0
7,000+Businesses
from
AGILE MARKETING
BENCHMARKS
Good inbound strategy
takes work, but how much
more work will it take to
tip the scale?
If I increase my
blogging frequenc...
This report will dive into how you can
increase both traffic and leads
by improving a variety of different
marketing asset...
By dissecting each benchmark by target
market (B2B vs. B2C) and company size,
you’ll walk away with an idea of what it
tak...
ABOUT THIS STUDY
This study is based on real results from HubSpot’s
7,000+ customers.
In order to get you comparable data ...
ABOUT THE DATA
The graphs in this presentation provide index
numbers for either traffic and lead volume. We
used index num...
How will increasing the
amount of content
impact my incoming
web traffic?
CONTENT
IMPACT
-
500
1,000
1,500
2,000
2,500
TRAFFIC
INDEX
WEBSITE PAGES
IMPACT OF WEBSITE CONTENT
ON INBOUND TRAFFIC
0
500
1000
1500
2000
2500
3000
3500
4000
TRAFFIC
INDEX
WEBSITE PAGES
B2B
B2C
IMPACT OF WEBSITE CONTENT ON
INBOUND TRAFFIC ...
-
200
400
600
800
1,000
1,200
1,400
1,600
LEADS
INDEX
WEBSITE PAGES
1 to 10 employees
11 to 50 employees
51 or more employ...
COMPANIES WITH 51 TO 100 PAGES
GENERATE
COMPANIES WITH OVER 50
EMPLOYEES AND 1,000+
WEB PAGES SEE
WITH 1 TO 50 PAGES.
MORE...
How will increasing
the amount of content
impact my lead
generation?
CONTENT
IMPACT
-
200
400
600
800
1,000
1,200
1,400
1,600
NEW
LEADS
INDEX
WEBSITE PAGES
IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS
0
200
400
600
800
1000
1200
1400
1600
NEW
LEADS
INDEX
WEBSITE PAGES
B2B
B2C
IMPACT OF WEBSITE CONTENT ON
INBOUND LEADS FOR...
0
200
400
600
800
1000
1200
LEADS
INDEX
WEBSITE PAGES
1 to 10 employees
11 to 50 employees
51 or more employees
IMPACT OF ...
BOTH B2B & B2C
COMPANIES WITH
101 TO 200 PAGES
GENERATE
2.5x
MORE LEADS
THAN THOSE WITH
50 OR FEWER PAGES.
How many more
landing pages do I
need
to increase my
leads?
LANDING PAGE
IMPACT
0
100
200
300
400
500
600
NEW
LEADS
INDEX
LANDING PAGES
IMPACT OF NUMBER OF LANDING PAGES
ON LEAD GENERATION
0
100
200
300
400
500
600
NEW
LEADS
INDEX
LANDING PAGES
B2B
B2C
IMPACT OF NUMBER OF LANDING PAGES ON
LEAD GENERATION FOR B...
0
100
200
300
400
500
600
LEADS
INDEX
LANDING PAGES
1 to 10 employees
11 to 50 employees
51 or more employees
IMPACT OF NU...
MOST COMPANIES DO NOT SEE
AN INCREASE IN LEADS WHEN
INCREASING THEIR TOTAL
NUMBER
OF LANDING PAGES FROM 1-5 TO
6-10.
FROM ...
How much more do
I need to blog per month
to increase my
website traffic?
BLOGGING
IMPACT
0
100
200
300
400
500
600
TRAFFIC
INDEX
MONTHLY BLOG POSTS
IMPACT OF MONTHLY BLOG ARTICLES
ON INBOUND TRAFFIC
0
100
200
300
400
500
600
700
800
TRAFFIC
INDEX
MONTHLY BLOG POSTS
B2B
B2C
IMPACT OF MONTHLY BLOG ARTICLES ON
INBOUND TRAF...
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
TRAFFIC
INDEX
TOTAL BLOG POSTS
1 to 10
11 to 50
51 or more
IM...
