tum - how to report inbound roi hubspot feb 2012

7/31/2019 Tum - How to Report Inbound ROI HubSpot Feb 2012

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A Publication of

HOW TO

REPORT INBOUND ROISHOWCASING THE ONLINE MARKETINGDATA YOUR CLIENTS CARE ABOUT MOST


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INTRODUCTION

PROVE INBOUNDS ROI

BY REPORTING RESULTS


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NOUN

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The word REPORT is two different parts of a speech: a noun and verb. How

you incorporate the best practices around each usage will determine howeffectively the impact of your agencys work is communicated to your client

teams. Heres more on how Webster breaks it down:

The noun usage refers to a physical

document or chart that, in some way,tracks progress against a goal. Its aPowerPoint deck or three ring binder ofcharts. A page-turning representation ofwhat team efforts have yielded to date.

The verb usage refers to the manner in

which you update, present or explainprogress to a group of people. It sconference room theatre. A performance

that adds (or subtracts) credibility from theprojects and initiatives you discuss.

But its a combination of the two acompendium of results presented in acompelling way that truly buildsmomentum. For onl ine market ingagencies, these status meetings andmonthly decks are how you quantify youraccomplishments and prove progress isbeing made towards your clients goals.

DICTIONARY DEFINITIONS / INTRODUCTION

VERB

NOUN+VERB


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Online agencies get hired because of the strategies they create.

Not tactics they present. Uncover a clients goals in the salesprocess, and through regular reporting, connect your resultsback to the these goals. Thats the secret to retainer selling.

Fact: the internet is an infinitelymeasurable place. Analytic packages likeHubSpot and Google, tracking URLs,social media insights, CRM integrationsand scores of other reporting mechanismsprovide real-time readouts of online efforts.This indisputable truth translates into tworealities for online marketing agencies:

Todd Hockenberry, Top Line ResultsHubSpot Partner Agency

Instant Accountability for UnderperformanceWhether the goal is an uptick in website trafficfrom SEO changes, or a number of new leadsfrom an eBook offer, numerical results are blackand white. Pass or fail. Simple as that.

Undeniable & Quantifiable Proof of SuccessPercent by which a goal was exceeded can beeasily tracked for an online campaign. Doing sowill prove the worth of the methods used and

bolster the credibility of the agency in charge.

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Motivate to Collaborate

Your customers should walk away from your statusmeetings with a few sound bytes on the impact yourwork is having on their business. These snippetsbecome the stories they swap at cocktail parties.

You might have folks from the client team helping

create content. The participation of these folks needsto be paid off. Showing them the impact of theirefforts and how theyve helped drive strategicinitiatives forward in a public setting will encouragethem to do more.

A Path to Referrals

Progress meetings with your clients are incredibly important. They are thelifeblood of agency-client communication. They allow client teams to getdetailed updates and have discussions around what is working and whatis not. These meetings also help agencies build momentum and attainbuy-in from key stakeholders. Here are four reasons they should be apriority for your agency:

MOTIVATION / MUST HAVE MECHANICS

The transparency achieved through frequent

reporting will build trust with your client. They will feelin the loop and up to date. Having them well-versedin your efforts will reduce resistance when youadvocate for more resources.

Assuming your strategies yield strong results,frequent reporting reminds your clients why they

hired you. This makes the decision to reach for theircheckbook at the end of your 6-month agreement aneasier one.

Path to Upselling

Maintain your Retainer


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Marketing agencies who want to positionthemselves for long-term retainer deals shouldhave closed-loop marketing anchor theirproposals. Closed-loop marketing refers to anintegrated system which tracks leads from

their initial channel and first conversion all theway to becoming a customer.

Using closed-loop marketing will allow youto measure all aspects of your clientsonline marketing efforts, as well as tiecampaign efforts back to the types of

productivity clients ultimately care mostabout: Traffic, Leads and Customers. This

will provide you with results that are bothcompelling and comprehensive.

Closed-loop marketing allows you to seewhich channels are most efficient and givesyou actionable insight to make smartmarketing investments for your clients. If youdont have the pieces in place to enable

closed-loop your readouts will be littered withinconclusive theories and wild guesses.

