3 Simple Ways to Personalize Content by Referral Source


Most marketers know the importance of creating unique content for different social mediums. For instance, would you use the same exact copy in a paid search ad that you did in a tweet? I hope I'm hearing a resounding, “No!” 

And yet, many marketers aren't fully prepared for what comes next: when a visitor actually clicks on a link and lands on their website. If a visitor comes from a paid ad promising a coupon -- and then they don't see the coupon as soon as they arrive on your website, how do you think they're going to feel? Confused; maybe even frustrated.

But according to a Jackson Marketing Group study, less than 10% of B2B companies are using personalized website content. The companies that do use personalized content are benefitting. In fact, according to an E-consultancy/Monetate report, companies that personalize their website see an average of a 19% increase in sales.

Sound compelling? To help you get started, here are a few simple methods to personalizing content by referral source that your customers will love.

Personalize Content for Social Media Campaigns

Visitors who come to your webpage from social media have different motives and interests than those coming from email marketing or paid campaigns. Why not cater to these specific motives and interests?

For instance, a visitor to your page that got there by clicking a link on Twitter is likely familiar with the Twitter platform and apt to sharing content on Twitter. In this case, Twitter would be that visitor's last referring social source.

By creating personalized content from a visitor's last referring social source, you can pinpoint the platform they'd most likely want to share your content on. You can also include textual references to the visitor’s last social media source to cater to their interests.

Below are examples of personalized content made for visitors coming from specific social sources: Facebook and Twitter. 

For Facebook Users

With more small businesses on Facebook than ever before -- 30 million, according to TechCrunch -- the competition for organic reach is becoming fiercer by the day. But by personalizing content for visitors who land on your website from Facebook, you can increase customer activity and involvement on the social platform.

The example below boasts personalized text and social sharing buttons (highlighted in red) specifically for visitors coming from Facebook. 

example of using personalization by source

The Facebook sharing icon on this company webpage allows Facebook visitors to immediately share content from their own accounts with one click. There’s also personalized text that clearly mentions Facebook. It’s a win-win situation: The content is customized just for Facebook visitors so they can easily share your content, and it caters to the visitor’s unique social media preference. 

For Twitter Users

According to MediaBistro67% of Twitter users are far more likely to buy from the brands they follow on Twitter. Go a step beyond simply using Twitter for brand awareness by personalizing content on your webpage for Twitter users, thereby improving their experience with your brand.

Notice how the click-to-tweet button in the example below makes it easy for Twitter users to share your company's content.

example of how to use personalization by source

Site visitors who like to use Twitter will be able to quickly tweet out these short, snackable quotes -- without ever having to leave your webpage.

Personalize Content for Email Campaigns 

Composing a successful email campaign involves coming up with a list of email recipients with specific interests. But why spend so much time carefully selecting email recipients when you're just going to direct them to a generic webpage anyone has access to? To give them a better user experience, send them to a webpage with content specifically catered to their interests.

Let me give you an example. Let’s say HubSpot creates an email campaign for customers who might like a photo editing feature in their product. In their email to those customers, they include a link directing them to the company's product page, which contains more information about that feature.

The problem is this: That specific photo-editing feature is not at the top of the page. So when email recipients click through, they see a different feature first -- whereas the photo-editing feature they clicked through to see is actually buried below the fold.

But how do you solve this problem? Thankfully, you don't need to create unique product pages for every email single email list would be extremely time-consuming. Instead, by personalizing by referral email source, you can build onto an existing webpage to highlight a specific part of the page that users from that email source are interested in. When an email recipient clicks the link in that email, they aren't taken to a generic product page -- they're taken to a customized product page that shows the photo-editing upgrade first so that it's the first thing users see.

It's all about personalizing for the individual visitor. Personalize by referring email source so you can pinpoint information -- such as an image, video, or GIF -- that caters to the visitor’s unique needs as soon as they land on your webpage. 

