Analytics are a marketer's bread and butter.
They tell you who's reading, watching, clicking. Where to put your dollars, and which campaigns to copy or scrap.
But if you're one of many marketers using piecemeal tools to string together different data points, you're missing out on the big picture. Want to know why?
Let's face it:
No matter where you fall in the marketing totem pole, you need to monitor the signs of success and track analytics.
Are you proving ROI in everything you do... Or are you tracking "vanity metrics" that don't really indicate success?
Sometimes it comes down to having the right tools to do the job.
Marketing automation software — like HubSpot — gives you these 6 essential analytics you can't get anywhere else.
Clicks, opens, and downloads of your web pages and content are important. These metrics tell you how individual content assets are performing — which tells you what to optimize, promote, and scrap.
Chances are, no matter which marketing platform or tools you use, you have access to them.
But what are you learning about the people reading and engaging with your website? Do these metrics really tell you enough about the person behind the click or page view?
They probably don't tell you:
- Where does this content guide people next?
- What questions do they still have?
- Does this content impact a purchase decision?
These "big picture" questions go unanswered when we track page views and clicks alone... which is why we call them "vanity" metrics.
They look good on paper, but they aren't totally substantial.
An automation platform like HubSpot can tell much more about your content's performance.
You'll know the complete "content path" of each contact in your database: what they're reading, clicking, sharing, and in what order.
You can see which webpage brought them to a purchase. Which emails they clicked. Which social media messages they shared. And you can see these actions alongside information about the lead, such as their company, annual revenue, website URL, social media profiles, and more.
This capability tells you exactly how your content plays a larger role in the purchase path, and whom it's affecting.
- Which kinds of content convert (so you can create more like it)
- How your content affects people with different qualities (so you can better target)
- If the content impacts readiness to buy, and how
- Which pieces of your content/website need updating, if something is left on the table
When you finally pass the lead off to sales, this info can also tell you the best way to frame a sales call, based on someone's existing interests, or the problems they have.
This lets you make your solution relevant to someone, and they'll have a much higher probability of purchase.
Automated Lead Scoring
Do you hope somebody visits the right pages on your website?
Ever find yourself "guessing" if somebody's ready for a sales call, or just poking around?
Wish you could qualify a lead before wasting precious time on a sales call with somebody who just isn't the right fit?
With automation software, you have an easy way to measure a lead's value and their readiness to buy.
You can do this simply with lead scoring.
When you understand the "path" people take on your website, you can monitor different actions and assign "value" to them.
For example, viewing a blog post might add 5 points. Skimming the pricing page could be 15, and clicking a CTA and filling out a form could add 20 points.
With marketing automation software (like HubSpot), you can automatically generate a "lead score" for each contact based on these actions.
As you gather more information on contacts, you can automate different qualities to add or subtract from the lead score.
Positive qualities — like a high budget, or a company size that's the right fit — can add points. Negative qualities can shave off points.
This score can help you:
- Qualify leads who are a good customer fit
- Disqualify low-scoring leads
- Send specific marketing materials to leads with a certain score
- Prioritize leads for your sales team based on score
You get to the heart of how people engage with your website, and how it's prepping — or not prepping — them for a sale.
Your marketing becomes more efficient and more human — and you're saving time for the leads who are the best fit.
Lifecycle Stage Conversions
If you're monitoring things like web traffic and traffic per source, you're doing a good job of measuring the top of your digital funnel — attracting new people to your brand.
This is a great start. It's important to make sure you're feeding your funnel with lots of traffic.
But are you accounting for what happens next on your website? AKA, are you targeting different KPIs through your whole funnel?
It's important to understand how people find your brand, but also how they're converting, revisiting, and becoming educated.
As you might have guessed, you can't gather this intel with traditional marketing tools easily (if at all.)
With marketing automation software, you get power beneath the hood to monitor your funnel's strength, top to bottom.
A platform like HubSpot has tons of built-in ways to monitor your customer lifecycle stages — the steps people take moving through your funnel, from subscriber to sales qualified lead.
Like this graph, below, which shows where the most qualified leads are coming from.
In the example above, this simple graph shows us we should invest in offline sources, since this brings in the most opportunity-stage leads.
This intel has other numerous applications. Lifecycle data tells you:
- How certain offers convert different funnel stages
- How you can use smart content to target based on lifecycle stage
- When to enroll people in specific drip campaigns, based on their sales readiness
HubSpot tip: HubSpot can tell you if 90% of the people who visit your "solutions" webpage are marked as SQLs — sales qualified leads. So, you know that once people visit that page, they're probably ready for a phone call. That creates a simple, highly effective lead handoff.
