HubSpot and Pardot of the two most popular marketing automation platforms available today for SMB and mid-market companies. Our clients often have a tough choice deciding which will be the best fit for their business. Both offer a wide variety of features that cover the needs of most marketing operations.
Google Analytics is the industry standard for tracking website visitors and their behaviors. Even out-of-the-box, it provides deep insight into how people use your website. For SaaS businesses however, additional customization is necessary to get a complete view of how visitors interact with your website.
Do you really understand how your content affects revenue?
Let’s try a little thought experiment.
Does Chaos Reign in Your HubSpot Portal?
Over time, your Hubspot portal may start to get unwieldy. Badly named lists, random workflows that do too many things, and an undisciplined approach to data cleanliness can lead to larger problems down the road.
Committing to a marketing automation platform is just like selecting CRM, your selection impacts your business significantly from Marketing to Sales. From tracking your potential leads to sales opportunities and closed revenue, to marketing attribution and more, your marketing automation platform is the driving force.
Figuring out the best metrics to use for your SaaS KPIs can be a difficult task. Many companies spend their time searching for a “wonder metric” that rises above the rest to provide a flawless top-down view of their business. Unfortunately, that metric does not exist. There are, however, some metrics that come close, allowing you to simplify your operations while providing an in-depth look into the health of their business.
When we work with new clients on lead generation, one of the first steps that we take is to make sure we can connect to their Marketing Automation API so that we can pass new leads into the system. In this instance, we're going to be focusing on HubSpot and how to setup HubSpot for third-party lead generation. We created this documentation as an instructional post for our clients to maximize lead flow and conversions, and we want to share it with all B2B marketers.
Having a deep understanding of your software-as-a-service (SaaS) business’ traffic is a fundamental piece of the financial health puzzle. To gain that understanding, you have to dive deep into each channel, evaluating and optimizing each separately from one other. What most SaaS companies underestimate is just how much the expectations and needs of their audience can diverge between organic and paid traffic sources. Often, the traffic that comes through each channel arrives for different reasons, with completely different goals.
To start, this blog post isn’t about generating more sales opportunities and building a scalable demand generation process like our other posts such as this one and this one. Rather, it’s about our year in 2017, a Thank You to our clients, and a Congratulations to our team and a look ahead for our 2018 plans.