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Reporting Marketing Results to Your ClientsHow to Effectively Show Online ROI
Patrick Shea
Partner Channel Marketing Consultant
Twitter: @mpatrickshea
email: [email protected]
Hashtag:#reportinbound
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What We’re Going to Cover
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Parts of Speech
Why You Should Report
How to Report
Mechanics of Good Reporting
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Two Different Types of Speech
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re ∙ port[ri-pawrt, -pohrt] – noun, verb
Where are the reports? What sort of numbers are reflected in those reports? When was the last time we ran those reports?
We need to report back to management on those marketing initiatives. What next steps are we going to recommend after reporting to the board next week?
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VERB
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WHY You Need to Report http://www.flickr.com/photos/erdogan/2399205847/sizes/l/
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Maintain your retainer
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State of the Marketing Services Industry
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1 2
3 4
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Motivate to Collaborate
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Path to Upselling and Referrals
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Summary of WHY
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Maintain Retainer
Motivate to Collaborate
Path to Upsell and Referrals
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How to Report
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HOW to Report
Telling a Story with Numbers
Mechanics behind a Successful Meeting
Key Numbers HubSpot Recommends
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Inbound Marketing is an ever-evolving data set…
…and a really good story.
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101
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Positioning 101
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WHAT BUSINESS ARE YOU IN?
Answers these Questions:
HOW DO YOU DO IT?
AND FOR WHOM DO YOU DO IT?
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Internet Marketing 101
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Get Me Found!
Get Me Leads!
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http://www.flickr.com/photos/sidewinder/1402368118/sizes/z/
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http://www.flickr.com/photos/state-records-nsw/4175558248/
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KEYWORDS
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Static pages are optimized
Blogs are deployed
Social media sharing
Pay Per Click
Link Building
Lead Capture
Call to Actions
Landing Pages
Lead Nurturing
Traffic Generation
Email Marketing
You’ve Got the Elements of the Story…
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…Now Go Tell It!
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Tell the Right Story
http://www.flickr.com/photos/somegeekintn/3484353131/sizes/l/
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Know your Audience
http://www.flickr.com/photos/loop_oh/5293597191/sizes/l/
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Know Their Goals
http://www.flickr.com/photos/tomaskohl/5126298044/sizes/l/
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Tell the Story in the Right Language
http://www.flickr.com/photos/regi_a/4462985171/sizes/o/
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The Mechanics of Good Reportinghttp://www.flickr.com/photos/neurolysis/3335080917/sizes/l/
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Schedulinghttp://www.flickr.com/photos/neurolysis/3335080917/sizes/l/
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Scheduling
Build meeting frequency into contract
Try to piggyback or overlap with other marketing/sales meetings they have
Enable timely snapshots
Invite all stakeholders
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Materials
http://www.flickr.com/photos/smemon/4902523202/sizes/l/
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Materials
Get deck to them ahead of time
Bring printouts
Allow them space to take notes
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32 http://www.flickr.com/photos/tom1305/5099106903/sizes/l/
Format
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Format
Start with highlights
Explain challenges
Hold questions until the end
Tell them how to listen
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Outputs
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Outputs
Outline clear next steps
Ask for buy-in/approvals
Leave time for their feedback/ideas
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Summary
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Frequency
Scheduling
Materials
Format
Output
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VERB✔
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NOUN
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39 http://www.flickr.com/photos/threedots/115805043/sizes/l/
Recommended Numbers
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Get Me Found!
Get Me Leads!
Two Main Problems of Inbound Marketing(AKA, the Two Stories You’ll Tell)
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Remember the Coal
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GET ME FOUND!
No one comes to my website. I have no traffic. My competitors rank for keywords
and I’m invisible.
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Get Me Found
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Search Engine Optimization
Blogging
Social Media
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For SEO
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Blogging
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Search Engine Optimization
Blogging
Social Media
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For Blogging
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Social Media
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Search Engine Optimization
Blogging
Social Media
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For Social Media
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For Social Media
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For Social Media
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Get Me Found: The Big Picture
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GET ME LEADS!
I’ve got traffic. People come to site but bounce without doing anything
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Get Me Leads
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On-Site Campaign Effectiveness
Lead Nurturing Efforts
Off-Site Campaign Effectiveness
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On-Site Campaign Effectivess
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A:B Testing
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Off-Site Campaign Effectivess
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On-Site Campaign Effectiveness
Lead Nurturing Efforts
Off-Site Campaign Effectiveness
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Referring Sites / Inbound Links
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Link Placements
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PPC Measurement
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Lead Nurturing Efforts
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On-Site Campaign Effectiveness
Lead Nurturing Efforts
Off-Site Campaign Effectiveness
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Email Efforts
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Get Me Leads: Big Picture
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Huge Picture
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SEO
Blogging
Social Media
Landing Pages
Lead Nurturing
Link Building
Now What?
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http://www.flickr.com/photos/heavyweightgeek/2334939683/sizes/l/
Leads to Conclusions
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http://www.flickr.com/photos/featheredtar/2267158499/sizes/l/
Leads to Recommendations
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“It is imperative that we are consistent with holding the reporting meeting and that actionable items are noted, assigned and given a date for completion. This sets up a means to continuously improve a clients inbound marketing, their sales/marketing process and fills our buckets with more opportunities to help. I think this makes us more a part of the clients team and should earn us the right to continue the retainer.”
-Steve VisioHeligonix
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More Work
Conclusions
Recommendations
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CASE STUDIES
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• Started with a redesign to increase consumer engagement (landing pages)
• Used blog to change preconceptions around products
• Continued conversation in social media with active monitoring, and ran contests
70 http://www.slideshare.net/kunocreative/inbound-marketing-real-cases-real-results
http://www.kunocreative.com/
STORY
MET WITH CLIENTS EVERY TWO WEEKS50% ON RESULTS, 50% ON STRATEGY
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• Continued with 12-month engagement
• Multiple referrals
• External and Internal
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RESULTSWebsite Traffic up 500%, 650+ Blog Subscribers in 90 Days, Over 7,000 Leads from Social Media
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• Need to increase leads and sales
• Used blogging and SEO to get found, and then Landing Pages to drive conversion
• Nurtured leads through email campaigns
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STORY
REGULAR MEETINGS WITH CUSTOMER, RELAYED A SOUNDBITE RELATING TO
RESULTS EVERYTIME THEY SPOKE
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• Retainer in effect
• Closed a referral deal after two calls
• Charging a higher rate
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RESULTSCustomer’s sales grew by 25%
Website contributing to largest backlog ever of work
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Ask for Help…
• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request
• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
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END / THANK YOU
QUESTIONS?