INBOUND 2016: Anna Perko + Ari Plaut "Turning Insights into Action: How to Use HubSpot Reporting"

Can everybody hear me? All right, that's the most important question. Second most. Does everybody have enough coffee? You got coffee? There's coffee outside. All right, I won't be offended. If you guys want to get coffee, come back. Won't be offended. Welcome, everybody. We're honored to have you here. I was just telling Anna that two years ago, this is my third year speaking, our second year speaking together. Two years ago, we were the session right before Martha Stewart went on. Last year, we were the session right before Amy Schumer went on. And then this year, I think they know that they have just the best opening act out there. So this year, we have Michael Strahan coming up next. We have now Trevor Noah coming up next. So we're really excited and honored to be here and also opposite Serena Williams, which is exciting. So we're here to talk about reporting. We're gonna go through some HubSpot tools. Let's get started. So I'm a marketer. I'm a product marketer, and I've worked at HubSpot for a while. I just joined the marketing team in the last couple of years. And when I joined the marketing team, I was under the impression and I thought and I hoped that reporting on marketing would be simple. I had this idea in my head that there were visits and there were leads and there were customers, and that was it. And that was all that you had to report on. And then I sent my first email, and I realized that there were some other things to report on. There was bounce rate, and there were unsubscribes. And then after that, I talked to our cmo, kip, and I talked to our funnel team, and I realized that there were even more things to worry about. There were MQLs and there were leads, MQL conversion rates and conversion rates throughout the funnel. And the more conversations I had with the marketing team, the more I realized that it just wasn't as simple as I wanted it to be. It got really, really, really complex. And at a certain point, it just got to be kind of overwhelming. And so the way that we think about reporting and the way that at HubSpot we try to build reporting is with two big questions in mind. The first question is, we want to help. We realize, and I realize as a marketer that it's hard to know what data is out there, and it's hard to know even for a tool that we like to think is simple. It's hard to know to know where to find that data. So that's Question one, what data is out there? Where do we find that data? And question two is, and this is, for me, the more important one, what do you actually do when you get there? So before I was in marketing, I was consulting with HubSpot customers. And my biggest pet peeve as a consultant, when I would talk to my customers was we would look at a report and they would think that just looking at the report, they were done. They would be proud that they ran the report, and then they would walk away and I'd be like, wait, we gotta do something with this, right? We need some takeaway. We need some actionable, strategic something. We need to use the data for something. So those two questions in mind, so the themes of today, the things that we're gonna really drill into and hope to kind of leave you with, are we're gonna help you understand in HubSpot, oops. Where to find the right data. So what data is there and where to find it. And then we're gonna go through how to make action of that data. So for every piece of data that we look at, the idea here of empowering your data to actually drive your strategy. So you're not just looking at data for the sake of looking at it, you're actually doing something with it. Those are kind of the two big themes today. With that in mind, a quick agenda for us. We're really going to be simple about it. We're going to go through the funnel. So in our particular case, we think of the funnel in terms of inbound. So the inbound methodology, we'll go through the inbound methodology, and at each stage, we'll talk through some of the reports in HubSpot that exist. We'll talk them through from the questions that they answer into the results themselves. And then every time, we'll have some strategic takeaways. So we'll think about looking at that data. What do we do with that? How does that help us be better marketers and better salespeople? At each point along the way, we're going to have an example from a customer. So we'll start out with an example from a music festival down in Atlanta. We'll go from there to a mortgage broker up in Kalamazoo, Michigan. And then we'll end actually with an example from our own HubSpot sales team. And from there, depending on how much time we have, I think the way that we're gonna run it is actually, rather than Q and A here, we'll just have some discussions up front. The last couple years, we've run it just up front. For those who have questions about the product, for those who don't, feel free to leave. But we want to make sure we do have some time to discuss. And then from there, Michael Strahan and Ali Wong and everybody else will send you guys to the rest of Inbound. Sound good? Cool. The coffee is working fantastic. So I'm going to pass it over to Anna. Actually, before I do that quick intro to me, we're going to do some intros really quickly. My name is Ari. I'm a marketer. I grew up in a really small town in Vermont, and I knit hats for my family for Christmas. And I will pass it to Anna. She's going to walk us through a quick intro and then the top of the funnel metrics as well.

