Marketers have a large number of different responsibilities that they’re expected to complete on a monthly basis. Despite this, the goal or “endgame” always remains the same: to drive new revenue towards an organization in any way possible.
To do this, you need to ask yourself how to provide real value to all of the landing pages, blog posts, leads and campaigns that you’re creating. What separates a good landing page from a bad one? Is a blog post worth the time and money it costs to create it if it isn’t being read?
“Measuring the performance and ROI of your marketing initiatives can not only help you understand which channels are effective, what’s working, and what’s not, but it can also help you prove to your business’ executive team that the money they’re investing in your marketing budget is actually generating results. -Pamela Vaughan @HubSpot
Tying your efforts to the bottom line is difficult under even the best circumstances, but especially so when your sales cycle is both long and spans across a dozen or more touch points along the way. Luckily, using inbound marketing tools like HubSpot and Salesforce together will make the accurate measuring of your inbound marketing ROI easier than ever before.
What’s in a Campaign?
“Campaign” is a word that can describe any number of things depending on the person doing the describing. For the purposes of this discussion, let’s assume that “campaign” describes a tool that you’re using to track and organize your marketing efforts.
Specifically, the tools themselves are both Salesforce campaigns and the “Campaigns” app within HubSpot. Even though they allow you to perform the same basic task and even share a name, they’re not quite the same thing (we’ll go into that in greater detail later on).
Before you fully understand how to measure inbound marketing ROI using HubSpot and other tools, it’s important to first understand how these types of resources work together.
When talking about Salesforce, a campaign is something similar to a tag or a label. Once a campaign has been successfully created within Salesforce, you can add that tag to the landing pages, forms and other types of elements that you’re creating inside HubSpot.
As a result, the landing page in question becomes associated with a specific lead or contact. You can then use your available resources to run reports and see the total number of opportunities and leads a campaign is generating, which will ultimately show you how much revenue it’s creating, as well.
Step 1: Creating a Campaign (Salesforce)
Creating a new campaign inside Salesforce begins with a name that is easy to remember. It can be as big or as small as you want. When you select a structure for that campaign, think about how much data you’ll need when reporting on your inbound marketing ROI.
Step 2: Creating a Campaign (HubSpot)
The purpose of creating a matching campaign within HubSpot is that it allows you to more easily track and organize the performance of its individual aspects.
Select the “Campaigns” option from the “Content” menu and select the button labeled “Create a New Campaign.” Follow the specific instructions on the screen to set your campaign up within HubSpot.
Step 3: Setting Up Campaigns on HubSpot Forms and Landing Pages
After both campaigns have been successfully created, tag the assets that are part of your campaign. Do so within HubSpot. While creating your landing page, make sure that you’re selecting the HubSpot campaign.
Do so from the “Campaign” drop down menu item from the “Options” tab. You can do the same for your Salesforce campaign. Remember that these are two separate entities and should be treated as such. If you’re in the process of creating more than one landing page, you’ll have to perform this step multiple times.
Step 4: Promoting Forms and Landing Pages
Once you’ve successfully built and promoted your landing pages, the next step involves using analytics to track their performance.
Remember that the length of your sales cycle will affect almost all of the numbers you receive, including your revenue and inbound marketing ROI information.
Step 5: HubSpot Detailed Metrics
Both HubSpot and Salesforce can be used to display detailed information about how your campaigns are performing. You can use HubSpot to track a variety of elements, including:
- Landing Pages
- Social Messages and more.
To do so, click the “Content” and “Campaigns” option within HubSpot and examine the breakdown on screen. You’ll be able to track the overall performance of individual items from the window that appears.
Step 6: Salesforce Reports
You should also be using Salesforce to track the top line revenue and ROI numbers that your campaign elements have been generating. To do so, open the “Reports” tab within Salesforce and click the appropriate campaign selection from the window on the screen.
The elements that you can track using Salesforce reports include:
- Campaign ROI analysis reports
- Campaign leads
- Campaign contacts reports
- Campaigns with influenced opportunities
By taking a look at how you can use Salesforce campaigns in conjunction with the Campaigns tool in HubSpot, you’ll begin to see exactly how easy tracking and attributing actual revenue values to specific marketing efforts has become. You’ll be able to see which elements of your campaign are working and which could use a little love and care. You’ll also have a better idea of the steps you need to take to drive revenue to your organization in the most efficient way possible.
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