COMPANIES THAT BLOG
15 OR MORE TIMES
PER MONTH GET
5x
MORE TRAFFIC
THAN COMPANIES
THAT DON’T BLOG. SMALL BUSINESSES
(1 TO ...
How much more do I
need to blog per month
to increase my
leads?
BLOGGING
IMPACT
0
200
400
600
800
1000
1200
NEW
LEADS
INDEX
MONTHLY BLOG POSTS
IMPACT OF MONTHLY BLOG ARTICLES
ON INBOUND LEADS
0
200
400
600
800
1000
1200
1400
1600
1800
NEW
LEADS
INDEX
MONTHLY BLOG POSTS
B2B
B2C
IMPACT OF MONTHLY BLOG ARTICLES ON
I...
-
20
40
60
80
100
120
140
160
NEW
LEADS
INDEX
TOTAL BLOG POSTS
1 to 10
11 to 50
51 or more
IMPACT OF MONTHLY BLOG ARTICLES...
COMPANIES THAT
INCREASE BLOGGING
FROM 3-5X/MONTH
to 6-8X/MONTH
ALMOST DOUBLE
THEIR LEADS.
B2B COMPANIES THAT BLOG ONLY
1-2...
How many more total
blog posts do I need
to impact my
traffic?
BLOGGING
IMPACT
0
100
200
300
400
500
600
700
TRAFFIC
INDEX
TOTAL BLOG POSTS
IMPACT OF TOTAL PUBLISHED BLOG POSTS
ON INBOUND TRAFFIC
0
200
400
600
800
1000
1200
TRAFFIC
INDEX
TOTAL BLOG POSTS
B2B
B2C
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON
INBOUND TRAFFIC...
-
100
200
300
400
500
600
700
800
900
TRAFFIC
INDEX
TOTAL BLOG POSTS
1 to 10 employees
11 to 50 employees
51 or more emplo...
AN AVERAGE COMPANY
WILL SEE A
45%
GROWTH
IN TRAFFIC
WHEN INCREASING TOTAL
BLOG ARTICLES FROM 11-
20 TO 21-50 ARTICLES.
B2C...
How many more total
blog posts do I need
to impact my
leads?
BLOGGING
IMPACT
0
100
200
300
400
500
600
NEW
LEADS
INDEX
TOTAL BLOG POSTS
IMPACT OF TOTAL PUBLISHED BLOG POSTS
ON INBOUND LEADS
0
100
200
300
400
500
600
700
NEW
LEADS
INDEX
TOTAL BLOG POSTS
B2B
B2C
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON
INBOUND LEA...
0
100
200
300
400
500
600
700
NEW
LEADS
INDEX
TOTAL BLOG POSTS
1 to 10 employees
11 to 50 employees
51 or more employees
I...
THE AVERAGE COMPANY WITH
100 OR MORE
TOTAL BLOG ARTICLES
IS MORE LIKELY TO EXPERIENCE
CONTINUED
LEAD GROWTH.
COMPANIES WIT...
How much will growing
my Twitter following
improve my
website traffic?
TWITTER
IMPACT
-
100
200
300
400
500
600
700
800
TRAFFIC
INDEX
TWITTER FOLLOWERS
IMPACT OF COMPANY TWITTER REACH
ON INBOUND TRAFFIC
0
200
400
600
800
1000
1200
1400
1600
1800
2000
TRAFFIC
INDEX
TWITTER FOLLOWERS
B2B
B2C
IMPACT OF COMPANY TWITTER REACH ON...
-
100
200
300
400
500
600
700
800
900
TRAFFIC
INDEX
TWITTER FOLLOWERS
1 to 10 employees
11 to 50 employees
51 or more empl...
B2C COMPANIES EXPERIENCE
A LARGER INCREASE IN TRAFFIC THAN
B2B COMPANIES AFTER CROSSING
1,000 TWITTER FOLLOWERS.
