Google Analytics News


I’ve been making sure to stay on top of marketing news in order to stay relevant and fresh in my field of work…and to have something to write about of course!  Well, in my searches on I came across a recent article that talked about some great changes to Google Analytics.  For those of us who live and breathe this stuff, it’s exciting. This is especially exciting for those with an e-store component to their site. 

The change at hand has to do with calculated metrics & creating your own unique metrics that apply to your needs.  The best thing yet is that you can now see, without necessarily having to go into your CRM, what revenue you gain per user.  You don’t even solely need to be US based as you can create a currency conversion metric as well.  This is all that got into but I decided to do a bit more digging and I found an article from… also write about this update and had the following to say in their article, Google Analytics Introduces Calculated Metrics, “The most beneficial immediate use of this tool for marketers and analytic practitioners is as a means to create custom reports for specific audiences. Consider the stakeholders who will view the report, what metrics matter the most to them, and place your calculated metrics accordingly.”

I’m sure that not all of you are seeing these changes, but I did want to share them with you as Google Analytics is a huge part of our tracking. 

P.S. If you’re still trying to figure out how to get in to the weeds on tracking your ecommerce, I encourage you to read this article – Google Analytics: Ecommerce metrics to track daily, weekly, monthly.


Webmarketing123’s – Top 3 SEO Predictions for 2016!

Road to SEO predictions in 2016

It’s a two a day kind of day.  I just wanted to share some information I gathered from a webinar I listened in on hosted by Webmarketing123. Today’s webinar focused on the top 3 SEO predictions of 2016, although the webinar is over I’ll share what I jotted down. If you want a downloadable copy of the slides just let me know.

Here is what Webmarketing123 thinks will happen in the SEO world next year, so get prepared!

  1. Penguin 4.0 update.
    1. Here you’ll need to focus on GOOD link building.  Also, make sure the content you share is good and relevant and not spammy.
    2. Make sure to analyze your competitor link building strategies & get a list of inbound links from the Google Search Console.
    3. A new Google Onsite & Offsite Search Ranking patent will look at how functional and optimized your whole site is, rather than just the page you’re linking to. So make sure that your site is improved overall & don’t just piece meal things together.
  2. Prepare for rich answers to get even bigger.
    1. Look into Google’s Rank Brain.
    2. Make sure that your schema markup is on point to improve your rich answer results.
  3. You’ll truly need to optimize for a better UX experience, especially across all devices.
    1. Make sure to look at your overall behavior flow in Google Analytics.
    2. Don’t ignore, but also don’t solely rely on, bounce rates, pages per session, traffic, & ctr rates.
    3. Check out –>this is Google’s anticipated mobile improvement initiative for early 2016

That’s all folks!  I hope this helps you prepare and taught you something new.  Thanks webmarketing123!

P.S. Looking for other predictions?  Here they are: offers 3 more key SEO predictions for 2016 –>these were also shared on has 5 SEO predictions

Marketing to a New Industry

As I always say, at the end of the day…marketing is marketing.  And good marketers know how to adapt to customer needs and how to provide them with the right knowledge about their brand, in the way that the customer chooses to gain that knowledge.

So in reality, it’s all about adapting to new marketing techniques, new customer demands, new technologies, and new ways of thinking.  Hence why working in a new industry has not been daunting to me in my past, nor do I see it as a hindrance for my future. If I as a marketer need to be able to adapt to all of what I mentioned above then I better be able to adapt to new industries and figure out the best way to reach the customers in those industries.

I come in to any new role the same way.  Learn the ropes from self education as well as gaining knowledge from internal personnel that know the industry, the customers, and can give me an insight in to challenges and opportunities.  From there, I can get a better sense for how to go about my marketing initiatives, how, when, and where to execute them and what kinds of metrics to set.

So don’t be afraid to step outside your comfort zone, because I’d bet…you’d only become a better marketer for it!

P.S. I’m looking for some good, and free, online courses.  So far I’ve earmarked some time for additional education on email marketing and Google Analytics but I’d love your tips!

Job Search – Holiday Tips

I was, and still am to some degree, honestly worried about this time of year, the time between Thanksgiving and New Years, when it came to my job search.  The natural assumption is that hiring managers and recruiters begin to check out during the holidays, but perhaps the reality is that people are trying to execute some last minute hires before the new budget kicks in.  That’s certainly what I’ve been reading.  For those of us looking for work, it’s time to hunker down and really beat out the competition.  Answer those calls & emails, continue to look for opportunities and be more responsive than those that may be checked out.

