Hey, what’s all the buzz about? If you’ve been keeping your eye on your inbound marketing discussion boards and industry blogs, you might have stumbled upon murmurings that HubSpot had cooked up some big surprises for this year’s INBOUND 2015 marketing and sales conference. Let’s just say “surprises” is an understatement. HubSpot’s CEOs Dharmesh Shah and Brian Halligan just unveiled another MAJOR product announcement during their keynote presentation in Boston – and believe us, this one’s a doozy!
As HubSpot continues to add more helpful features and greater functionality to their inbound marketing software (with at least 9 new powerful product developments being released), so many businesses have been able to grow their audience, qualified lead count and customer base. With that said, reporting with the software has continued to be less than ideal – as it’s relatively user-unfriendly to be pulling multiple separate reports, exporting and sorting data in Excel spreadsheets, fiddling with a number of menus and tabs, etc. In fact, despite that B2B marketing budget expectations have been increasing since 2011, Forrester Research reports that 45% of surveyed participants admit they still struggle to attribute program spending to concrete revenue results.
Now, that all changes. You can have one highly customizable dashboard for all your reports – and for every department in your company – with HubSpot’s brand new Reporting Add-On. Please, hold your applause!
When managing a growing business, there are continually more metrics you need to report on – with bigger goals, an expanding staff, and greater accountability across the company. Swinging back and forth between multiple products can only make reporting complicated and even frustrating. What you could really use is a central location for all of your reporting needs. That’s where the HubSpot Reporting Add-on comes in! Let’s dive into exactly what this is and why it’s newsworthy, as well as eight ways you can leverage this new addition to the HubSpot product family…
Introducing… HubSpot’s Reporting Add-On!
HubSpot’s Reporting Add-on is a single central dashboard that combines all of your marketing and sales reports into one smooth interface. It enables both your marketing and sales teams to view all of the metrics for which they’re accountable, as well as the progress they’ve made toward specific goals – in one convenient place.
As marketers, we need to report on just about everything we do, from the number of visits and leads we’ve accrued from a variety of channels to landing page conversion rates and attributable revenue. The Reporting Add-On makes this a breeze, with these three main advantages:
- Ease of use – If you aren’t sure where to get started, the dashboard provides a set of reports automatically created for you to start with. You can select a template and use pre-cooked reports with a click of a button – or you can build your own. The Add-On uses a simple drag and drop system to bring in your choice of reports, and its increased functionality, sleek design, and high speed make this puppy super easy to use!
- Customization – Not only can you create your own master dashboard from scratch, setting and adjusting the criteria you want to analyze, you can even play around with the visualization, types of graphs, color schemes, etc. It’s all about whatever works for you and your team! And as your company grows, the dashboard can grow with you, allowing you to create multiple dashboards and customized reports based on your new needs.
- Transparency – We all know sales and marketing alignment is critical to running an effective business. Now, both teams can easily see all of the metrics each department is working with, as well as the progress being made toward those initiatives, ultimately facilitating greater communication between teams.
PMG Principal and analytics enthusiast Susan LaPlante-Dube elaborates on the tools advantages: “Whenever I dive into the Sources report – or any other of the HubSpot analytics tools for that matter – I look to identify patterns, immediate problems and potential easy fixes. And when you’re working with a large amount of data, it’s not always glaringly obvious. Transparency is the key. The numbers tell a story, and with the transparency and convenience this Reporting Add-on provides, that story will become much clearer a lot more quickly and a user can make more informed decisions based on the easily accessible data. I’m looking forward to putting this tool to work!”
Who Does This Add-On Benefit Most?
To be frank, this Reporting Add-On should benefit just about anyone in business using the HubSpot software. However, there are a few attributes that define the ideal user. A good fit is characterized by people who:
- Build multiple reports and must monitor progress throughout a given time period.
- Utilize multiple target buyer personas and want to do reporting for each
- Are striving to increase the alignment between their marketing and sales teams
- Use a CRM and want to easily report on the data
- Regularly report using multiple analytics solutions or multiple tabs within HubSpot
No matter how advanced you are when it comes to analytics, this Reporting Add-On is for you! As long as you have the budget to add it to your HubSpot package (the Add-On costs $200 / month), you’ll quickly receive greater insights into all of your marketing efforts – and you’ll ultimately be able to make better strategic decisions and allocations.
8 Engagement Reports to Include
A successful inbound-oriented company is always improving and innovating on their strategy in order to help the business grow. Of course, one of the key components to figuring out what areas to focus on to drive growth is effectively reporting. Here, we list eight of the engagement-related reports you should include in your new marketing dashboard when taking a look at your monthly marketing performance.
- Sources – Yes, you can still pull the quintessential Sources report into your new marketing dashboard. The best part is, you can now customize it to your liking, using your customer lifecycle stages and other contact properties to further analyze the channels through which you are obtaining the most contacts, leads, MQLs and customers. At PMG, we all love the Sources report – the Add-On brings it to a whole new level!
- Landing Pages – One of the most important metrics you can take into consideration are your landing page conversion rates. Your landing pages are the main method by which you gather lead intelligence, and ultimately, new contacts that you can nurture into leads and customers! If something funky is going on with your LPs, the Reporting Add-On renders these insights much clearer.
- Calls-to-Action – Piggy-backing off of landing pages, your Call-to-Action reports should be pulled into the marketing dashboard. You can view CTA performance on a day-to-day, weekly, monthly, etc. timeline, but we suggest taking the full lifespan of your CTAs into consideration, as well. By comparing your Call-to-Action report with your landing page report, you’ll be better able to tell where there might be a message mismatch, an underperforming design or copy that just isn’t working for your lead gen process.
- Email – The current email reporting dashboard HubSpot provides is pretty nifty, showing you metrics based on device, time spent reading, and of course open rates, click rates, etc. Don’t forget to include this engagement report in the mix, as it will shed light on how effective your lead nurturing campaigns, newsletters and general company communications are – and what needs to be modified in order to better cater to your prospects and customers.
- Blog – Which blog posts are performing well? Which aren’t? What types of topics are leading to a higher click-through rate, inspiring the most comments and social shares, and garnering a large number of visits? Add your blogging metrics to your marketing dashboard, and use this information to shape your editorial content calendar for the next quarter!
- Social Media – Your social media report is important because it allows you to break down your success via the channels you are using. Not every social platform is right for every business, and your social media engagement report will give you insights into which channel you should invest more time. Moreover, if you don’t already have a social media presence, HubSpot makes this so easy. There is no excuse! :)
- Event Analysis – When did the lead download an important document on your website? When did they submit a particular form? The Events report is an advanced report that gives marketers insights into the anonymous visitors and the contacts that trigger specified “events”. It helps you dive into what content assists in the completion of an event, as well as the first and last touch sources of your traffic – becoming an important metric for evaluating engagement levels. Note: Event Analysis is only available at the Enterprise level.
- Attribution – An attribution report is used to understand the buyer’s journey – the paths someone takes from the first time they arrive on your website to the time they become a customer. Attribution reports essentially analyze this conversion path to see what made someone convert! In order for marketers to be successful, they need to understand all of the influencers that drive conversions throughout the sales funnel.
We can’t say enough how excited we are about all the new changes HubSpot is making to their marketing software. We’ll be providing you with a full update on the product launches later in the month – and we’ll continue to let you in on how to maximize their value. Click below to check out the rest of the additions! Until next time, marketers. Stay inbound-y!