How to Measure the Effectiveness of Inbound Campaigns

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Just last year, over 40 percent of companies surveyed as a part of HubSpot’s State of Inbound initiative shared that one of their top marketing challenges was proving the ROI of their marketing activities.

I’ll be honest—I was floored. After all, within the world of inbound marketing, there’s certainly no shortage of information, analytics, or KPIs. In fact, back during monthly reporting week, I found that I’d more often run into the opposite problem: There was often an overabundance of information about each specific piece of an inbound marketing campaign, and I’d pull all of it.

(Well, maybe not all of it, but a lot of it.)

Here’s what I look at to determine the effectiveness of inbound campaigns:

How Visitors Reached the Campaign

Although no two inbound marketing campaigns are the same, I would often rely on a similar framework to help visitors reach our super awesome piece of premium content.

The content lives on our clients’ websites and is either accessible on a landing page, gated by a form, or it lives on the website, ungated and waiting for the world to find it.

Now, although the same KPIs shouldn’t be copied and pasted from one campaign to the next, there are reliable elements that should always be included. These elements are email, social posts, and calls to action (à la related website pages), and each element has its own measurements of success:

Emails

In order to demonstrate the success of your promotional emails,…

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