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HOW TO USE
CUSTOMER DATA
TO RECHARGE
YOUR MARKETING
Learn How To
Find Valuable
Insights About Your
Lead Conversion
Experience By
Running a HubSpot
Customer Audit
A publication of
INTRODUCTORY
Introductory content is for marketers who are new to the subject. This content
typically includes step-by-step instructions on how to get started with this aspect
of inbound marketing and learn its fundamentals. After reading it, you will be able
to execute basic marketing tactics related to the topic.
INTERMEDIATE
Intermediate content is for marketers who are familiar with the subject but have
only basic experience in executing strategies and tactics on the topic. This content
typically covers the fundamentals and moves on to reveal more complex functions
and examples. After reading it, you will feel comfortable leading projects with this
aspect of inbound marketing.
ADVANCED
THIS resource
Advanced content is for marketers who are, or want to be, experts on the subject.
In it, we walk you through advanced features of this aspect of inbound marketing
and help you develop complete mastery of the subject. After reading it, you will
feel ready not only to execute strategies and tactics, but also to teach others how
to be successful.
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HubSpots All-in-One
Marketing Software.
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M
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Marketing analytics
Analyze your web traffic
and see which sources
are generating the most
leads.
Blogging
Send personalized,
segmented emails based
on any information in your
contact database.
s
U
q
Video Overview
search optimization
Improve your rank in
search engines by finding
and tracking your most effective keywords.
Lead management
social media
Follow me on twitter.
@RebeccaGutner
ShareDesigned
This Ebook!
By Desmond Wong
Follow me on twitter.
@Detectiveddubs
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CONTENTS.
06
Introduction
08
14
21
25
Conclusion
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Introduction.
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1.
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01
Chapter
What to consider
when beginning
your audit
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100
1000
Level of Significance
Normally, you should have 1,000 records or more for true data significance. If your
sample data is between 100-1000, you should still have some significance.
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10
l
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11
Demographic Data
Number of Employees
Industry
Annual Revenue
Gender
Age
Job Title
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12
Analytics/Behavioral Data
.Time First Seen - The date at which the prospect first discovered your site.
First Page Seen - The first page the prospect landed on within your site.
.Original Source - The traffic source that first brought the prospect to your site.
First Conversion Date - The date at which the prospect became a lead.
Close Date - The date at which the lead became a customer.
.Number of Visits to your site.
Number of Pages Viewed.
Number of Emails Received/Delivered.
Number of Emails Clicked.
.Number of Social Media Clicks - The number of times the lead/customer
engaged with your site via social media.
The analytics and behavioral data will give you more insight into the
performance of your customers marketing strategies. Youll be able to
guage the success of landing pages, calls-to-actions, and clickthrough
rates to help implement new techniques and improve their conversion
rates.
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13
Other
Lead Score - (If tracking).
Persona - (If tracking) Authors Note: if you are tracking leads
by persona and you have enough data, you may want to do an
individual customer audit for each persona type.
.Email - This will allow you to dig deeper into an individual record
after the fact to review the interactions with this customer.
Company Name - This will allow you to dig deeper into a
companys engagement path to becoming a customer.
Any other custom fields you are tracking that would be relevant.
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02
14
Chapter
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15
Step 2: .Open the export file and remove all fields except the fields
you have chosen to analyze above.
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16
Number of Employees
Annual Revenue
Industry
Gender
Use a Pivot Table to tally the totals for this column. Subtract the total for each group from the
total number of contacts to find the percentage
breakdown.
Age
Job Title
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17
Number of Visits
Number of Pages
Viewed
Number of Emails
Received/Delivered
Number of Emails
Clicked
Number of Social
Media Clicks
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18
Lead Score
Persona
If you dont use HubSpot, use the current software, analytics, and/or
data youve collected over time to gather similar information to what
HubSpot provides. You may not receive the full picture, but hopefully
have enough data to analyze and extract conclusions.
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19
Use these charts to help determine some helpful takeaways and insights about the data
you have collected with your forms.
Demographic Data:
Number of Employees
Annual Revenue
Industry
Gender
The gender of the person most commonly researching your product/service offerings.
Age
Job Title
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20
Analytics/Behavioral Data:
Average Sales Cycle
(Close Date - Time First
Seen)
Number of Visits
Number of Pages
Viewed
Number of Emails
Received/Delivered
Number of Emails
Clicked
Number of Social
Media Clicks
Demographic Data:
Lead Score
Persona
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03
21
Chapter
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22
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23
Use the First Page Seen data to determine the field that is most
successful in driving visitors to your site. For most companies, this
will be the home page, make sure to review the next 2-3 pages on
the list!
2.. Are the pages accessible from your homepage and other key
entry points (blog, social media, etc.)? If not, consider providing
more direct links to these pages throughout your site.
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24
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25
Conclusion.
nce you have completed your first audit, plan to make it a regular
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26
TALK TO US
TODAY.
http://bitly.com/HS-Contact-Sales
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