0
State of Inbound
Marketing:
2010 Report
        p
  Mike Volpe              Adam Blake
  VP Marketing @HubSpot   MIT Sloan...
Report Methodology

 •   Follow-up to our 2009 report
 •   231 new responses
 •   Diverse range of industries
 •   Many di...
Major Findings in 2010 Report

 1. Inbound marketing delivers lower
    cost per lead th outbound
         t   l d than tb...
Inbound Marketing
       vs
Outbound Marketing
Inbound is 60% Lower Cost Per Lead




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing is More Effective
                     Cost Per Lead Rating




      Source: survey of hundreds of busi...
Outbound Marketing is Less Effective
                     Cost Per Lead Rating




      Source: survey of hundreds of bus...
Inbound Marketing Is More Important




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Trends in Budgets
  and S
    d Spending
           di
Outbound Spending Decreasing




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing Budgets Increasing




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Success Drives Investment in Inbound




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Small Companies Do More Inbound %




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Telemarketing, Paid Search Decrease




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Changes in
Business Bl
B i      Blogging
              i
Blogging More Often Drives Results




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Most Business Blogs Post Weekly




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Changes in
Social Media Marketing
S i l M di M k ti
Changes in Social Media Landscape
                                                      “How important
                   ...
Social Media is for Leads and Sales




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Social Media is for B2B and B2C




      Source: survey of hundreds of businesses: HubSpot.com/ROI
The Best and Worst
    from 2009
    f
“Best Things” from 2009




      Source: survey of hundreds of businesses: HubSpot.com/ROI
“Worst Things” from 2009




      Source: survey of hundreds of businesses: HubSpot.com/ROI
How to Put All the Pieces Together?




d.j.k. on flickr
HubSpot Puts the Pieces Together
What’s HubSpot?
 • All-in-one Marketing Software
 •OOver 2 100 customers i 3 years
          2,100   t       in
 • 110+ em...
Blog & Social Media

                      • Business Blog
                        Software
                      • Blog A...
Search Optimization

                      • Keyword Grader
                      • Link Grader
                      • Pa...
Lead Generation

                  •   Landing Pages
                  •   Lead Intelligence
                  •   Lead Al...
Competitor Tracking
Marketing Analytics




    • Assess the effectiveness of your marketing on a
      campaign-by-campaign level
    • Optim...
Proven ROI by 2,100+ Customers

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


   ...
Q&A
Free trial of HubSpot:
www.HubSpot.com/free-trial

     Mike Volpe              Adam Blake
     VP Marketing @HubSpot ...
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The State of Inbound Marketing 2010

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Learn what's new in Inbound Marketing and how companies are using it to transform their business. This presentation covers key takeaways from the 2010 State of Inbound Marketing Report (http://bit.ly/deJWws), including:

* Survey results of over 230 professionals involved in their company's marketing strategy
* How inbound marketing channels deliver lower cost per lead than outbound channels
* Why social media and blogs are the most rapidly expanding category in the overall marketing budget
* How businesses are generating customers with social media and blogs

Published in: Business
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  • Mike & Adam - Fantastic job during the webinar and many thanks for sharing this slide deck packed with numerous insights!

    Two insights that really caught my eye were (A) 3 out of the 4 inbound marketing channels provided a 'below avg. cost per lead' than all outbound marketing channels and (B) social media is one component of a healthy inbound marketing mix (e.g., don't put all your eggs in one basket).

    Many thanks guys1
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Transcript of "The State of Inbound Marketing 2010"

  1. 1. State of Inbound Marketing: 2010 Report p Mike Volpe Adam Blake VP Marketing @HubSpot MIT Sloan - MBA Student Twitter: @mvolpe Twitter: @myapb
  2. 2. Report Methodology • Follow-up to our 2009 report • 231 new responses • Diverse range of industries • Many different size companies • Full report: http://hub.tm/Inbound2010
  3. 3. Major Findings in 2010 Report 1. Inbound marketing delivers lower cost per lead th outbound t l d than tb d marketing 2. Social media and blogs are expanding in the marketing budget 3. Businesses close real customers with social media and bl ith i l di d blogs
  4. 4. Inbound Marketing vs Outbound Marketing
  5. 5. Inbound is 60% Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
  6. 6. Inbound Marketing is More Effective Cost Per Lead Rating Source: survey of hundreds of businesses: HubSpot.com/ROI
  7. 7. Outbound Marketing is Less Effective Cost Per Lead Rating Source: survey of hundreds of businesses: HubSpot.com/ROI
  8. 8. Inbound Marketing Is More Important Source: survey of hundreds of businesses: HubSpot.com/ROI
  9. 9. Trends in Budgets and S d Spending di
  10. 10. Outbound Spending Decreasing Source: survey of hundreds of businesses: HubSpot.com/ROI
  11. 11. Inbound Marketing Budgets Increasing Source: survey of hundreds of businesses: HubSpot.com/ROI
  12. 12. Success Drives Investment in Inbound Source: survey of hundreds of businesses: HubSpot.com/ROI
  13. 13. Small Companies Do More Inbound % Source: survey of hundreds of businesses: HubSpot.com/ROI
  14. 14. Telemarketing, Paid Search Decrease Source: survey of hundreds of businesses: HubSpot.com/ROI
  15. 15. Changes in Business Bl B i Blogging i
  16. 16. Blogging More Often Drives Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  17. 17. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  18. 18. Changes in Social Media Marketing S i l M di M k ti
  19. 19. Changes in Social Media Landscape “How important are these services to your business? Source: survey of hundreds of businesses: HubSpot.com/ROI
  20. 20. Social Media is for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  21. 21. Social Media is for B2B and B2C Source: survey of hundreds of businesses: HubSpot.com/ROI
  22. 22. The Best and Worst from 2009 f
  23. 23. “Best Things” from 2009 Source: survey of hundreds of businesses: HubSpot.com/ROI
  24. 24. “Worst Things” from 2009 Source: survey of hundreds of businesses: HubSpot.com/ROI
  25. 25. How to Put All the Pieces Together? d.j.k. on flickr
  26. 26. HubSpot Puts the Pieces Together
  27. 27. What’s HubSpot? • All-in-one Marketing Software •OOver 2 100 customers i 3 years 2,100 t in • 110+ employees, lots of MIT g p y , grads
  28. 28. Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  29. 29. Search Optimization • Keyword Grader • Link Grader • Page Grader
  30. 30. Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling g
  31. 31. Competitor Tracking
  32. 32. Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  33. 33. Proven ROI by 2,100+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads g p www.HubSpot.com/ROI
  34. 34. Q&A Free trial of HubSpot: www.HubSpot.com/free-trial Mike Volpe Adam Blake VP Marketing @HubSpot MIT Sloan - MBA Student Twitter: @mvolpe Twitter: @myapb
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