Customize Content for Paid Search Campaigns

If you're going to devote a portion of your budget to paid search ads, then it's best to send the people who click on those ads to pages optimized for their conversion. It can be very frustrating for a visitor to read certain text in an ad, such as information about a sale, only to land on your webpage and not find any more details on the matter.

But if you personalize content for visitors coming from a specific paid search campaign, you can highlight key information included on the ad right onto an existing webpage to drive more conversions and improve overall user experience. 

Take a look at the example below. This dress company is running a marketing campaign for its new dress line. As part of the campaign, the company created a series of Google paid search ads that feature an exclusive discount code, highlighted in red below. Originally, the company's paid search ad linked to the new line's generic product page that all visitors could see (highlighted in black in the image below).


Although this product page includes the summer dresses mentioned in the ad, the discount code is missing. The visitor may become frustrated and confused when the promised 50% off discount -- a major driving factor in why the visitor to click on the ad in the first place -- isn't displayed right away. 

Creating a unique webpage that highlights information from each individual paid search ad (such as a discount code) would be an incredibly time-consuming process. But, by using a smart content tool like HubSpot's, you can personalize content for all paid search ads in the same campaign to make it easier for customers to find the information that they are looking for.

The image below shows the same dress company's personalized content, created just for visitors coming to their website from their paid search campaign. Notice the banner containing the discount code information at the top of the page.


Personalized content by ad search campaigns will help visitors to find the information they are looking for while also increasing the number of conversions and satisfied customers on your website. 

What methods has your company used to personalize content by source to enhance user experience on your website?

download your free marketing personalization ebook

9 Effective Email Unsubscribe Pages


One of the most important aspects of inbound marketing is delivering relevant content to followers who want to see it. People opt in by signing up for newsletters and downloading premium content. A sad reality, though, is once they opt in, people change their minds or decide they're not actually interested in your content after all.

Perhaps their email inboxes overflow daily and they’re tired of going through and deleting each email. Or, maybe they had a bad day and spent their lunch break un-friending people andunsubscribing to email blasts.

In any case, it is important to provide a simple “unsubscribe” option so that the unqualified people on your list don't skew your click, open and conversion rates. It will pay off for you in the long run if you trade a larger unsubscribe rate for higher clicks, opens and conversions.

Thanks to the CAN-SPAM Act, we know that we have to give people a way out. There are simple ways to speak through an unsubscribe option and there are comical ones. Here are 9 different examples of unsubscribe pages that bring a fresh take on the email breakup.

1) J.Crew Factory


J.Crew’s unsubscribe page recognizes that all email campaigns might not be specifically reaching the right people, so they enabled the option to personalize your inbox. The language on this page fits right in with J.Crew Factory’s personality: it’s a casual and classy combo that leaves users feeling like they have control of their future inboxes.

2) Barneys New York


Barneys New York provides a characteristically classy “You will be missed” message and a simple survey for users to note why they are unsubscribing. This one-step unsubscribe process is simple for subscribers and still effective for the marketing team at Barneys to adjust their email campaigns as needed.

3) Puma


The playful, athletic brand Puma takes a more lively approach with their unsubscribe confirmation page. They show an icon of a movie reel with the text, “Remember the good times,” and a CTA to rejoin if they would like to re-subscribe.

While many users will likely stick to their original decision to unsubscribe, it’s also possible that many will appreciate the humor and sign up again.

4) Bed Bath & Beyond


The home wares giant, Bed Bath & Beyond, takes users to a page that allows them to adjust the frequency of their emails. We recommend that rather than giving users the choice between receiving or not receiving emails, you should give them more choices – either choosing which types of emails to receive like J.Crew does or choosing how many emails they would like to receive, like Bed Bath & Beyond.

5) Free People


The thoughtful clothing company, Free People, notices that subscribers haven’t been interacting with their emails and they send a friendly note asking if they’d still like to receive their emails.

