如何使用分析来获得促销：10个指标可以帮助您的事业

可悲的事实是：您可以非常努力地工作，检查所有盒子，早点呆在迟到，并且仍然无法获得想要的促销活动。缺少了什么？您需要做什么才能真正向您的老板展示您赚了什么？

为提升的一个重要组成部分是商店wing your value through metrics. If you can tell a story to your boss using data -- your value in leads or revenue generated for the company -- then you'll make a much more compelling case for why you deserve a promotion.

Let's look at which metrics can help you show your work in certain areas. (For all you HubSpot customers, we'll go over how to find them in HubSpot, too.)

1) Track Lead Sources

一旦营销人员创建了一件内容，他们的工作就没有完成。下一步是在各种渠道上推广该内容，以推动其销售团队的潜在客户。燃烧的问题是：推广内容的最佳地方或地点在哪里？

Tracking the original source that your leads come from is key in figuring out your most effective promotion channels -- whether it's social media, email marketing, organic search, or something else.

作为营销人员，要表明您赢得了促销活动，您需要向老板展示您正在达到潜在客户的目标。这些目标是驱动您业务的原因。产生潜在客户后，他们将进入销售团队，并最终变成收入。表明您始终如一地实现自己的领先目标将很重要。

To do this in HubSpot:

In your Sources report, you'll see how many leads you are generating as a result of different channels. Use this to make sure you are on track to hitting your goals.

2) Use Tracking URLs

根据您使用的软件，您可能并不总是对bob电竞官方下载内容进行内置跟踪。即使您这样做，有时候您需要进行离线活动（例如贸易展览）的工作，在这种情况下，跟踪您遇到的接触并不那么容易，然后访问了您的网站。

这是跟踪URL的位置。跟踪URL使您可以根据URL中的UTM参数来区分人们如何找到您的网站。这些参数可以显示联系人的渠道以及它们是哪些活动的一部分。（了解更多有关它们的信息in this blog post.)

An experienced marketer understands the impact that offline and online campaigns have on their goals. It isn't always easy to track everything that happens offline, but it is possible. If you can show the impact of your online and offline campaigns -- and why you are investing time and resources in each of them -- it'll showcase your ability to use your time and resources properly.

To do this in HubSpot:

转到“报告回家”，然后选择跟踪URL构建器在右手侧。在那里，您可以根据需要创建尽可能多的跟踪URL。（或者，您可以用Google的跟踪URL构建器.)

3) Score Your Leads

Not all leads are treated equally. Some are much more likely to close than others. You can qualify your leads based on whether or not they share similarities with other leads that have closed into customers -- a process we call lead scoring. Lead scoring allows you to give each lead in your database a score based on certain characteristics. For example, if you know a certain title or industry is more likely to close, you can give your leads five points. If you know that contacts with.edu电子邮件地址不太可能关闭，您可以从这些联系人的线索分数中减去积分。

领先得分最好的事情？您可以将这些信息传递给您的销售团队，以帮助他们确定时间的优先级，并与更可能关闭的潜在客户联系。这不仅为您的公司带来了更高的收入，而且可以促进销售和营销一致。bob全站app驱动收入和部门之间的一致性是晋升的一个很好的理由。

To do this in HubSpot:

Go into "Contacts Settings." Click on "Custom Lead Scoring" and you'll see the option to create your lead scoring criteria.

4）报告您的收入

营销人员有责任为其销售团队创造潜在客户。但是，为了弄清楚这些是否是质量线索，营销人员需要了解线索如何影响公司的底线。bob全站app毕竟，您可以产生成千上万的线索，但是如果大多数人不关闭，则需要改变营销。

That's where revenue reporting comes in. Revenue reporting allows you to tie revenue numbers back to the promotional channels or marketing activities that you are working on. For example, you can tie revenue back to a piece of content or a marketing channel.

营销人员通常是根据潜在客户生成来衡量的。但是，最终，这些潜在客户变成了企业的收入。通过向老板展示您的工作如何影响公司的收入来迈出这一额外的一步。bob全站app

To do this in HubSpot:

转到“报告回家”，然后选择联系人或公司报告。（有关如何运行这样的报告的更多详细信息，看到这篇文章.)

5) Identify the Content that Drives Conversions

When deciding what content to prioritize, it's important to look at more than just the views of content. You need to figure out which content drives your conversions -- and you can do that by looking at your attribution reports.

