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    Thestateofinboundmarketing2010byhubspot 110609115543-phpapp02 Thestateofinboundmarketing2010byhubspot 110609115543-phpapp02 Document Transcript

    • The State of Inbound Marketing www.HubSpot.com The State of Inbound Marketing 2010 The State of Inbound Marketing February 2010
    • THE STATE OF INBOUND MARKETING HubSpot.com Contents Introduction ................................................................ Summary................................................................ Overview of Inbound Marketing ................................ The 2010 State of Inbound Marketing................................ Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Sales Lead Than Outbound Marketing Channels Do................................ Three Out of Four Inbound Channels Are Lower Cost Than Any Outbound Channel The Gap Widens: Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are Decreasing................................................................ Inbound Marketing Channels Continue to Grow in Importance Inbound Marketing Budgets Are Increasing Inbound Marketing Budgets Are Going Up Based on Past Success Small Companies Continue to Focus on Inbound Marketing More Than Medium & Large Companies Do Blogs and Social Media................................ Fastest Growing Marketing Category Is Blogs/So Blogs Remain Most Important Social Media Channel Social Media and Blogs Generate Real Customers Facebook Is More Effective for B2C; LinkedIn Is More Effective for B2B Customer Acquisition Through Blogs is Direct Blog Post Frequency Relatively Steady Conclusion and Additional Resources................................ Appendix ................................................................ Best Things People Did in Marketing Last Year Worst Things People Did in Marketing Last Year Respondent Profiles ................................ Sample Questions Asked ................................ MARKETING ................................................................................................ ................................................................................................ ................................................................................................ ................................................................................................ Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Sales Lead Than Outbound ................................................................................................................................ Three Out of Four Inbound Channels Are Lower Cost Than Any Outbound Channel................................ The Gap Widens: Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are ................................................................................................ Inbound Marketing Channels Continue to Grow in Importance................................................................ Inbound Marketing Budgets Are Increasing................................................................................................ Inbound Marketing Budgets Are Going Up Based on Past Success ................................................................ Small Companies Continue to Focus on Inbound Marketing More Than Medium & Large Companies Do ................................................................................................................................ Fastest Growing Marketing Category Is Blogs/Social Media - Budgets Are Up 67%................................ Blogs Remain Most Important Social Media Channel................................................................ Social Media and Blogs Generate Real Customers................................................................ Facebook Is More Effective for B2C; LinkedIn Is More Effective for B2B................................ Customer Acquisition Through Blogs is Directly Related to Frequency of Posts ................................ Blog Post Frequency Relatively Steady................................................................................................ ................................................................................................ ................................................................................................................................ Best Things People Did in Marketing Last Year................................................................................................ Worst Things People Did in Marketing Last Year ................................................................................................ ................................................................................................................................ ................................................................................................................................ 