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    9 Free Microsoft Excel Templates to Make Marketing Easier

    By Carly Stec


    Many of us can recall a time in high school when we were sitting in math class and thinking, "When am I ever going to use this stuff in the real world?"

    And then we suddenly find ourselves in the real world, only to realize that numbers actually do play a pivotal role in what we do -- especially in digital marketing.

    Trouble is, many marketers are right-brained, meaning Excel spreadsheets riddled with numbers and formulas aren't all that inviting. Making them from scratch can be especially intimidating.

    While we won't argue with that, we will ... Read More

    Marketing Investment Benchmarks: What Are Companies in 4 Big Industries Spending?

    By Ritika Puri

    In an ideal world, marketers would have limitless budgets to invest in experimental initiatives and new programs. After all, the customer acquisition and retention landscape is evolving faster than ever. To see what works, it’s crucial to find new opportunities and test new waters. 

    The challenge, however, is that marketing budgets are often limited around what’s "proven" to work -- which tends to look different from company to company.

    Read More
    Demand Generation Benchmarks & Trends: Software Marketer Edition

    By Ritika Puri

    The marketing formula seems simple: Attract audiences, engage prospects, convert leads, and facilitate retention. One of the biggest "wins" you can achieve is the ability to connect your disparate initiatives into a scalable, predictable demand generation engine.

    But when you’re in the trenches, you know this process is easier said than done. Marketers, immersed within their organizations, frequently lack access to industry data.

    Read More
    9 Highly Reputable Resources for Compelling Marketing Stats

    By Bill Faeth

    If you’re in the business of content marketing, there is a 100% chance you need marketing statistics.

    Statistics lend authority and weight to your blogs, ebooks, and social media posts. Using accurate data in your original content is powerful way to communicate that you’ve done your research. However, not all statistics are worth citing. Your research could have a negative effect on your online reputation if you fail to verify the source, accuracy, or recency of the statistic.

    Read More
    8 Myths People Believe About Analytics (But Shouldn't)

    By Rachel Sprung


    When many people start diving into their marketing analytics, they're nervous. Maybe they're new to the technology, so they're worried about it being too complex and confusing to use. Maybe they haven't analyzed their marketing before. Maybe math was never their strong suit. Or maybe they're just worried about messing something up.

    It doesn't have to be this way.

    Read More
    How to Analyze Your Blog Posts: A Beginner's Guide

    By Rachel Sprung

    How do you decide which topics to write about on your blog to attract the most traffic and leads? What about which types of blog posts to write? How many to publish in a week? How to promote them?

    These are just some of the questions you might have when creating your blog strategy -- and knowing a thing or two about your top performing blog posts will help you find the answers.

    Read More
    10 Analytics Mistakes I Learned the Hard Way (So You Don't Have To)

    By Rachel Sprung

    Have you ever spent a big chunk of time analyzing your marketing data, only to realize partway through that you didn't approach the analysis correctly? This happens to me from time to time, and trust me -- I know how frustrating it can be. I find myself wishing I could go back in time and warn my past self about the mistake so I could avoid losing all those hours.

    Trial and error is the nature of analysis, though.

    Read More
    How to Add a Secondary Axis to an Excel Chart

    By Rachel Sprung

    Have you ever wanted to create a single chart for two different (yet related) pieces of data? Maybe you wanted to see the raw number of leads you're generating from each channel and what the conversion rate of the channel is. Having those two sets of data on one graph is extremely helpful to picking out patterns and identifying full-funnel trends.

    Read More
    How Often Should Companies Blog? [New Benchmark Data]

    By Lindsay Kolowich

    "Blog early, blog often." 

    In the inbound world, these are words to live by. After all, blogs help businesses attract new website visitors and convert them into leads. Each time you publish an original blog post, you're creating a new opportunity to get found in search engines, get shared on social media, get linked to by other sites, and get a new person to interact with your company.

    Read More
    Want to Learn Marketing Analytics? Start With These 9 Great Resources

    By Rachel Sprung

    I've been interested in data and analytics for a long, long time. As a ten-year-old, I remember creating Excel spreadsheets with my dad for his annual Fantasy Football pool. By the time I was 16, I was building Pivot Tables with my cell phone bill to figure out who I texted the most. (I promise I had other hobbies.)

    Since then, I've learned how much more there is to data analysis besides Pivot Tables and Excel. There's a whole world of analytics out there -- and I've barely scratched the surface.

