The 2012 State of Inbound Marketing Webinar

THE2012State ofInboundMarketing Blogging Social media#SOIM

MIKE VOLPE MELISSA MILLERHubSpot Chief Marketing Officer Inbound Marketing Manager@mvolpe @mcdmiller#SOIM

State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals

SEO Blogging Social Media VS. EmailTelemarketing Direct Mail Trade shows 4

Agenda 1 Marketing costs & budgets 2 Lead quality & sales 3 What’s important to marketers?

1 Costs & 2012 Budgets

How much is your averageCOST PER LEAD?

Inbound Consistently Yields Lower CostLeads

Blogs cited as least expensive

Trade shows ranked as most expensive

The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees

Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees

89% are maintaining or increasing theirinbound budgets

Increases Driven by Past Success;Decreases Driven by the Economy

Budgets Shift to Inbound

Budget Growth within Inbound

Outbound Budgets Remain Stagnant

SMALL V. BIGBUSINESSE S

Small Businesses Level the Playing Field

2 Lead Quality & Sales

Inbound converts leads into customers Data pulled from analytics tracking of a sample of over 1,000 HubSpot customers.

Social Media & Blogs Generate RealCustomers

The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees

Blog Frequency and Customer Acquisition

70% of Businesses Blog At Least Weekly

Facebook Is More Effective for B2C; LinkedIn Is forB2B

LinkedIn is the best social media channel by far for us as we are in B2B… Facebook is not getting much traction.Marketing ProfessionalHardware Technology11 to 25 Employees

3 What’s important to marketers?

Which sources ofleads havebecome MOREimportant to youover the last sixmonths?

Social Media & SEO Growing in Importance

Direct Mail Declining in Importance

This past year we spent a few hundred dollars on a door-hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees

25% indicated their company blog isCRITICAL

81% rated their blog as USEFUL ORBETTER

Company Blogs are Increasingly Valued

THANKMIKE VOLPEHubSpot Chief Marketing Officer@mvolpe YOU.www.linkedin.com/in/mikevolpeMELISSA MILLERInbound Marketing Manager@mcdmillerwww.linkedin.com/in/mdibellamiller

3 2000 7 50+ 6 15 0 days inbound learning breakout inspiring small reasons marketing tracks sessions keynotes group not to professionals workshops GO! REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com

Q&AReceive a complimentary marketingassessment from HubSpot: WWW.HUBSPOT.COM/IMA

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The 2012 State of Inbound Marketing Webinar

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