COMPANIES...
How much will growing
my Facebook reach
improve my
website traffic?
FACEBOOK
IMPACT
-
200
400
600
800
1,000
1,200
1,400
TRAFFIC
INDEX
FACEBOOK LIKES
IMPACT OF COMPANY FACEBOOK REACH
ON INBOUND TRAFFIC
-
500
1,000
1,500
2,000
2,500
TRAFFIC
INDEX
FACEBOOK LIKES
B2B
B2C
IMPACT OF COMPANY FACEBOOK REACH ON
INBOUND TRAFFIC FOR...
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
TRAFFIC
INDEX
FACEBOOK LIKES
1 to 10 employees
11 to 50 employees
51...
THE AVERAGE COMPANY SAW A
185%
INCREASE
IN TRAFFIC
AFTER CROSSING
1,000 FACEBOOK LIKES.
COMPANIES WITH
>50 EMPLOYEES
SAW T...
Ready to beef up
your online
business?
Learn how unfunnel and
Hubspot’s tools can help
you grow and scale your
online busi...
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Agile Marketing Lessons from 7k Businesses [REPORT]

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The agile business strategy takes work, but how much more work does it take to tip the scale? If I increase my blog post frequency from once a month to twice a week, what impact will I see?

Important questions like these, and more, are answered in our latest co-branded market study – based on real results from HubSpot’s 7,000+ customers.

Use these agile marketing benchmarks to help develop your marketing strategy.

By dissecting each benchmark by target market (B2B vs. B2C) and company size, you’ll walk away with an idea of how much more you need to do to see the results you NEED.

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Transcript of "Agile Marketing Lessons from 7k Businesses [REPORT]"

  1. 1. 7,000+Businesses from AGILE MARKETING BENCHMARKS
  2. 2. Good inbound strategy takes work, but how much more work will it take to tip the scale? If I increase my blogging frequency from once a month to twice a week,
  3. 3. This report will dive into how you can increase both traffic and leads by improving a variety of different marketing assets---think web pages, blogging, landing pages, Twitter & more.
  4. 4. By dissecting each benchmark by target market (B2B vs. B2C) and company size, you’ll walk away with an idea of what it takes to get the results you seek.
  5. 5. ABOUT THIS STUDY This study is based on real results from HubSpot’s 7,000+ customers. In order to get you comparable data to support your marketing investment decisions, we analyzed the relationships between key inbound marketing activities and the volume of traffic and leads that correlate with those activities. We specifically looked at website pages, landing pages , blogging, Twitter reach, and Facebook reach.
  6. 6. ABOUT THE DATA The graphs in this presentation provide index numbers for either traffic and lead volume. We used index numbers to standardize results across the 7,000 businesses and make them more comparable for you. (If you’re curious, the index numbers are based on a base level of 100 times the ratio to the base value.) Finally, the underlying growth was calculated using median values of HubSpot’s customer base.
