Schedule daily, weekly, or monthly reports and send them directly to your teams inboxes with the HubSpot Marketing Hub Reporting add-on. As a bonus, multi-touch revenue attribution can help you stay aligned with your sales team. When a person is pitching a new idea or a new startup, thats also a strategic narrative. Instead of fiddling around with Excel formulas and formatting, browse our range of dashboards. (Example: Which sources bring in your most traffic, in Brazil?) 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. 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.. As we said above, there are plenty of different marketing reports you can run; well be reviewing some examples in the next section. Use this report to see what areas of your funnel you need to address for greater efficiency. 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. 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. Its crucial to make sure that your marketing strategies generate more revenue than the budget you spend on them. 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. If you haven't worked on a particular channel, it could be a good time to test it out. To really connect with your audience and set yourself apart from competitors, you need to invest in thought leadership. Based on your goals, that could mean looking at the visitor data or focusing on the visit-to-lead and lead-to-customer conversion rates. Instead, they merely acknowledge thata real, living, breathing human wrote this report and developed these options. If youre ready to propel your professional potential, be sure to check out our online, on-demand writing course,Wordsmith: A Grammar & Writing Course for Busy Professionals. Both small and large marketing teams need to package and communicate performance on a regular basis to: So, how do you create a marketing report that those people actually want to read? Blog >> How to Write a Recommendation Report + Recommendation Report Template! 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. 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. Begin with an executive summary that briefly introduces and summarizes your purpose for writing this report. This is the heart of a recommendation report. All recommendation reports address a real and important problem. Was there a piece of content you created that set it off? Run marketing reports that better inform your decisions, bolster your marketing resources, and help your organization grow better. 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. is due to seasonality, part of a longer trend, or simply because we nailed a campaign! You can also examine subsets of your website (like your blog vs. your product pages). Did you run a marketing campaign around a particular topic? Another way to grab attention is by using a bright color palette. Navigate to Add Report from any of your dashboards, and choose Top blog posts by contact conversion. Most of your marketing reports will contain a few of the same elements: Next, lets dive into the report specifics. How to Write a Recommendation Report + Recommendation Report Template! This will take the guesswork out of when to run your reports and when to send them to the relevant audiences. Whatever you decide, source data will help you figure that out. Once you make this impending decision, list all the data that might be relevant. 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. Track & Optimize Your Sales Funnel Like This Instead. As a marketer, youre a big part of your companys growth. 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. 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. To report on this in HubSpot, plot your contacts by Create date, which will show the date on which you added a new contact to your database. Once you've entered new content, use bold headings to give the business report a natural flow. By understanding how efficient and effective your marketing is, you can better allocate time, resources, and money and make well-informed decisions, to boot. This guide shares their answers. Elise Dopson (Remember, if youre building a marketing dashboard, that process is a bit different.). For this reason, this section wont focus on what specific data to put into your marketing report that will depend on what type you decide to run. If you see strong performance from one particular source, you may want to invest more resources in it. on January 22, 2020 (last modified on May 17, 2022) 13 minute read. Marketing reports uncover meaningful, actionable data that help you draw important conclusions and meet organization-wide goals. Here are some best practices to help you work smarter, not harder. Valuable, insightful marketing reports recognize two distinct components: purpose and audience. After testing a number of different analytics packages, we chose a marketing dashboard software like Databox because it is the only tool that allows us to combine data from Instagram with data from Google Analytics in one super easy-to-use and beautiful looking design that we can automatically send every week to our client and account team, writes Steve Yanor of Sky Alphabet Social Media. If you see spikes in leads, you know to dig into your content to see if certain topics are more successful at generating leads than others. With multi-touch revenue attribution, you tie closed revenue to every marketing interaction from the first-page view to the final nurturing email. 