Cool. Thanks, Ari. Like Ari said, my name's Anna. I'm a product manager with the reporting and analytics teams at HubSpot. We're really excited to see you guys all here. Appreciate you making the trek over here. Let's jump in and talk about some reporting. There we go. Thanks. All right. Okay, so Ari mentioned that we're going to kind of use the framework of the Inbound methodology today to talk you through some reporting tools. So just a quick refresher on that framework, really. Your goals with Inbound are to attract visitors to your website, convert them into leads, close them into deals, and really ultimately delight your customers. And the reporting there is built on the foundation of your contacts. Who are the people that are visiting your website, who are the people that are turning into leads, and who are the people that ultimately become your customers and evangelists? So let's start at the top with the attract stage. So the kind of metrics that you're concerned with at the top of the funnel, here are, how much traffic am I bringing to my website? Where is that traffic coming from? So which traffic sources are bringing in traffic to my site? And then once visitors get there, how are they engaging with content on my site? So I want to take you through a story of a HubSpot user. This is the A3C Music Festival. My friend Andy and his buddies started this music festival a few years back, and it's a yearly festival every fall that has music performances, art and culture exhibits, food vendors, and all the rest of the. And they use HubSpot to manage this event, to manage their contact database, to run social campaigns, and to measure their efforts. So a quick look at their marketing dashboard. Okay, so a quick peek at their marketing dashboard. This is where the team's going to get that 30,000 foot view of their marketing performance overall. How many visits are they generating over time, contacts and into customers? But we're going to zoom right into that visits number and take a closer look. There's a. So as you can imagine, because the A3C festival is a yearly event, they have sort of a seasonal cycle to their traffic. So like any business, they're hoping that their traffic numbers go up and to the right over time. But more than monthly performance, they're really concerned with their year over year. They want to know that the performance that they have this year is building on what they did last year. So the built in comparison tools on the HubSpot Marketing dashboard are super useful for the team at a 3C and in addition, they're constantly learning, wanting to grow. So they're using these custom goal tools on top of the comparison to make sure that they're setting aggressive goals and tracking their progress against that. So now the view that they have both tracking year over year and with their goals lets them know that they're doing well, they're building their business, continuing to generate buzz and build their brand out there with bringing in more website traffic and ultimately meeting their goals. So that answers their first question, which is really just how am I doing at growing my traffic year over year? And the next piece that they're curious about is where exactly is that traffic coming from? Who's my audience and how are they getting to my site? Which is where we double click through that information into the Sources Report. The Sources report in HubSpot is the main space that you're going to go to understand where your website traffic is coming from. And again, this is a great illustration of A3C's cyclical visits. Here you can see how it spikes up every fall, just right before the event every year. But it also gives a good picture of which channels are doing well at bringing traffic to their site. You can see they get a lot of traffic from organic search, but they're also pretty active on social here. So let's dig in and figure out what's working for them on social media. So here we've got one layer deeper from that first initial traffic source bucket where you see it split out by which channels, which social channels that traffic is coming from. Facebook's a Great channel for a 3C. They're also pretty active on Twitter and Instagram and you can kind of take a peek at how that traffic is ultimately converting. So at this point in the game, the team at A3C is wondering well, what's actually working? Why is. Why is Facebook so helpful for my audience? And we get to click one layer deeper to understand exactly which campaigns on Facebook are actually working. So what do you notice here on the screen, we've got this Facebook traffic broken out by specific campaigns. And you can see that the campaign featuring artist information. So the artists that are actually performing at the festival this year is far and away bringing in more traffic to their site than other campaigns. So this lets the team know at A3C exactly what kind of content is resonating with their audience, what's bringing people to their site, and what's working really well. And they're set up really well for understanding how to build on their strategy and use that next year to double down and continue growing. So a couple takeaways on the top of the funnel reporting here. As you're measuring your goals, you want to make sure that you can double down on the sources that are working for you. So really use the sources report to drill and zoom in on what's working really well and keep doing more of that. Then look at