of European marketersimplemented inbound58% marketing strategies in 2013.
A WORD FROM THE WISEAre we on the verge on an inbound marketing revolution? I think therevolution is already here. The only diﬀerence is, the activity of inboundmarketing is preceding the label. Digital marketers are widely adoptingthe strategic approach that is inbound marketing, we’re just on the vergeof people widely discovering what it’s called.Bryan Adams, @Bryan_phcCEO, Ph.Creative Internet Marketing Agency
And inbound marketingdoesn’t live in a silo,either.
A WORD FROM THE WISEThe magic happens when inbound and outbound work together, somarketers should actively approach customers and industry inﬂuencerswith content. It opens hearts and opportunities. Maybe mobiletechnologies can be the link between these worlds.Albert Pusch, @albertpuschCo-founder and Author, Socialmedia-blog.de
of European marketers generatedcustomers from LinkedIn41% and Facebook.
A WORD FROM THE WISEEuropeans may be a bit more diﬃdent than Americans about using socialmedia for lead generation – but we’re starting to get the hang of it. We’rediscovering that you can do this well without being crass about it.Doug Kessler, @dougkesslerCo-founder & Creative Director, Velocity Partners
social mediain general has become moreimportant to their marketing mix.22%of marketers report that
A WORD FROM THE WISESocial media can accomplish many marketing objectives: to acquire newcustomers, increase campaign visibility, gain traﬃc, etc. But social mediahas more to oﬀer. It humanizes the brand, it brings customer loyalty, itreinforces audience proximity, it creates an engaged community withambassadors. All of this will make a diﬀerence when purchase timearrives.Isabelle Mathieu, @isabellemathieuSocial Media Strategist, Isabelle-Mathieu.com
of SEO leads in Europe converted at14% above-average rates.
A WORD FROM THE WISEAs the triumvirate of SEO, social, and blogging become top of mind, thebig question is – what’s going to distinguish good inbound marketingfrom bad? Just as customers switched oﬀ from advertising, are weheading for a showdown where good headlines and bad content becomethe curse of the internet? The metrics for measuring successful contentare still in their infancy.Tim Barker, @timbarkerCMO, DataSift
The biggest challengerevolves around analytics.
the ROI of inbound tactics.1 in 4The number of Europeanmarketers concerned with proving
A WORD FROM THE WISEInbound activity is clearly having an increasingly signiﬁcant impact forbrands, so it’s critical to be able to measure this versus more traditionalmarketing activities. We live in such a data-driven world. By analysingmarket trends and proving the value in investing in inbound activity, wecan show brands how they can better market themselves online.Kevin Gibbons, @kevgibboManaging Director, BlueGlass
of European marketers arefocused on reaching the rightaudience and converting them intoleads.23%
A WORD FROM THE WISEIt’s good to see the maturation of an industry and the move away from“any old traﬃc will do” strategies, to ones about generating wins andrevenue.Damien Mulley, @damienmulleySocial Media Expert, Mulley Communications
of marketers cited cuﬆomer15% acquisition as a success metric,but still, no clear pattern emerged.
A WORD FROM THE WISEOne of the wonderful things about inbound is that it is accountable andROI can be tracked. Not only that, but it needs to be continually optimisedas well, so you’re sure that you’re making the most of your budget andproviding the content which converts at the highest rate. As we know, allleads are not equal, and neither is all content.Kath Pay, @kathpayOwner, PlantoEngage
European marketers havethe opportunity to test andoptimise more.
marketers who do not teﬆ theirinbound marketing eﬀorts.1/2The number of European
A WORD FROM THE WISEThose companies still not running tests around their online marketing areleaving signiﬁcant improvements on the table. In my experience, getting areturn from early split tests is very likely. I hope that the next few years willsee strong growth in companies focusing on conversion rateimprovements.Will Critchlow, @willcritchlowCMO, Distilled
Better alignmentbetween marketing &sales is needed.
of European ﬁrms have aformalized marketing & salesagreement.22%
A WORD FROM THE WISEOnly a minority of companies have clarity on marketing and salesresponsibilities, even though the alignment of these teams is essential formaximising revenue growth and decreasing ineﬃciencies. This can leadto time wasted with unqualiﬁed leads or the loss of well-qualiﬁedprospects when information is not disseminated eﬀectively.Linus Gregoriadis, @LinusGregResearch Director, eConsultancy
of support for inboundmarketing eﬀorts lies with themarketing team.40%
A WORD FROM THE WISEThis research shows that the principal challenge for marketers is provingthe return on investment of marketing activities. This is diﬃcult, but is verymuch possible with the right type of joined-up measurement and inter-departmental cooperation.Linus Gregoriadis, @LinusGregResearch Director, eConsultancy
Europe has optimisticplans for inbound hiringin 2013.
The average number of members bywhich European inbound marketingteams will grow this year.2.5
A WORD FROM THE WISEWe need more talent. We’re now ﬁnding more requests to run workshopsand assist with hiring. I think many European businesses recognise that agood graduate hiring and training scheme is the key to solving the direlack of available candidates in the inbound recruitment market.Richard Baxter, @richardbaxterCEO, SEOGadget
Economic inﬂuencesremain a critical factorin European budgetallocations.
The number of marketers thatreported the economy impactedtheir budgets in 2013.1 in 3
A WORD FROM THE WISEEurope is a mosaic of cultures, and this has a direct reﬂection on howmarketing professionals conceive online marketing. A number ofcompanies that will increase their investment in inbound marketing inEurope as a country may not reﬂect the reality of many individualcountries.Gianluca Fiorelli, @gﬁorelli1SEO and Inbound Marketing Strategist, iLoveSEO
Still, inbound marketingspend in Europe outpacesoutbound spend.
more money was spent oninbound marketing eﬀorts thanoutbound eﬀorts by Europeanmarketers.76%
A WORD FROM THE WISEIn tough economic times, with marketing under pressure, it’s encouragingin Europe to see inbound recognized as the dominant strategy forcustomer revenue and growth. Continued adoption of inbounddemonstrates that the role of marketing is not to help Sales sell, but tohelp customers buy.Tim Barker, @timbarkerCMO, DataSift
Be the ﬁrst to read about inbound marketing in Europe.Download the full State of InboundMarketing in Europe Report to explore:• Executive insights on inbound marketing• The business case for adopting inbound marketing• The marketers case for adopting inbound testing, tactics, and technology• Thoughts on building a successful team of inbound marketersSOIM http://hub.am/10Yp6Mv#