  7. 7. How will increasing the amount of content impact my incoming web traffic? CONTENT IMPACT
  8. 8. - 500 1,000 1,500 2,000 2,500 TRAFFIC INDEX WEBSITE PAGES IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC
  9. 9. 0 500 1000 1500 2000 2500 3000 3500 4000 TRAFFIC INDEX WEBSITE PAGES B2B B2C IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
  10. 10. - 200 400 600 800 1,000 1,200 1,400 1,600 LEADS INDEX WEBSITE PAGES 1 to 10 employees 11 to 50 employees 51 or more employees IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC BY COMPANY SIZE
  11. 11. COMPANIES WITH 51 TO 100 PAGES GENERATE COMPANIES WITH OVER 50 EMPLOYEES AND 1,000+ WEB PAGES SEE WITH 1 TO 50 PAGES. MORE TRAFFIC THAN COMPANIES 9.5X MORE TRAFFIC THAN COMPANIES WITH UNDER 51 PAGES. 48%
  12. 12. How will increasing the amount of content impact my lead generation? CONTENT IMPACT
  13. 13. - 200 400 600 800 1,000 1,200 1,400 1,600 NEW LEADS INDEX WEBSITE PAGES IMPACT OF WEBSITE CONTENT ON INBOUND LEADS
  14. 14. 0 200 400 600 800 1000 1200 1400 1600 NEW LEADS INDEX WEBSITE PAGES B2B B2C IMPACT OF WEBSITE CONTENT ON INBOUND LEADS FOR B2B & B2C COMPANIES
  15. 15. 0 200 400 600 800 1000 1200 LEADS INDEX WEBSITE PAGES 1 to 10 employees 11 to 50 employees 51 or more employees IMPACT OF WEBSITE CONTENT ON INBOUND LEADS BY COMPANY SIZE
  16. 16. BOTH B2B & B2C COMPANIES WITH 101 TO 200 PAGES GENERATE 2.5x MORE LEADS THAN THOSE WITH 50 OR FEWER PAGES.
  17. 17. How many more landing pages do I need to increase my leads? LANDING PAGE IMPACT
  18. 18. 0 100 200 300 400 500 600 NEW LEADS INDEX LANDING PAGES IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION
  19. 19. 0 100 200 300 400 500 600 NEW LEADS INDEX LANDING PAGES B2B B2C IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION FOR B2B & B2C COMPANIES
  20. 20. 0 100 200 300 400 500 600 LEADS INDEX LANDING PAGES 1 to 10 employees 11 to 50 employees 51 or more employees IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION BY COMPANY SIZE
  21. 21. MOST COMPANIES DO NOT SEE AN INCREASE IN LEADS WHEN INCREASING THEIR TOTAL NUMBER OF LANDING PAGES FROM 1-5 TO 6-10. FROM INCREASING LANDING PAGES FROM 10 TO 15. 55% INCREASE IN LEADS COMPANIES SEE A
  22. 22. How much more do I need to blog per month to increase my website traffic? BLOGGING IMPACT
  23. 23. 0 100 200 300 400 500 600 TRAFFIC INDEX MONTHLY BLOG POSTS IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC
  24. 24. 0 100 200 300 400 500 600 700 800 TRAFFIC INDEX MONTHLY BLOG POSTS B2B B2C IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
  25. 25. - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 TRAFFIC INDEX TOTAL BLOG POSTS 1 to 10 11 to 50 51 or more IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE
  26. 26. COMPANIES THAT BLOG 15 OR MORE TIMES PER MONTH GET 5x MORE TRAFFIC THAN COMPANIES THAT DON’T BLOG. SMALL BUSINESSES (1 TO 10 EMPLOYEES) TEND TO SEE THE BIGGEST GAINS IN TRAFFIC WHEN THEY POST MORE ARTICLES.
  27. 27. How much more do I need to blog per month to increase my leads? BLOGGING IMPACT
  28. 28. 0 200 400 600 800 1000 1200 NEW LEADS INDEX MONTHLY BLOG POSTS IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS
  29. 29. 0 200 400 600 800 1000 1200 1400 1600 1800 NEW LEADS INDEX MONTHLY BLOG POSTS B2B B2C IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
  30. 30. - 20 40 60 80 100 120 140 160 NEW LEADS INDEX TOTAL BLOG POSTS 1 to 10 11 to 50 51 or more IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE
  31. 31. COMPANIES THAT INCREASE BLOGGING FROM 3-5X/MONTH to 6-8X/MONTH ALMOST DOUBLE THEIR LEADS. B2B COMPANIES THAT BLOG ONLY 1-2X/MONTH GENERATE 70% MORE LEADS THAN THOSE WHO DON’T BLOG.