for the spaces that aren't doing as well. So, for example, Instagram wasn't performing as well as Facebook was at bringing visitors in, but it was in fact converting traffic at a higher rate. So maybe that's an indicator that image content is working better and maybe a 3C can use that as a way to understand how to make more higher converting Facebook posts and then to promote your content. This is the only way that you're going to build your brand and continue to create buzz around your content. It's bringing more people into the top of the funnel, more traffic to your website. Now, I know you guys all maybe went to the product announcement yesterday. If you didn't, this might be new for you, but I wanted to give you a sneak peek at some of the stuff that our team's been working on this year to kind of enhance this top of the funnel reporting that you've got here. So we've been hard at work cleaning up the back end of how analytics is processed, and a few of these reports showcase new metrics that we're getting as a result. So what you're seeing here is a chart of website sessions over time. And the advantage here is that it lets us split out sessions by new versus returning visitors so you can get a better sense of are the people that are interacting with your website kind of repeat interactions or are they coming to your website for the first time? We're also showcasing more detailed Metrics like, is my traffic coming from mobile or from desktop? What geolocation is my traffic coming from? All information that helps you know your audience better and helps you to optimize the content that they're landing on. And further, some more metrics about how people are engaging with that content. So. So the number of pages per session that folks are visiting, the number of time spent on a page, and other metrics that kind of define that engagement there. So, like I mentioned, this is a sneak peek here. If you stick around to the end of the presentation, we have a link if you guys want to sign up for an early access beta to this. We're excited to share this new product with you and continue building on this. And with that, we'll take it to the second step of the funnel and Ari's going to talk about converting your traffic into leads.

Awesome. So first step, get people to your website. Second step, do something with those people. So the convert stage is all about taking visitors and turning them into leads, giving them some. Next step, continuing the conversation with them on the website. So the types of questions that we're thinking about, how many leads do we have overall? What are the sources of those leads? What are the pathways that people are taking along the way to becoming leads or to becoming MQLs going into that? The rates, the rates, the percent of the people that are on the site that become leads, the percent of the leads that become MQLs. And then once you have these ideas about how people get there and how the leads convert, who are these people? How do they break down? Where are they from? What industries are they in? What are their job titles? And then what can you learn from the answers to those questions that will help you optimize in the future? So the report that I want to spotlight right now is called the Attribution Report. Has anybody run an Attribution report before in HubSpot? So some. We've got the experts in the room here. The Attribution Report is. Is one of my favorite reports. I think it is one of the most powerful reports in HubSpot, but it's also, I think, one that's a little bit hard to understand right out of the gate because there's a kind of a concept behind it that's a little more complex than some of the other reports. So with that in mind, before jumping into the report itself, I wanted to walk you guys through the way that I like to think about the concept behind the report. So the way that I like to think about the concept behind attribution reports is like soccer. So I like to think of my conversions like a soccer play. We get visitors, we turn them into leads, they're converting. It's like soccer. How is it like soccer? Well, in soccer, you have a goal, right? You score goals. That's your mission. In soccer, are we on the same page? Cool. Coffee is wearing off a little bit. So who deserves credit for the goal is the big question here. So there's a goal scorer at the end of the day, the guy who heads the ball into the net. But that doesn't tell the whole story, right? There's a whole play that happens up to it. You can see. It starts with the goalie to a defender, to a midfielder, to a forward, and the forward puts up the cross and then the striker heads it in and the guy scores the goal and he gets all the credit, right? Well, that's one way to look at it. So one way to look at it. Let's say you're a soccer coach and you're trying to figure out what you're going to do next. Strategically, the one way to look at it would be who scores the most goals, right? So who scores the most goals, list of the people, how many goals they scored, and your takeaways as a coach might be just to feed that guy the ball more often next to the goal. It's pretty straightforward. Or you might have the other players on the team emulate the things that the guy is doing or the girl is doing that's scoring the most goals. If you figure out what's really working for the guy that's scoring the most goals, you can emulate that. So same thing goes another way to look at it would be assists. So