New Years is just around the corner, and that means we have to start making our resolutions. What is better suited for a resolution than planning to improve the performance of our marketing? In this presentation you will learn how to implement new strategies for your marketing. From project management and blogging to lead nurturing and reporting, we will cover everything to prepare you for 2015.

1. 10 IDEAS
FOR
YOUR
New Year’s
Resolution

2. RACHEL
SPRUNG
@RSprung
I learned how to use Excel
from my dad’s football pool
when I was 10.

3. PLAN OUT YOUR
1 CONTENT IN ADVANCE.

4. HOW DO
YOU PLAN
OUT YOUR
CONTENT?

5. STEPS TO PLANNING YOUR CONTENT.
1 Figure out your marketing goals for the month.
2 Assess your resources.
3 Brainstorm different campaigns to run.
4 Outline the content that would be associated with each
campaign.
5 Delegate to others on your team or in your company by
assigning tasks.
6 Start executing on your plan.

6. CALENDAR.
The Calendar helps
marketers organize
content and people on
their team to efficiently
assign content, schedule
publishing, and organize
campaigns.

7. WHAT CAN YOU DO WITH THE CALENDAR?
Organize
content by
channel or
campaign.

8. WHAT CAN YOU DO WITH THE CALENDAR?
Schedule
content right
from the
calendar.

9. WHAT CAN YOU DO WITH THE CALENDAR?
View details
about
content
listed on
your
calendar.

10. WHAT CAN YOU DO WITH THE CALENDAR?
Assign tasks
to others on
your team.

11. CALENDAR
=
ORGANIZER +
PROJECT
MANAGER.

12. COMMIT TO
2 BLOGGING.

13. HubSpot customers who write 3-4 blog posts
per month vs. 2 blog posts per month get
• 20 more monthly lead submissions,
• 800 more monthly site visits,
• 60 more Twitter followers, and
• 50 more Facebook like’s.

15. GRAB THE READER’S ATTENTION
FROM THE START.
• Make it catchy!
• Explain what you are
about to address
• Convince the reader
the post will help
them solve that
problem

16. STRUCTURE YOUR POST.
• Organize your content
• Consider different
formats
• Make your posts
succinct
• Remember that readers
scan

17. FORMAT YOUR POST.
• Use Blog Blueprints
• Add visual elements
to your post

18. INCUDE A CALL-TO-ACTION.
Primary CTA
Secondary CTA

20. USE THE SEO PANEL.
• Title Optimizations
• Body Optimizations
• Image Optimizations
• Meta Optimizations

21. USE CTAS TO DRIVE
3 CONVERSIONS.

22. WHAT IS A
CONVERSION RATE?

23. CTA #1: 6.7% CTR
CTA #2: 2.1% CTR
CTA #3: 15.9% CTR

24. CTA #1: 6.7% CTR
VISITOR
CTA #2: 2.1% CTR
LEAD
CTA #3: 15.9% CTR
CUSTOMER

25. ANALYZE YOUR
4 MARKETING CHANNELS.

26. “Pull an analysis on
your marketing.”
-Your boss

27. “Pull an analysis on
your marketing.”
-Your boss

28. WHAT IS A
KEYWORD?
• Visits to your site
• Breakdown of visitors,
contacts, and
customers by channel
• Conversion rate
between different
lifecycle stages

29. TRAFFIC SOURCES.

30. TRAFFIC ONLY TELLS PART OF
THE STORY.

31. DRILLDOWN BY CHANNEL.

32. 5 USE TRACKING URLS.

33. TRACK
EVERYTHING.

34. CREATE TRACKING URLS.
http://blog.hubspot.com/marketing/30-
day-blog-challenge-tip-27-sr?
utm_campaign=
%23blogfor30&utm_medium=social&ut
m_source=linkedin

35. CREATE TRACKING URLS.
http://blog.hubspot.com/marketing/
30-day-blog-challenge-tip-27-sr?
utm_campaign=
%23blogfor30&utm_medium=social&ut
m_source=linkedin
Step 1: Type in your
page URL.

36. CREATE TRACKING URLS.
http://blog.hubspot.com/marketing/30-
day-blog-challenge-tip-27-sr?
utm_campaign=
%blogfor30&utm_medium=social&utm
_source=linkedin
Step 2: Type in ?
utm_campaign= and
then the name of your
campaign.

37. CREATE TRACKING URLS.
http://blog.hubspot.com/marketing/30-
day-blog-challenge-tip-27-sr?
utm_campaign=
%23blogfor30&utm_medium=social&u
tm_source=linkedin
Step 3: Type in
&utm_medium= and
then the name of
channel.

38. CREATE TRACKING URLS.
http://blog.hubspot.com/marketing/30-
day-blog-challenge-tip-27-sr?
utm_campaign=
%23blogfor30&utm_medium=social&ut
m_source=linkedin
Step 4: (Optional)
Type in &utm_source=
and then more
information about your
channel.

39. CREATE TRACKING URLS IN HUBSPOT.
Type in your URL, select your
campaign, and select the Source.

40. CREATE TRACKING URLS IN HUBSPOT.
The URL Builder will show you where
traffic from this URL will appear in the
Sources report.

