When your boss asks about the success of the last marketing campaign and requests to see the figures, you might ask yourself the following questions:
When you implement your marketing activities through HubSpot, these answers become easy to answer, thanks to the power of HubSpot Analytics.
HubSpot is a CRM, sales, marketing, and service automation software that takes the hard work out of growing a business and puts customers at the heart of everything you do.
With over 200 possible app integrations, HubSpot allows you to draw data from various sources. The result is a central database that drives effective decision-making and helps you take fact-based actions that improve the buyers' journey.
Simply put, HubSpot is the hub for sales and marketing teams that want to grow.
HubSpot captures key metrics related to your sales and marketing efforts and it's key figures. In addition, the integrated CRM – the heart of HubSpot – summarises all activities with contacts from marketing, sales and service.
You can see how visitors came to your website (via organic search, email marketing, social media, etc.) and which channels generate the most contacts and customers. From this data, you can see if you need to adjust your marketing strategy to strengthen and optimise underperforming channels.
This helps you focus your energy and resources on the most productive activities. With these analyses, you will no longer have to act on your "gut feeling". Instead, you'll get concrete data from which you can make better strategic decisions about your marketing activities.
HubSpot's Landing Page Analytics helps you determine how many visitors, contacts and customers were generated via your landing pages. You can also organise this data in a list format for easy tracking. You can even compare and optimise landing pages through A/B testing.
Understand what makes your emails effective
Curious to know how many of your emails get opened? HubSpot can give you access to this essential data. You can also identify undeliverable email addresses, as well as the number of regularly active contacts who respond to your email communications.
Discover which CTAs are driving results
If you place strategic call-to-actions (CTAs) within your emails or on your landing pages, HubSpot allows you to determine their effectiveness by reporting on the actions recipients take. For example, which CTAs brought the most traffic to your website, and which CTAs resulted in a sale or conversion. As with landing pages, you can also optimise CTAs with A/B testing.
Gain insights into your customer's journey
One of the most important benefits of HubSpot Analytics is that it covers the entire customer lifecycle and helps you get an overview of the customer journey from the first interaction. This includes the extremely helpful Sources Report, which breaks down all website activity into different sources, such as social media, organic search, etc.
Find out which type of content gets attention
HubSpot offers detailed content reports that can be used to identify your most popular or influential websites. The data accessed through this report can help you create content that answers your buyer persona's questions and moves them closer to a purchasing decision.
Segment contacts to deliver the right message
There are also comprehensive database reports that show you how you divide your contacts into different lifecycle stages, such as lead, customer, subscriber, etc. Once your contacts are segmented like this, it's much easier to target them with relevant information that will be useful, engaging, and aligned with their position in the buyer's journey.
Each of these data points can help you identify your most popular or influential websites and help you optimise your marketing strategy so that you can approach your business activities with a results-oriented initiative.
Both platforms are useful, and there may be some overlap in the reporting. But, if you're after something that will simplify your life as a digital marketer, you'll definitely want to take advantage of HubSpot's user-friendly traffic reports and all the different views you can switch between to draw out the key data you need.
HubSpot's interface is easier for marketing professionals or even beginners to get accustomed to. The graphs, charts and dashboard are intuitive and give you quick access to analytics and data that show how your website is performing. You can very easily export these analytics and share them in your monthly reports so that other key stakeholders can see the impact of your campaigns.
You can find a detailed explanation of the comparison between HubSpot and Google Analytics here.
While Google Analytics will offer you more information, it may not necessarily be easily digestible. Furthermore, if you're implementing an inbound marketing approach, HubSpot is designed to support you in this regard.
If you need to track multiple domains, however, it's worth mentioning that you'll require an enterprise-level HubSpot account, whereas Google allows you to track numerous websites from a single account.
While you can use both tools simultaneously, it's also important to note that the data between these platforms can sometimes vary because of how they track data. For example, each platform has its own definition of what a "session" is, and cookie tracking is also different. In order to make a final decision, it's best to look at trends that both systems are highlighting rather than individual factors.
If you decide that HubSpot will be your primary platform, then simply integrate Google Analytics data in Hubspot and observe the most important figures at a glance via the web analytics dashboard.
Any business owner will tell you that statistics always tell the real story. HubSpot offers a powerful competitive advantage by providing you with vital information about every detail of your marketing and sales activities.
With an accurate picture of how each activity in your marketing strategy is performing, you can start to understand what is truly driving results.
Of course, data is constantly changing, and you need a strong system to track, manage and analyse your inbound strategy. HubSpot's integrated software is well-equipped for the task. When you integrate this powerful tool into your daily marketing activities, you'll quickly realise the profitable benefits it brings to your business.
To get the most out of your HubSpot Analytics tool, speak to us about our BEE.campaign service . We can help you define SMART goals that make it easier to monitor the right metrics and take quick, effective decisions that lead you closer to achieving your goals.