Can you accurately tell if your marketing campaigns are helping with your desired ROI?
Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. But that depends on two essential components: A well-thought-out marketing campaign supported by a solid lead nurturing system that can accurately measure your marketing influenced revenue.
Marketing and ROI have always been a cloudy subject. Now more efficiently than ever, marketing technology has made it clear how your marketing efforts are tied to ROI.
Here’s how using the HubSpot ecosystem will help you boost ROI for your marketing campaigns.
1. Visibility Into Influenced Contacts in Your Database
One of the most significant pluses of using HubSpot to run your campaigns is to tie all of your marketing assets together to keep marketing data clean. You get direct visibility into who has interacted with your marketing pieces powering you with advanced lead intelligence that would otherwise be impossible to pinpoint using something like Google Analytics.
Lead intelligence is valuable for many reasons, but it mainly gives your sales team leverage in the needs analysis stage, getting them closer to closing more deals.
You can also use the HubSpot campaign influenced contact info to drive your marketing automation efforts. Suppose a particular contact engaged with a campaign. In that case, it can be the trigger to launch an automated workflow, setting off automated actions to push the contact through the sales process/journey in a sophisticated way.
2. See Which Campaign Influenced Closed-Won Deals
Winning deals is incredible.
Knowing exactly how your campaigns contributed to closed sales is the icing on the cake!
Campaign insights in HubSpot give you the power to make smart data-driven marketing decisions for future campaigns. If a tactic or specific asset did not contribute to hitting your campaign goals in the way you wanted it to, then you know there is an opportunity for optimization to increase results now or for future campaigns. You can also see which resources, promotional pieces, or assets were attributed to closed-won deals and therefore utilize those more in this campaign or others.
3. Influenced Revenue
The great thing about running your marketing through HubSpot campaigns is that it can directly tie to your bottom line efforts. It’s not enough to know how many deals closed in a campaign, but you want to know exactly how much that campaign brought in. Knowing the influenced revenue of your campaign will help you to make even better marketing decisions.
For instance, if campaign A closed ten deals with an influenced revenue of $10K but campaign B closed 5 deals with an influenced revenue of $20K, you can quickly see which campaign had the most significant ROI, therefore giving you the data you need to make relevant marketing decisions.
Making It All Work
The use of marketing technology to support your campaigns can boost ROI exponentially. Knowing the campaigns that directly influenced contacts, how deals were affected by it, and how much revenue it generated — you will be able to confidently use this data to determine real ROI and make better marketing decisions going forward.