales % Change Cost
Breakfast $500 +10% $200
Lunch $900 -6% $550
Dinner $1200 +12% $850
Dessert $350 N/C $280
How’d We Do & What Do I Need to Buy?
37. https://twitter.com/spanishgringo
• Unless your site is huge, then you likely
have a small sample size
• Segmenting data means you need to
wait even longer to make conclusions
• Have enough data before you decide
(rough rule of thumb: 30+ conversions)
Thy Data Is Fragmented
46. https://twitter.com/spanishgringo
The Data Needs to Flow to the CRM
Read my article: http//moz.com/ugc/how-to-measure-roi-for-leadgen-websites
Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking
Add hidden fields to every HubSpot Form
Use JavaScript to get GA data from GA Cookie and insert into hidden form fields
Map these fields from HubSpot to Salesforce.com
47. https://twitter.com/spanishgringo
• More and more companies are
hiring “Inbound Engineers”
• Closed loop reporting alone
justifies the investment
• If you don’t have any internal
resource, use a HubSpot partner
It’s Helps to Know a Code Cowboy
https://twitter.com/retlehs
55. https://twitter.com/spanishgringo
What Drives New Visits?
Few visits overall
These KW drive core TOFU pages
Not targeted for Pre-Funnel activity
Content Type
These pages are going for a much broader audience beyond
just “phone systems”
Pre-Funnel
Gain Awareness & Discovery
59. https://twitter.com/spanishgringo
KW Business Performance
Top of the Funnel (TOFU)
Increase Core Visits & Conversions
What keywords actually drive revenue vs. potentially waste our time?
KW Group
Avg Deal
Size
MQL
Disqualified
Closed Lost Closed Won
voip $3,100 $ 30,000 $ 75,000 $ 18,000
phone $2,500 $ 55,000 $ 38,000 $ 5,500
pbx $1,800 $ 6,000 $ 15,000 $ 3,000
cloud $4,300 $ 70,000 $ 42,000 $ 3,800
Simulated Revenues
60. https://twitter.com/spanishgringo
Need to improve "cloud" performance
We need better middle of the funnel support for sales
"PBX" KW group appears to be low traffic & small $ potential
Experiment with a new CTA and images on primary VoIP and Phone pages
Closed Loop Keyword Takeaways
Top of the Funnel (TOFU)
Increase Core Visits & Conversions
63. https://twitter.com/spanishgringo
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
• 2 x 1 More Traffic from New Visitors
• Return Visitors Spend 2.3x More Time on Site
• Very Excited to Start Reporting in GA by HubSpot Customer Lifecycle Stage!
(I’ll write a blog about this after we have more data)
Get Better Engagement
64. https://twitter.com/spanishgringo
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
Better Engagement = More Sales
All Avg. Visits Avg Page Views
Closed Lost 1.0 4.6
Closed Won 1.5 5.3
MKT Sourced Avg. Visits Avg Page Views
Closed Lost 1.3 5.9
Closed Won 2.4 8.2
Non-Marketing Avg. Visits Avg Page Views
Closed Lost 0.2 0.8
Closed Won 0.1 0.2
65. https://twitter.com/spanishgringo
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
Successful Marketing Deals Have
• More Visits (Statistically Significant)
• More Page Views (Not Significant)
Non-Marketing Deals Have
• Not Nearly Enough Traffic
• No Statistical Relationship Between
Website & Outcomes
Better Engagement = More Sales
All Avg. Visits Avg Page Views
Closed Lost 1.0 4.6
Closed Won 1.5 5.3
MKT Sourced Avg. Visits Avg Page Views
Closed Lost 1.3 5.9
Closed Won 2.4 8.2
Non-Marketing Avg. Visits Avg Page Views
Closed Lost 0.2 0.8
Closed Won 0.1 0.2
66. https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Returning Visitors
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
67. https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Returning Visitors
In Depth Info
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
68. https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Returning Visitors
Where Are We?
Who Can I Talk To?
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
69. https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Sell Your Story
New Visitors Returning Visitors
Who We Are &
What We Think
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
70. https://twitter.com/spanishgringo
What are the most popular pages for return visitors?
Return Visitors Come Back For More
In-Depth Information on Us, Our
Products & What We Have To Say
aka Our Story
Sell Your Story
New Visitors Returning Visitors
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
75. https://twitter.com/spanishgringo
How’d We Do & What Do I Need to Buy?
• We did great but we can do better
• Sales were up 4% compared with yesterday
• We had to throw away $240 worth of food (8% of sales)
https://twitter.com/spanishgringo
76. https://twitter.com/spanishgringo
How’d We Do & What Do I Need to Buy?