Here is what I plan to do:

  1. Network like crazy.  Send out inmails through LinkedIn, reach out to your direct network, just talk to as many people as possible.
  2. Use holiday parties with friends to your advantage!  This is a great opportunity to network with those who really know you.
  3. Apply, follow up, and reach out.  Applying to jobs is just part of the strategy.  If it’s something you really want, now is the time to follow up on those opportunities that either fizzled out earlier in the year or that seem to be taking a long time to hire for.
  4. Be on call. Return calls, emails, and messages promptly!  Get in there before everyone really wants to do nothing but sit back and enjoy that tin of cookies that they received from a partner agency!
  5. Apply to new work.  Perhaps, something will move quicker than other opportunities have simply due to timing.  Hold out hope, and apply like crazy…to the jobs you want of course!

Good luck & go get em!

P.S. Here are some expert opinion pieces you might enjoy:

How to Use Holiday Season to Job Search

Tips for the Holiday Job Search

5 Ways to Boost Your Job Search During the Holidays

Happy Thanksgiving

Have a happy, healthy, and thankful Thanksgiving everyone!

Spiced Amaretto Apple Cider Kiss Cocktails are a seasonal treat you must try at your get-togethers this fall! Your guests will love this drink, infused with just the right amount of autumn spices!:

Webmarketing123’s 2015 State of Digital Marketing Report

To keep on my trend, here is a recent report that I received from Webmarketing123.  Please click the image above, or THIS LINK HERE, to download the full report.  For those that download these things but never have time to go back and read them, I will focus on the areas I found most interesting.

  • “It’s clear marketers continue to face one major, overarching challenge this year: Revenue-driven marketing is the goal, but not always the practice.”
  • While most marketers recognize “driving sales” as a top priority, it’s also the #1 challenge for over 27% of marketers…”
  • Sales is the #1 B2C and #2 B2B objective for the second year running. “
  • “Digital gets the buzz, but not the budget. While overall digital marketing spend is increasing YoY, marketers struggle to win more budget because of their continued inability to tie ROI to digital. As a result, about half of marketers spend less than 25% of their total budget online. “
  • For B2B marketers, ‘measuring and proving ROI’ emerged as a major pain point with a sharp 46% increase YoY. ”
    • “[Meanwhile] B2Cs struggle to convert leads to customers.”
  • “When it comes to allocating budget, it seems many marketers still rely on ‘gut instinct’. Ability to prove ROI does not correlate with the channels used. Although 9% more marketers have invested in revenue reporting this year, 38% still don’t have an attribution model at all. “
  • 3 out of 4 marketers (B2B & B2C) use video in their marketing mix, and 7 out of 10 believe it’s the most effective content marketing tactic, trumping eBooks, case studies, infographics, webinars, blogs, and mobile apps. “
  • “Surprisingly, only a single digit percentage of marketers (B2B & B2C) believe display is effective. “
  • “Just 29% of B2Bs practice account-based marketing, but a whopping 95% of those that do find it effective.”
  • Of the 36% of B2B marketers who still lack a mobile-friendly site, 3 out of 4 plan to invest in responsive design this year.”
  • “Lead generation is the #1 B2B digital marketing objective for the fourth year running.”
  • “Sales is top priority for B2Cs again this year.”
  • “Almost half of marketers spend only 25% or less of their budget online.”
  • A whopping 93% of B2B marketers practice email marketing.”
  • Social media is the most commonly used B2C marketing channel. “
  • Nearly 1/3 of marketers don’t know which channel makes the biggest impact on revenue.”
  • “B2C marketers are gaining confidence in paid search and SEO…”
  • Nearly 20% of marketers still rely on “website traffic” to measure success.”
    • 25%–>conversion rate
    • 20%–>website traffic
    • 14%–>total lead volume
    • 12%–>not sure
    • 10%–>total revenue
    • 7%->cost per lead/return on ad spend/cost per acquisition
  • “The overwhelming majority of B2B marketers use social media, yet only less than 17% can prove ROI.”
  • “38% of marketers still lack an attribution model.” –> Check out my blog post on this.
  • LinkedIn is the best social channel for driving B2B revenue, while Facebook takes the cake for B2Cs.”
  • “36% of B2B marketers continue to ignore mobile.”
  • B2Bs have fully bought into content marketing: 60% of B2B brands have a blog compared to only 49% of B2C marketers.”
    •  “60% of marketers (both B2B and B2C) with a company blog post at least once a week.”
    • “Video is the most widely used and the most effective content marketing tactic according to both B2B and B2C marketers. “
    • “B2B marketers favor infographics more than their B2C counterparts do.”
  • “Even given the crowded space, only less than half of marketers (both B2B and B2C) have a marketing automation system in place.”
  • “67% of B2B marketers use lead scoring compared to 47% of B2Cs.”
  • “Marketing personas get a big thumbs up from both sides.”