归因报告向您显示了哪些内容或营销渠道可以在整个漏斗中驱动转换。如果您想查看驱动铅转换的内容，则可以做到这一点。如果您想查看驱动MQL转换的内容，也可以做到这一点。

Show attribution reports to your boss to show her that you know how to prioritize what you and your team focuses on.

To do this in HubSpot:

转到“报告家庭”，然后选择“创建新报告”。选择“归因报告”。（有关如何运行这样的报告的更多详细信息，read this blog post.)

6) Don't Treat All Leads Equally

Lead Scoring will help you see what leads are the most qualified. But once you have that subset of leads vs. marketing qualified leads vs. leads that are not qualified, you need to strategically think about how to nurture them differently. Most of your leads will still need to be nurtured into a more qualified stage whereas your marketing qualified leads need to be nurtured with more product-centric information.

Figuring out a way to scale how you nurture your leads and marketing qualified leads is a great way to show you deserve a promotion. If you're going to move up in your career, you need to understand how to scale the work you are doing. That may mean setting up a process or automated workflow to nurture your leads or marketing qualified leads. Or, it may mean another way that you are achieving the same or better results with less time and effort put into it. Think about ways that you can scale your work to earn that next promotion.

To do this in HubSpot:

一旦您登录HubSpot，您就会看到仪表板上的潜在客户和营销合格线索的数量。

7）查看您的博客订阅者如何随着时间的推移增长

When we think about the important blog metrics, we often think about the number of visits coming to our blog posts and the number of leads generated. However, blog subscribers is a key metric that should not be overlooked. Without blog subscribers, a lot is missing: You have less visits to your content; you have a smaller chance of your regular readers promoting your content on social channels; and it's ultimately harder to grow your blog.

专注于增长博客订阅者是展示您如何长期思考博客成功的好方法。尽管您最有可能从事项目短期影响的项目，但要有远见才能知道将来需要做些什么才能使您的博客在将来取得成功是关键，并且值得促销。

To do this in HubSpot:

Go to the blog dashboard. Here, you can toggle the dashboard from views to subscribers (by clicking "Subscribers" in the top right-hand corner of the dashboard) so you can see how you're tracking against the previous month's blog subscribers.

8) Understand What External Content Drives Conversions

Some attribution reports will help you analyze which pieces of content on your website is driving conversions. With others you can see what marketing channels are driving conversions to your website. But there's also a third option: understanding what external content drives conversions to your website. This is key to see what external relationships should be nurtured and what websites may be linking to your content.

Understanding the importance of external content and relationships in addition to the content on your own website can help you strengthen your case for getting a promotion. It showcases a deep knowledge of the industry and whom you should make connections with. It also shows what relationships you may want your PR team to focus on. This can make a huge difference between a good marketer and a great marketer.

To do this in HubSpot:

You can follow the same steps from the这篇博客文章on running reports for your blog leads (mentioned in #5) -- except this time, select "By referrer" and "All interactions" when you go into your Attribution Report options.

9）铅到客户的转换率

One of the most important metrics for any marketer is the lead-to-customer conversion rate. This number shows whether you're generating the right amount of leads in comparison to how many customers you are closing. If your lead-to-customer conversion rate is extremely low, it's a good indication that you aren't generating high quality leads and may need to adjust your strategy. You should look at this metric as a whole but also broken down by channel and specific pieces of content.

为什么这对于表明您应该得到晋升很重要？它可以帮助您的老板了解您如何实现营销策略 - 特别是通过显示哪些渠道和内容具有很高的铅转换率。

To do this in HubSpot:

Go to your Sources report to see the lead to customer conversion rate by different marketing channels.

10) Track Behavior On Your Website

When a lead comes to your website, you can see which pages they visit and which forms they fill out. But what about what links they click? And how they get from one page to another?

In addition to the information your leads provide to you on forms, you also want to take into account behavioral actions they take on your website. Even though they aren't giving you this information, this is important to understand how they are interacting with your website.

Segmenting based on behavior on your website, not just information on a form shows that you approach your marketing in a unique way. While most marketers rely on the information that is given to them in forms, you show you can take it to the next level by combining with other types of data. Your boss will recognize your ability to think outside of the box, experiment, and analyze data.

To do this in HubSpot:

Install our Events Bookmarklet，这使您可以在不安装任何代码的情况下跟踪任何网页上的点击。（有关如何使用此应用的更多详细信息，read this blog post.)

What other metrics do you think are a good indication of getting that next promotion?