2 ...............................................................3 .................................................................3 ............................................................3 ......................................................4 Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Sales Lead Than Outbound ..........................................4 ............................................4 The Gap Widens: Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are ..............................................................6 ............................................6 ...........................................7 .......................................8 Small Companies Continue to Focus on Inbound Marketing More Than Medium & Large Companies Do..........8 ..............................................9 ..............................................9 ......................................................... 10 .............................................................. 11 ............................................................ 11 ................................................ 12 ................................................ 12 .................................................... 13 ................................. 14 ................................... 14 ................................ 14 ............................................ 15 ..................................... 15
    • THE STATE OF INBOUND MARKETING HubSpot.com Introduction Summary This report is based on a survey of 231 professionals involved or familiar with the (for more information about the survey please (1) Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Lead Than Outbound Channels Do Businesses spending 50% or more of their marketing budget on less per lead than businesses spending 50% or more of their marketin This number is remarkably consistent with the 61% lower cost businesses inbound marketing channels are maintaining their low (2) Social Media and Blogs Are the Most Rapidly Expandin Budget Social media and blogs are becoming marketing powerhouses lead generation budgets and they continue to be ranked as the lowest cost lead addition, more than any other channel, social more important in the last six months. (3) Businesses Are Generating Real Customers With Social Media and B Some organizations are still unsure about the utility of really reading Twitter? Does Facebook do anything more than build brand awareness? “Yes”! For Twitter, Facebook, LinkedIn, and services for marketing have acquired a customer through just for brand awareness; it can be used to directly generate leads that translate into customers. Overview of Inbound Marketing This report is designed to help businesses and marketers marketing. Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products. Inbound mar because it complements the way buyers make purchasing decisions today media to learn about the products and services that best meet their needs. Inbound marketers offer their audiences us site, while also interacting and developing relationships with customers on the web. Inbound marketing tools include blogging, content publishing, search engine optimization, social med Inbound marketing contrasts with traditional outbound marketing, in which businesses push their messages at consumers. With techniques that include direct mail, telemarketing and trade shows, outbound marketing has become less effective over time as buyers have behaviorally and technologically (e.g., TIVO, spam filters, ‘do not-call’ lists) tuned these interruptive campaigns out. MARKETING report is based on a survey of 231 professionals involved or familiar with their business’ marketing strategy (for more information about the survey please see the appendix). Three of the key takeaways Channels Continue to Deliver Dramatically Lower Cost Per Lead Than Businesses spending 50% or more of their marketing budget on inbound marketing activities spent than businesses spending 50% or more of their marketing budget on This number is remarkably consistent with the 61% lower cost businesses reported inbound marketing channels are maintaining their low-cost advantage. re the Most Rapidly Expanding Category in the Overall Marketing are becoming marketing powerhouses. They are the fastest growing category they continue to be ranked as the lowest cost lead-generation channel than any other channel, social media was ranked as a source of leads that has become in the last six months. Businesses Are Generating Real Customers With Social Media and Blogs Some organizations are still unsure about the utility of social media and blogs. Are potential customers really reading Twitter? Does Facebook do anything more than build brand awareness? For Twitter, Facebook, LinkedIn, and company blogs, over 40% of our respondents who use those ces for marketing have acquired a customer through each of those channels. Social media is not just for brand awareness; it can be used to directly generate leads that translate into customers. Overview of Inbound Marketing businesses and marketers understand the current usage and results of inbound marketing. Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products. Inbound marketing is becoming widely accepted because it complements the way buyers make purchasing decisions today -- using the Internet and related media to learn about the products and services that best meet their needs. Inbound marketers offer their audiences useful information, tools and resources to attract these people to their site, while also interacting and developing relationships with customers on the web. Inbound marketing tools include blogging, content publishing, search engine optimization, social media and social networks. Inbound marketing contrasts with traditional outbound marketing, in which businesses push their messages at consumers. With techniques that include direct mail, telemarketing and trade shows, outbound marketing has tive over time as buyers have behaviorally and technologically (e.g., TIVO, spam filters, ‘do call’ lists) tuned these interruptive campaigns out. 3 ir business’ marketing strategy Three of the key takeaways are: Channels Continue to Deliver Dramatically Lower Cost Per Lead Than marketing activities spent 60% outbound channels. reported a year ago. Clearly, g Category in the Overall Marketing fastest growing category in generation channel. In as a source of leads that has become social media and blogs. Are potential customers really reading Twitter? Does Facebook do anything more than build brand awareness? The answer is, logs, over 40% of our respondents who use those . Social media is not just for brand awareness; it can be used to directly generate leads that translate into customers. understand the current usage and results of inbound marketing. Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant keting is becoming widely accepted using the Internet and related eful information, tools and resources to attract these people to their site, while also interacting and developing relationships with customers on the web. Inbound marketing tools ia and social networks. Inbound marketing contrasts with traditional outbound marketing, in which businesses push their messages at consumers. With techniques that include direct mail, telemarketing and trade shows, outbound marketing has tive over time as buyers have behaviorally and technologically (e.g., TIVO, spam filters, ‘do-
    • THE STATE OF INBOUND MARKETING HubSpot.com The 2010 State of Inbound Marketing Inbound Marketing Channels Continue to Deliver Dramatic Than Outbound Marketing Channels Respondents who spend more than 50% of their a significantly lower cost per sales lead than those marketing channels. Inbound marketing outbound marketing dominated organizations. study in 2009 that inbound marketing dominated businesses experienced a outbound marketing dominated organizations Three Out of Four Inbound Channels Looking at lead generation channels more granularly averages. When asked to rank each lead generation category as “below average cost”, “near average cost”, or “above average cost”, businesses consisten outbound channels (PPC was the only inbound channel that was ranked similarly to outbound channels) media and blogs maintained the slot as the most cost effective categories as “below average cost” for lead generation $0 $50 $100 $150 $200 $250 $300 $350 Outbound Marketing Dominated MARKETING The 2010 State of Inbound Marketing Continue to Deliver Dramatically Lower Cost Per Sales Lead hannels Do more than 50% of their lead generation budget on inbound marketing sales lead than those who spend 50% or more their budgets on marketing dominated organizations experience a 60% lower cost per dominated organizations. This continues with remarkable consistency ng dominated businesses experienced a 61% lower cost per lead than outbound marketing dominated organizations. Three Out of Four Inbound Channels Are Lower Cost Than Any Outbound Channel Looking at lead generation channels more granularly highlights data consistent with the overall category averages. When asked to rank each lead generation category as “below average cost”, “near average cost”, or consistently ranked inbound marketing channels as having lower cost than (PPC was the only inbound channel that was ranked similarly to outbound channels) logs maintained the slot as the most cost effective with 63% of respondents estimating for lead generation. Outbound Marketing Dominated Inbound Marketing Dominated $332 $134 Average Cost Per Lead 60% Lower Cost Per Lead 4 ost Per Sales Lead budget on inbound marketing channels report on outbound % lower cost per lead than remarkable consistency the result from the % lower cost per lead than han Any Outbound Channel data consistent with the overall category averages. When asked to rank each lead generation category as “below average cost”, “near average cost”, or as having lower cost than (PPC was the only inbound channel that was ranked similarly to outbound channels). Social nts estimating the % Lower Cost Per Lead!
    • THE STATE OF INBOUND MARKETING HubSpot.com 0% PPC (paid search / AdWords) - 2009 PPC (paid search / AdWords) - 2010 SEO (organic / natural search) - 2009 SEO (organic / natural search) - 2010 Blogs/Social Media - 2009 Blogs - 2010 Blogs/Social Media - 2009 Social Media - 2010 32% 30% Inbound Cost Per Lead Rating 0% Direct Mail - 2009 Direct Mail - 2010 Trade Shows - 2009 Trade Shows - 2010 Telemarketing - 2009 Telemarketing - 2010 18% 22% 29% Outbound Cost Per Lead Rating MARKETING 20% 40% 60% 80% 100% 32% 30% 48% 43% 55% 63% 55% 63% 42% 35% 38% 40% 34% 27% 34% 27% 25% 35% 14% 18% 11% 9% 11% 10% Inbound Cost Per Lead Rating - Segmented by Channel Below Your Average Near Your Average Above Your Average 20% 40% 60% 80% 100% 34% 37% 18% 22% 29% 34% 41% 34% 26% 30% 48% 38% 24% 29% 55% 48% 22% 28% Outbound Cost Per Lead Rating - Segmented by Channel Below Your Average Near Your Average Above Your Average 5 Segmented by Channel Below Your Average Near Your Average Above Your Average Segmented by Channel Below Your Average Near Your Average Above Your Average