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. To reiterate: Marketing reports inform decisions. Your ideas should be creative and well-planned. In the next section, well dive into how to build a marketing report. HubSpot customers can create multi-touch attribution reports quickly; HubSpots attribution tool is built for real people, not data scientists. A social impact rebranding story about Lex End Homelessness, a city-wide campaign to end and prevent homelessness in Fayette County, Kentucky, as it expanded from a donation fund into a multifaceted community movement. from the respective platform. What did you do that led to an increase or decrease in persona acquisition? Whether you create a recurring reminder on your calendar or set your reports to automatically run, schedule your marketing reports ahead of time. Startups need to convey what makes them different and special. As you send out your marketing reports, ask for feedback from your audience. Data points can be used to draw multiple conclusions or make multiple decisions, so you should know. 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. Free and premium plans, Content management software. Bosilevac continues: Viewing yesterday, this week, and last week lets us see if our growth (or not!) Step 3: Watch your dashboard populate in seconds. To set up the dashboard, follow these 3 simple steps: Step 2: Connect your HubSpot and Google Analytics accounts with Databox. Another way to segment your contact database is to look at how they appear by lifecycle stage. This will save you time and energy building each template and provide a reliable, predictable report design for your audience to read. Why? 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. One example of a marketing report that we share with our clients is our results in the form of case studies, Amy Hernandez of electrIQ marketing says. While simple in nature, we send this report to a client on a daily basis, writes MashMetrics Thomas Bosilevac. At this point, however, youre likely asking, Where should I start?" The Problem Statement is where you justifythe purpose of this report. Consider how you can replicate your past success. For example, if you notice that your Facebook campaigns drove a ton of revenue, run more Facebook campaigns! Free and premium plans, Customer service software. 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. |Jul 25, Marketing 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. For those who wish to have high-level information to share, our aggregate Databoard provides this.. justifications as to why this option will work. Whether youre using a dashboard reporting tool or creating your own reports from scratch, make sure your reports dont flop by including your most important marketing metrics. We were changing up the creative every week so that we would be hitting our targets with different visuals.. How are your email campaigns performing? a cohesive, comprehensive overview of this option/idea; information about how this option answers the need cited at the beginning of your report; specific details about how this idea could be implemented; and. 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. Well, weve pulled together these five marketing reporting examples for you to use to get started. If your marketing report will be designed the same way each and every time you send it out, consider turning it into a template. Want to get an even deeper understanding of your traffic patterns? Illustrated data (e.g. We discovered very quickly that certain resources had a much higher volume of form fills as well as a much higher conversion rate.. Learn how to create an Excel graph, make pivot tables, and use VLOOKUPS and IF functions with this free guide and video. 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. 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. Hopefully, these marketing report examples prove that theres more to reporting than confusing Excel formulas. For example, if your report shows that youre doing a great job of generating leads, but not converting any to MQLs, update and optimize your nurturing program. Editor's note: This post was originally published in April 2014 and has been updated for comprehensiveness. 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. Share that good news!, Related: The Topic Cluster Content Strategy Explained by Visiting a Casino, According to Avinash Chandra, BrandLoom always shares a report on organic search position with our client and this format is easy to understand and it summarizes very well all the relevant statistics related to the search result.. 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. the data youre analyzing) is simple; however, its how youre going to use this data to make a decision or draw a conclusion thats more difficult. 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). 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. Like most marketers and marketing managers, you want to know how well your efforts are translating into results each month. Pick which stages youd like to include, select your visualization, and youre off and running. Then, break down your report by persona. If a channel took a turn for the worse, you'll have enough time to remedy the situation before it gets out of control or you waste resources. What has been tried in the past? Nobody wants to read an entire report to only utilize the final page. 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. 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. 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. You can easily set it up in just a few clicks no coding required. Free and premium plans, Operations software. Here are some round-up posts to help you determine those, by channel: Metrics & Chill Podcast Select from the set of pre-baked best-practice templates, or create a custom report of your own. and "What are those basic marketing reports I can run to get more comfortable with all the data Ive been tracking?. Marketing reporting is a vital part of your marketing efforts and the growth of your business. Use this information to decide what marketing efforts to invest in moving forward. Cross continues: We have a similar process for lower than expected weeks for leads. You wouldnt run a marketing report to review data performance or check on an ongoing goal for these purposes, youd glance at your marketing dashboards. What do they both have in common? Did you know that humans process visual data 60,000x faster than written data? When possible, include visual data in your marketing reports. 