On Wednesday, August 16th, 2017 the Chicago HUG welcomed over 150 attendees to the Google office in the West Loop! Director of Product Marketing at HubSpot, Jeff Russo, shared a presentation on "Getting Credit - Proving Marketing Impact Through Data."
Kicking off the August Meetup
As guests arrived one of our amazing volunteers, Sarah, helped check them in and get them up to the meetup location. Then another amazing volunteer, Kristin, welcomed our members, handed out raffle tickets and encouraged them to share any open positions for which they're hiring. Members grabbed some drinks from the bar as pizza and salad were brought in. Members had a chance to enjoy food and drinks while networking a bit before we began the presentation.
Proving Marketing Impact Through Data
When we kicked off 2017 with our first meetup of the year, we asked what our members would like to have our meetups cover. Reporting and proving marketing's impact was one of the top choices. We then surveyed members upon registering for this meetup to get an idea of everyone's reporting confidence. Below is the breakdown of responses from over 300 responses.
So after some pizza, drinks and great networking, Jeff began his presentation by telling us about his first job which led into discussing the importance of marketing attribution reporting. He also spoke about what proving marketing impact does not mean. He discussed how it doesn't mean things like nebulous social metrics, metrics based on the activities executed by marketers, or metrics that are simply the easiest to measure.
One of my personal favorite parts of Jeff's presentation was how he drove home the point of focusing on valuable metrics that your CEO or CFO would care about - metrics that prove growing revenue and profits. He referenced one of my favorite quotes from Kim Scott, author of Radical Candor: “A good rule of thumb for any relationship - Leave three unimportant things unsaid each day.”
As Jeff went on to explain the challenges of attribution reporting and what HubSpot is doing to help their customers be better at it. While he dove a bit into the details of this at the HUG, these updates can't be shared just yet. However, they'll be announcing the updates at INBOUND 2017 and will be live streaming the product announcements at hubspot.com/new.
INBOUND, Raffle Prizes and Our Next Meetup
As always, we wrapped up the meetup by sharing job openings from the group and raffling off some prizes including HubSpot swag!
Our next meetup will be in October after INBOUND 2017 and we'll be recapping the event and our key takeaways. If you're attending INBOUND be sure to let us know!
P.S. If you're going to INBOUND check out my session on 5 Sales Enablement Lessons Marketers Can Take from Hamilton. Hope to see you there!