if you take a step back from the goal itself, who are the players that are best at enabling their teammates? They don't score the goal themselves, but they set up their teammates for the goals. And if you're a coach, you look at that, you get some different takeaways, right? So you're not. This isn't the guy that scores the most goals. He doesn't want to get the ball right in front of the net, but you want to get that guy, the ball up close to the net in the corner so he can put up more of those great crosses, right? This is all in the soccer mindset. Goals, assists. There's a couple ways that you can look at this. There's a couple ways you can assign credit for a goal. So the key here, or dare I say the kicker here, is that we want to Think about that in the context of our website. So in a website, we're not aiming to score goals, we're aiming for conversions. Right? We're aiming to get leads or MQLs off of a website. But if we just look at the pages or the sources that were just at that last step, at that conversion, that's not really telling the full story. There's a lot more to it. Somebody might have come to the website a couple different times. They might have seen a homepage, a case study, a blog post, your blog homepage. They might have come back a second time, and then they finally get to a page and they convert and they give us their information. They become a lead. We want to understand what's happening along the way. We could look at it a couple different ways. We could look at that goal scoring page. You might want to look at that first page that people are seeing to understand what are the gateways into the website, the entry points into the website. We could look at the assists. We could look at the page, the one right before it that feeds people into that final conversion. So the idea here is that we take that same soccer analogy and we apply it to our website and to our conversions. And so, with that in mind, I wanted to walk through a quick example of what this looks like manifested inside of HubSpot with a company called AmeriFirst. So AmeriFirst is a mortgage company up in Kalamazoo, Michigan. Dan is their marketer. Fantastic guy, longtime HubSpot customer. Dan writes a lot of. Actually, before. Is Dan in the room? Dan, are you here? Okay, cool. Just wanted to make sure. Dan writes a lot of content about mortgages. He makes a lot of offers about mortgages. So he generates a lot of leads off of his website. And Dan came to us. And what Dan's curious about is, okay, great. I can see the pages that these people converted on. That's great. But, like, what were they doing before that? What are the pathways that they took in order to get to those conversions? And what he was specifically interested in was he wrote. Dan writes a lot of blog posts. So people have a lot of questions about mortgages. He helps people answer the questions about mortgages on his blog. What he was curious about was what are the blog posts that are driving people towards his conversions? So what are the blog posts that are driving people towards the landing pages where he's getting their information, where they're becoming leads, they're continuing that conversation. And so with that in mind for Dan, we ran an attribution report this idea of pathways towards a conversion is really at the center of it. And here's from a high level, what it looks like. I realize it's a little dim, it's hard to see. So I want to zoom in here specifically on the data table within. And so what you'll see Here, there are three columns. First column, the URLs on Dan's website. So URLs of Dan's website. In this case we filter the URLs just for his blog posts. Second column, the number of contacts assisted. So what that statistic means, it's basically like in soccer, assists. So it's saying how many people saw this blog post that's in the first column, went right from there to a place to convert and then they converted on a landing page. So it's that assist number. It's not the conversion point, it's the step, the penultimate, the step right before. And then in the final column is a percentage that just takes that number of contacts and gives it a little bit of scale. So Dan included a certain set of contacts and a certain time frame and he just wanted to get an idea of what percent of the folks that converted during that time frame went through this blog post along the way. So three columns to the report, pretty straightforward. I wanted to zoom in even further so that we can get down into the takeaways. So we ran this report. This is great. You can imagine why this might be useful for Dan. But what do you do with this? How do you get around that pet peeve of mine of like showing up, running a report and then walking away satisfied to get the next cup of coffee and not doing anything about it. What can you do with this data? So a couple things that I pointed out to Dan that I think are really helpful for him and that we might be able to generalize outside of his situation too. The first is it might be a little bit hard to see, but. So these are the six posts that convert the most, that drive people towards the most conversions. Five of those six are about the same topic. So it's this, I think it's 203k, is a type of mortgage, it's a type of loan. Five of his six best converting posts, they're the ones that drive the most people towards his landing pages to become leads are about the same thing. That's a good insight for Dan.

Right?