    Read More
    Rethinking CRO: How Remarketing Can Unlock Higher Conversion Rates

    By Larry Kim

    If you're serious about improving more conversions, you need to start thinking of conversion rate optimization (CRO) differently. CRO isn't just about making small adjustments to a landing page to get 5% more conversions. But if you've tried moving page elements around, tested variations of your copy, and optimized your form, but still aren't seeing meaningful conversion gains, don't worry -- all is not lost.

    Read More
    An Introductory SQL Tutorial: How to Write Simple Queries

    By Rachel Sprung

    Ever heard of the computer language called SQL? You may have heard about it in the context of data analysis, but never really thought it would apply to you as a marketer. Or, you may have thought to yourself, "That's for the really advanced data users. I could never do that."

    Well, you couldn't be more wrong! The most successful marketers are data-driven, and one of the most important parts of being data-driven is being able to collect data from databases quickly.

    Read More
    10 Analytics Red Flags All Marketers Should Look Out For

    By Gregg Crystal

    In the new Digital Age, Marketers are constantly bombarded with a sea of information. One of the first questions most new HubSpot users ask is "What report should I be viewing?" and "What data matters most?"

    While every company is different and every campaign as well, there are some tried and true analytics that every Marketer should be looking at. If these numbers start to look bad, it's a clear sign that something has gone wrong and your digital presence may not be performing as it should be.

    Read More
    How Reporting on Revenue Can Improve Your Relationship With Sales

    By Rachel Sprung

    Most marketers are concerned about building a strong relationship with their sales team. After all, the marketing team is supposed to generate leads and assist the sales team in closing deals for the company. To make all of that happen, these teams need to have a good relationship.

    But any marketer can tell you that there can be tension between the marketing and sales teams. It could happen for many reasons -- the leads number could be down, the quality of leads could be down, or there could simply be clashing team priorities (among other things).

    Read More
    How to Use Excel: 14 Simple Excel Shortcuts, Tips & Tricks

    By Rachel Sprung

    Sometimes, Excel seems too good to be true. All I have to do is enter a formula, and pretty much anything I'd ever need to do manually can be done automatically. Need to merge two sheets with similar data? Excel can do it. Need to do simple math? Excel can do it. Need to combine information in multiple cells? Excel can do it.

    Read More
    How to Use Analytics to Make Smarter Marketing Decisions [Free Webinar]

    By Rachel Sprung

    Every marketer needs data. You need data to show your boss the value of your work. You need data to determine if a campaign is running smoothly. You need data to make decisions about what you should continue working on -- and what you shouldn't.

    But that doesn't mean every data point you can get your hands on is important to track. With only so much time in the day to measure your marketing performance, what pieces of data should you actually be monitoring? What are some of the vanity metrics that you don't really need to track?

    Read More
    5 Pointless Marketing Metrics You Can Stop Tracking Today

    By Rachel Sprung

    In life, many people believe that more = better. More traffic, visitors, and customers? Yep, that's better. More time in your day to do the things you love? That's better. More collaboration between Sales and Marketing? That's definitely better.

    But in many areas of marketing, more doesn't always mean better.

    Read More
    57 Basic Marketing Analytics Terms Everyone Should Know

    By Rachel Sprung

    When you create a report or analyze your marketing metrics, does it ever feel like you are reading another language? There are tons of terms to describe what you're looking at, and often, the terms sound very similar to each another. Never mind when you start using several different analytics platforms, you'll find different terms for the same metric. 

    In the midst of analyzing your marketing, decoding the terminology you're coming across should be the last thing you spend energy on. 

    Read More
    When to Check on Your Marketing Metrics: A Simple Guide

    By Rachel Sprung

    There are lots of metrics you can track on a regular basis. You can check your visits, leads, and customers from all of your marketing activities. You can check how much revenue you are generating. You can look to see how your calls-to-action are performing. You can see if you're getting any inbound links to your site. And that's just the tip of the iceberg -- the to-do list can really go on and on.

    Read More
    6 Basic Reports Every Marketer Should Know How to Run

    By Rachel Sprung

    Truthfully, there are tons of metrics that you can report on. You've got reports on the number of Twitter followers, the number of Facebook Likes, the number of visits to your website, the number of conversions, the number of leads from different campaigns or channels -- just to name a few. The world is your oyster.