This may prompt subscribers to start engaging with Free People’s content again, but it may provide a friendly opportunity to unsubscribe from their mailing lists. True to their brand, the unsubscribe page is girly with its floral design and “handwritten” typefaces.

6) charity: water

The clean water non-profit, charity: water, gives readers the option to confirm their opting out or to watch their CEO get doused with water in the “clean water treatment.”

charity: water provided insights to their results: out of over 70,000 emails that were sent, 100 unsubscribed and 740 watched the video.

If it is appropriate for your brand to make a lighthearted video along these lines, it might be worth a splash of water to see an unsubscribe rate at close to one thousandth of a percent.

7) Sidekick


Like Free People, HubSpot’s email tracking function, Sidekick, sends an email to their subscribers who have not been interacting with their emails. The email says, “Happy Holidays – we’re unsubscribing you!” with a CTA at the end - “Wait, keep me subscribed!” This way, people don’t have to make the awkward choice to unsubscribe and it also simplifies the process – they literally don’t have to do anything! If they want to remain subscribed, they click one button. Simplicity at its finest.

8) Fab


Using the same strategy as Sidekick, Fab also automatically unsubscribes users who have ceased to interact with their content. Their large “Stop” banner is likely to catch the attention of readers and gives the option to re-subscribe to their email campaigns if they choose to.

9) Groupon

When you click "unsubscribe" at the bottom of a Groupon email, you are taken to a screen to confirm your decision. Upon confirming, you land on a page that has a gif of a man named Derrick sitting at his desk.

By using a little humor and personality, people who unsubscribe likely leave Groupon with a positive view since they weren’t begged to stay. Readers may even experience some level of gratification for having seen Derrick punished for their annoyance over the emails. Win-win?

Why Do They Work?

There are three recurring tactics used in these examples:

  1. Provide a way out with an unsubscribe link on all of your emails and/or give subscribers a way to personalize their inboxes.
  2. Conduct a wellness check by sending out an email asking, "Are you getting too many emails? Let us know and we’ll try not to bother you again" or something along those lines. That way, you're giving your subscribers a choice - they can unsubscribe guilt-free or they will start reading your emails again after being re-engaged.
  3. Introduce humor. If a simple "We're sorry to see you go" is too serious for your company, try emulating Groupon's unsubscribe page.

In addition to crafting an effective message, it’s important to note that not all marketing automation systems are set up for simple unsubscribes. Make sure that no matter which platform you’re using, you honor the requests to unsubscribe. And if you’re wading through unsubscribes, don’t be discouraged! It’s a normal part of email marketing – remember that you want to reach the right people, not just as many as possible.

What email unsubscribe pages have you seen that you've enjoyed? What is your marketing team going to try in this fresh, new year? We want to see what you come up with! Curious about what goes into an effective email marketing campaign? Download our Email Marketing Guide to learn more. 

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British party leaders Cameron, Clegg and Miliband questioned via Facebook


LONDON — David Cameron, Nick Clegg, Ed Miliband and Natalie Bennett are being quizzed by teenagers and college students as part of a joint event between Sky News and Facebook Monday.

The leaders of the Conservative, Liberal Democrats, Labour and the Green party are attending the televised Sky News, Facebook Stand Up Be Counted event with questions being asked by a studio audience of people aged 16 to 25 as well through Sky News' Facebook pages.

You can watch live through their Facebook feed:

More about Facebook, Sky, Us World, Uk Election, and Conservatives

British party leaders Cameron, Clegg and Miliband questioned via Facebook


LONDON — David Cameron, Nick Clegg, Ed Miliband and Natalie Bennett are being quizzed by teenagers and college students as part of a joint event between Sky News and Facebook Monday.

The leaders of the Conservative, Liberal Democrats, Labour and the Green party are attending the televised Sky News, Facebook Stand Up Be Counted event with questions being asked by a studio audience of people aged 16 to 25 as well through Sky News' Facebook pages.

