Leveraging HubSpot Enterprise to Grow Your Agency

1. Leveraging HubSpot Enterprise to Grow Your Agency Conversion Assist Report* ** * Not Launched Yet ** Avaiable with Pro & Enterprise Products Peter Caputa Date: 1/18/2011 #VARFormable

2. Agenda • What the Conversion Assists Report Does • How it Works • When You Should Use It • Future Iterations • What’s Next

3. Conversion AssistsReport

4. What the Conversion Assists Report Does • Answer the Questions: • Which pages, landing pages, blog posts did my prospect view PRIOR to becoming a lead? • Which pages, landing pages, blog posts did my leads view PRIOR to becoming a customer? • Attributes value of content based on how it supports the buying/sales process. • New Analytics Report available in Pro & Enterprise. Currently in Closed Alpha. • An easier to setup, easier to use, more prescriptive version of the Current Enterprise Assists Report

5. How it Works

6. Under Analyze in Navigation (Not Live Yet)

7. Change Time Frame (Just Like Sources)

8. Lead and Customer Conversion Summary

9. Choose Leads or Customers (Tab)

10. Content that Generates Leads Doesn’t <> Content that Turns Leads into Customers

11. Select All Pages, Standard Pages, Blog Posts or Landing Pages (Drop Down)

12. WHEN YOU SHOULD USE IT

13. Demonstrate ROI of Middle of the Funnel Content Marketing • What content leads visitors to convert to leads and leads to convert to customers? • Justify investment in product content, case studies, blog content. • Determine which existing content to promote more heavily via calls to action, email, blog, etc. • Determine the type of blog posts and offers impact conversions and create more like that.

14. Do Website Redesigns/Tweaks with Data • Which links should be placed in our navigation? • Which calls to action should be placed more prominently/frequently? • What type of content should we create more of? • Which content should we be careful about “getting rid of” or “de-emphasizing”?

15. Do Website Redesigns/Tweaks with Data “HOW IT WORKS” was buried until Eye-Fi discovered that viewrers of that page purchased at a high rate. Featuring it on the home page improved conversions by 37%

16. Identify Buyers from Browsers • Identify the content that produces ROI vs the stuff that just produces traffic. • Identify the content your salespeople should use more often. • Identify the content your sales team values/promotes.

17. Design More Effective Lead Nurturing • Don’t guess what content you should feature in your lead nurturing. • Use data about which content is converting leads to customers and start by creating lead nurturing campaigns featuring that content.

18. Future VERSIONS

19. Ideas Being Considered • View Assist Reports from Clicked Elements & Custom Events • View Conversion to Opportunity • View Conversion to Customer Defined Stages • Other ideas?

20. QUESTIONS?

21. Use the Forums • We’ll post updates and to-do’s. • You should respond when you do something, or when you get stuck. • If you have product setup questions, call support. 888 HubSpot

22. See You Next Wednesday