Take our free, 20-minute HubSpot Academy course on marketing reporting to measure success and optimize your efforts. Wordsmith: A Grammar & Writing Course for Busy Professionals, 5 Tips for Entrepreneurs Building Thought Leadership, How Thought Leadership Can Grow Your Startup, How Innovative Organizations Craft Strategic Innovation Narratives and Amplify Personal Stories of Innovation, Maximizing Social Impact Through Strategic Messaging, Untold Content Blog | Writing advice, Templates, & Insights. What is the background of this problem? We use our best judgment when making these decisions, and we also weave in data and metrics when we can. You might have to scramble to put all of this together in a single report, but now you can have it all at your fingertips in a single Databox dashboard. In the next section, well dive into how to build a marketing report. Reporting on your blog leads is a quick way to see how many leads you're generating on a daily, weekly, or monthly basis and by what channel. The more you can run these reports to figure out what works and what doesn't work, the better off your marketing and blogging will be. You can also use heat maps if youre reporting on website performance. It only takes a click to unsubscribe. As a bonus, multi-touch revenue attribution can help you stay aligned with your sales team. Pulling this report on a monthly basis can give you insight into how your campaigns affect new contacts by persona and might even shed light on an imbalance in resources dedicated to certain personas. The conclusion to a recommendation report should re-emphasize the final recommendation and offer suggestions about how the audience/reader could move toward implementation. When an organization shares its view on innovation and its role within the innovation ecosystem, theyre communicating a strategic narrative. Over half of the companies we surveyed said they report on marketing performance monthly: Yet 64% of marketing teams say their bosses, clients, and stakeholders are more supportive when they receive performance reports on a weekly basis: Similarly, Colby Hagers team at Capstone Homebuyers adds: One of the most important reports I share with my team is the conversion percentage related to search terms for pay per click (PPC) marketing., This helps us understand which search terms tend to convert at a higher rate so we can properly allocate our budget on the right search phrases. Here are some round-up posts to help you determine those, by channel: Metrics & Chill Podcast This report is a Databox widget that we built to showcase organic metrics from Google Analytics, SEMrush and Google Search Console., Metrics we track within the organic report include organic sessions, top keywords by position, site audit score, domain rating and top organic landing pages by sessions., Simonello adds: This widget gives us helpful insights into how our SEO efforts are playing out month-by-month. William Avila says that every month, [Rizen Inbound] take time to show our clients how well their content is performing paying particular attention to topic clusters., We take pride in building comprehensive guides for audiences to enjoy, and showing clients how their content is working together to grow their brand is so important. This type of data should be pulled on a monthly basis to ensure youre writing the most relevant content over time. You should determine the goal of your marketing report before you pull any data. |Jul 27, Databox Reports Every Friday at 5:00 pm we post a marketing report that shows the number of leads generated that week, writes Jeremy Cross of Team Building Boston. That is what we use., HubSpot integrates with Google Ads to pull a nice, detailed report that also indicates the recent form conversions from each campaign. Data points can be used to draw multiple conclusions or make multiple decisions, so you should know. |Jul 25. How many new contacts do you get from organic sessions? To analyze revenue reporting, figure out whats working and double down on it. Why? Understanding Business Dashboard Types: How Can Strategic, Analytical, Operational and Tactical Dashboards Contribute to Your Companys Success? Take a look at what channels are performing well. There are hundreds of reports that you can run to dig into your marketing efforts. Jon Blumenfeld says that Nexthink has a very large number of resources on our website., These resources are categorized in our CMS in a variety of ways such as lifecycle stage, job role, etc. A marketing report should help you make a decision. This is the heart of a recommendation report. Organizations with more than 5,000 employees typically have a 45-strong marketing team. Each option(which should be described in 1-2 paragraphs) should include the following information: After describing the three options, you should outline criteria for evaluating those options. You can also examine subsets of your website (like your blog vs. your product pages). Instead, they merely acknowledge thata real, living, breathing human wrote this report and developed these options. Valuable, insightful marketing reports recognize two distinct components: purpose and audience. Marketing reports vary depending on what data youre reviewing and the purpose of each report. It also allows us to determine ROI feedback., Bryan Ng of Bryan Digital also creates reports for Google Ads campaigns because knowing when the Google Ads are being clicked gives my outdoor sales team a better idea of when to visit customers., Knowing what devices are being used to click is equally important too. But theyre not enough to inform broader marketing decisions that impact your entire organization. Why didnt it work?). Pick which stages youd like to include, select your visualization, and youre off and running. When a person is pitching a new idea or a new startup, thats also a strategic narrative. What did you do that led to an increase or decrease in persona acquisition? Youre likely already tracking marketing metrics such as traffic, leads, and customers these are all critical parts of the bigger picture of your marketing funnel and flywheel. That is the best part about HubSpot reporting that regular Google Ads cant account for., Kujawa adds: My clients tend to