• We did great but we can do better
• Sales were up 4% compared with yesterday
• We had to throw away $240 worth of food (8% of sales)
• Same shopping list as yesterday but make these changes
Staples
• Buy 10% more eggs (We ran out because the omelets are so popular)
• Buy 20% less syrup (French Toast with Jam is more popular than with syrup)
Fresh Produce
• Stop buying green beans (Now serve sweet potato w/the trout & we threw out 2kg last night)
• 15% more cherry tomatoes (We sold out of the tomato salad)
Meats
• Buy 10 more Rib Eye steaks (It will be the lunch special)
• Buy 20 Sockeye Salmon Steaks (Chef wants to test a new recipe)
• We need half as much chicken (Please check inventory before you buy)
https://twitter.com/spanishgringo
90. https://twitter.com/spanishgringo
• Take 2 hours each week or two weeks
and deep dive on 1 or 2 areas
(5% OF YOUR TIME)
• Analysis is both ART and SCIENCE
• Make friends with a developer
• Use code that is online already
Rome Wasn’t Built In a Day Either
Start Small & Dive Deep
91. https://twitter.com/spanishgringo
Add hidden fields to every HubSpot Form
• GA Campaign Medium (e.g. organic, cpc, referral, banner, (none))
• GA Source (e.g. google, facebook.com, linkedin.com, rootstheme.com)
• GA Campaign Name (e.g. Campaign 1, retgargeting-abandonded-form, (organic))
• GA Campaign Content (ad variation if cpc or referring page if from referral)
• GA Campaign Keyword (e.g. (not provided), hosted voip, business communications)
• GA Landing Page (e.g. “/”, “/products/”, “/products/cloud-phone-system/”)
• GA Web Lead? (e.g. Yes –quick and simple tag to see if lead came from website)
Use JavaScript to get GA data from GA Cookie and insert into hidden form fields
Map these fields from HubSpot to Salesforce.com
Pass Campaign/Source Info via GA
Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking
Get the Right Data
92. https://twitter.com/spanishgringo
• First Page Seen
• Last Page Seen
• Number of Pageviews
• Number of Visits
• Time First Seen
• Time of First Visit
• Time Last Seen
• Original Source Type
• Original Source Data 1
• Original Source Data 2
• First Referring Site
• Last Referring Site
• Average Pageviews
• First Conversion
• Number of Conversions
• First Conversion Date
• Recent Conversion
• Recent Conversion Date
• Number of Unique Forms Submitted
HubSpot Captures This Data By Default
HubSpot Intelligence for Salesforce.com makes this data available in SFDC
Read: How to Map Data Between HubSpot & Salesforce.com
Get the Right Data
93. https://twitter.com/spanishgringo
• What is driving new visitors to discover our site?
• Landing pages
• KW groups
• Who are the most popular authors?
• New visitors, referral traffic, social shares
• http://cutroni.com/blog/2012/09/12/google-analytics-custom-variables-for-publishers/
• Are we building links to improve traffic and SEO?
• Links report in HubSpot
• Open Site Explorer (or Majestic SEO – free for tracking your own site)
• Are obtaining emails via Subscriptions (for later nurturing and personalization)?
• GA Goal tracking or HubSpot Events
• How effective are we at Social?
• Conversation, Amplification, and Applause are the 3 social metrics that really matter
• http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Gain Awareness & Discovery
Pre-Funnel
Gain Awareness & Discovery
94. https://twitter.com/spanishgringo
Top of the Funnel (TOFU)
Increase Core Visits & Conversions
• What is driving the highest quality audience for sales?
• KW Business Performance
• Visit to Lead to Opportunity
• What is our Cost per Lead vs. Cost per MQL, vs. Cost per Customer?
• http://moz.com/ugc/how-to-measure-roi-for-leadgen-websites (last section)
• What are the most effective CTAs?
• HubSpot A/B CTA testing
• HubSpot Landing Page Analysis
• Try GA Content Experiments and/or Optimizely for further testing
• What is leading up to the first form fill?
• HubSpot Conversion Assists
• Google Analytics Multi-Channel Funnel Analysis
• You must read this: http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/
Increase Core Visits & Conversions
95. https://twitter.com/spanishgringo
• How engaged are our leads after making contact?
• Do leads return to the site and how deep do they go?
• Are engaged leads more likely to buy?
• What campaigns and channels drove the most return activity?
• Number of touches after lead is created & qualified
• Are leads hearing our story?
• What are the most popular pages for return visitors?
• Most popular content by lifecycle stage (use Hubspot API to setup customer variables in GA)
• How much video and rich content did they consume?
• Watch Simon Sinek’s TED talk
• http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
• Does your content show and explain WHY you do what you do?
Get Better Engagement & Sell Your Story
Middle of the Funnel (MOFU)
Get Better Engagement & Sell Your Story
96. https://twitter.com/spanishgringo
• Time from Lead to Close
• Closed Lost vs. Closed Won
• Segmented by Deal Size (large deals always take longer)
• Time from Proposal to Close
• Closed Lost vs. Closed Won
• Segmented by Deal Size (large deals always take longer)
• # of Touches from Proposal to Close
• Closed Lost vs. Closed Won
• Segmented by Deal Size (large deals always take longer)
• Marketing Touches vs. Sales Touches
• Think about SEO at the end of the Funnel: http://blog.kissmetrics.com/driving-sales-with-seo/
Accelerating the Close
Bottom of the Funnel (BOFU)
Accelerating the Close
97. https://twitter.com/spanishgringo
Customers
Build Loyalty & Advocacy
• Customer Lifetime Value
• Initial purchase
• Repurchase frequency
• Repurchase amount
• Acquisition costs
• Maintenance costs
• http://blog.kissmetrics.com/how-to-calculate-lifetime-value/
• Net Promoter Score / How Likely Would You Recommend Us?
http://www.netpromoter.com/why-net-promoter/know/
• I recommend you read Joanna Lord’s MozCon presentation
https://seomoz.box.com/shared/static/cq2cf70afdbdebbo02kg.pptx
Build Loyalty & Advocacy