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Allison Spooner
by Allison Spooner
on March 10, 2017

Who opened my email? How many people clicked the link? How many people read my blog last week? These are the questions that might drive you crazy when we publish a new blog, or an email announcement goes out. But, if you want a more comprehensive look at your marketing efforts and how successful they are, these questions are just the tip of the iceberg.

Clicks and opens are a great place to start, but it’s time to dive deeper and track more to find out how your marketing efforts are holding up. Sound a little overwhelming? It’s ok, Hubspot can help.

We’ve got five tips that can help you track your marketing efforts in Hubspot.  

(Just FYI - You can follow this advice and track the following metrics whether or not you are a Hubspot customer, but Hubspot makes it a heck of a lot easier by putting everything in one tool.)    

Tip #1: Link Up

You know you need to track your marketing efforts, otherwise, how will know what’s working and what’s not? But, did you know that once you have all that information, you should be passing it along to your sales team? Because all those stats, from demographics to website visits and browsing habits are ridiculously valuable to sales. So don’t hog them. Share them. Linking up Hubspot and your CRM is an excellent way to make sure that all that information pouring in about your leads gets to the people that can do something with it.

If you use Hubspot’s CRM, you are all set. Check that item off your list.

If you use another CRM like SalesForce, it’s easy to connect, just follow these instructions.  

Tip #2: Track by Channel

We’re all naturally curious about how many visitors have checked out our website and where they click when they do. But, knowing that you’ve had more visitors to your site in a month does nothing to help with your marketing efforts. You’ll just be left with questions like: What drove that extra traffic? An excellent email? An engaging FB post? If you’re not tracking engagement by channel, you won’t know. The channels that are driving the traffic are where you’ll want to invest the most of your marketing efforts and dollars.

The Sources Report in Hubspot will allow you to create reports that track your website traffic and show which channels are generating the most visits, which marketing campaigns are the most effective and which keywords are bringing visitors to your site. Armed with this information, you can begin to take a closer look at your leads.

Tip #4: Score Your Leads

By “take a closer look at your leads” we mean, give them a score. Scoring your leads will provide you with a clearer picture of your marketing efforts by showing you not only who is coming to your site but how likely those who show up are to convert into leads. You want the leads you send on to sales to be as qualified as possible.

Hubspot can help you assign a score to your leads with custom or manual lead scoring. The manual option will give you complete control over how that score is calculated. You set the criteria and attributes that are most valuable to you in the lead and Hubspot does the math.

You can also let Hubspot do even more of the work with predictive lead scoring. The tool will use your historical data to learn the habits and behaviors your prospects exhibit before becoming customers. Because visitors and leads are great, but in the long-run, it’s all about conversions.

Tip #3: Measure Conversion

Since conversions are key, if you aren’t tracking the number of leads converting into customers, you are missing out on valuable information. After you know which channels are attracting the most visitors, and after you’ve given those leads a score, you need to figure out if those visitors are turning to leads.

You can track conversion rates in Hubspot in some ways. If you’re looking at emails, you can create unique tracking URLs for your links that will show you if the source of a click is coming from a particular campaign.

Forms and Landing Pages are also an excellent way to track who is using or purchasing particular resources or products.

Tip #5: Track The Stuff You Might Not Think Of

Everyone wants to know who is opening their emails and who is reading their blog posts and those are things that should be tracked. But, to get an accurate picture of your marketing efforts, you need to go beyond that. You need to measure the things that might not seem so obvious. Things like:

  • Engagement
  • Time Spent Viewing
  • Contacts Lost
  • Device Type
  • Time of Day
  • Email Client
  • Unsubscribes

These metrics (among others), when combined, can paint a more complete picture of your marketing efforts. Tracking them in Hubspot will give you one location to store all your information and the ability to apply that information where it will add the most value.

 

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