    • THE STATE OF INBOUND MARKETING HubSpot.com The Gap Widens: Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are Decreasing Survey respondents were asked what percent marketing channels: “direct mail”, “telemarketing”, “trade shows”, “email mar AdWords)”, “SEO (organic / natural search)”, “social grouped as follows (email marketing can be used both as an inbound or outbound marketing tool so it was not classified) : INBOUND CHANNELS PPC SEO Social Media Blogs As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010 and outbound marketing contracted. The net effect is that the gap widened from inbound marketing 9% greater share of the overall marketing budget in 2009 to a 15% greater share in 2010 Inbound Marketing Channels Continue to Grow in Importance Based on the data regarding lower average costs for inbound marketing, it is not surprising that inbound marketing channels continue to grow in importance. inbound lead generation channel as being trend from 2009. Here, again, social media is the dominant force in terms of gaining importance. Also of note is the fact that Pay-Per-Click (PPC) sources have gone slightly more out of favor th due to tighter marketing budgets). Note that the 2009 survey lumped social media and blogs into one category. Inbound 38% Outbound 29% Not Classified 33% 2009 Lead Generation Budget MARKETING Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are Survey respondents were asked what percentage of their lead generation budgets would be spent on each of 9 marketing channels: “direct mail”, “telemarketing”, “trade shows”, “email marketing”, “PPC (paid search / ords)”, “SEO (organic / natural search)”, “social media”, “blogs”, and “other”. Those nine channels were grouped as follows (email marketing can be used both as an inbound or outbound marketing tool so it was not OUTBOUND CHANNELS NOT CLASSIFIED Direct Mail Email Marketing Telemarketing Other Trade Shows As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010 The net effect is that the gap widened from inbound marketing greater share of the overall marketing budget in 2009 to a 15% greater share in 2010 Inbound Marketing Channels Continue to Grow in Importance Based on the data regarding lower average costs for inbound marketing, it is not surprising that inbound marketing channels continue to grow in importance. Looking at the last six months, businesses rate being more important than any outbound channel. This is a continuing again, social media is the dominant force in terms of gaining importance. Also of note is Click (PPC) sources have gone slightly more out of favor than they were last year (perhaps Note that the 2009 survey lumped social media and blogs into one category. 2009 Lead Generation Budget Inbound 39% Outbound 24% Not Classified 37% 2010 Lead Generation Budget 6 Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are of their lead generation budgets would be spent on each of 9 keting”, “PPC (paid search / ose nine channels were grouped as follows (email marketing can be used both as an inbound or outbound marketing tool so it was not NOT CLASSIFIED Email Marketing As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010 The net effect is that the gap widened from inbound marketing having a greater share of the overall marketing budget in 2009 to a 15% greater share in 2010. Based on the data regarding lower average costs for inbound marketing, it is not surprising that inbound businesses rate every . This is a continuing again, social media is the dominant force in terms of gaining importance. Also of note is an they were last year (perhaps Note that the 2009 survey lumped social media and blogs into one category. Classified 2010 Lead Generation Budget
    • THE STATE OF INBOUND MARKETING HubSpot.com Inbound Marketing Budgets Are Increasing Businesses are not just ranking inbound marketing as important, they are also majority of businesses we surveyed are increasing their 2010 inbound marketing budgets from 2009 levels. 88% of those surveyed are either maintaining or increasing their inbound marketing budgets. 0% 10% 20% 30% 40% 50% 60% 11% 10% 15% 10% 10% 10% 0% 10% 20% 30% 40% 50% 60% Higher 51% PercentageofRespondents 2010 Inbound Marketing Budgets Compared to 2009 Sources of Leads That Have Become More Important in the Last 6 Months MARKETING re Increasing not just ranking inbound marketing as important, they are also voting with their wallets. majority of businesses we surveyed are increasing their 2010 inbound marketing budgets from 2009 levels. 88% of those surveyed are either maintaining or increasing their inbound marketing budgets. 40% 16% 32% 46% 46% 55% 42% 19% 22% 60% 48% 59% Higher No Change Lower 51% 37% 12% Change in 2010 Inbound Marketing Budget 2010 Inbound Marketing Budgets Compared to 2009 hat Have Become More Important in the Last 6 Months 7 voting with their wallets. The majority of businesses we surveyed are increasing their 2010 inbound marketing budgets from 2009 levels. Fully 88% of those surveyed are either maintaining or increasing their inbound marketing budgets. 2010 Inbound Marketing Budgets Compared to 2009 Inbound hat Have Become More Important in the Last 6 Months 2009 2010 Not Classified Outbound 2009 2009 2010 2010
