Outbound Campaign Tracking?SOLVE
Jul 10, 2018 5:55 PM
We're currently trying to define a way (if possible) to measure outbound marketing ROI through the HubSpot campaign tool. For example, if we work with a 3rd party provider that sends out 5 emails for us, each promoting a different piece of our content, I'd like to create a campaign that allows us to track new leads/opportunities associated with that activity.
From what I understand, the HubSpot campaign model is asset-centric and each piece of content should be listed as an individual campaign. This means that reporting on that activity would be spread across 5 different campaigns - leaving no clear way to report (in HubSpot) on the provider's effectiveness. Or is there?
We do track lead volume (based on UTM queries in GA), but ideally I'd like to organize this into a campaign dashboard so reporting isn't disconnected and ad-hoc.
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Jul 11, 2018 1:33 AM
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Q: Clear way to report (in HubSpot) on the provider's effectiveness?
Short A: Yes, but not pretty and not recommended.
It's true. HubSpot's campaign model is asset-centric. However, using your example of a 3rd party provider that sends out 5 emails for you (each promoting a different piece of content), listing each piece of content as an individual campaign isn't the way to go -- total overkill for a single email (per campaign).
Since HubSpot does NOT allow assets to belong to more than one HubSpot Campaign at a time, if you only have a single email per content piece, then tracking ROI at the email level is the best solution for your use case.
However, if you want to track ROI for multiple assets BY PROVIDER, you'll want to clump [good word] the unrelated emails into a single HubSpot campaign. That will quickly give you the provider ROI numbers you seek.
Finally, and we're not recommending you do this, but there's absolutely nothing stopping you from keeping your original 1-email per HubSpot Campaign model and TEMPORARILY adding those email assets to a different HubSpot Campaign e.g., just to show provider performance. Screen shot it (like the image at the end of this thread) then normal-up your campaign.
Certainly not an ideal solution. And, obviously, the more you play with moving around HubSpot Campaign assets the greater your risk of scr3wing up your numbers. But hey ... as long as you know the risks and you get what you need at the end of the day, all is right with the world.
Guess it comes down to weighing which is more important at any given point in time.
The following is a typical HubSpot Campaign Dashboard. This particular event dashboard shows key measurements for multiple email and CTA assets during the campaign. Note the duration of the campaign and the number of assets. This small outbound campaign only went out to a few thousand contacts, but clearly shows overall performance.
We thought about pulling better analytics using a tool like Databox (see Datawall Examples). Just not certain if we can 'clump' specific assets into a meaningful report by provider any better than a HubSpot Campaign report (in this case).
Hope that helps.
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