    But that's exactly what makes it so hard to get started -- there are so many reports you can run that it's not easy to identify the ones that are actually helpful, run them, and then act on them.

    Read More
    How to Run a Blog Lead Generation Analysis

    By Rachel Sprung

    It's the timeless question for corporate bloggers: How many leads did your blog post generate? It's much easier to see top-line metrics like how many visits each blog post gets, but measuring the impact further down the funnel is essential to growing your blog -- and your business.

    But even more important than knowing the number of blog leads you have generated is being able to analyze those results and create an actionable plan for the future. 

    Read More
    How to Achieve Exponential Growth With Marketing Analytics [Free Ebook]

    By Brittany Leaning

    Analytics can be a huge opportunity for both the growth of your business and of your career. According to a recent CMO Survey, CMOs report they spend 8% of their marketing budgets on marketing analytics, and spending on marketing analytics is expected to increase 60% by 2015. With bigger budgets for marketing analytics come bigger and more notable opportunities for people that know how to use them.

    Read More
    How to Track Content ROI: A Step-by-Step Guide

    By Aaron Agius

    There’s no doubt that content marketing can boost your brand awareness and improve public sentiment towards your company and its product offerings. 

    But for you to really make an impact on your business, you need to know whether you’re getting a good bang for your marketing buck -- and that means you need to figure out how much you're affecting the business' bottom line.

    Read More
    How to Set SMART Marketing Goals [Free Template]

    By Mike Lemire

    Goal setting is probably one of the hardest things marketers have to do. You've got to choose a goal that's lofty, but not too lofty. And it's possible you have no idea what "lofty" is anyway -- for marketers implementing brand new activities, picking the right goals (and then tackling them) can feel like a guessing game.

    To help you eliminate the guesswork and set the right goals for your marketing team, HubSpot's put together a goal-setting template. This marketing goal-setting template will help you set yearly, quarterly, monthly, and even daily goals that are realistic, measurable, and help you figure out how to actually hit those goals with ... you know ... a plan.

    First, download your free marketing goal-setting template here; then learn how to use it effectively by following along in this post.

    Read More
    What Are Attribution Reports? [FAQs]

    By Rachel Sprung

    A marketer's job isn't easy. You constantly have to create content and promote it through different channels. But with only 24 hours in the day, you need to spend your time promoting the right content through the right channels to declog the right parts of your funnel. 

    So how do you do that?

    Read More
    How Authoritative Is Your Content? 7 Tools to Help You Find Out

    By Lisa Kasanicky

    If there’s one thing I love about yoga besides the catnap at the end, it’s that instructors will often remind you that the practice is not a competition. “Don’t let what others are doing affect your practice,” they’ll say. Or, “No one is grading you on your performance.” Lovely sentiments.

    But not in the content marketing world.

    Read More
    How to Decrease Your Website's Bounce Rate [Infographic]

    By Sam Kusinitz

    How sticky is your website? Are your visitors hanging around, or are they bouncing right off the page? Lucky for you, there's a metric for that.

    Your website's bounce rate is a metric that indicates the percentage of people who land on one of your web pages and then leave without clicking to anywhere else on your website -- in other words, single-page visitors.

    Read More
    A Simple Guide to Web Traffic Terms

    By Pamela Vaughan

    Views, visits, visitors -- it's all the same, right? Not so fast, speed racer. If that's your way of thinking, you could be misinterpreting your traffic data and making some ill-informed decisions.  

    Because lots of people tend to throw these various terms around all willy-nilly,

    Read More
    The Problem With Predictive Analytics

    By Corey Eridon

    Let's pretend you need to close 30 more customers to hit your sales target.

    Luckily, you just so happen to have a whitepaper with a customer close rate of 30%. You might assume that if you get 100 more people to download that whitepaper, you’ll get 30 more customers and everything

    Read More
    Which Marketing Analytics Should You Be Looking At?

    By Rachel Sprung

    Access to so much data has made marketing analytics overwhelming for many a marketer. We have traffic data, conversion data, lead data, email marketing data, social media data ... the list goes on. Figuring out what data to pull, and when, is the tricky part.

    While no two businesses are alike, often they'll find themselves facing similar problems, and

    Read More
    Content ROI Is a Myth

    By Kieran Flanagan

    As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about “brand awareness.” Today, marketers want to measure the ROI on every tactic and channel they use.

    Figuring out the ROI of content, in particular, is hard and often misunderstood.

    Read More

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