You can watch live through their Facebook feed:

More about Facebook, Sky, Us World, Uk Election, and Conservatives

New Data: What Types of Content Perform Best on Social Media?


In many aspects of life, timing is key. If you've got to schedule a very important meeting, and all of the attendees aren't morning people, scheduling an 8 a.m. start time probably won't result in a productive meeting. Or maybe you want to book a cheap vacation -- you probably want to avoid scheduling one during the holidays. 

The same is true with content creation and social media. If you want your content to do well on social media, you've got to be strategic about what you publish and when you publish it. To figure out how and when to publish content to have a big social media splash, Fractl recently partnered with BuzzStream to analyze 220,000 articles from 11 verticals published during June 2014 to November 2014. Check out our findings below.

What types of content get shared?

Great ideas lead to great content, and our research proves that how you choose to execute that content will affect its social traction. We divided the content of articles into five types: how-tos, lists, what-posts, why-posts, and videos. Here's how we defined each post type:

  • How-to posts introduce a problem, offer a solution, and then discuss each step to reach the desired result.
  • Lists are exactly what they sound like -- they focus on a particular topic, offer a number of points about the topic, and provide a brief conclusion.
  • What-posts provide further information on a specific topic, with many articles surrounding comparisons of one thing to another.
  • Why-posts typically provide readers with a reason or purpose and provide details that support a focused conclusion.
  • Videos are also self-explanatory, providing the audience with a dynamic visual of the topic discussed within the article.

Across the six-month period of this analysis, we found that some post types did perform better than others. Lists and why-posts proved to have the most reliable social traction, averaging around 21,000 shares per month with a variance of less than 2.5%. What-posts were the riskiest format, showing a high variance of 13.45%. Further analysis of the six-month period revealed:

  • Lists narrowly claimed the most social traction at 22.45%
  • Why-posts earned 22.32% of social traction.
  • Videos drew 18.94% of total shares and performed well in Q4.
  • How-to articles earned 18.42% of shares.
  • What-posts had the lowest social traction, earning 17.88% of total shares.

What types of content perform best for different industries?

The social metrics of content type also varied by vertical, proving that each audience has different preferences and behaviors.

For example, lists proved the best content type for the travel vertical, claiming 32% of shares. The list format corresponded with what people do when planning for a trip: Write down where they want to go, what they need to pack, and other details.

But lists didn't do as well in the education vertical, where this post type claimed only 10% of shares. Other interesting insights we found were:

  • Technology social shares increased during the end of the year, when its audience searched online for the latest gadgets to complete their holiday shopping.
  • July is the lowest-performing month for the education vertical, claiming only 10.57% of total shares, as school is closed for the summer and people’s minds are on other matters.
  • How-to articles were the most consistent performers within the automotive audience, corresponding with the highly practical and technical nature of the subject matter.
  • How-to posts also performed best in the food vertical, comprising of 37% of the social shares, most likely because people tend to enjoy posts on recipes. 

We also decided to dive deeper into the 11 verticals and identify the top 20 websites in each. Filtering these results by content type and date, we saw that although the average number of social shares per vertical did not vary wildly -- usually less than 10% each month -- some verticals performed better than others. The news vertical saw the most social traction, averaging more than 28,000 shares each month. Its high performance is likely because it has the broadest topic range of the different verticals. The second highest-performing vertical, entertainment, averaged more than 17,000 shares a month, while travel rounded out the top three with an average of more than 10,000 shares. Other findings included:

  • Lifestyle, tech, finance, business, and education averaged between 5,000 and 9,000 shares -- nearly three times less than the news vertical.
  • Business was the only vertical to have a single-digit variance for all content types, emphasizing that its readers have a consistent sharing habit.
  • Automotive, health, and food averaged between 2,000 and 5,000 shares, food being the lowest-performing vertical with fewer than 2,500 social shares a month.
  • News was the only vertical that saw specific content types pass 5,000 shares.