    • THE STATE OF INBOUND MARKETING HubSpot.com Inbound Marketing Budgets Are Going Up Based For respondents who are increasing inbound marketing budgets, the most common reason cited was “past success with inbound marketing”. On the flip side, the small minority of b are doing so almost exclusively due to economic c Small Companies Continue to Focus on Inbound Marketing More Companies Do While comparisons between B2B and B2C budgets, company size does play a large role. are attempting to level the marketing playing field by focusing on lower cost inbound lead generation techniques. For 2010, small businesses (1 inbound marketing while medium & large businesses (50 or more employees) only plan to spend 31% of their lead generation budgets on inbound marketing. Medium & l more on outbound marketing in general, especially trade shows. Medium & l 21% of 2010 lead generation budgets to trade shows, whereas small businesses have only allocated 6%. 0% 20% 40% 60% 80% 100% Economy Change in Management 31% 28% 92% PercentageofRespondentsCitingReason Reason For Changing Inbound Budget Why Businesses Are Changing Inbound Marketing Budgets MARKETING re Going Up Based on Past Success For respondents who are increasing inbound marketing budgets, the most common reason cited was “past On the flip side, the small minority of businesses decreasing ively due to economic conditions. Small Companies Continue to Focus on Inbound Marketing More Than Medium & B2C companies do not reveal major differences between lead generation ny size does play a large role. In a continuation of a trend identified in 2009, small businesses are attempting to level the marketing playing field by focusing on lower cost inbound lead generation For 2010, small businesses (1-10 employees) plan to spend 44% of their lead generation budgets on large businesses (50 or more employees) only plan to spend 31% of their budgets on inbound marketing. Medium & large businesses also plan to spend eral, especially trade shows. Medium & large businesses have allocated 21% of 2010 lead generation budgets to trade shows, whereas small businesses have only allocated 6%. Change in Management Past Success With Inbound Marketing Past Success with Outbound Marketing 28% 58% 0% 12% 0% 4% Reason For Changing Inbound Budget Why Businesses Are Changing Inbound Marketing Budgets Higher 2010 Budget Lower 2010 Budget 8 For respondents who are increasing inbound marketing budgets, the most common reason cited was “past ecreasing inbound budgets Medium & Large companies do not reveal major differences between lead generation In a continuation of a trend identified in 2009, small businesses are attempting to level the marketing playing field by focusing on lower cost inbound lead generation ) plan to spend 44% of their lead generation budgets on large businesses (50 or more employees) only plan to spend 31% of their arge businesses also plan to spend dramatically arge businesses have allocated 21% of 2010 lead generation budgets to trade shows, whereas small businesses have only allocated 6%. Why Businesses Are Changing Inbound Marketing Budgets Higher 2010 Budget Lower 2010 Budget
    • THE STATE OF INBOUND MARKETING HubSpot.com Blogs and Social Media Fastest Growing Marketing Category I Businesses are responding to the marketing success they are experiencing by increasing the percentage of lead generation budgets being allocated t media garnered 9% of the average lead generation of the average budget; the largest increase of any lead generation category. they publish a company blog now compared to 48% a year ago. telemarketing (outbound) as well as the paid search (inbound) categories. reducing budgets in categories that have direct c Direct Mail 4% Trade Shows 6% Telemarketing 5% Email Marketing 16% Other 25% Social Media 11% SEO (organic / natural search) 15% PPC (paid search / AdWords) 9% 1-10 Employees (2010 Lead Gen Budget) Direct Mail 8% Trade Shows 11% Telemarketing 10% Email Marketing 12% Other 21% SEO (organic natural search) 13% PPC (paid search / Adwords) 16% 2009 Lead Generation Budget MARKETING Blogs and Social Media est Growing Marketing Category Is Blogs/Social Media - Budgets Are Up 67% Businesses are responding to the marketing success they are experiencing with social media and company blogs of lead generation budgets being allocated to the category. In 2009 blogs/social lead generation budget. For 2010 blogs/social media has been upped to 15% ; the largest increase of any lead generation category. 61% of respondents reported that they publish a company blog now compared to 48% a year ago. Also of note is the decrease in both telemarketing (outbound) as well as the paid search (inbound) categories. Again, economic pressures may be reducing budgets in categories that have direct costs. Blogs 9% Social Media 11% (2010 Lead Gen Budget) Direct Mail 10% Trade Shows 21% Telemarketing 6% Email Marketing 11% SEO (organic / natural search) 10% PPC (paid search / AdWords) 13% 50 or More Employees (2010 Lead Gen Budget) Other 21% Blogs/Social Media 9% 2009 Lead Generation Budget Direct Mail 7% Trade Shows 11% Telemarketing 6% Email Marketing 14% Social MediaSEO (organic natural search) 13% PPC (paid search / Adwords) 11% 2010 Lead Generation Budget 9 re Up 67% social media and company blogs o the category. In 2009 blogs/social has been upped to 15% 61% of respondents reported that Also of note is the decrease in both conomic pressures may be Email Marketing 11% Other 21% Blogs 4% Social Media 4% SEO (organic 50 or More Employees (2010 Lead Gen Budget) Marketing Other 23% Blogs 7% Social Media 8% 2010 Lead Generation Budget