So once again…I hope that this “summary” has helped but as always, do me a solid and download the full report by clicking the main image or on the link at the top of this post.


P.S. I will be on blogging hiatus through next week.  Don’t miss me too much!

Hubspot’s Newest State of Inbound 2015 Report – Continued

As promised, let’s jump into the state of inbound sales section of Hubspot’s newest State of Inbound 2015 report.  Don’t forget to download the whole thing, or just get the highlights here on my blog.

Here are the key takeaways from the sales section of this report:

  • “Social selling is still more hype than reality”
  • “Sales technology budgets have shrunk since last year.  In addition, sales departments that have adopted emerging sales tools don’t cite confidence with those tools.”
  • “Different roles within the sales team experience different CRM obstacles. While manual data entry is still the biggest CRM problem overall, executives struggle with lack of adoption, and managers cry lack of integration with other tools.” –> Ain’t that the truth!
  • “Prospecting is the most difficult step of the sales process.  This issue is compounded by the fact that salespeople lack vital information before they reach out to leads.” –> Here is where prospect nurturing plays such a vital role!
  • “Field sales isn’t really dying.  Despite sensational articles declaring the demise of field sales, hiring data shows that outside reps are getting hired (and fired) at more or less the same rate as inside reps.”
  • “Executive buyers are not very trusting of salespeople.  To regain credibility among executives, salespeople should arm themselves with content and become active on social networks.”
  • Sales Priorities–>
  • “The overall company top sales priorities
    • Improving the efficiency of the sales funnel
    • Improving existing sales technology
    • Reducing the length of sales cycle
    • Training the sales team
    • Social selling
    • Investing in sales enablement
    • Investing in a CRM”
  • “These are the top sales priorities by level in a company [I chose to focus on the top 3 out of 8]
  • Executive:
    • Closing more deals
    • Improving the efficiency of the sales funnel
    • Reducing the length of sales cycle
  • Non-executive VP or director:
    • Closing more deals
    • Improving the efficiency of the sales funnel
    • Improving existing sales technologies
  • Manager or senior manager:
    • Closing more deals
    • Improving the efficiency of the sales funnel
    • Improving existing sales technologies
  • Individual contributor:
    • Closing more deals
    • Improving the efficiency of the sales funnel
    • Training the sales team”
  • Sales Technology–>
  • “…budgets for sales technology have decreased form last year’s estimates. Of respondents who were privy to their sales tech budgets, 93% indicated their companies planned to spend $100,000 or less, with 78% spending less than $25,000.”
  • “In addition to falling budgets, sales teams that have adopted new tools haven’t been blown away by them.”
  • “24% of teams do not use a CRM.”
    • “Even more alarming is the fact that approximately 46% of salespeople in our survey are not exclusively using dedicated technology to store lead and customer data.  Instead, they’re relying on physical files, Google docs, and other “informal means” in place of or in addition to a dedicated system.”
  • “Unsuccessful sales teams are 2X more likely to use Excel, Outlook, or physical files to store lead and customer data.”
  • Sales Challenges–>
  • “Although salespeople by and large have proven their resilience by tailoring their process to the modern buyer, there are still some challenges that arise from this seismic shift.”
  • What part of the sales process do reps struggle with most?
    • 42%–> Prospecting
    • 36%–> Closing
    • 22%–> Qualifying
  • How much information does your company have about a lead before a sales rep reaches out?
    • 43%–> Contact information
    • 31%–> Social media information
    • 21%–> Website interaction history
  • “…when Marketing and Sales collaborate, salespeople are privy to more lead information…And there’s more god news for the marketing side of the spectrum.  Salespeople struggling with prospecting can expect more relief over the coming year–‘increasing the number of contacts/lead’ is marketers’ number one or two priority, depending on company size and B2B vs. B2C.”
  • What is your biggest CRM challenge?
    • Manual data entry
    • Lack of integration with other tools
    • Difficult to track my sales funnel
    • My sales team does not use it
    • Invalid/incorrect data
    • Managers don’t use it
  • “While executives identify manager non-adoption as the most pressing hurdle, managers themselves report lack of integration with other tools, with manual data entry close behind.”
  • Sales Trends –>
  • “The buzz might make you think the trusty field sales rep will imminently go the way of the dinosaur.  But…inside sales reps actually stand a better chance of being laid off than their counterparts in the field.”
  • “Popular culture often paints salespeople as employees who care about the size of their paycheck and little else. [However…] Our survey asked salespeople what they look for when deciding whether to pursue a position at a new company.” [I chose the top 5]
    • Opportunities for growth
    • Work-life balance
    • Compensation
    • Culture
    • Company performance
  • “With this in mind, sales leaders need to create new growth opportunities for reps who might not be suited for management if they hope to recruit and retain solid sales talent.”