CLOSED-LOOP MARKETING ANALYTICS

/ MUSTHAVE MECHANICS


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CHAPTER 3

THE STORY OF YOUR

VALUE-ADD


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Data and results: the fruits of your laborquantified. The proof supposedly in the pudding.Numbers will either prove your #winning ways orsend you back to the drawing board. But beforeyou start plotting the X & Y-axis for a monthlydeck, make sure youre clear on the problem you

are trying to solve for a client.

Inbound marketing is the online manifestation of perhaps marketings oldestpositioning principles. Answers to these questions become the bedrockfoundation that inbound marketing gets built upon:

Agencies that manage inbound marketing for a client need to take theanswers to these questions and break them down into keywords that definethe different pieces of a clients product set or value proposition. They then

need to build content, optimize a website and construct targeted marketingcampaigns that satisfy the biggest internet business challenges:

WHO ARE YOU?

WHAT DO YOU DO?WHO DO YOU DO IT FOR?

GET MY WEBSITE FOUNDGET ME LEADS FROM MY WEBSITE

GET ME CUSTOMERS FROM MY WEBSITE?

REPORT ON GOALS / TELLING THE STORY


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Characters You Can Relate ToMake sure you reference the goals identified in the salesprocess frequently in your status meetings. Reporting oncampaigns, tactics and execution methods will beinfinitely more impactful to your client if they clearlyunderstand why what theyre seeing matters. It will alsomake you appear on task and focused on their business.

Ask the questions on the previous page, and use inbound to drive resultsfrom the answers. When those results come in, how you communicate themwill shape your relationship and influence immediate next steps. Make theresults you share flow like a story. Heres how you can craft the story ofinbound marketings evolution and return on investment:

Told in the Right LanguageIs your client a small business owner, or a marketingexecutive at a larger company? Use language and slidesthat best match their level of sophistication. Put yourgraphs, charts and conclusions into insights andrecommendations they can understand. Doing so will

reduce hesitancy and build trust.

Have a Compelling PlotInbound marketing is a methodology built on a repeatableprocess. It also has a plot. Drive more traffic to a website,then from that traffic, generate leads with premiumcontent offers. Then from those leads, use followup andtargeted emails to turn leads into customers. Make sureyour client understands this basic plot, and explain whereyour different initiatives fit in. An educated client is a

happy one.

KILLER COMPONENTS / TELL A STORY

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Determine the Right Time Interval

What period of time are you reporting on? Are youshowing overall progress, or charts and graphs specific

to a campaign run over the past month? Create ameeting agenda that highlights both, but strive for

consistent comparisons by using the same timestamps.

Bucketize Efforts by Service

While you may want to lead off with something theteam did in social media, be conscious of where social

media fits within their larger strategy. It is used to drivetraffic. Group tactics together and show a cohesive setof numbers around each set of services you provide.

Start High Level, Go Granular

Show progress towards key goals first and yourthoughts on how the overall effort is progressing. Once

a baseline is set, begin diving into specific and tactic-by-tactic data.

Link Progress to Goals

Give everything you present the proper context: your

clients goals. Show how specific efforts tie back togoals identified in your sales process. Continuallyremind them that their pain points are your focus.

CONSISTENT METHODS / TELL A STORY

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CHAPTER 4

THE METRICS YOUR

CLIENTS MOST CARE ABOUT


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Agencies tell the best story when theyhave the skill sets and capabilities todeliver Inbound Marketing's 4 CoreServices. These services are eachcomprised of several tactical

components. But to execute in a way thatdelivers real value and maximum impact

all need to be performed together.Reporting on how all four contribute toonline success will create a powerfulpicture of your agencys coordinatedmarketing efforts.

The first core service of inbound marketing is the ability to generate trafficto a website. Second, agencies should be able to tell clients they candevelop premium content and capitalize on that traffic by offering leadgeneration services. Third, agencies need to be able to construct targetedfollow-up campaigns at those leads intended to convert online leads tosales. Lastly, analysis and measurement needs to be a core competency ofany online agency. Being able to dig into the results of all the numerousonline efforts the above three encapsulate is critical. Doing so will allowagencies to repeat successes, and fine-tune underachieving campaigns toget better results.