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). But theyre not enough to inform broader marketing decisions that impact your entire organization. Here are some of our favoriteresources on recommendation reports: Accelerate your thought leadership to ensure successfuland sustainablegrowth with these five market-tested strategies for entrepreneurs. 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. 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. Putting together a marketing report can be overhwleming. This report shows the posts that were most often seen by contacts immediately before filling out a form on your website. 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. Not me. 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. 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Generate an eye-catching marketing report and more with this Marketing Consult Recommendation Report Template. A recommendation report proposes multiple potential solutions to a problem and concludes by recommending the best one. 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. Look at it this way. 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. Compiling a marketing report for knowledges sake is synonymous with scheduling a meeting to simply review a project. 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. This report also touches on the most important aspects of SEO include on-site, off-site and technical.. Make sure to state clearly here your reasons for writing this report, and what is contained within the report. 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. It only takes a click to unsubscribe. There are hundreds of reports that you can run to dig into your marketing efforts. Like most business reports, this should be written professionally. The criteria should be based on the information outlined in your Statement of Need. This report is meant to show our marketing and sales team members where we are at, without taking a lot of time or analysis. Did you run a campaign that helped the channel perform well? 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. After listing and justifying evaluation criteria, you should evaluate each option based on its ability to answer your criteria. Start with these marketing reporting examples and expand your reporting as you begin to utilize more data. Who are the major stakeholders? In other words, defend your recommendation thoroughly in this section. A marketing report should help you make a decision. But unless you can directly tie your impact to revenue, youll be forever underappreciated and under-resourced. 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.. Look at how many leads you're generating from your blog over time. How to Choose OKRs and Use OKR Dashboards to Understand Progress Toward Goals, $0/month, no credit-card required, free-forever version. On top of this, we implemented a custom metric to measure form fills across the website and used this custom metric in conjunction with the built-in page views metric to create a calculated metric for conversion rate, Blumenfeld adds. Navigate to your dashboard, and click Add Report > Attribution Report. Think about how you can incorporate multiple channels into the same campaign. 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). Note that you will need some type of marketing software (like HubSpot Marketing Hub) to do this. Or better yet, if youre ready to level-up your professional writing game, definitely check out our expert-craftedrecommendation report template packan exclusive item in ourTemplates for Busy Professionalsseries. Incorporate photos, pick a bright color palette, and utilize bold headings for a vivid report design. Choosing the content of your marketing report (i.e. Blogs have become a marketer's best friend. Heres How to Use Ahrefs for SEO (According to 97 Marketers), The Topic Cluster Content Strategy Explained by Visiting a Casino, Want More Signups? but one of the most important facets is the type., We desired to know if there were certain types of content that were performing better than others at the top of the funnel, and to do this we set up a custom dimension in Google Analytics to track the types of content we have on the website.. 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. For this reason, first person is great when its used for these rhetorical purposes. Your Problem Statementwill serve as your introduction to the options discussedin this 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. However, you should place the most impactful data first so that your audience can stop reading once theyve made up their minds. Now lets jump into recommendation reports. It's important to track how many new contacts you're actually adding to your database based on each persona. From there, youll have a much better idea of what reports to run and how to use said data. Take our free, 20-minute HubSpot Academy course on marketing reporting to measure success and optimize your efforts. We wont spam, ever. For example, if a click is from a computer, I can safely derive that this person is at his office.. 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. Free and premium plans. 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.