I hope these two summaries helped but please do me a solid and go and download Hubspot’s report so you can have it handy.  All you have to do is click the links at the top of this post, or click the big image at the top.

Thanks for reading & stay tuned for more report summaries coming your way!

Hubspot’s Newest State of Inbound 2015 Report

I just downloaded Hubspot’s newest report on the state of inbound marketing and wanted to give you a “quick” snapshot of what you can find. You will very quickly see why I have out the word quick in quotes above. 🙂

For starters, you can download the full report but then either just look at the state of inbound marketing or the state of inbound sales parts of it. I chose to look at both as you can as well.

The state of inbound marketing section covers: the growth if inbound marketing, emerging trends, the best in class marketing practices, setting up for inbound success, and international inbound

The state of inbound sales on the other hand covers: sales priorities, technology, challenges and trends. I will cover this section in a subsequent blog post.  So stay tuned!

As the kick off to the report itself states, “Last year, we added sales to the mix to provide a more complete view into the entire lead-to-customer lifecycle. Our research found that salespeople struggle with a lack of information about their leads and manual data entry — two challenges that necessarily reduce their effectiveness at converting leads to customers. Just like Marketing’s lead generation is of prime interest to salespeople, marketers would be wise to take the problems sapping Sales’ efficacy to heart…with more than 150 countries represented. The majority of our nearly 4,000 respondents are marketers who work for B2B SMBs, and only one-third have an affiliation with HubSpot. Half of the companies represented generate under $1M a year in revenue, and the other half generate over $1M.”

Here are some of Hubspot’s key takeaways from the marketing section first:

  • “Both inbound and outbound marketers rank paid advertising as the #1 most overrated marketing tactic.”
  • “Inbound is the preferred marketing strategy regardless of company type. B2B, B2C, nonprofit…”
  • “Over six times as many respondents from companies with fewer than 25 employees cited inbound as their primary marketing approach…at companies with over 200 employees, inbound and outbound marketing strategies are deployed equally.”
  • “Leads (and converting them) remain a top priority.”
  • Growth of Inbound –>
  • These were the top priorities, based on company size [I chose to only list the top 2 out of 4]:
    • 0-25 employees: converting contacts/leads to customers, increasing the number of contacts/leads
    • 26-200 employees: increasing the number of contacts/leads, converting contacts/leads to customers
    • 201 or more employees: converting contacts/leads to customers, increasing the number of contacts/leads
  • These were the top priorities, based on the type of company [I chose to only list the top 2 out of 4]:
    • B2B: increasing the number of contacts/leads, converting contacts/leads to customers
    • B2C: converting contacts/leads to customers, increasing the number of contacts/leads
    • Nonprofit: increasing the number of contacts/leads, converting contacts/leads to customers
  • “Demonstrating ROI is the #1 challenge marketers face…across companies of different size and focus, and securing more budget to allocate toward ROI-generating activities was next in line”
  • “Finding the right technologies and managing a website were understandably a larger concern for small companies fighting to reach the growth phase.”
  • These were the top challenges, based on company size [I chose to only list the top 2 out of 4]:
    • 0-25 employees: proving the ROI of our marketing activities, (and a tie between) securing enough budget/managing our website
    • 26-200 employees: proving the ROI of our marketing activities, securing enough budget
    • 201 or more employees: proving the ROI of our marketing activities, securing enough budget
  • These were the top challenges, based on the type of company [I chose to only list the top 2 out of 4]:
    • B2B: proving the ROI of our marketing activities, securing enough budget
    • B2C: proving the ROI of our marketing activities, managing our website
    • Nonprofit: managing our website, proving the ROI of our marketing activities
  • Emerging Trends –>
  • “…proving ROI (though indeed still a top priority) has fallen in importance year over year.”
  • “ROI is still the #1 challenge, but executive support and team training are soaring.”
  • Most overrated marketing tactics across inbound and outbound organizations alike [ I chose to only list the top 3 out of 10]:
    • 1. Paid advertising – print, outdoor, broadcast, 2. Paid advertising – social media, online ads, PPC, 3. Social Media
  • “Senior executives favor inbound more than managers.”
  • “This year’s data showed an increase in the number of respondents who indicated they use freelancers and agency partners for content creation.”
  • Best-in-Class Marketing Practices–>
  • “Let’s dive into what the companies with the highest return on their marketing dollars are doing:
    • Inbound efforts achieve higher ROI than outbound regardless of company size or total marketing spend
    • Leading marketers resist the allure of paid campaigns and recognize outbound as being overrated
    • Best-in-class marketers track ROI, prove it’s growing each year, and secure increased budget as a result
    • Past success with inbound marketing is the single-biggest factor that drives budget increases
    • Both staff and guest contributors write marketing content
    • The best marketers check their marketing analytics 3+ times a week
      • Marketers who check their metrics 3x+ times a week are over 20% more likely to achieve positive ROI.”
  • Setting Up for Inbound Success–>
  • This section covers “how leading marketers ascend to the top. What tools do they use? hat sort of relationship do they maintain with Sales? How do they think about metrics (and how often)?”
    • “The main tool in top marketers’ arsenals is a platform for automating their team’s marketing efforts.”
    • Using marketing automation software increases a marketer’s chances for success.  And when Marketing and Sales loop each other in to software purchase decisions…the odds are even better.  Marketers who were involved with sales software selection were 13% more likely to see a positive ROI, and 11% more likely to receive an increased budget.”
    • “Respondents whose teams checked marketing metrics three or more times a week were over 20% more likely to see an increased ROI in 2015.”
    • “Inbound success is a team effort, and requires strong alignment between Sales and Marketing. The organizations getting the most out of their marketing budget (and getting more of it) tend to be partnered tightly with sales.”
  • International Inbound–>
  • “The global community is united in their favor of inbound practices…[however] it doesn’t mean that each region works the same way.”
    • “Australia, New Zealand, and North America all are proportionally less concerned with training, and more concerned with proving ROI. The Asia Pacific region (excluding Australia and New Zealand) was on average 17% more likely to cite tailoring their content to an international audience as a challenge than other regions.  On the other hand, Latin America is proportionally more concerned with identifying the right technologies than other global regions.”
  • Top marketing challenges by region [I have selected the top 3]
    • Australia & New Zealand
      • Proving the ROI of our marketing activities
      • Securing enough budget
      • Managing our website
    • Asia Pacific excluding Australia and New Zealand
      • Proving the ROI of our marketing activities
      • Targeting content for an international audience
      • Securing enough budget
    • Europe, Middle East, and Africa 
      • Proving the ROI of our marketing activities
      • Securing enough budget
      • Managing our website
    • Latin America
      • Proving the ROI of our marketing activities
      • Identifying the right technologies for my needs
      • Securing enough budget
    • North America 
      • Proving the ROI of our marketing activities
      • Managing our website
      • Securing enough budget
  • “North America was the only region where more than half of respondents indicated they check their marketing metrics three or more times per week.  International regions have catching up to do in terms of tracking metrics and ROI.”

As promised, the next blog post will be focused on the takeaways from the inbound sales section.

I hope you’ve found this helpful and stay tuned!

Marketing in Healthcare

Thought leadership, it’s important in all B2B areas but also in an industry such as healthcare.  What you know, as well as topic sensitivity and regulations can be very heavily weighed.  However, that doesn’t mean that marketing should be boring, or stale, or non existent.  At the end of the day, you are dealing with people and people consume information through all social networks, the web, forums, blogs, articles, etc, etc, etc.  This means, that your information should be readily available in these places and in these ways.

You don’t have to have the wildest ads, because at the end of the day you are potentially dealing with sensitive topics and are creating awareness around them.  As a marketer, don’t be put off when your manager or client says that you can’t really do something.  Take his or her advice, then do some due diligence.  Perhaps the competition is already doing something you’ve suggested.  Bring this up to him or her and make them aware of the situation, and perhaps, they will be more likely to let you at least run some distance with an idea to see where it might lead.

But if I were to weigh things, I think that thought leadership and good, optimized, content is what will get you the most bang for your buck. You’ll be found easier and hopefully your content will be what brings people to your practice or healthcare provider.

But don’t take my word for it, here are some great tips from Hubspot on the matter as well – 3 Keys to Digital Marketing in Healthcare as well as some great advertising campaigns as gathered by the healthcare marketer.

Screen Shot 2015-05-08 at 5.17.00 PM

The Best Marketing Event Videos of 2015

Your time is limited!

Hurry hurry, there are only 13 or so hours left of this awesome opportunity.  I wasn’t sure what to expect but as I watched Will Reynold’s talk I began to get really inspired and knowing that I won’t have time to watch all the videos in one sitting I began to download them.

So hurry up and download some great marketing knowledge!

The 6 Best Marketing Event Videos of 2015.