When's the best season for shareable content?

With more than 128,000 shares, October emerged as the month with the highest social traction for each of the different content types. Further analysis found:

  • Why-posts did well in September and November.
  • Videos performed well in Q4.
  • How-to posts took off in August and November.
  • What-posts earned the most shares out of all content types in October.
  • Videos did best in September with more than 24,000 shares.

But that doesn’t mean you should saturate publishing come fall. A closer look at the data determined that different verticals perform better at different times throughout the year:

  • News was the only vertical to see three content types reach more than 2,500 shares each in June.
  • None of the five content types reached 6,000 shares in any vertical during July and August.
  • Business, health, tech, and food did not have any standout content type that earned more than 2,000 social shares in September.
  • Automotive earned most of its shares in July, specifically with what-posts exceeding 3,000 social shares.
  • Social traction in the business vertical remained consistent for five months, between 8,000 and 9,000 shares, before dropping in November.
  • Lifestyle saw its highest monthly shares in September, with what-posts performing the best on social.
  • Finance also saw its highest monthly shares in September, with list posts providing the highest social traction.

The biggest takeaway from our research? Timing and relevancy key, especially if you want to hit that ever-desired mark of “going viral.” 

If you want to dive further into our findings, please check out the infographic below. If you want to put these findings to use, check out our free social content calendar.

Social Content Calendar

free social media benchmarks report

When to Check on Your Marketing Metrics: A Simple Guide


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.

Even though you have lots of metrics at your disposal, you don't actually have to look at every single one of them every day. In fact, you don't have to look at every single one of them every week. Some metrics don't need that level of attention -- you'll just waste time checking them often.

In this post, we'll help you figure out which metrics you should check on -- and how often you should check on them.

Metrics to Check on Daily


The number of visits is the number of times someone comes to your website from an outside domain. This metric gives you a good idea of how well your website is doing at attracting visitors (who are hopefully potential customers for your business). 

It is a good idea to check on this metric on a daily basis because if you have a dip one day, that could affect your performance for the month. Checking on this daily will help you more immediately fix whatever could be causing the decrease in visits so that the rest of your week or month is not affected.

Number of Leads

The total number of leads will give you an idea of how many qualified visitors you are bringing to your website. When someone comes to your website, they are not forced to fill out a form or download a piece of content you have created. But if they choose to do that and become a lead, you are doing something right on your website. 

Like visits, leads is another metric that should be checked on a daily basis. If you have lead goals that you have to hit as part of your agreement with the sales team, one day's changes could affect whether or not you hit them. Each day's lead report can also tell you whether your website is working as expected. For example, if you change a link on your homepage from one drives to a landing page to one that goes to your Facebook Page, you might see a dip in the number of leads you generate that day. Checking that information on a daily basis will help you fix a problem immediately so the rest of your month is not affected.

Leads and Visits Per Channel

In addition to knowing the overall visits and leads that are generated from your website, it is also important to know those metrics broken down by different marketing channels such as organic search, paid search, social media, email marketing, and more.

"Look at the number of leads that you are generating by channel every day to make sure you are on track to hit your goals at the end of the month," says Amanda Sibley, HubSpot's Campaigns Manager. "If you see that one channel is performing better than expected, you may want to invest more time and resources in that channel to hit your goals."

Certain campaigns you run may take longer than a day to see results (we will go through that in the next section). However, you may be able to see immediate results based on each channel. This will help you figure out how your team should spend their time and resources. Should they focus on sending another email? Or should they focus their efforts on social media? Maybe they should just write more content to influence organic search. 

Having this information on a daily basis will help you switch gears in the middle of the week versus waiting until the end of the month -- at that point, it may be too late. 


Metrics to Check on Weekly


Some campaigns you run may require a bit more in-depth analysis than just checking on the number of visits and leads that have been generated. In those cases, you should avoid looking at them every day -- instead, look at the metrics weekly.

