What's the Deal with Lead Attribution - New York HubSpot User Group
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The New York City HubSpot User Group (HUG) is hosted by SmartAcre, Inc. and meets at convenient locations across New York City. It allows marketing and sales professionals, inbound marketers, and anyone interested in marketing technology to share expertise, collaborate on ideas, and gain the necessary knowledge to advance their digital skills.
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What's the Deal with Lead Attribution - New York HubSpot User Group
- 1. What’s the Deal with Lead Attribution
- 2. Dave Snyder VP, Account Services @dbspeed linkedin.com/in/davidbsnyder dsnyder@getsmartacre.com HubSpot Gold Agency Partner Been using marketing & sales tech for 10 years
- 3. 3 What is lead attribution? #nychug
- 4. ‘An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.’ —
- 6. Lead attribution provides the ability to relate marketing campaigns and channels to specific business results.
- 7. Inbound Methodology from HubSpot
- 8. 8 Awareness PR/Outreach Content Marketing Events / Webinars SEO Social Ads Consideration PPC Email Online Ads Remarketing Blog Lead Nurturing Case Studies CRO Website Workflow Purchase Sales Enablement Usage Data Knowledgebase In-Product Messaging Community Onboarding Retention Social Nurtures Blog Promos Advocacy Customer Journey Marketing
- 9. Why is lead attribution important? #nychug
- 10. Lead attribution provides the ability to relate marketing campaigns and channels to specific business results. The primary goal of lead attribution is to KNOW what campaigns and channels are working so that you can maximize your marketing investment.
- 11. 50% of B2B marketing executives find it difficult to attribute marketing activity directly to revenue results as a means to justify budgets. #nychug http://www.cmo.com/features/articles/ 2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc
- 12. 12 Without Lead Attribution Quotes from some of our clients “The data was all different and disconnected” “Sometimes we couldn’t tell what it truly meant” “No true source, analytics were everywhere, Twitter vs Facebook vs Linkedin vs Salesforce vs Google Analytics vs HubSpot” “There was engagement but we had no idea what that means or why it mattered”
- 13. 13 With Lead Attribution After Lead Attribution New reporting will show effective channels that also tie to messaging and topics May be topical information useful to research team, like experiments Can support market research team’s market assessments, segment analysis Can support marketing team’s audience selection and messaging Provides insight to marketing team as well as other teams and senior leadership to show what is working and what is not
- 14. 81% of marketers would increase spending on digital, mobile, and social channels if they could better track ROI. #nychug http://www.cmo.com/features/articles/ 2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc
- 15. 1. Visitor Arrives on Your Site and a Cookie is Set on His/Her Referral Source 2.Visitor Browses Your Website & Cookie Tracks the Visitor's Actions 3.Visitor Converts Into a Lead by Completing & Submitting a Lead- Capture Form 4.Lead Becomes a Customer & Original Source is Credited How it works https://blog.hubspot.com/blog/tabid/6307/bid/32341/How- Closed-Loop-Marketing-Works.aspx#sm. 00000ym3ujcqe5ffrq3591hbyz05a
- 16. 16 Marketing Automation (MA) Activities Activities Form Submissions Email Opens / Clicks Web pages Viewed Notify Owner / Assign Task New Lead Assignment Notification Workflow Email alert to lead owner Workflow Email alert to contact owner Qualify Convert Lead Create Opportunity MA to Salesforce Sync Check Existing Contacts Check Existing Leads No match Update Lead No match Update Contact Create Lead Match Found Match Found
- 17. 17 getsmartacre.com HubSpot Activity History in Salesforce ProTip: Click the ‘View in HubSpot’ button to go directly to the contact in HubSpot
- 18. 18 getsmartacre.com HubSpot Lead Attribution Original Source Type = Medium Original Source Drill-down 1 = Source Original Source Drill-down 2 = Campaign
- 20. Just 21% of B2B companies are successful at tracking ROI of their content marketing. #nychug http://www.cmo.com/features/articles/ 2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc
- 21. 21 8 Tips to improve your attribution All of these you can do with or without HubSpot 1. Set goals, or a benchmark to start 2.Create a tracking URL or UTMs yourwebsite.com/? utm_medium=social&utm_source=twitter 3. Check Google Analytics a lot more 4. Look at what content is performing the best and start doing more what is working 5. Start naming your campaigns consistently 6. Make sure all lead data is in your CRM and syncing 7. Report monthly but check mid-month to see if you are on track with your goals 8. Create attribution reports
- 22. How to create an attribution report 1. Choose Reports 2. Select a list 3. Choose a conversion type 4. Select a time period 5. Choose an interaction scoring type 6. Choose an analytics property 7. Choose an attribution model https://blog.hubspot.com/customers/how-to-figure-out-which-content-is-driving-the-most-leads
- 23. 23 http://hubs.ly/H06SJs30 Are you getting the most out of HubSpot?
- 24. nychug.com nyc.hubspotusergroups.com Thank you good night! #nychug Tweet me questions @dbspeed