Reporting Marketing Results to Your ClientsHow to Effectively Show Online ROI

Patrick Shea

Partner Channel Marketing Consultant

Twitter: @mpatrickshea

email: pshea@hubspot.com

Hashtag:#reportinbound

What We’re Going to Cover

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Parts of Speech

Why You Should Report

How to Report

Mechanics of Good Reporting

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

State of the Marketing Services Industry

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Motivate to Collaborate

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Path to Upselling and Referrals

Summary of WHY

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Maintain Retainer

Motivate to Collaborate

Path to Upsell and Referrals

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How to Report

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

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?

Internet Marketing 101

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Get Me Found!

Get Me Leads!

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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

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Know your Audience

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Know Their Goals

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Tell the Story in the Right Language

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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/

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

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Materials

Get deck to them ahead of time

Bring printouts

Allow them space to take notes

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Format

Format

Start with highlights

Explain challenges

Hold questions until the end

Tell them how to listen

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Outputs

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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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.

Get Me Found

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Search Engine Optimization

Blogging

Social Media

For SEO

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Blogging

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Search Engine Optimization

Blogging

Social Media

For Blogging

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Social Media

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Search Engine Optimization

Blogging

Social Media

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

Get Me Leads

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On-Site Campaign Effectiveness

Lead Nurturing Efforts

Off-Site Campaign Effectiveness

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

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

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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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

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

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http://www.kunocreative.com/

STORY

MET WITH CLIENTS EVERY TWO WEEKS50% ON RESULTS, 50% ON STRATEGY

• 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

• 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

• 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

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?