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HOW TO REPORT ON YOUR MARKETING LIKE HUBSPOT

Mike Volpe CMO @ HubSpot

Employee #5 at HubSpot. I also eat M&Ms one color at a time (and save orange for last).

@mvolpe

MIKE VOLPE

1  Setting Goals

2  Daily Measurement

3  Monthly Measurement

4  Key Takeaways

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Where am I going?

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Where am I going?

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Where am I going?

1 SETTING GOALS Compute what your goals should be.

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Can we make Chicago by tomorrow?

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A marketing SLA is the vital marketing goal.

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BEGINNER SLA: How many leads do you need? •  $500K Revenue goal •  $10k Avg revenue / customer (ASP) •  2% Avg lead to customer conversion $ Revenue Goal / ASP =

# New customers needed # New cust needed / close % =

# leads needed

($500,000 revenue goal)

÷ ($10,000 avg revenue / customer) = 50 new customers needed

(50 new customers)

÷ (0.02 lead to customer ratio) = 2,500 new leads needed

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BEGINNER SLA: How many website visitors do you need?

•  2,500 leads goal •  3% visitor to lead conversion rate # Leads needed / conversion % =

# Web visitors needed

(2,500 leads goal)

÷ (0.03 visitor to lead ratio) = 83,333 website visitors needed

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What if you want a more precise marketing SLA?

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•  Define a MQL in your CRM and/or HubSpot

•  Unique close rates and ASP for each conversion type

Per conversion type: $ Revenue per customer * % Lead to customer = $ Value per lead

ADVANCED SLA: How many MQL do you need?

($100,000 revenue per customer)

÷ (0.009 lead to customer conversion for whitepaper conversions [aka 0.9%] ) = $900 value per whitepaper lead

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•  Define a MQL in your CRM and/or HubSpot

•  Unique close rates and ASP for each conversion type

Per conversion type: $ Revenue per customer * % Lead to customer = $ Value per lead

MQL Type MQL to

Customer Close %

Value per MQL

Whitepaper 0.9% $900

Webinar 1.5% $1,500

Online Demo 2.0% $2,000

Tradeshow 1.1% $1,100

Contact Sales 12.0% $12,000

* Assumes $100,000 average revenue per customer

ADVANCED SLA: How many MQLs do you need?

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What if you have different market segments?

Demo Request Free Trial Contact Sales

Small Business $50 $75 $100

SMB $200 $100 $500

Enterprise $500 $100 $800

Advanced SLA: Values by Segment and Conversion Rate

2 DAILY MEASUREMENT Your dashboard to stay on track.

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Staying on the road & not breaking down

0%

20%

40%

60%

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100%

21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

% P

rogr

ess

to G

oal

Business Days Left in Month

Actual Goal

Daily Leads Waterfall

Example Advanced SLA in HubSpot

ADVANCED SLA: How to do this in CRM? Example SLA in Salesforce

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Alarms

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How to fix SLA alarms

•  Create new offers •  ebooks, webinars, etc.

•  Publish more •  blog posts, videos,

presentations

•  Promote more •  email and social promotion of

new offers

•  Increase paid ads •  PPC on Google, Facebook,

LinkedIn, Twitter

0%

20%

40%

60%

80%

100%

% P

rogr

ess

to G

oal

Business Days Left in Month

Actual Goal

1  Focus on a few metrics

2  Public and highly visible

3  Real-time reporting

4  React to the alarms

Keys to Using Daily Metrics

3 MONTHLY MEASUREMENT Your periodic report to publish internally.

1  Make everyone do their own report

2  Distribute throughout the company

3  Have a 1 page summary

Monthly Reporting Tips

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Report Structure

•  Executive summary w/ 10 slides

•  Mirror structure of your team: tie people to numbers

•  HubSpot’s Report: 1.  Executive summary 2.  Report for each team (~10

teams of 2-4 people, in 4 sections according to team organization)

Top of Funnel

Middle of Funnel

Product Marketing

Brand and Buzz

CMO

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PART 1: The Executive Summary

•  Under ~10 slides •  Visitors, Leads, Customers •  Cost per lead, Cost per

customer •  Results for all marketing SLAs •  High level lead quality metrics

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Visits, Leads, Customers

•  Cut and paste from HubSpot •  Look for trends up / down •  Remember customers number is

affected by the sales cycle

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Cost per lead / customer

•  Leads from HubSpot •  Customers from CRM •  Take total marketing spend and

divide by leads or customers •  Use excel to graph monthly •  Look for trends up / down

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Marketing SLA Results

•  For overall company •  Show as % of goal

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PART 2: Team Reports

•  Show names / faces of team members

•  Report on results (goals and metrics)

•  Also report on activity

1  # articles published and results (blog analytics)

2  Growth in blog subscribers (blog analytics)

3  Author analysis (# articles, views, links)

4  Results of blog CTAs (CTA module)

Example Blog Team Report

4 KEY TAKEAWAYS Time to wake up and pay attention.

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Set up the right big picture goal. Compute your Marketing SLA.

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Use daily tracking of key metrics to stay on track. Create a daily leads waterfall graph.

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Verify the big picture. Publish a monthly deep dive report.

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MIKE VOLPE @mvolpe mvolpe@hubspot.com

THANK YOU

Related reading:

“6 Marketing Metrics Your CEO Cares About”

http://bit.ly/6Metrics