Let's say for example that you launched an ebook on Monday. That day you sent out an email promoting it to your target audience. You also sent out some tweets to help with the promotion. But you still have other promotional activities planned for the rest of the week. You have some blog posts ready to go, you have some external website writing about your ebook launch, and you have some paid ads going up. After one day you will not have the results that show whether or not the campaign was a success or not. You have to wait the full week until all of the promotional activities have taken place.

Based on what you find each week of your campaign's length, you should make adjustments to your campaign. At the end of the week, see how many leads have been generated from the campaign. See the conversion rate of the landing page. Check out how each of your marketing channels performed while promoting the offer. And repeat this every week of your campaign.


"If you're running a longer campaign where you have promotional activity going on over the course of a month or even a quarter, it's still important to look at your campaign metrics on a weekly basis. It can help you be agile and adjust your tactics based on the data," says Laurie Aquilante, HubSpot's Corporate Marketing Manager. "For example, let's say you are running a month long campaign about an upcoming event. You might find that for this campaign, your social messages are actually driving more conversions than your paid ad spend and as a result, invest more in social channels."


Inbound Links

Creating content that builds up an audience and develops a brand for your company takes time. But once you start getting on a roll, you will notice that other people will start linking to your website, increasing the number of inbound links you get and also increasing your rank for certain keywords. 

If you check your inbound links on a daily basis, you may become frustrated. The numbers aren't going to move too often. However, if you check them on a weekly basis, you will learn a couple of things. First, you will get an idea of how fast your inbound link number is growing. Depending on how much content you have, this number may increase at different rates. Second, you will learn more about the content that is more likely to get you inbound links. If you are focused on increasing the number of inbound links to your website, you will now have an idea about what content you should publish in the future that could earn valuable links.

CTA Clickthrough Rate

Throughout your website, you should have calls-to-action driving your visitors to landing pages. You should have at least one on every single blog post you publish. You should have them sprinkled all over your website: on your homepage, pricing page, about us page, product pages, and pretty much any other place there's a conversion opportunity on your site.

At the end of each week you should monitor their performance. How many clicks did they get on each page? Were certain calls-to-action more beneficial than others? Depending on the results, you should decide whether or not you are going to keep the same calls-to-action or switch them. You may also decide that you want to switch the location of the call-to-action on a specific page. Gathering this information on a weekly basis will help you constantly optimize your site and look for improvements and new points of conversion.

"For your blog specifically, use the clickthrough rates of your various CTAs as a decision-making tool. If you have more than one relevant CTA for a blog post you're publishing, use CTA clickthrough rate as the deciding factor for which one you choose," says Pamela Vaughan, Manager of Optimization and Growth at HubSpot. "The higher the CTR, the more likely it will be to convert visitors into leads."

Overall Blog Views

You may write one blog post a week. Or you might write five. No matter how many blog posts you write, you should still wait until the week is over to check your results.


Blog posts gain traction over time. Checking on the number of posts that have been viewed on the same day they were published may not give you the results you are looking for. Your blog subscribers may not read them on the exact day they are published -- they could be waiting for their morning commute the next day. It also takes awhile for a post to take off either on search engines or on social media.

At the end of the week, you should assess the perform of your blog as a whole as well as individual blog posts. See what topics resonated with your audience. Dig into the posts that generated leads -- do they have certain topics or formats in common? 

"Use data about which blog post topics and formats contribute most to traffic and lead generation to help you inform your editorial strategy," says Vaughan. "If you're ever behind on your blog traffic or leads goals, this information will allow you to make smart decisions about what editorial levers to pull to get back on track."


Metrics to Check on Monthly

Search Engine Rank Based on a Campaign

Your rank in search engines probably won't increase significantly overnight. Even if you write the best blog post based around the keyword that is the most important to you, it may still remain in the same position, or move a spot up. Ranking well in search engines takes time.