Next, three of those top six have the same formatted URL. So instead of just a list, instead of a how to, he's writing question based posts. The Examples here, I think. Why are 200 3k loans so terrible? How do I do this? Can I do something else? So the first takeaway we had was the topic 203k loans. The second takeaway for Dan is for him this particular format in the URL is really working. These are the posts, he's writing a lot of posts and these are the ones that are doing the best at actually growing his business. So for Dan, this is really useful. You can imagine next month with this data in tow, Dan's strategy is altered, is updated by just having this data in front of him. So he'll write more about that topic that he knows is really people are really curious about, they're really interested in getting more detailed information about. Right? And then he'll try out the same kind of thing with the URLs, right. If he sees that his top two posts have the same type of URL, maybe he would try that with other posts moving forward. Really actionable strategic takeaways for Dan at Ameritrace. So stepping back, I think it's pretty simple. With the attribution report, there's a certain set of pages or a certain set of sources. In some cases that works really well. Figure out what that is, figure out what the patterns are. So for Dan, it was a topic, it was a format. For others, maybe it's the length of the post that you write, Maybe the longer the post the better it is at converting. Maybe it's the type of call to action that you put in it. Maybe it's a text based or an image based or you used a slide in or a pop up or something. There's something about those posts that worked that really we want to emulate. So figure out what worked. Emulate it. Promote the good ones. So if you know that you have blog posts or you know that you have website pages that are really good at funneling people towards those conversions, promote those people end up there more often than not they're converting on your site and then fix the bad ones. So there's some set that are at the top of this list and then there's some set that are at the bottom of the list. So figure out what worked in the good ones and apply it to the bad ones or the ones that aren't working quite as well. Hopefully they're not bad. All right, so really quickly before we move on from this report, I want to make sure, just to give you a sense of how, where this lives and how it runs in HubSpot. This is the attribution report. It's four clicks to run the report that Dan just looked at. So it is a professional and an enterprise feature. The report we just saw is in the professional version. It's kind of a lighter version of the attribution reports. The enterprise version has all the bells and whistles, basically all the models that you could look at. That conversion. First touch, the last touch, everything in between is in the enterprise. Four clicks, reports into reports home from there up in the upper right you can see to create a report from there. In the bottom left here you see the number three is. That's a little symbol for attribution reports. And then this is actually one of the recipes that we put together. So we have a set of recipes or canned reports or templated reports that you don't even have to go on the back end and mess around with the settings. You just click it and it runs. This is one of those. So we selected that one. We click Create Report and that brings us to the screen that we just looked at with Dan and AmeriFirst. A couple of other tools that I want to bring to your attention while we're in the middle of the funnel. The attribution report is about pathways to becoming a lead. So what happens before you become a lead and what contributes to that? I want to talk about two tools really quickly that I think are underutilized but really powerful that help you understand who the people are in your database. So you know what they did before and now once they're in the database, who are these people? The first one is called List analytics or List Performance. How many people are familiar with the Lists tool in HubSpot or the Segment list tool of making segments? Okay, so most of you are familiar with lists. Many of you are probably also then familiar with this. But the basic idea is for every list you create, it's a segment of contacts who meet a certain criteria. There's a place to look at that segment and then there's a place to look at metrics, which is in the Performance tab in that same page. So you see the arrow pointed to it. It's the Performance tab in the list tool. What this does is it breaks down really the most important features about that segment of people that you have. So at the top, we just have a growth over time. Is the list growing? Is the list shrinking? And then at the bottom, we take that list and we break it down in a pie chart. You have by three of the most important properties we think on contacts. One is country, life cycle stage and Then the original source as well. So with this particular report, you get the breakdown by three different properties. You get the growth of the list over time, some takeaways from that. Again, to make sure we're not falling into that trap of leaving without an actionable takeaway. You find sources that are bringing folks in to that segment, do more of that, your list is shrinking. Re engage that list, find ways to grow that list and then maybe you'll find a country that's represented in that list that you didn't know existed before. Or maybe you knew that the country existed, but you didn't know you might be able to do business with that before. So for Dan, I think we saw here there were a couple countries, Brazil was up there somewhere. If Dan sees that Brazil is well represented in a particular valuable list for him, he has some really actionable things that he can do with that. So maybe he would make some content about the mortgage market in Brazil, whatever that looks like. Right. Maybe he would take the content on his website and make it smart so that if somebody comes and visits from Brazil, they would see it in a Portuguese language version. So that's the list performance tool. One more tool that we'll talk about in the middle of the funnel very quickly is for folks that want to get even deeper into their contacts. So this gives you your contacts broken down by country by life cycle, stage by source. If you want to break it down by something else that's really important to you, that's where our custom contacts reports come into play. So this is a tool that's enterprise only and it also comes included in the reporting add on and it lets you break down any contact list or segment by any property that you want. So the example here is for Dan, country was great. He wanted to go even deeper. He has a Persona property in HubSpot that tells him a little bit more just about the folks that are coming in. They fill out this Persona field on a form and you can see the results here. So for those who can't see from far away, by far and away, the folks that come to his site most often are the ones that are buying a home for the first time. So they're first time home buyers and from there on down, second time home buyers, remodelers, et cetera. But again, getting even deeper into the data, breaking down even more, he has even more actionable insights. So in the middle of the funnel, with the attribution report, with the list analytics and with the contacts report, Dan has a really good sense of what's doing the best at converting his leads and then really who those leads are once they're inside of the tool. So with that in mind, Anna's going to close us out with the bottom of the funnel with a closed section, and then I'll be back up in just a second just to wrap us up for good. Cool.