  32. 32. How many more total blog posts do I need to impact my traffic? BLOGGING IMPACT
  33. 33. 0 100 200 300 400 500 600 700 TRAFFIC INDEX TOTAL BLOG POSTS IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC
  34. 34. 0 200 400 600 800 1000 1200 TRAFFIC INDEX TOTAL BLOG POSTS B2B B2C IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
  35. 35. - 100 200 300 400 500 600 700 800 900 TRAFFIC INDEX TOTAL BLOG POSTS 1 to 10 employees 11 to 50 employees 51 or more employees IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC BY COMPANY SIZE
  36. 36. AN AVERAGE COMPANY WILL SEE A 45% GROWTH IN TRAFFIC WHEN INCREASING TOTAL BLOG ARTICLES FROM 11- 20 TO 21-50 ARTICLES. B2C COMPANIES SEE A 59% INCREASE IN TRAFFIC AFTER GROWING TOTAL BLOG ARTICLES FROM 100 TO 200 TOTAL.
  37. 37. How many more total blog posts do I need to impact my leads? BLOGGING IMPACT
  38. 38. 0 100 200 300 400 500 600 NEW LEADS INDEX TOTAL BLOG POSTS IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS
  39. 39. 0 100 200 300 400 500 600 700 NEW LEADS INDEX TOTAL BLOG POSTS B2B B2C IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS FOR B2B & B2C COMPANIES
  40. 40. 0 100 200 300 400 500 600 700 NEW LEADS INDEX TOTAL BLOG POSTS 1 to 10 employees 11 to 50 employees 51 or more employees IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS BY COMPANY SIZE
  41. 41. THE AVERAGE COMPANY WITH 100 OR MORE TOTAL BLOG ARTICLES IS MORE LIKELY TO EXPERIENCE CONTINUED LEAD GROWTH. COMPANIES WITH OVER 200 BLOG ARTICLES HAVE >5X THE LEADS THAN THOSE WITH 10 OR FEWER.
  42. 42. How much will growing my Twitter following improve my website traffic? TWITTER IMPACT
  43. 43. - 100 200 300 400 500 600 700 800 TRAFFIC INDEX TWITTER FOLLOWERS IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC
  44. 44. 0 200 400 600 800 1000 1200 1400 1600 1800 2000 TRAFFIC INDEX TWITTER FOLLOWERS B2B B2C IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
  45. 45. - 100 200 300 400 500 600 700 800 900 TRAFFIC INDEX TWITTER FOLLOWERS 1 to 10 employees 11 to 50 employees 51 or more employees IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC BY COMPANY SIZE
  46. 46. B2C COMPANIES EXPERIENCE A LARGER INCREASE IN TRAFFIC THAN B2B COMPANIES AFTER CROSSING 1,000 TWITTER FOLLOWERS. COMPANIES WITH 51 TO 100 FOLLOWERS GENERATE 106% MORE TRAFFIC THAN THOSE WITH 25 OR FEWER.
  47. 47. How much will growing my Facebook reach improve my website traffic? FACEBOOK IMPACT
  48. 48. - 200 400 600 800 1,000 1,200 1,400 TRAFFIC INDEX FACEBOOK LIKES IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC
  49. 49. - 500 1,000 1,500 2,000 2,500 TRAFFIC INDEX FACEBOOK LIKES B2B B2C IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
  50. 50. - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 TRAFFIC INDEX FACEBOOK LIKES 1 to 10 employees 11 to 50 employees 51 or more employees IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC BY COMPANY SIZE
  51. 51. THE AVERAGE COMPANY SAW A 185% INCREASE IN TRAFFIC AFTER CROSSING 1,000 FACEBOOK LIKES. COMPANIES WITH >50 EMPLOYEES SAW THE BIGGEST TRAFFIC GAINS FROM GROWING THEIR FACEBOOK REACH.
  52. 52. Ready to beef up your online business? Learn how unfunnel and Hubspot’s tools can help you grow and scale your online business or product to be a more powerful revenue tool. HubSpot.com/CTA
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