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As a marketing director or CEO, you want good data that tells you how your Inbound Marketing program is working. However, what metrics should you be measuring? It’s time to move beyond vanity numbers like Facebook likes and basic website traffic. In this webinar, we’ll cover: * What the most important metrics are in your marketing program * How to measure and analyze data * What social media metrics are important * How to generate consistent report for other stakeholders in your organization * How to improve your marketing program using data If you’re a marketing director, business owner, or CEO, you’ll leave this session with a clear understanding of exactly how to measure the success of your Inbound Marketing program.
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How to Measure the RIGHT MARKETING Metrics
PRESENTED BY: MICHAEL REYNOLDS
Michael ReynoldsAbout Michael: • President / CEO of SpinWeb • Cellist • Sushi connoisseur • Tennis player • Marketing/tech nerd • www.spinweb.net
Measuring Marketing Success Doesn’t Have to Be Hard
Agenda
We’ll Cover: • What metrics matter • How to measure • How to report • Q&A
“Shiny” Metrics?
“Although our quarterly earnings dropped by twenty five percent, I feel compelled to point out that our Facebook likes have doubled.”
What Metrics Matter?
Attract = Website Traffic
Website Traffic
Organic Search Traffic (SEO)
Social Media Traffic
Social Media Traffic
Direct Traffic + Mobile Search
Keyword Movement
Keyword Movement
Convert
Leads or Contacts
Database Growth
Landing Page Conversions
Close
Nurturing Metrics
Email Performance
New Sales
Delight
Social Performance
Social Performance
Social Performance
Measure What Matters
ToolsAnalytics tools:
• HubSpot (preferred) • Rival IQ • Google Analytics • Google Webmaster Tools • ExactTarget • Marketo • Eloqua
Reporting to Boss/Board
Monthly Report Structure: • What got done last month • What projects are coming up • Performance metrics • Discussion/todo items
How to Measure the RIGHT MARKETING Metrics
PRESENTED BY: MICHAEL REYNOLDS
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