Let's say you ran a campaign to increase the ranking of one of your keywords. You wrote a lot of blog content and created an ebook for your campaign. When will you see a difference in your search engine rank?

You most likely will not see any change within a day. You may not even see a change within a week. But if you check at the end of the month, that may be enough time for the search engines to have crawled your content and rank it appropriately. So check on your rank of your most important keywords at the end of the month to see if your campaign made a difference.

Cost per Lead

The cost per lead is calculated by taking the amount of money spent on an advertising effort divided by the number of leads generated by that specific paid effort. The cost per lead is helpful to determine whether or not a certain paid effort was worth the money spent by the advertiser.

"Track your CPL monthly to make sure that you stay within a reasonable budget and are also using your money as efficiently as possible. This will have lasting effects on your bottom line," says Sibley.

At the end of each month, assess your paid campaigns. Are you generated enough leads on the different channels? Are the leads you are generating through paid high quality? Is there any way you can improve the paid ads to decrease the cost per lead?

Let your paid ads run their course throughout the month. That way you will have enough results to work with to make decisions that will impact your paid efforts going forward.

Average Email Clickthrough Rate

At the end of your month, look at the average clickthrough rate of your emails. Of the people who are opening your emails, are they actually engaging with them by clicking on the email's link or call-to-action? This one metric will give you a lot of insight into the performance of your emails and help you figure out what you should be replicating in future email marketing sends.

If you send one email and assess the clickthrough rate, it will give you some information but probably not enough to impact how you should run your email marketing program. However, if you assess all of your emails sent throughout the month, you will get a better idea of what is influencing the clickthrough rate. Are your emails a certain format? How are you engaging with your email recipients so they click on the different links? Having the data for the whole the month will help you gather this information.

"In addition to looking at the average open and clickthrough for all emails, look at which individual emails had the most (and least) success and see what you can learn from those," says Aquilante. "See if the emails with the most success had things in common like the sender name, images, tone, etc." 


Social Media Metrics

Throughout the month, your social media engagement will fluctuate. You will gain new followers. You will lose some of your followers. It's nothing to worry about every day during the month. Check on this data on a monthly basis just to make sure it is still in check. If you lose too many followers, you may want to focus on social media a bit more than you may have previously in your upcoming campaigns. 


Metrics to Check on at the End of Your Sales Cycle

Lead to Customer Conversion Rate

The lead to customer conversion rate is the number of customers you've closed divided by the number of leads you've generated. This is a great metric to look at toward the end of your sales cycle to see how well your sales team has worked with the leads you have generated. This will give you a better idea of how many leads you are generating versus how many customers your sales team is closing. 

"You exceeded your leads goal this month? Awesome. Now it's time to check if you exceeded your customer goal at a proportional rate. It's always important to look at both quality and quantity of your funnel. Often, marketers are delighted with an increase in leads, only to later find that these leads were disqualified in the sales process," says Angela O'Dowd, HubSpot Partner Marketing Manager. "At the end of the day your goal is to help your sales team close more business, and a high quantity of low quality leads will only waste their time."

Let's say you have generated 1,000 leads in your last sales cycle but only 10 of them have closed. That is only a 1% conversion rate. Working to increase this number at the end of your next sales cycle is an important goal to have. If you are generating 1,000 leads but most of them are not closing, you may want to change your strategy. Sometimes generating fewer leads that are higher quality is a better option.

Revenue Generated by Marketing Activities

You are checking the number of visits and leads you generate by channel almost every day. But what about how much your channels such as email marketing, social media, paid, and organic search are affecting your bottom line? Have you ever considered looking at the revenue generated as a result of these marketing activities?

At the end of your sales cycle, look to see how your marketing efforts affected the bottom line. These metrics can help inform your marketing strategy for the upcoming sales cycle. If your email marketing efforts are not actually closing revenue for the business but your organic search efforts are, you may want to focus more on that area of marketing. This information can be extremely informative at the end of the sales cycle to understand where you should be investing you and your team's time and resources.

