Presentation Transcript

1. Leveraging HubSpot Enterprise to Grow Your Agency

   Advanced Analytics Peter Caputa Date: 11-03-2011
2. Agenda What are Advanced Analytics How Do They Work How Do I Set Them Up Why are They Valuable Using Advanced Analytics to Determine Action Items Homework & Co-Marketing Opp Getting Help & What’s Next
3. What are advanced Analytics?
4. Influence Velocity Revenue Multi-Channel
5. What do we mean by “Influence” “Advanced Analytics allow a marketer or business owner to understand what behaviors influence leads to progress through the funnel at a highervolume.”
6. What do we mean by “Velocity” “Advanced Analytics allow a marketer or business owner to understand what behaviors influence leads to progress through the funnel at a faster rate.”
7. What do we mean by “Revenue” Advanced Analytics allow a marketer or business owner to understand what behaviors yield the best customers as measured by revenue and Life Time Value (LTV).”
8. What do we mean by “Multi-Channel” “Advanced Analytics allows a marketer or business owner to understand and account for behaviors beyond the boundaries of your website and email marketing across revenue, influence and velocity.”
9. A key concept to understand Advanced Analytics solves for events marketers want to understand and optimize Analyzing events allows a marketer to get underneath things like… What drives visit to lead conversion What drives Lead to customer conversion What drives free trials What yields the best BANT qualified leads What drives blog subscribers
10. “Of the (#) who (did x)…”
11. Key Advanced Analytics Tool Of the…
12. “Of the 392 leads converted to an opportunity by the sales team…”
13. “Of the 392 leads converted to an opportunity by the sales team…”
14. “Of the 392 leads converted to an opportunity by the sales team…”
15. “Of the 392 leads converted to an opportunity by the sales team…”
16. “Of the 392 leads converted to an opportunity by the sales team…”
17. An example…
18. Reverse Funnel Analysis
19. There’s one more way to get Advanced Analytics
20. SeTTING Up Advanced Analytics
21. Create Report When Creating an Event Always Create “Lifecycle Summary Report”. You can create others later…
22. Advanced Marketing Reports  Click “New Report” Click Report Type Choose Event
23. Choose Event and View Report. (Voila!) View Trends by First Touch, Source, Campaign, etc
24. What Actionable InsightsCan I findFrom advanced Analytics
25. IF… … IF a specific first touch, last touch or assist “event” influences the outcome I want (ie lead, sale)… THEN I should try to trigger that event more frequently and sooner for other prospects. (Use: Lifecycle Summary Report and Reverse Funnel Analysis) … IF a specific event is important for me to trigger frequently, THEN I should monitor to make sure it’s happening over time. (Use: Trends Report.) … IF a specific series of events is likely to lead to the outcome I want (ie lead, sale), THEN I should monitor the rate at which this series of events are triggered. (Use: Advanced Marketing Automation Reports.)
26. WHY advanced AnalyticsAre Valuable!
27. Key Value Points Deep insights across channels and platforms Extremely difficult to aggregate disparate data sources across channels/platforms HubSpot Enterprise pulls all of the data into one view so you have a complete picture of your prospect/customer From first click to last conversion you have insight into the entire customer lifecycle
28. Key Value Points It is now possible to get underneath how long it takes a prospect to move from first visit/touch to conversion It is now possible to understand the behaviors of your best customers as they move down the funnel to purchase It is now possible to know what elements—when touched—lead to a sale
29. Key Value Points Use data and science to determine what content accelerates leads through your sales and marketing funnel Gain a clear understanding into what are the most effective channels to effectively drive visitors to convert Develop insights into what are the most influential steps along the conversion path
30. How advanced Analyticsfit in the sales/Acct MGMT story
31. “Understand the behaviors of your best customers and apply them to every lead in your marketing funnel to accelerate the sales process.”
32. Mentioned Competitor On Twitter Never logged into their Trial Filed a support ticket ? Does the marketer know what buyer behaviors lead to the outcome they want? Does the marketer know what to do with that information if they had it?
33. “The advanced analytics allow you to get an aerial view of your web presence and track the behaviors of your best customers and apply them to every lead in your marketing funnel to accelerate the sales process”
34. Key Takeaways Understand the behaviors that influence 1 Understand the behaviors that drives velocity 2 Understand behaviors that drive revenue 3 Behavioral insights across channels 4 5 Advanced Analytics are all about buyer behavior
35. HomEWORK& Co-Marketing OPPortunity
36. Homework Previous Weeks’ Homework: Setup lots of conversion forms to capture emails. Setup events in advanced analytics Set up lead nurturing strategy based on your markets, products, personas, pain points and content. Build “event behavior chains” or “event flows” and start tracking how many leads trigger these event chains. Write emails and configure sends Set up Lifecyle Summary Reports, Trend Reports and Reverse Funnel Reports
37. Co-Marketing Opp In the forum or on your blog, write your thoughts about, “How Marketing Can Help Convert More Leads to Sales” We’ll take quotes from you and write a blog article highlighting the best advice. The article(s) will be posted on blog.hubspot.com with links to your site.
38. QUESTIONS?
39. Use the Forums We’ll post updates and to-do’s. You should respond when you do something, or when you get stuck. If you have product setup questions, call support. 888 HubSpot
40. See You Next Wednesday