Thanks, Ari. Okay, the bottom of the funnel, where we're focused on turning those leads into customers. You've got a few metrics that are top of mind. First, how am I creating deals, and how am I moving deals through my sales funnel? What's the velocity of my deals through the funnel? Second, productivity. How are my individual reps? How is my team doing at all the sales activities that are prescribed to actually make sure that deals move through the funnel? And then ultimately, how am I doing at closing deals and generating revenue for my business? So for this section, I want to bring the story a little closer to home and tell you about a sales team within HubSpot. So a few years back, when HubSpot started creating sales tools, we spun up a sales team to dedicate to that effort. And a guy named Mike managed that team. Now, Mike's your typical great sales guy. He's focused on not only crushing his monthly goal, but making sure that he can coach his reps to success as well. And so when he comes to the reporting tools, he's got two main things in mind. First, how's my team doing at meeting our goals, generating the revenue that we've set out to for this month? And second, how is my team doing? How are my individual reps doing at productivity? How are they doing at creating deals and closing deals? And how can I use this data to coach my team to be better? So the first place that Mike goes is the main sales dashboard. And Mike actually tells me that he keeps this open in a tab on his computer all day long and looks at it several times a day. But this is a really important spot for him to come in and check in on his team's progress. This may look familiar to some of you, but for others, this might also be a new sneak peek to a beta version of the CRM dashboard. Good thing to keep in mind here is this is the default out of the box dashboard that you get with the free CRM. All of these reports come built in to report on your deal progress and your team's productivity in the CRM. So a couple pieces that Mike's looking for here. He's looking at the deal forecast. The deal's close versus goal to get that top level, how am I doing against my goals? And then he's digging deeper into the productivity and exactly which activities that my team's doing that's helping them be successful. So on top of these out of the box reports, Mike also relies on some of the customizable reporting as well. And the reason why this is important is because Mike's really honed in on a certain type of deal and a certain number of his reps that he's measuring on a day to day and monthly basis. And the reporting add on lets him do this with the customer reporting tools, lets him slice out just a piece of his database, just some of the deals and some of the reps to report on progress. There's, and there's really two main sections here as well. First, that high level, again measuring progress against a goal. And that goal can either be the built in quota tool in the CRM or it can be a customizable goal specifically for that segment of deals. And then the second piece, the report there on the right is a built in deal funnel where it peels back a layer a little bit and says, okay, I know I'm creating deals, I know I'm moving deals along the funnel and ultimately closing them, but where are the points along that pathway that things might be getting hung up? Where can I optimize? So in this example you can see that a lot of deals are making it to the appointment stage, but not every deal is traveling down and moving past that appointment stage. So this is a signal to Mike that maybe he needs to work with his team on optimizing that demo appointment with prospects and making sure that that's not a place where deals get hung up in the funnel. So, so this is a good high level look and an indicator to Mike of where you can optimize. The next layer is looking at the rep productivity. So on the left you see an aggregate view of the team, how many emails the team's sending, how many meetings the team's holding. And this is an important metric for Mike to take a look at to make sure that the team's on track. And then on the right we've got a leaderboard. So it's a look rep by rep, how many deals are being created, what's the forecasted amount for the month, and how is that rep doing at tracking against that forecasted amount. The other thing that I like about this leaderboard is that, you know, sales reps love a good competitive spirit and stack ranking reps against each other can be really powerful as A coaching mechanism as a motivating mechanism to make sure that your team stays on track and keeps doing the things that they need to do to be successful. The other thing I love about these reports is it lets you get a layer deeper as well. So Mike loves the aggregate view, but what he really wants is to see these activities split out by rep, by which contacts they're working, which deals they're working with. And so the reports on the dashboard give him that ability to drill down