State Of Inbound Lead Generation

The State of Inbound Lead Generation Analysis of lead generation best practices used by over 1,400 small- and medium sized businesses. Rick Burnes (@rickburnes) & Sophie Schmitt (@sophielouvel) April 7, 2010

Agenda I. About HubSpot & Inbound Marketing II. Deep Dive on Four Significant Correlations with Leads: 1. Research Objective/Methodology 2. Google Indexed Pages 3. Keywords Ranking in Top 100 Google Results 4. Blog Usage and Size 5. Twitter Usage and Followers

What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,500+ customers; 130+ employees 3

Traditional Marketing (Outbound) 4

Marketing Today (Inbound) 5

Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Landing Pages • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7

New Research Focuses on Top of the Funnel Content SEO Blogging Twitter Leads Customers 8

Agenda I. About HubSpot & Inbound Marketing II. Deep Dive on Four Significant Correlations with Leads: 1. Research Objective/Methodology 2. Google Indexed Pages 3. Keywords Ranking in Top 100 Google Results 4. Blog Usage and Size 5. Twitter Usage and Followers

Research Objective & Methodology • Key question: What are the most effective inbound marketing techniques for growing leads? • Methodology: 10+ inbound Sample of 1,400 HubSpot Customers  marketing metrics; 3 mos of data  Statistical analysis Four most significant relationships to leads 10

#1: Grow Google Indexed Pages  Growing the number of pages indexed in Google’s database on the order of 50-100 pages brings double digit lead growth and triple digit growth post several hundred pages 80 Median Monthly Leads by Range of 74 Google Indexed Pages 60 236% Median Monthly Leads** 40 22 20 12 5 7 0 Less than 60 60-120 121-175 176-310 311+ Indexed Pages in Google – Ranges* *Each range includes an equal number of customers **Includes 3 months of lead data (11/09 – 1/10) 11

Any Type of Business Can Grow Indexed Pages  Customer size is not a critical factor for growing the number of pages that make it into Google Customer Size Mix by Range of Google Indexed Pages 100% 15% 12% 19% 23% 80% 43% Large Customers 60% (51+ employees) Medium Customers 40% (11 - 50 employees)' 53% 54% Small Customers 20% 45% 39% (1-10 employees) 24% 0% Less than 60-120 121-175 176-310 311+ 60 Indexed Pages in Google – Ranges 12

#2: Focus on Top 100 Search Rankings  Increasing the number of keywords ranking in Google’s top 100 results starts to matter for leads once marketers achieve double digit keywords 6 Median Leads Over 7 Days by Range of 6 Keywords Ranking in Google’s Top 100 Median Leads Over 7 Day Period** 4 4 3 2 2 2 1 0 0 1-5 6-13 14-25 26-50 51+ Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days* Sample size: 1,400 customers. •Each range consists of six equal groups of customers. **Includes lead data over a 7 day period for 3 months (11/09-1/10). 13

#3a: Blog to Generate More Interesting Content  Customers who blogged generated 67% more leads over a 3 month period vs. customers who don’t blog. Companies who don't Blog 15 16 Companies who Blog Median Monthly Leads* 12 9 8 4 - Sample size: 1,400 customers. * Includes 3 months of lead data(11/09– 1/10). 14

#3b: Create enough Blog Content  Blogs need to reach a critical mass of articles before they start to generate leads; on the order of 20-50 30 Impact of Blog Size* on Monthly Leads This group does no 23 Median Monthly Leads better than customers 20 without blogs 13 10 10 9 0 0-11 12-23 24-51 52+ # of Blog Articles Ranges** Sample size: 762 customers. *Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10) **Each range includes article data for approximately 25% of customers. 15

#4a: Use Twitter to Promote Content  B2C customers who use Twitter generated 2x more leads than B2C customers who do not use Twitter Impact of Twitter on Monthly Leads- B2C Customers 100 86 Without Twitter 80 Median Monthly Leads* Using Twitter 60 43 40 31 20 15 10 5 0 1 to 10 11 to 50 51 or More Size of Company by # of Employees Sample size: 570 B2C firms. *Includes 3 months of lead data (11/09-1/10). 16

#4b: Grow Reach and Leads will Follow up to a Point  Once customers gather a hundred or so followers, leads start to grow significantly, but this relationship starts to wane as reach exceeds 500 Impact of Twitter Followers on Monthly Leads - 40 B2C Customers 35 146% 32 Median Leads (Month)* 30 20 14 10 11 0 1-20 21-100 100-500 501+ Range of Twitter Followers *Includes 3 months of lead data (11/09-1/10). 17

Final Thoughts … 18

Build Leverage 19

Too Many Pieces to Put Together! d.j.k. on flickr 20

HubSpot Puts the Pieces Together 21

Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with us: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes LinkedIn: www.linkedin.com/in/sophielouvelschmitt Twitter: www.twitter.com/sophielouvel

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State Of Inbound Lead Generation

by HubSpot All-in-one Marketing Software on Apr 08, 2010

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