Marketing Benchmarks from 7,000 Businesses

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This report will dive into how you can increase both traffic and leads by improving a variety of different marketing assets, including: …

This report will dive into how you can increase both traffic and leads by improving a variety of different marketing assets, including:
• Web Pages
• Blogging
• Landing Pages
• Twitter
• ...and more!
Use these marketing benchmarks to help develop your marketing strategy. By dissecting each benchmark by target market (B2B vs. B2C) and company size, you’ll walk away with an idea of how much more you need to do to see the results you NEED.

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  • 1. MARKETING BENCHMARKS from 7,000+ Businesses Brought to you by Originally created by Hubspot LLC
  • 2. If I increase my blogging frequency from once a month to twice a week, what impact will I see?
  • 3. This report will dive into how you can increase both traffic and leads by improving a variety of different marketing assets---think web pages, blogging, landing pages, Twitter & more.
  • 4. By dissecting each benchmark by target market (B2B vs. B2C) and company size, you’ll walk away with an idea of what it takes to get the results you seek.
  • 5. ABOUT THIS STUDY This study is based on real results from HubSpot’s 7,000+ customers. In order to get you comparable data to support your marketing investment decisions, they analyzed the relationships between key inbound marketing activities and the volume of traffic and leads that correlate with those activities. They specifically looked at website pages, landing pages , blogging, Twitter reach, and Facebook reach.
  • 6. ABOUT THE DATA The graphs in this presentation provide index numbers for either traffic and lead volume. HubSpot used index numbers to standardize results across the 7,000 businesses and make them more comparable for you. (If you’re curious, the index numbers are based on a base level of 100 times the ratio to the base value.) Finally, the underlying growth was calculated using median values of HubSpot’s customer base.
  • 7. CONTENT IMPACT How will increasing the amount of content impact my incoming traffic?
  • 8. IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC 2,500 2,000 TRAFFIC INDEX 1,500 1,000 500 - WEBSITE PAGES
  • 9. IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 4000 3500 3000 TRAFFIC INDEX 2500 2000 1500 B2B 1000 B2C 500 0 WEBSITE PAGES
  • 10. IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC BY COMPANY SIZE 1,600 1,400 1,200 LEADS INDEX 1,000 800 600 1 to 10 employees 400 11 to 50 employees 200 51 or more employees - WEBSITE PAGES
  • 11. COMPANIES WITH 51 TO 100 PAGES GENERATE 48% MORE TRAFFIC THAN COMPANIES WITH 1 TO 50 PAGES. COMPANIES WITH OVER 50 EMPLOYEES AND 1,000+ WEB PAGES SEE 9.5X MORE TRAFFIC THAN COMPANIES WITH UNDER 51 PAGES.
  • 12. CONTENT IMPACT How will increasing the amount of content impact my lead generation?
  • 13. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS 1,600 1,400 NEW LEADS INDEX 1,200 1,000 800 600 400 200 - WEBSITE PAGES
  • 14. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS FOR B2B & B2C COMPANIES 1600 1400 1200 NEW LEADS INDEX 1000 800 600 B2B 400 B2C 200 0 WEBSITE PAGES
  • 15. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS BY COMPANY SIZE 1200 1000 800 LEADS INDEX 600 1 to 10 employees 400 11 to 50 employees 51 or more employees 200 0 WEBSITE PAGES
  • 16. BOTH B2B & B2C COMPANIES WITH 101 TO 200 PAGES GENERATE 2.5x MORE LEADS THAN THOSE WITH 50 OR FEWER PAGES.
  • 17. LANDING PAGE IMPACT How many more landing pages do I need to increase my leads?
  • 18. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION 600 500 400 NEW LEADS INDEX 300 200 100 0 LANDING PAGES
  • 19. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION FOR B2B & B2C COMPANIES 600 500 400 NEW LEADS 300 INDEX B2B 200 B2C 100 0 LANDING PAGES
  • 20. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION BY COMPANY SIZE 600 500 400 LEADS INDEX 300 1 to 10 employees 200 11 to 50 employees 100 51 or more employees 0 LANDING PAGES
  • 21. COMPANIES SEE A 55% INCREASE IN LEADS FROM INCREASING LANDING PAGES FROM 10 TO 15. MOST COMPANIES DO NOT SEE AN INCREASE IN LEADS WHEN INCREASING THEIR TOTAL NUMBER OF LANDING PAGES FROM 1-5 TO 6-10.