and get further in so that he can continue to optimize and coaches reps on spill scenarios. So the last thing that I want to leave you with here in this section is actually one of my favorite features of the reporting tools in HubSpot. If you all have been using the custom reporting tools, you might be familiar with the sharing and export tools. The reason why I love this so much is because it's not only a good way for managers like Mike to help his team stay on top of prop progress, track their progress, make sure that they're seeing who's on top on the leaderboard, but it's a great way for him to send it out to his boss to kind of share his success with the wider team as well. And up until now, these sharing export tools where you can actually schedule an email to go out to your team, maybe you schedule an email to go out to your boss. It's actually a visual representation of what's on your dashboard. Up until now it was only available in the custom dashboards, but now it's available on your main marketing dashboard, on your out of the box CRM dashboard. And it's available for any user to use for their team. So take a look for that. One of the other things that our team's been working on is in addition to this email, a visual export into a PowerPoint or PDF format. We know that this can be a really helpful way to share information with your teams, so keep an eye on that in the product as well. So to wrap us up the bottom of the funnel, deals reporting, what are the takeaways here again, setting good goals and tracking progress against those goals is really important to motivate your team to reach the goals that you've set. And we've got built in tools to help you do that there on the dashboards, the detail level, drilling down into the specifics of deals and the specifics of those sales activities helps you coach your team and optimize where things aren't going well. So that's the overview through the funnel of reporting and the tools in HubSpot that help you do that. I'm going to send this back to Ari to wrap us up.

All right. To recap the last 40 minutes, we're here to help find the right data. We're here to help you do the right things with that data. We went through three examples. We went through the A3C festival with their dashboard with their sources report. They rocked it at Facebook. They doubled down on that. We went through AmeriFirst. They figured out the blog post that worked the best at driving leads. They're gonna do more of that. We went through the HubSpot sales team and their deals reports and their funnels. Right. That's a lot of information in order to help you guys take that away. And hopefully I see some people jotting down notes, taking pictures. We made a quick cheat sheet. We put it up on a webpage on HubSpot.com that just quickly goes through each of the reports that we ran in one column. Who gets it so which packages it comes along with. I see somebody taking a picture here. I'm about to flash the URL, so wait one second to take the picture. The questions that they answer, and then also a link to a help document. So if you are a HubSpot customer and you want to actually build some of these reports, you can go and visit that. So now you can flash the picture. Here's the URL. Just a really quick bitly. That's live now. I googled it this morning and it was there. So live now. Take a look. Run some of these reports, run the attribution report, run the contacts reports. Check out the CRM dashboard. Our goal is that you know what data is there and that you know what to do with that data. One other quick thing before we let you guys go. Have about five minutes left. The dashboard that Anna showed earlier, which is web analytics, which shows the bounce rate and the device metrics and new versus returning visitors, we're still testing that out and we're really excited to get to the final stages of testing and to release that to everybody. We know that the folks in this room are into reporting, otherwise they probably would have seen Serena Williams instead. So with that in mind, we would love some help testing out the final phases of this, if you're interested. And we'd at least like to keep you up to date as we have updates on this new tool that's rolling out. So with that in mind, one other thing, maybe to take a picture of or to write down another quick bitly link It's a form that just lets you put in your email address and your HubSpot portal ID, and we will keep you up to date so that it's coming in the next few months. We don't have a specific time frame for it, but if you want to be involved in the process and kept in the loop, we'd love to keep you informed. So with that, we're done up here. We're happy to take questions. I don't think we're going to do them with the mics, but if you guys have questions just for us up here, we actually have one of the head engineers in the crowd as well, who's helped us build the tool 2 so we'd be happy to answer them, but we really appreciate it. Enjoy the rest of Inbound.