0
State of InboundState of Inbound
Marketing:Marketing:
2010 Reportp
Mike Volpe
VP Marketing @HubSpot
Adam Blake
MIT Sloan -...
Report Methodology
• Follow-up to our 2009 report
• 231 new responses
• Diverse range of industriesDiverse range of indust...
Major Findings in 2010 Report
1. Inbound marketing delivers lower
t l d th tb dcost per lead than outbound
marketing
2. So...
Inbound MarketingInbound 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 businesses: HubSpot.com/ROI
Outbound Marketing is Less Effective
Cost Per Lead Rating
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing Is More Important
Source: survey of hundreds of businesses: HubSpot.com/ROI
Trends in Budgets
d S diand Spending
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
B i Bl iBusiness Blogging
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
S i l M di M k tiSocial Media Marketing
Changes in Social Media Landscape
“How important
are these services
to your business?to your business?
Source: survey of h...
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
f 2009from 2009
“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 flickrd.j.k. on flickr
HubSpot Puts the Pieces Together
What’s HubSpot?
• All-in-one Marketing Software
O 2 100 t i 3• Over 2,100 customers in 3 years
• 110+ employees, lots of M...
Blog & Social Media
• Business Blog
Software
• Blog Analytics• Blog Analytics
• Social Media
Monitoring
• Social MediaSoci...
Search Optimization
• Keyword Grader
• Link Grader
Page Grader• Page Grader
Lead Generation
• Landing Pages
• Lead Intelligence
Lead Alerts• Lead Alerts
• Visitor Profilingg
Competitor Tracking
Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource alloc...
Proven ROI by 2,100+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for Hub...
Q & AQ & A
Free trial of HubSpot:
www.HubSpot.com/free-trial
Mike Volpe
VP Marketing @HubSpot
Adam Blake
MIT Sloan - MBA S...
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  1. 1. State of InboundState of Inbound Marketing:Marketing: 2010 Reportp Mike Volpe VP Marketing @HubSpot Adam Blake MIT Sloan - MBA StudentVP Marketing @HubSpot Twitter: @mvolpe MIT Sloan - MBA Student Twitter: @myapb
  2. 2. Report Methodology • Follow-up to our 2009 report • 231 new responses • Diverse range of industriesDiverse 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 t l d th tb dcost per lead than outbound marketing 2. Social media and blogs are expanding in the marketing budgetexpanding in the marketing budget 3. Businesses close real customers ith i l di d blwith social media and blogs
  4. 4. Inbound MarketingInbound 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 d S diand Spending
  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 B i Bl iBusiness Blogging
  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 S i l M di M k tiSocial Media Marketing
  19. 19. Changes in Social Media Landscape “How important are these services to your business?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 f 2009from 2009
  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 flickrd.j.k. on flickr
  26. 26. HubSpot Puts the Pieces Together
  27. 27. What’s HubSpot? • All-in-one Marketing Software O 2 100 t i 3• Over 2,100 customers in 3 years • 110+ employees, lots of MIT gradsp y , g
  28. 28. Blog & Social Media • Business Blog Software • Blog Analytics• Blog Analytics • Social Media Monitoring • Social MediaSocial Media Publishing
  29. 29. Search Optimization • Keyword Grader • Link Grader Page Grader• Page Grader
  30. 30. Lead Generation • Landing Pages • Lead Intelligence Lead Alerts• Lead Alerts • Visitor Profilingg
  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 Leadsg p www.HubSpot.com/ROI
  34. 34. Q & AQ & A Free trial of HubSpot: www.HubSpot.com/free-trial Mike Volpe VP Marketing @HubSpot Adam Blake MIT Sloan - MBA StudentVP Marketing @HubSpot Twitter: @mvolpe MIT Sloan - MBA Student Twitter: @myapb
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