This informs who you follow up with, and when — and who needs more nurturing.
Buyer Persona Data
Buyer personas are fictional representations of your target audience. They tell you who to market to, and when, where, and how to reach them.
Are you making educated guesses about the people you're attracting now?
Could your business market better and sell more if you had a better understanding of the people you're reaching?
If you're using piecemeal tools, you probably don't have meaningful data on your buyers' identities. One lead blends into another, and nobody is treated as an individual.
Marketing automation helps you individualize your marketing, and segment in powerful ways.
And segmented campaigns receive over 60% more clicks than non-segmented ones.
With a tool like HubSpot, you can see how different personas engage with your marketing.
At all times, you'll know how many people from each segment are in your database.
You can track which personas had the longest sales cycle, and which cost the most to acquire.
And you'll be able to see how your marketing is resonating with each splice of your target audience.
This intel helps you invest smarter, in the right people: But it's only possible with a marketing automation platform like HubSpot.
Split test results
Split testing is one of the best ways to improve landing page conversions, upgrade your email newsletter, and show the best face of your website.
What is a split test?
In essence, you publish two variations of a marketing element (like one landing page with headline A and another with headline B) to see which performs better.
(Here's an in-depth guide to A/B testing if the concept is unfamiliar.)
Then, you use this data to craft better-performing pages and send more effective emails.
Most tools don't have these capabilities built in, and marketers need to manually set up and measure tests themselves.
If you're using a dedicated tool to create landing pages (like Unbounce) or send email (like Mailchimp), there are sometimes built-in capabilities to A/B test that specific element.
But marketing automation software takes split test data a step further.
With a program like HubSpot, you can automate an A/B split test on a sample group, then automatically send the best performing option to the group at large.
This leaves no conversions on the table — everything you send is as optimized as possible.
You can A/B test your calls-to-action, your emails, your website copy, and more.
You can test for things like timing, design, phrasing... the possibilities are endless.
And since testing is built in to the platform, there's no crazy dash to collect, organize, and crunch the data, and then put it into action.
It's all done for you, with one click.
Think of how many conversions you could drive if everything you sent was the best version possible — and how much time you could save if it was 100% automated.
Workflow Progression and Goal Completions
With the rise of digital information, consumers are doing more of their own research online before ever talking to sales people.
That's why marketers need to start leading the sale.
This means building out a digital funnel of your own, so you're present when that research happens.
But right now, do your analytics really help you drive conversions, or just monitor them?
Are you tracking the ways people move through your funnel, and watching how they convert on different actions?
And — most importantly — are you using insightful data to nurture them more effectively?
You might think you know a bit about "drip campaigns" or "lead nurturing." In marketing automation lingo, we call this nurturing process a "workflow."
No matter the word, the workflow process is when you gradually educate, inform, and entice your leads closer to a purchase.
You might also know the advantage:
That nurtured leads make 47% larger purchases than non-nurtured leads. You don't yell "buy now!" before they're ready to buy, and you don't hand off a lead to sales too soon.
While you can use the drip campaign logic with any marketing tool, there are some major advantages to automated workflows:
First, automated workflows make lead conversion easier (and your marketing more fun!) by automating drip campaigns.
A platform like HubSpot can place someone in a workflow based on triggers you specify — like a form submission — so you don't worry about dumping contacts in and out of lists.
Then, they send your nurture emails automatically over time.
With enough workflows in place, you can automate your entire sales funnel. (Think of the time, monitoring, and management you'd save!)
HubSpot tip: For example, if somebody submits a form on Landing Page A, HubSpot can automatically enroll them in Nurture Workflow A. This send them an automated email every few days, and un-enrolls them when they meet the workflow "goal" and convert on a following offer... placing them in the next workflow.
What does tracking workflow analytics do, besides making your life easier?
Workflow data tells you:
- How people move through your funnel
- Which specific triggers push them towards a purchase
- Where spots in your funnel are holding people up
Automation for your whole funnel
We see many marketers leave leads, conversions, and customers on the table.
Because they don't see the value in a marketing automation platform.
Platforms can be pricy, but they come with high value:
You get the analytics to grow your marketing funnel like never before.
We hope these powerful analytics have shown you a sliver of how valuable a platform like HubSpot can be for your marketing team!