    • THE STATE OF INBOUND MARKETING HubSpot.com Blogs Remain Most Important Social Media Looking at services that users ranked as “critical”, “important”, or “useful”, company blogs took the top spot for a second year in a row. Increasing in importance from 2009, or better in 2010. Twitter moved into the second spot with an astonishing gain “useful” or better in 2009 to 71% of users rating it as “useful” or better in 2010. importance to users, while StumbleUpon and Digg has virtually fallen off the radar with only 10% of users deeming the site “useful” or better. 0% 20% Company Blog - 2010 Company Blog - 2009 Twitter - 2010 Twitter - 2009 Facebook - 2010 Facebook - 2009 LinkedIn - 2010 YouTube - 2010 YouTube - 2009 StumbleUpon - 2010 StumbleUpon - 2009 Flickr - 2010 Flickr - 2009 Digg - 2010 Digg - 2009 MySpace - 2010 MySpace - 2009 How Important Are These Services to Your Business? MARKETING Social Media Channel ranked as “critical”, “important”, or “useful”, company blogs took the top spot for Increasing in importance from 2009, fully 85% of users rated company blogs as “useful” Twitter moved into the second spot with an astonishing gain from 39% of users rating it as “useful” or better in 2009 to 71% of users rating it as “useful” or better in 2010. Facebook also increased in mportance to users, while StumbleUpon and Digg both had substantial drops in importance. Finally, MySpace has virtually fallen off the radar with only 10% of users deeming the site “useful” or better. 20% 40% 60% 80% 100% How Important Are These Services to Your Business? (2010 vs. 2009) 10 ranked as “critical”, “important”, or “useful”, company blogs took the top spot for rated company blogs as “useful” from 39% of users rating it as Facebook also increased in had substantial drops in importance. Finally, MySpace has virtually fallen off the radar with only 10% of users deeming the site “useful” or better. How Important Are These Services to Your Business? Critical Important Useful Somewhat Useful Not Useful
    • THE STATE OF INBOUND MARKETING HubSpot.com Social Media and Blogs Generate Real Customers The use of social media and company blogs as marketing tools gets your company better also generates leads that result in real customer acquisition. have acquired a customer from a Twitter generated lead. 41% of companies using LinkedIn for marketing have acquired a customer from that lead generation source. 43% of companies using Facebook have acquired a customer and 46% of those using company blog Facebook Is More Effective for B2C The effectiveness of a particular social media channel depend B2C companies are able to acquire customers through more effective for B2C businesses and LinkedIn is clearly more effective for 0% 10% 20% 30% 40% 50% Twitter 41% Percentage of Companies Using Specific Social Media Channels and/or Blogs Who Have Acquired a Customer From 0% 10% 20% 30% 40% 50% 60% 70% Twitter 38% 51% Percentage of Companies Using Specific Social Media Channels and/or Blogs Who Have Acquired a Customer From That MARKETING Social Media and Blogs Generate Real Customers e use of social media and company blogs as marketing tools gets your company better brand leads that result in real customer acquisition. 41% of companies who use Twitter have acquired a customer from a Twitter generated lead. 41% of companies using LinkedIn for marketing have acquired a customer from that lead generation source. 43% of companies using Facebook have acquired a customer and 46% of those using company blogs have acquired a customer from a blog generated lead B2C; LinkedIn Is More Effective for B2B The effectiveness of a particular social media channel depends upon the type of business. While both customers through any of the four channels surveyed, Facebook is clearly businesses and LinkedIn is clearly more effective for B2B businesses. LinkedIn Facebook Company Blog 41% 44% 46% Percentage of Companies Using Specific Social Media Channels and/or Blogs Who Have Acquired a Customer From That Channel Facebook LinkedIn Company Blog 33% 45% 43% 68% 26% 57% Percentage of Companies Using Specific Social Media Channels and/or Blogs Who Have Acquired a Customer From That Channel 11 brand exposure, but it 41% of companies who use Twitter for marketing have acquired a customer from a Twitter generated lead. 41% of companies using LinkedIn for marketing have acquired a customer from that lead generation source. 43% of companies using Facebook have acquired s have acquired a customer from a blog generated lead. s upon the type of business. While both B2B and any of the four channels surveyed, Facebook is clearly businesses. Company Blog Channels and/or Blogs Who Have Acquired a Customer From Percentage of Companies Using Specific Social Media Channels B2B B2C