"Tying your marketing efforts back to revenue is extremely important for your company's growth," says Christine McLaughlin, Field Marketing Manager at HubSpot. "Take the time to sit down with your sales team to discuss the revenue results of your campaigns and brainstorm on areas for improvement within marketing and sales. Added bonus: This increase visibility will bring you closer to your sales team and encourage feedback from both sides."


What metrics do you measure daily, weekly, monthly, or at the end of your sales cycle?

download free marketing analytics guide

The New England @Patriots #SB49 win plays out on Twitter

The thrilling New England @Patriots 28-24 win over the Seattle @Seahawks unfolded on @SNFonNBC. From kickoff to the interception by Malcolm Butler (@Mac_BZ) in the final minute, @NFL fans joined the conversation at the biggest virtual sports bar in the world, via the #SB49 timeline.

The results

All night, the conversation around #SB49 dominated Twitter. Over 28.4 million global Tweets containing terms related to the game and halftime show were sent during the live telecast (from kickoff through 30 minutes after the clock expired). #SB49 was the most Tweeted @SuperBowl ever, surpassing last year’s game.

Twitter conversation related to the game was all over the map, too. Click the image below to see how the game played out on Twitter with our interactive map:

Here are moments that generated the biggest peaks of Twitter conversation, measured in Tweets per minute, during the live telecast:

  1. Malcolm Butler (@Mac_BZ) intercepts a pass by Russell Wilson (@DangeRussWilson) 1 yard from the goal line with 20 seconds left in the game: 395,000 TPM
  2. @Patriots defeat @Seahawks to become #SB49 champions: 379,000 TPM
  3. End of @KatyPerry’s halftime performance: 284,000 TPM

These were the most-mentioned @Patriots players players on Twitter during the live telecast of #SB49:

  1. Tom Brady
  2. Rob Gronkowski (@RobGronkowski)
  3. Julian Edelman (@Edelman11)

Check out more Tweets here from New England players.

And these were the most-mentioned @Seahawks players on Twitter:

  1. Marshawn Lynch (@MoneyLynch)
  2. Russell Wilson (@DangeRussWilson)
  3. Chris Matthews (@TheRealCMaTT13)

Find more Seattle player tweets here.

With help from Draft Kings (@DraftKings), Ford (@FordTrucks), Pizza Hut (@pizzahut), and Disney (@DisneyPictures), passionate fans didn’t miss a top replay during #SB49. Check out these gems:

NFL players joined in on the convo too:

As did athletes from other sports:

And here are Tweets from celebs who joined in on the #SB49 virtual sports bar during the game:

Check out a larger sampling of game-related Tweets (in chronological order) from the teams and players, the @NFL, and of course celebrity fans, in this collection:

The halftime show (8:10-8:25pm EST) featuring @katyperry, @LennyKravitz and @MissyElliott lit up Twitter as well, generating over 3 million Tweets. Check out our @TwitterMusic collection of halftime show Tweets from musicians and celebs:

It wouldn’t be a @SuperBowl without conversation-starting commercials. Like in years past, brands took to Twitter to join in on the conversation.

For more stats about the ads that ran during #SB49, including the results of our #TopSpot program (@TopSpot), tomorrow on our Twitter Advertising Blog.

You should know your parents’ social media end-of-life wishes


My parents have always been upfront with me about their wishes for when they die. I can remember talking about cremation, living wills, and Do Not Resuscitate orders way back in middle school. But when a PR pitch came across my inbox, announcing that in a recent survey only 16 percent of baby boomers had considered their "digital legacy" and only 3 percent had taken steps to prepare their family, I realized: I had no idea what my own boomer parents wanted done with their online footprints. Curious, I called them up and had a remarkably cheerful chat about what to do with their social media remnants. Read more...

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