THE2012State ofInboundMarketing   Blogging            Social media#SOIM
MIKE VOLPE                        MELISSA MILLERHubSpot Chief Marketing Officer   Inbound Marketing Manager@mvolpe        ...
State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals
SEO                          Blogging                         Social Media                VS.                 EmailTelemar...
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 ...
Direct mail is                     very expensive                     and ineffective                     for new leads.Ma...
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                                 ...
Social Media & Blogs Generate RealCustomers
The best things we’ve                         done to drive leads and                         sales this past year is     ...
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                   ...
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-...
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/mikevolpeM...
3         2000 7                     50+ 6                  15          0         days     inbound         learning   brea...
Q&AReceive a complimentary marketingassessment from HubSpot:                                    WWW.HUBSPOT.COM/IMA
The 2012 State of Inbound Marketing Webinar
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The 2012 State of Inbound Marketing Webinar

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  • Consistentfrom year to year.2010 survey and 2011 survey showed 60% and 62% lower cost per lead respectively.
  • 52% of companies who blog indicated leads from this channel were “Below Average Cost.”
  • Among the 47% of respondents with increased inbound marketing budgets, the most commonly cited reason was “past success with inbound marketing.” The majority of businesses attributed their decreasing budgets to the “economic conditions” (62%) or “a change in management” (21%).
  • The average budget spent on company blogs and social media increased from 9% in 2009 to 21% in 2012. Much of this growth can be attributed to Social Media. In 2010, Blogs were 7% and Social Media was 8% of total marketing budgets. In 2012, Blogs are 8% and Social Media is 13% of total marketing budgets.
  • In 2012, small businesses (1 to 5 employees) plan to spend 43% of their lead generation budgets on inbound marketing.In comparison, medium-to-large businesses (50 or more employees) only plan to spend 26% of their lead generation budgets on inbound marketing.Small business are only giving 14% of their budget to outbound, while medium-to-large business are allocating 31% of their budget to outbound channels.Small businesses plan to spend dramatically more of their budgets on social media and blogs.Medium-to-large businesses plan to spend more of their budgets on outbound methods, including trade shows, direct mail and telemarketing.
  • 25% of users rated their company blog as “critical” to their business.LinkedIn, YouTube, Facebook and Twitter were considered “useful” or better by over 60%.In contrast StumbleUpon, Yelp, and Digg all had user bases where over 70% considered the channel only “somewhat useful” or “not useful.”
  • An impressive 25% of users rated their company blog as “critical” to their business.81% of users rated company blogs as “useful” or better.
  • Company blogs are increasingly valued. The blog is the channel most frequently reported as critical or important, both in 2009 and 2012.YouTube, LinkedIn, Facebook, and Twitter are increasingly important. Facebook has shown the biggest gain at 18%.StumbleUpon and Digg have reduced in importance.
  • The 2012 State of Inbound Marketing Webinar

    1. 1. THE2012State ofInboundMarketing Blogging Social media#SOIM
    2. 2. MIKE VOLPE MELISSA MILLERHubSpot Chief Marketing Officer Inbound Marketing Manager@mvolpe @mcdmiller#SOIM
    3. 3. State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals
    4. 4. SEO Blogging Social Media VS. EmailTelemarketing Direct Mail Trade shows 4
    5. 5. Agenda 1 Marketing costs & budgets 2 Lead quality & sales 3 What’s important to marketers?
    6. 6. 1 Costs & 2012 Budgets
    7. 7. How much is your averageCOST PER LEAD?
    8. 8. Inbound Consistently Yields Lower CostLeads
    9. 9. Blogs cited as least expensive
    10. 10. Trade shows ranked as most expensive
    11. 11. 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
    12. 12. Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees
    13. 13. 89% are maintaining or increasing theirinbound budgets
    14. 14. Increases Driven by Past Success;Decreases Driven by the Economy
    15. 15. Budgets Shift to Inbound
    16. 16. Budget Growth within Inbound
    17. 17. Outbound Budgets Remain Stagnant
    18. 18. SMALL V. BIGBUSINESSE S
    19. 19. Small Businesses Level the Playing Field
    20. 20. 2 Lead Quality & Sales
    21. 21. Inbound converts leads into customers Data pulled from analytics tracking of a sample of over 1,000 HubSpot customers.
    22. 22. Social Media & Blogs Generate RealCustomers
    23. 23. 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
    24. 24. Blog Frequency and Customer Acquisition
    25. 25. 70% of Businesses Blog At Least Weekly
    26. 26. Facebook Is More Effective for B2C; LinkedIn Is forB2B
    27. 27. 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
    28. 28. 3 What’s important to marketers?
    29. 29. Which sources ofleads havebecome MOREimportant to youover the last sixmonths?
    30. 30. Social Media & SEO Growing in Importance
    31. 31. Direct Mail Declining in Importance
    32. 32. 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
    33. 33. 25% indicated their company blog isCRITICAL
    34. 34. 81% rated their blog as USEFUL ORBETTER
    35. 35. Company Blogs are Increasingly Valued
    36. 36. THANKMIKE VOLPEHubSpot Chief Marketing Officer@mvolpe YOU.www.linkedin.com/in/mikevolpeMELISSA MILLERInbound Marketing Manager@mcdmillerwww.linkedin.com/in/mdibellamiller
    37. 37. 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
    38. 38. Q&AReceive a complimentary marketingassessment from HubSpot: WWW.HUBSPOT.COM/IMA
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