41. CREATE TRACKING URLS IN HUBSPOT.
If you need to fill out more options,
they will appear below.

42. USE MUTIPLE CHANNELS
TO RUN YOUR NEXT
CAMPAIGN. 6

44. INBOUND
MARKETING
CAMPAIGN.

45. • Specific
• Measureable
• Attainable
• Relevant
• Time-bound
“Generate 5000
leads who are
interested in
social media
marketing by
June 30, 2013.”
SET GOALS.

46. AUDIENCE.

47. THE OFFER.

48. DON’T TREAT ALL
7 VISITORS THE SAME.

49. Why is it important to
show different content
on my website?

50. 74% of online consumers get
frustrated with websites when
content appears that has nothing
to do with their interests.
-2013 Online Personal Experience study

55. WHEN TO USE PERSONALIZATION.
Display mobile
friendly
content to
visitors coming
from their
mobile device.

56. WHEN TO USE PERSONALIZATION.
Include “Tweet
this” links for
visitors coming
from Twitter.

57. WHEN TO USE PERSONALIZATION.
Show different
products to
people from
different
countries.

58. SCALE YOUR MARKETING
8 EFFORTS.

59. SEGMENTATION
IS KEY.

60. BRANCHING
LOGIC.
Branching logic allows
you to further develop
distinct nurturing
experiences for your
contacts, creating “mini-goals”
that help you
optimize each step of
your marketing
automation strategy to
the fullest.

61. THE REASON BEHIND BRANCHING.
+ + +

62. WITH THIS COMES MORE POWER.

63. POSSIBLE CHECKS.

64. BUT YOU DON’T WANT TO END UP HERE.

65. SO WHAT ARE
SOME GOOD
IDEAS?

66. GENERAL GUIDELINES.
1. Am I still talking to the same segment?
2. Is the path I'm creating with branching helping
my contacts move toward the overall goal?
3. One singular workflow isn't meant to move all
contacts through your entire funnel.

67. FIGURE OUT WHAT
MARKETING EFFORTS
ARE PAYING OFF. 9

68. ATTRIBUTION
REPORT.

69. VISITOR
LEAD

70. STRANGER Sources?
LEAD
MQL
CUSTOMER
URLs?
Referring URLs?
Sources?
URLs?
Referring URLs?
Sources?
URLs?
Referring URLs?
Sources?
URLs?
Referring URLs?

71. WHAT MODEL TO USE.
All interactions – Weights each touchpoint equally
Use this model if your campaigns are supposed to maintain contact and
awareness consistently throughout.
VISITOR
LEAD
25%
25%
25% 25%

72. WHAT MODEL TO USE.
First touch – The first touchpoint.
Use this model if your campaigns are supposed to create initial awareness.
VISITOR
LEAD
100%

73. WHAT MODEL TO USE.
Last touch – The first touchpoint on the most recent visit
Use this model if your campaigns are supposed to attract people after you
have already created contact and awareness over time.
VISITOR
LEAD
100%

74. WHAT MODEL TO USE.
Last interaction – The last touchpoint.
Use this model if your campaigns are supposed to attract people at the
moment of conversion.
VISITOR
LEAD
100%

75. WHAT MODEL TO USE.
First & last touch (by referrer or source) – The first and last page/source that
referred contacts to your site.
Use this model if you value touchpoints that introduced visitors to your
brand and final touchpoints that resulted in a conversion or sale.
VISITOR
LEAD
50%
50%

76. WHAT MODEL TO USE.
Simple Decay – The last six touchpoints viewed with more weight on recent
pages
Use this model if you value touchpoints more that led up and included the
conversion.
VISITOR
LEAD
6.6875%
13.375%
26.75% 53.5%

77. THERE IS NO
RIGHT OR WRONG
ATTRIBUTION
MODEL TO USE.

78. WHERE ARE MY BLOG LEADS COMING FROM?
Interaction Scoring
Type:
• By referrer
• Last interaction
Conversion Type:
Became a Lead Date

79. WHERE ARE MY BLOG LEADS COMING FROM?
Action Items:
• The score shows that the
15 Best Blogs post is
your top performing blog
post.
• Optimize your posts that
are performing the best.
• See if there’s a pattern
between the posts that
perform well and the
topics or format of the
post.

80. WHAT SOURCES DO MY LEADS COME FROM?
Interaction Scoring
Type:
• By source
• All sessions
Conversion Type:
Create Date
Note: Sources just shows first
touch, but this report shows
every touchpoint.

81. WHAT SOURCES DO MY LEADS COME FROM?
Action Items:
• Consider altering allocation
of resources, taking these
results into account
• Optimize more emails
around closing customers,
and create

82. CLOSE THE LOOP ON
10 YOUR MARKETING.

83. HOW DO YOU
DECIDE WHERE
TO INVEST?

84. WHAT
DOES THIS
REPORT
TELL YOU?
WHAT WILL
YOU DO
NEXT?

85. What does the report tell you?
• Email marketing is your most
successful channel.
• Organic Search is
generating the second
highest amount of revenue.
• Paid Search and Referrals
are not generating
customers.
Action Items:
• See what pages are
generating the most search
traffic. Optimize other pages
to help increase organic
search.
• Dig in to your best practices
for email marketing and see
if they can apply to other
channels.

86. REVENUE REPORTING HELPS YOU…
• Make Educational Decisions
• Plan for the Future
• Invest in the Right Places
• Understand What’s Working

87. QUESTIONS?

88. THANK YOU.