really like this report a lot because it allows us to analyze which campaign is driving the most sales qualified leads. For example, if you notice that your Facebook campaigns drove a ton of revenue, run more Facebook campaigns! Whether youre delivering a marketing report to your team lead, department manager, or CEO, your marketing report must be tailored to whoever may be reading and using it. Marketing reporting can take up a lot of your time (and waste some, too). This report shows the posts that were most often seen by contacts immediately before filling out a form on your website. Once you've entered new content, use bold headings to give the business report a natural flow. Understanding where your traffic is coming from will help you make strategic decisions as you invest in different marketing channels. You can pull up this report in Google Ads itself or an integrated marketing system; for example HubSpot or Databox. Another way to grab attention is by using a bright color palette. (Remember, if youre building a marketing dashboard, that process is a bit different.). If youve ever found yourself needing to argue for a specific course of action in your organization, a recommendation report will help you analyze a problem, product, population, or process and make clear recommendations about the best path forward. What has been tried in the past? This report will give you an overview of how your leads are progressing through the buying process. Now lets jump into recommendation reports. Did you know that humans process visual data 60,000x faster than written data? While simple in nature, we send this report to a client on a daily basis, writes MashMetrics Thomas Bosilevac. HubSpot customers can create multi-touch attribution reports quickly; HubSpots attribution tool is built for real people, not data scientists. Schedule daily, weekly, or monthly reports and send them directly to your teams inboxes with the HubSpot Marketing Hub Reporting add-on. Free and premium plans. 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The citation style you use should be based on the industry youre writing for; the chemical industry will expect ACS Style, medical professionals will expect AMA, humanities audiences will expect MLA, social sciences will expect APA, and so on. Select from the set of pre-baked best-practice templates, or create a custom report of your own. Nobody wants to read an entire report to only utilize the final page. Not only does this help your reports pack a greater punch with your coworkers and executives, but it trims down the time and effort needed to digest your data. On the other hand, you may actually want to invest in some of the weaker channels to get them on pace with some of your other channels. Track & Optimize Your Sales Funnel Like This Instead. If you want to include your brand, use the My Brand Kit to upload your company's brand, or you can make a new color scheme. graphs and charts) are also more believable, according to this study by Cornell University. We wont spam, ever. Theres a direct correlation between how often a company blogs and the number of leads they generate (not just the amount of traffic they drive). If you get a lot of traffic from a certain channel, but the channel is not necessarily helping your visitors move down the funnel, it may mean that you should invest more in other channels or optimize that underperforming channel for conversion. Who likes to attend a 30-minute meeting to simply review what could've been shared via email? Ahrefs is an SEO tool used by thousands of marketers. Another way to segment your contact database is to look at how they appear by lifecycle stage. This data will help you understand if you need to generate more leads or if you should be more focused on closing your current leads. In other words, defend your recommendation thoroughly in this section. Consider how you can replicate your past success. Nextiny also use Databox to create reports: We include the typical metrics to make sure things are moving in the right direction, these include: video plays, play rate, engagement, CTR, etc, says Gabriel Marguglio. Originally published Sep 17, 2020 6:00:00 AM, updated June 10 2021, How to Build and Analyze Marketing Reports [Examples & Templates], building a marketing dashboard, that process is a bit different, marketing software (like HubSpot Marketing Hub). Free and premium plans, Sales CRM software. Track & Optimize Your Sales Funnel Like This Instead, Driving 70 Percent of Qualified Pipeline via Inbound (w/ Pete Lorenco, Alyce), New in Databox: Build and Automate Custom Reports in Minutes, 15 Free Marketing Report Templates for More Efficient Agency Reporting. This usually means avoiding too much personal narrative, and instead relying on third person. Illustrated data (e.g. Total hours watched is a very important metric when thinking about brand affinity. Reports should help you make a decision or come to an important conclusion similar to how a meeting would help your team deliberate about a project or decide between project resources. Once you make this impending decision, list all the data that might be relevant. Did you run a marketing campaign around a particular topic? With multi-touch revenue attribution, you tie closed revenue to every marketing interaction from the first-page view to the final nurturing email. Step 3: Watch your dashboard populate in seconds. When possible, include visual data in your marketing reports. Digging into this report can help you allocate resources more wisely to grow different segments of your business. Hopefully, these marketing report examples prove that theres more to reporting than confusing Excel formulas. Our Marketing Overview Dashboard includes data from Google Analytics and HubSpot Marketing with key performance metrics like: Now you can benefit from the experience of our Google Analytics and HubSpot Marketing experts, who have put together a plug-and-play Databox template that contains all the essential metrics for monitoring your leads. Marketing reports uncover meaningful, actionable data that help you draw important conclusions and meet organization-wide goals. We can also view the conversion and total trend through the last year.). If you see strong