Predictably Improve Your B2B Tech Company's Performance by Leveraging Data

Harness the power of AI-backed reports, benchmarking and data analysis to predict trends and detect anomalies in your marketing efforts.

Peter Caputa, CEO at Databox, reveals how you can discover the strategies and tools to increase your growth rate (and margins!).

From metrics to track to data habits to pick up, enhance your reporting for powerful insights to improve your B2B tech company's marketing.

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This is the webinar recording from the June 2024 HubSpot User Group (HUG) for B2B Technology USA.

Watch the video recording at https://youtu.be/5vjwGfPN9lw

Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/

2. About Your Host:
Kiwi Creative
We’re a 3x accredited
HubSpot Platinum Solutions Partner
for growing B2B tech companies
kiwicreative.net
Jen Lombardi
Head Honcho, Creative Genius

3. About Your Speaker
●From engineer to sales & marketing leader to CEO
●15th employee at HubSpot: individual contributor
to VP Sales & Marketing. Built HubSpot partner
program from 0 to 3k+ partners.
●Joined Databox as CEO from 5 to 3k+ customers.
●Very actively publish on Linkedin →
https://www.linkedin.com/in/pc4media/
Pete Caputa | CEO of Databox and former VP Sales & Marketing at HubSpot

4. Why Predictability?
Predictably Improve Your Company’s
Performance Using Data

6. “Forces beyond your control can take away everything you
possess except one thing, your freedom to choose how you will
respond to the situation.”
― Victor Frankl

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7. “If we lived on a planet where nothing ever changed, there would be
little to do. There would be nothing to figure out. There would be no
impetus for science. And if we lived in an unpredictable world,
where things changed in random or very complex ways, we would
not be able to figure things out. Again, there would be no such thing
as science. But we live in an in-between universe, where things
change, but according to patterns, rules, or, as we call them, laws of
nature…”

— Carl Sagan, Cosmos
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“Our world is in between these extremes of perfect predictability and perfect
unpredictability. There is variation, but it’s not the product of complete
randomness. It’s the product of complexity, and there is order in this complexity.

So in our in-between world, we have a use for measuring performance, because
it helps us quantify the variation and observe patterns of causation. It helps us
learn how we can influence performance by reducing variation, and by using or
changing these patterns.

Performance measurement is an application of science to deepen our
understanding of the complexity in our organisations, and speed up our
identification of the patterns within that complexity, so we might get better and
better, but never perfect, at creating the results we want.”

-Stacy Barr

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11. ●Habits of High Performing Companies
●5 Questions to Control the Controllables
●Free self-service benchmarking offer
Agenda

12. https://databox.com/state-of-business-reporting

13. Who we surveyed… (241 respondents)

14. Majority Say Monitoring & Reporting “greatly improved
performance”

15. You should want to. The benefits are many…

16. Best results come from regular reporting meetings

17. It’s not a “set it and forget it” exercise…

18. Top performing companies track their whole business…

19. They share it with everyone too…

20. And they set & revise goals quarterly..

21. ●Habits of High Performing Companies
●5 Questions to Control the Controllables
●Free self-service benchmarking offer
Agenda

22. 5 Things You Need to Know to Manage Your Business
1.What level of performance is possible?
2.What should we do differently (or more or less of) to improve our
performance?
3.What can we do today to influence our future performance?
4.How are we likely to perform in the future?
5.What issues do we need to address right now to ensure our future
performance?

23. 1.What level of performance is possible?
Get industry-specific benchmarks from Weidert Group and Stream Creative.

24. 2. What should we do next to improve performance?
We’ve conducted 1300+ surveys
over the last several years and
have collected data about how
16k+ companies have improved
their performance.

You can Browse the survey data
now at
http://benchmarks.databox.com

Coming: Recommendations on how
to improve your performance based
off of this data.

25. 3. How can we better influence our performance today?

26. 3. How can we better influence our performance today?
Data Correlations:

Automatically detect metrics that are
correlated, so you can easily see the leading
actions you can take to impact your most
important KPIs.

Example 1: Clicks from search →
conversions on your website → sales calls
booked → deals → closed won deals →
revenue.

Example 2: Customer email opens →
Customer NPS → Repeat purchases.

27. 4. How are we likely to perform in the future?
Metric Forecasts:

Forecast any important
metric in your business.

Uses historical data,
seasonality, weekly and
monthly fluctuations
and trends to forecast.

Soon: Using correlated
metrics to refine
forecast.

28. 5. What issues do we need to address right now?

Anomaly Detection:

Automatically determine
when a specific metric is
not within normal bounds.

Example: Email traffic is
down.

Example 2: Sales call
volume is down.

Example 3: Annual
payments spiked!

29. Putting it all together using Generative AI.

30. Getting started…
Start with our free training program called Predictable Performance.
https://databox.com/business-analytics-course

32. Questions?
For even more benchmark data:
➔ Download “Landing Page Best Practices for B2B SaaS and Tech Companies”

➔ Schedule a free HubSpot benchmark consultation call