I got this question today:
I want to set KPIs for the content creators in our marketing team and how their work is contributing to booked meetings or ARR. Basically, we want to see “Content to ICP Lead Conversion”, like what touch points contacts in the opportunity stages had with content offers (blog posts, webinars, reports, events).
The goal is to see a conversion rate or ratio that we can use as an internal KPI to improve creating contact towards our target audience. I was thinking something like this:
1. Content offer x -->
2. blog post y -->> Opportunity XZY / booked meeting
Or backtracking from a specific deal or contact in the opportunity stage and seeing what impacts the marketing contact had. I am aware that this is offered for the enterprise package, but was hoping to find a way to measure impacts even without (we have a marketing professional license).
How are you measuring content marketing impacts for other clients?
Sure, you can do this with HubSpot Enterprise but let's face it, Attribution isn't an Enterprise feature alone. Marketing teams with less heavy requirements should (and can!) Attribute opportunity data to specific content conversions out of the box.
If you’re using HubSpot Marketing Professional, you can build a custom attribution report looking at the lifecycle stage of a contact. If you have Enterprise you can do this based on opportunities but on Pro you can report on the contacts that are either marked as lifecycle stage opportunity or customer.
So let's take a step back. How are you managing your lifecycle and ICP scoring? Make sure you set all relevant lifecycle stages for your conversions. Ideally, you have been doing this already so you can get those really informative timestamps (Time spent as MQL or time it became to change from Sales Accepted to Sales Qualified lead anyone?)
How about the ICP tiering? Do you set your Ideal Customer Profile?
If these automations are in place, you can either select your contacts that have been marked as 'Opportunity' or 'Customer' and create the report showing the contacts by type. Maybe you want to report on blog posts or you want to look at blog posts, social posts and website pages.
You can choose to limit the sources for this report, maybe you want to leave manually created contacts or event leads out of this to only look at paid and organic website and social traffic.
If your lifecycle stages aren't granular enough, you can instead create a list of the contacts you'd like to review and use this list to further narrow your report.
If your content asset types aren't giving you a granular enough breakdown, you can include specific campaigns. I'd always recommend using your campaigns tool in HubSpot so this is just one more reason to invest some time in setting them up. Once you add your assets to a specific campaign, it's easy to report on them.
I've created a sample report for you here: https://app.hubspot.com/guide-creator/g/P0klTP45DB
Need a hand with your own attribution reporting? I can help you with the setup of your HubSpot account so you gather the right data over time and have a look at what we can report on today. Get in touch or book a time to chat!