performance from one particular source, you may want to invest more resources in it. For those who wish to have high-level information to share, our aggregate Databoard provides this.. Did you run a campaign that helped the channel perform well? Whether you ask an open-ended question like, How did this report help you? or provide a short Google Form, gathering feedback from those using your reports can help you improve them in the future. Content efforts should build leads and build higher customer conversion rates. You should also make sure your software allows you to export the data from your software and manipulate it in Excel using pivot tables and other functions. Thats why weve collated these 17 real marketing report examples shared by our readers to help. Pulling the report daily may be a bit overboard since some channels take multiple days to be effective and pulling it monthly would prevent you from responding with agility so, weekly data is ideal. This will help you determine how accurate your buyer personas are and how successful your marketing is in targeting and reaching them. What do they both have in common? As you send out your marketing reports, ask for feedback from your audience. Whether you create a recurring reminder on your calendar or set your reports to automatically run, schedule your marketing reports ahead of time. Cross continues: We have a similar process for lower than expected weeks for leads. Here are a couple of different ways to think about your data: Pulling this data weekly will allow you to stay up-to-date on how the channels are performing. Generate an eye-catching marketing report and more with this Marketing Consult Recommendation Report Template. Marketing reporting is a vital part of your marketing efforts and the growth of your business. This is where marketing reporting comes into play. For example (collective first person): Wedesigned this campaign with a special emphasis on bold color in order to draw the viewers attention to the innocence of childhood imagination, and in order to contrast that with the hopelessness of hunger. OR In this report,weoverview three options Notice that these three examples are not opinionated (as one might fear when using first person). Think about how you can invest resources in your strongest channels. Make sure to state clearly here your reasons for writing this report, and what is contained within the report. justifications as to why this option will work. *Editors note: Want a better way to create marketing reports your team wants to look at? Theyre all totally customizable for you to add your most important KPIs in one place: The Capitol Tech Solutions team says their social media reports are formatted differently than our SEO reports, as Kevin Olson explains: The first page of the report is an overview., The overview breaks down performance by ad, ad group, key demographics, key events, and locations (if we are geo-targeting several different specific locations)., The pages following that one change based on what the client wants to see in the report., Hexe Datas Krzysztof Surowiecki says: I share with my clients the report showing business efficiency broke down into key segments. Elise Dopson Look at it this way. How are your email campaigns performing? For example (third person): This report overviews three options for community partnership with Feed My Starving Children. However, it is perfectly fine to use the collective first person sparingly throughout the report, especially to indicate something practical that you did. Incorporate photos, pick a bright color palette, and utilize bold headings for a vivid report design. As marketers, were making important decisions on behalf of our company every day. If youre ready to start building a professional-quality recommendation report, be sure to get ourRecommendation Report Template Packa robust set of highly designed report templates with expert writing advice built right in. If you haven't worked on a particular channel, it could be a good time to test it out. Learn how to create an Excel graph, make pivot tables, and use VLOOKUPS and IF functions with this free guide and video. Individual segments resulting from the type of business, but also the general ones like source/medium, age, etc., What also may be interesting is to show trends in long-term reports and projected future trends. Free and premium plans, Content management software. See pricing, Marketing automation software. Our data shows that almost a third of marketers pull data from between six and 10 different sources to create their reports: However, Greg Chapman of Empower Business Solutions has a unique approach to calculating return on investment: When analyzing marketing campaigns, businesses often dont include all costs associated with a sale., In particular, internal costs both for marketing and different sales pipeline stages are neglected. We find it most effective to put all our gathered information from a past project into a concise study that highlights that campaigns goal, our approach and the results that came from our work., Ilia Markov reports that ChartMogul organize the report around our marketing funnel readers, (email) subscribers, free trials, paying customers., At each, we have a metric (and a way to measure that either through GA or our product) and include that in the report that gets shared on our Slack channel each month., Related: Want More Signups? But unless you can directly tie your impact to revenue, youll be forever underappreciated and under-resourced. Note: Enterprise HubSpot customers can do this in their software if they have their Salesforce integration set up with Account Sync turned on. Read our advice all the way to end todownload our free recommendation report template. Free and premium plans, Customer service software. We also include Total hours Watched from website video views (Wistia) and Youtube video views. To really connect with your audience and set yourself apart from competitors, you need to invest in thought leadership. Like most business reports, this should be written professionally. On average, companies with fewer than 49 employees have three staff members on their marketing team. From there, youll have a much better idea of what reports