Your clients and prospects need traffic, leads and customers. We knowwhat service packages need to be offered in order to deliver the resultsthey want. Now lets dig into what strategic questions your monthly decksshould contain answers to so you can provide both high-level and granulardetail around your efforts.

KILLER COMPONENTS / TELL A STORY


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SEARCH ENGINE

OPTIMIZATION/ GET ME FOUND

High-Level Findings- How much did traffic increase or decreaseas a result of the SEO changes/improvements?- What were the main drivers?(Show relevant campaigns and efforts)- How did this affect leads and customers?(if applicable)

More Granular Data- How much did organic traffic increase- Which keywords performed the best?- Which keywords are still lagging?- Have our rankings improved?- Did key pages improve?- Did our Cost-Per-Click increase ordecrease?

- Pages that got optimized- Keywords specifically targeted- Traffic from previous months for comparison

SHOW THESE to Set a Baseline:

ANSWER These Questions:

HubSpots Keywords app can help yo

track and benchmark key SEO dat


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- People who participated- Platforms used- Reach and other pertinent social numbers fromprevious months

High Level Findings- How did social media contribute to traffic?- How did social media contribute to leads?- How did our social media reach grow/shrink?

More Granular Data- How active were we on Twitter?(@replys, retweets, new followers?)- How active were we on Facebook(likes, comments, fans)- How active were we on LinkedIn?(company followers, posts, etc.)- How active were we on Google+(company followers, posts, likes)

SOCIAL MEDIA

PUBLISHING/ GET ME FOUND


ANSWER These Questions

HubSpots social media tool publishes

tracks interactions and measures reach


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High level Findings- What premium content offers did wedevelop this month?- How productive were these offers interms of leads?- How and where were these offerspromoted (onsite & off-site)?

More Granular Data- Landing page conversion rate?- Visits to landing pages?- What A/B tests did we run?- Secondary CTAs on landing pages?- Secondary CTAs on thank you pages

LANDING PAGE

PERFORMANCE/ GET ME LEADS

- Premium content created- Landing pages created- Premium content and landing page results from last month


ANSWER These Questions

Marketers can create, publish, optimize anmeasure landing pages from within HubSpo

The different colors in the bars to the lerepresent unique landing page


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High level Findings- What was promoted using email this month?- How did email contribute to traffic and leads?- How many emails were sent and to which listswere they sent?

More Granular Data- Performance of each send?- Click through rate?- Unsubscribe numbers?- Subject line testing?- List segmentation experiments- Any other testing worth noting?

TARGETED EMAILCAMPAIGNS

/ GET ME LEADS

- Premium content promoted- Landing pages supporting sends

- Audiences targeted- Previous months email performance



Marketers can create, send and analyemail effectiveness in HubSpo


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High Level Findings

- What lead nurturing campaigns wereactive this month?- How many lead reconverts did leadnurturing drive?

More Granular Data

- How did LN drive the average leadscore up?- Click through for each LN email?- Unsubscribes per LN campaign?- Which other offers were used in LN?- What tests were done?- How were existing LN campaignsmodified to improve performance?

LEAD

NURTURINGPERFORMANCE

/ GET ME CUSTOMERS

- Themes of lead nurturing campaigns- Premium content serving as trigger for lead nurturing campaigns- Landing pages and secondary offers integral to campaigns



Lead nurturing campaigns can be bumanaged and measured within HubSpo


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High Level Findings- How many customers did inbound marketing drive over theagreed upon time interval?- What campaigns or sources were the most impactful in thislead to customer conversion?- Which persona segments were the most responsive to ourcontent?

More Granular Data

- Customers originating from organic traffic?- Customers originating from the blog?- Customers originating from social media?- Lead nurturing campaigns most effective?- Targeted email sends most responsible?

OVERALL WEBSITECUSTOMER

ACQUISITION/ GET ME CUSTOMERS

- Best performing content- Most effective customer segment- Most impactful keywords & content




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CHAPTER 5

GAMEPLAN FOR A

SUCCESSFUL MEETING


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PRESENTING ROI / MEETING SUCCESS

Make Them FrequentChoose a time that works best for your client, andtry to make it a recurring event. Make sure it gets onthe calendars of all key stakeholders and teammembers. Also, see if it makes sense to piggyback

your meeting with any key internal meetings.