    • THE STATE OF INBOUND MARKETING HubSpot.com Customer Acquisition Through Blogs is Directly Related to An underutilized blog means customers are being left on the table. The survey this year shows a direct correlation between blog post frequency and the chance that a company has acquired a customer through that channel. Blog Post Frequency Relatively Steady Despite the evidence showing that increased blogging correlates with increased customer acquisition, blogging frequency remained relatively steady between 2009 and 2010. Weekly blogging is still the most common update frequency. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Multiple Times a Day 100% PercentageofBusinessesWhoHave AcquiredaCustomerFromTheirBlog Blog Post Frequency vs. Customer Acquisition 0% 5% 10% 15% 20% 25% 30% 35% 40% Multiple Times a Day Daily 3% 8% 2% MARKETING hrough Blogs is Directly Related to Frequency of Posts An underutilized blog means customers are being left on the table. The survey this year shows a direct correlation between blog post frequency and the chance that a company has acquired a customer through that atively Steady Despite the evidence showing that increased blogging correlates with increased customer acquisition, blogging frequency remained relatively steady between 2009 and 2010. Weekly blogging is still the most common Multiple Times a Daily 2-3 Times a Week Weekly Monthly Less Than Monthly 100% 90% 69% 58% 38% 13% Frequency of Company Blog Posts Blog Post Frequency vs. Customer Acquisition Daily 2-3 Times a Week Weekly Monthly Less Than Monthly 8% 29% 38% 17% 6% 13% 29% 33% 20% 3% Frequency of Blog Posts 2010 2009 12 of Posts An underutilized blog means customers are being left on the table. The survey this year shows a direct correlation between blog post frequency and the chance that a company has acquired a customer through that Despite the evidence showing that increased blogging correlates with increased customer acquisition, blogging frequency remained relatively steady between 2009 and 2010. Weekly blogging is still the most common Less Than Monthly 13% 2010 2009
    • THE STATE OF INBOUND MARKETING HubSpot.com Conclusion and Additional Traditional outbound marketing techniques becoming less effective. Buyers are not only finding ways to tune these messages out, but more importantly they now have the capability to evaluate the products and services they need on their own. As a result, businesses are transforming their marketing efforts to focus more on inbound programs that allow customers to find them. The State of Inbound Marketing rep this are capturing leads more effectively. Given the digital nature of inbound marketing, the marginal cost per customer acquisition is typically close to zero, meaning that as buyers continue to shift ho purchasing, the cost/lead for a given business will continue to decrease. While it is clear that businesses are gravitating towards inbound marketing, some are moving more aggressively than others. Those that move first are more likely to reap marketing. If you are interested in learning more about inbound marketing and how to combine blogging, SEO and social media for results, click on the link below. http://www.hubspot.com/inbound-marketing MARKETING Conclusion and Additional Resources Traditional outbound marketing techniques – including direct mail, print advertising and telemarketing becoming less effective. Buyers are not only finding ways to tune these messages out, but more importantly now have the capability to evaluate the products and services they need on their own. As a result, businesses are transforming their marketing efforts to focus more on inbound programs that allow customers to find them. The State of Inbound Marketing report shows that businesses that more aggressively do this are capturing leads more effectively. Given the digital nature of inbound marketing, the marginal cost per customer acquisition is typically close to zero, meaning that as buyers continue to shift how they make purchasing, the cost/lead for a given business will continue to decrease. While it is clear that businesses are gravitating towards inbound marketing, some are moving more aggressively move first are more likely to reap the tremendous business benefits of this new era of If you are interested in learning more about inbound marketing and how to combine blogging, SEO and social media for results, click on the link below. marketing-kit/ 13 including direct mail, print advertising and telemarketing – are becoming less effective. Buyers are not only finding ways to tune these messages out, but more importantly now have the capability to evaluate the products and services they need on their own. As a result, businesses are transforming their marketing efforts to focus more on inbound programs that allow ort shows that businesses that more aggressively do this are capturing leads more effectively. Given the digital nature of inbound marketing, the marginal cost per w they make While it is clear that businesses are gravitating towards inbound marketing, some are moving more aggressively the tremendous business benefits of this new era of If you are interested in learning more about inbound marketing and how to combine blogging, SEO and social
