PROVE YOUR ROI: MAKE SMARTER MARKETING DECISIONS BY TRACKING MARKETING ANALYTICS [INBOUND 2014]
Transcript of PROVE YOUR ROI: MAKE SMARTER MARKETING DECISIONS BY TRACKING MARKETING ANALYTICS [INBOUND 2014]
#INBOUND14
PROVE YOUR ROI
Make Smarter Marketing Decisions By Tracking Marketing Analytics
Alexis Bradley & Ari Plaut
Inbound Marketing Consultants
Fun fact: Grew up in a small town in Vermont without a single stop light.
AriPlautInbound Marketing Consultant
#INBOUND14
•# of leads in the funnel that will convert to customers•Revenue forecasting•# of MQLs that will be given to Sales this month
CONTROL
#INBOUND14
•Reallocation of marketing spend•Content mix optimization •Optimization of blog posts•Change to social media schedule•Investment in marketing
ADD SCIENCE TO THE ART OF MARKETING
#INBOUND14
Sources Report Example: Visits from Social Media
• How many visits you are getting
from social media broken down
by each channel
• Which channel brings in the
most qualified contacts &
customers
#INBOUND14
Attribution ReportBased on someone’s first interaction, last interaction, or all interactions to identify what marketing efforts lead to conversions.
Enterprise only
#INBOUND14
Attribution Report Example: Blog Leads
• How many leads you are
generating from your blog
content
• Which blog types/topics that
drive leads
#INBOUND14
Contact ReportFlexible view of their entire contact database, or a certain segment, based on the information that's most important to you.
Enterprise only
#INBOUND14
Contact Report Example: Leads Broken Down by Offer
• Which types of offers generate
the most leads
• Continue to write and promote
that those types of content
pieces
#INBOUND14
Companies ReportThe ability to understand the revenue generated by each marketing channel on a per company level
Enterprise only
#INBOUND14
Companies Report Example: Revenue by Original Source Type
• How many companies are in your
database by source
• Which source generates the most
revenue