to run and how to use said data. on January 22, 2020 (last modified on May 17, 2022) 13 minute read. This will save you time and energy building each template and provide a reliable, predictable report design for your audience to read. Watch our video about the reasons why you should write a recommendation report plus get a sneak-peak into our templates. We discovered very quickly that certain resources had a much higher volume of form fills as well as a much higher conversion rate.. Recommendation reports sometimes require in-depth research that can range from conducting interviews and surveys to reading peer-reviewed journal articles or other related documents. Long marketing reports are fine as long as all the data you include is valuable and helpful for whatever decision you or your team need to make. This report is meant to show our marketing and sales team members where we are at, without taking a lot of time or analysis. Was there a piece of content you created that set it off? By focussing on conversions first we move the conversion from fairly meaningless why dont I rank higher for so a much more commercially focussed conversion about leads, inquiries, sales and cost of acquisition, Tully continues. Brand affinity grows with the amount of time that people spend engaging with your brand., Marguglio adds: Another metric we like to include is the comparison between closing rates from leads to customers that havent watched video to the ones that made video part of their journey. In fact, Tullys team isnt using the standard timeline for reporting. The Problem Statement is where you justifythe purpose of this report. from the respective platform. Since we use HubSpot for our reporting needs, I'll show you how to compile these reports using the Marketing Hub tool. One marketing report we share with clients on a monthly basis is our organic SEO report, says SyncShows Cassie Simoniello. Navigate to your dashboard, and click Add Report > Attribution Report. Marketing reports are highly valuable because they can inform so many different decisions decisions made by a wide variety of people across your organization. As a HubSpot customer, create a funnel report by clicking Add Report from any dashboard, then choosing the Funnels category. |Jul 25, Marketing Its crucial to make sure that your marketing strategies generate more revenue than the budget you spend on them. Were going to discuss how to build marketing reports that inform your decisions and benefit your audience, whether thats your team, CEO, or customers. It also informs us of any content updates needed on our website to reflect language being used in search terms that leads to higher rates of conversion.. The thought behind this is that the client has a history rating, and prediction allows them to make decisions today in the context of the development of their business., Brendan Tully says: At the start of 2019, [The Search Engine Shop] changed all our SEO and Adwords PPC reports to report conversions (calls, form inquiries and $$ through checkout) first and really make them the focus of the report., At the same time, we moved many from monthly to weekly reporting. Try another search, and we'll give it our best shot. Pulling monthly funnel reports can help you stay on top of the efficiency of your marketing process. Bright colors will make the consulting report more exciting and Venngage has a wide range of bright color palettes available. Narratives create constructs that align people and organizations. This report is a great way to understand what channels are strongest for your blog, where you should spend more promotion time, and how well your content is performing over time. Multi-touch attribution reports should be run monthly to understand the broader business impact of your marketing channels. Every marketer needs to be well-versed in their buyer personas but you need to do more than just understand them. To justify the options you recommend, you must first understand the specific needs of the business, organization, or stakeholders you are writing for (i.e. In the bottom left corner we like to track the top posts by engagement so that we are always focused on creating winning Instagram posts, Yanor adds. After describing and evaluating your options, you will recommend the one you think is best and provide a discussion of the reasons why you recommend it. This tool determines the total marketing cost per lead and total cost per sale in such a way that different campaigns can be compared and decisions made about their effectiveness., According to Dylan Zsigray, nearly all of [Kiwi Creatives] clients use social media and track applicable data from each platform., Within Databox, we create comprehensive Databoards for each platform so that clients can get relevant stats each month., However, knowing that many executive leaders wish to have over-arching data for social media strategy, we also create an aggregate Databoard, where we add calculated metrics for similar stats from each platform., For example, to track total engagements we add together likes, comments, shares, retweets, favorites, etc. They can assess where your traffic and leads are coming from, what content they interacted with, if and when they converted, and how long it took for them to become a customer. Reporting weekly gives us a short enough time scale so we can adapt as necessary while also eliminating the day to day variance thats typical with search traffic.. The same goes for marketing reporting. The report itself is automatically generated by Zapier and posted to Slack, so it doesnt require any additional time or effort to prepare. Use thismarketing automation dashboardto gain valuable insights about the number of leads generated from your marketing campaigns. It's simple to upload your own photos, or you can browse thousands of high-quality stock photos on Venngage that will improve your Marketing Consult Recommendation Report Template. Its simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, its free! However, you should place the most impactful data first so that your audience can stop reading once theyve made up their minds. Start with these marketing reporting examples and expand your reporting as you begin to utilize more data.