    • THE STATE OF INBOUND MARKETING HubSpot.com Appendix We asked respondents to name the best and worst marketing programs they’ve executed to drive leads and sales over the past year. Represented below are their answers in a Best Things People Did in Marketing Last Year Worst Things People Did in Marketing Last Year MARKETING We asked respondents to name the best and worst marketing programs they’ve executed to drive leads and sales over the past year. Represented below are their answers in a word cloud, courtesy of wordle.net id in Marketing Last Year id in Marketing Last Year 14 We asked respondents to name the best and worst marketing programs they’ve executed to drive leads and word cloud, courtesy of wordle.net
    • THE STATE OF INBOUND MARKETING HubSpot.com Respondent Profiles The State of Inbound Marketing report is based on a survey issued in early 2010. The survey was 231 professionals involved or familiar with their business’ marketing strategy. These professionals included marketers, business owners, entrepreneurs, executives and salespeople in businesses of all sizes. professionals worked in business-to-business companies and the range of industries varied greatly. Industries represented in the sample included industries as diverse as real estate, higher education, healthcare /pharmaceutical, and retail/wholesale. The largest two categorie services/consulting at 22% and technology (software/biotech) at 15%. Sample Questions Asked The survey was designed to provide meaningful comparisons between the results of the survey conducted a year ago and the current survey. To deliver on that goal, most survey questions were the same as in the previous survey. Respondents were asked a series of questions related to their business’ marketing programs. Most of the questions fell within three categories: - Marketing budget and sources of leads, including: o What percent of your sales leads come from each of your lead channels? o What percent of your lead generation budget do you spend on each of your lead channels? o Estimate the cost-per-lead for each of your lead channels - Trends in ‘importance’ and ‘usefulness’ of marketing channels and leads, including o Which sources of leads have become MORE important to you over last six months? o Which sources of leads have become LESS important to you over last six months? o How useful are social media sources to your business? - Focus on blogs and social media o Do you publish a blog? o How often do you publish a post? o Have you ever acquired a customer from the following social media / blog channels? MARKETING The State of Inbound Marketing report is based on a survey issued in early 2010. The survey was 231 professionals involved or familiar with their business’ marketing strategy. These professionals included marketers, business owners, entrepreneurs, executives and salespeople in businesses of all sizes. business companies and the range of industries varied greatly. Industries represented in the sample included industries as diverse as real estate, higher education, healthcare retail/wholesale. The largest two categories of respondents were professional services/consulting at 22% and technology (software/biotech) at 15%. The survey was designed to provide meaningful comparisons between the results of the survey conducted a t survey. To deliver on that goal, most survey questions were the same as in the previous survey. Respondents were asked a series of questions related to their business’ marketing programs. Most of the questions fell within three categories: dget and sources of leads, including: What percent of your sales leads come from each of your lead channels? What percent of your lead generation budget do you spend on each of your lead channels? lead for each of your lead channels. Trends in ‘importance’ and ‘usefulness’ of marketing channels and leads, including Which sources of leads have become MORE important to you over last six months? Which sources of leads have become LESS important to you over last six months? e social media sources to your business? Focus on blogs and social media How often do you publish a post? Have you ever acquired a customer from the following social media / blog channels? 15 The State of Inbound Marketing report is based on a survey issued in early 2010. The survey was completed by 231 professionals involved or familiar with their business’ marketing strategy. These professionals included marketers, business owners, entrepreneurs, executives and salespeople in businesses of all sizes. 69% of these business companies and the range of industries varied greatly. Industries represented in the sample included industries as diverse as real estate, higher education, healthcare s of respondents were professional The survey was designed to provide meaningful comparisons between the results of the survey conducted a t survey. To deliver on that goal, most survey questions were the same as in the previous survey. Respondents were asked a series of questions related to their business’ marketing programs. What percent of your lead generation budget do you spend on each of your lead channels? Trends in ‘importance’ and ‘usefulness’ of marketing channels and leads, including Which sources of leads have become MORE important to you over last six months? Which sources of leads have become LESS important to you over last six months? Have you ever acquired a customer from the following social media / blog channels?