Marketing agencies shouldnt lose focus on those in-person essentials justbecause their charts look good. As referenced in earlier chapters, the agendayou set for your update meetings, and how you work through that agenda willgreatly influence the impact your reports have. Youve got the numbers, youvegot the story, now make the meeting count.

Have a Clear Agenda

Put together an agenda for your meeting ahead oftime. Consider how you split time between showingresults, making recommendations and brainstorming

next steps. Send this along to your client ahead oftime to see if there is anything he or she wants toadd.1

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MaterialsOnce youve finalized your deck for the meeting, send

it along to your client. Allowing them time to digest thedata ahead of time will create better questions anddiscussion, and save you time in the long run.

Crowd Control

Give thought to the agenda of your meeting, andcoach folks at the beginning to adhere to a format youset. Ask people to take notes and save questions untilthe end. This will allow you to run through your findingsand hypothesis without interruption.

Outputs

Save time on your agenda for a SO WHATconversation. Use your conclusions andrecommendations as the meat of the conversation, butengage your client team around what they think isworking and what is not working. Further clarify goalsand create new ones. Take diligent notes and use

these inputs in future campaign creation.

DebriefKnow who your champion is on the client team and besure to loop in with them briefly following your meeting.How were things perceived from where they weresitting? Use their perspective to gauge the teamstemperature and adjust accordingly.

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CONCLUSION

PITCH STRATEGY+REPORT

RESULTS, SOFTWARE HELPS


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Online marketing tactics like social media andblogging have a shelf-life for agencies. They areone-dimensional efforts that never quite get tiedback to Big Picture results in a meaningful way.Did the blog convert the amount of leads salesneeded this month? Was the customer count

from social media up or down? Youll beclueless unless you know the lead and customernumbers. If you dont know those numbers, youwont know if what youre doing needs tweaking.You cannot quantify your direct impact unlessyou can tie it back to the end result.

Communicating the ROI you are delivering in a

meaningful way will build trust between yourdelivery team and the end clients. Dont justsend off a PowerPoint deck at the end of themonth with thin, textbox commentary.Schedule time with them. Show them what hasbeen achieved. Show them the roadmap ofwhere youre going, or the blueprint behind themaster plan. Get them excited. Doing so will

earn you a long-term client relationship.

Be a strategic marketing partner to your clients, not a one-offvendor. Propose a strategy that includes all aspects of onlinemarketing. Develop services offerings that align with the FourCore Services outlined earlier in this eBook, and report back toyour clients in a way that shows the connectedness of inbound.

PITCH+REPORT STRATEGY/ CONCLUSION


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Inbound marketings best practices are built into HubSpot.HubSpot is a software platform that helps you create,publish, and promote your content as well as measureand analyze the traffic, leads and customers it helpsconvert.

HubSpot simplifies your marketing by pulling everything together youneed to grow your business. Tangential to the Four Core services ofinbound marketing, online marketing agencies can:

1. Use HubSpots contentmanagement system (CMS),blogging, search engine optimization(SEO), and social media tools to

generate more traffic and leads fromyour website.2. Use HubSpot's landing pages, call-

to-action module and testingfunctionality to drive better websitelead generation.

3. Use HubSpots segmentation, leadnurturing, and email marketing toolsto get your web leads more sales-ready.

4. Use HubSpots analysis tools todetermine which marketingcampaigns are generating leads, toqualify leads by sale-readiness, andto tailor content for greater impact.

SOFTWARE CAN HELP / CONCLUSION

Request a Guided Agency Tour of HubSpotsAll-in-One Marketing Software
http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/


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Our Channel Account Managers helphundreds of online services agenciesunderstand how the Four Core serviceofferings of inbound marketing can help themearn more retainer clients and grow their

business.

Request a Strategic Consultation to LearnHow Inbound can Help your Agency Grow.

Get a guided tour of our all-in-one marketingsoftware, and learn how HubSpot can helpyou deliver and report jaw-dropping inboundmarketing results to your clients.

Request a Guided Agency Tour of HubSpotsAll-in-One Marketing Software.

MORE RESOURCES/ HUBSPOT
http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/agency-partners/request-demo-partner/http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/partners/free-strategic-agency-consultation/http://www.hubspot.com/partners/partner-consultation-request-ebooks/

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