  • 22. BLOGGING IMPACT How much more do I need to blog per month to increase my website traffic?
  • 23. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC 600 500 400 TRAFFIC 300 INDEX 200 100 0 MONTHLY BLOG POSTS
  • 24. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 800 700 600 TRAFFIC INDEX 500 400 B2B 300 B2C 200 100 0 MONTHLY BLOG POSTS
  • 25. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE 18,000 16,000 14,000 12,000 TRAFFIC 10,000 INDEX 8,000 1 to 10 6,000 11 to 50 4,000 51 or more 2,000 - TOTAL BLOG POSTS
  • 26. COMPANIES THAT BLOG 15 OR MORE TIMES PER MONTH GET 5x MORE TRAFFIC THAN COMPANIES THAT DON’T BLOG. SMALL BUSINESSES (1 TO 10 EMPLOYEES) TEND TO SEE THE BIGGEST GAINS IN TRAFFIC WHEN THEY POST MORE ARTICLES.
  • 27. BLOGGING IMPACT How much more do I need to blog per month to increase my leads?
  • 28. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS 1200 1000 800 NEW LEADS INDEX 600 400 200 0 MONTHLY BLOG POSTS
  • 29. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 1800 1600 1400 1200 NEW 1000 LEADS INDEX 800 B2B 600 B2C 400 200 0 MONTHLY BLOG POSTS
  • 30. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE 160 140 120 NEW LEADS INDEX 100 80 1 to 10 60 11 to 50 40 51 or more 20 - TOTAL BLOG POSTS
  • 31. COMPANIES THAT INCREASE BLOGGING FROM 3-5X/MONTH to 6-8X/MONTH ALMOST DOUBLE THEIR LEADS. B2B COMPANIES THAT BLOG ONLY 1-2X/MONTH GENERATE 70% MORE LEADS THAN THOSE WHO DON’T BLOG.
  • 32. BLOGGING IMPACT How many more total blog posts do I need to impact my traffic?
  • 33. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC 700 600 500 TRAFFIC INDEX 400 300 200 100 0 TOTAL BLOG POSTS
  • 34. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 1200 1000 800 TRAFFIC 600 INDEX B2B 400 B2C 200 0 TOTAL BLOG POSTS
  • 35. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC BY COMPANY SIZE 900 800 700 600 TRAFFIC INDEX 500 400 1 to 10 employees 300 11 to 50 employees 200 51 or more employees 100 - TOTAL BLOG POSTS
  • 36. AN AVERAGE COMPANY WILL SEE A 45% GROWTH IN TRAFFIC WHEN INCREASING TOTAL BLOG ARTICLES FROM 11-20 TO 21-50 ARTICLES. B2C COMPANIES SEE A 59% INCREASE IN TRAFFIC AFTER GROWING TOTAL BLOG ARTICLES FROM 100 TO 200 TOTAL.
  • 37. BLOGGING IMPACT How many more total blog posts do I need to impact my leads?
  • 38. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS 600 500 400 NEW LEADS INDEX 300 200 100 0 TOTAL BLOG POSTS
  • 39. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS FOR B2B & B2C COMPANIES 700 600 500 NEW LEADS INDEX 400 300 B2B 200 B2C 100 0 TOTAL BLOG POSTS
  • 40. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS BY COMPANY SIZE 700 600 500 NEW LEADS INDEX 400 300 1 to 10 employees 200 11 to 50 employees 51 or more employees 100 0 TOTAL BLOG POSTS
  • 41. THE AVERAGE COMPANY WITH 100 OR MORE TOTAL BLOG ARTICLES IS MORE LIKELY TO EXPERIENCE CONTINUED LEAD GROWTH. COMPANIES WITH OVER 200 BLOG ARTICLES HAVE >5X THE LEADS THAN THOSE WITH 10 OR FEWER.
  • 42. TWITTER IMPACT How much will growing my Twitter following improve my website traffic?
  • 43. IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC 800 700 600 500 TRAFFIC INDEX 400 300 200 100 - TWITTER FOLLOWERS
  • 44. IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 2000 1800 1600 1400 TRAFFIC INDEX 1200 1000 800 B2B 600 B2C 400 200 0 TWITTER FOLLOWERS
  • 45. IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC BY COMPANY SIZE 900 800 700 600 TRAFFIC INDEX 500 400 1 to 10 employees 300 11 to 50 employees 200 51 or more employees 100 - TWITTER FOLLOWERS
  • 46. COMPANIES WITH 51 TO 100 FOLLOWERS GENERATE 106% MORE TRAFFIC THAN THOSE WITH 25 OR FEWER. B2C COMPANIES EXPERIENCE A LARGER INCREASE IN TRAFFIC THAN B2B COMPANIES AFTER CROSSING 1,000 TWITTER FOLLOWERS.
  • 47. FACEBOOK IMPACT How much will growing my Facebook reach improve my website traffic?
  • 48. IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC 1,400 1,200 1,000 TRAFFIC INDEX 800 600 400 200 - FACEBOOK LIKES
  • 49. IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 2,500 2,000 TRAFFIC INDEX 1,500 1,000 B2B B2C 500 - FACEBOOK LIKES
  • 50. IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC BY COMPANY SIZE 2,000 1,800 1,600 1,400 TRAFFIC INDEX 1,200 1,000 1 to 10 employees 800 600 11 to 50 employees 400 51 or more employees 200 - FACEBOOK LIKES
  • 51. THE AVERAGE COMPANY SAW A 185% INCREASE IN TRAFFIC AFTER CROSSING 1,000 FACEBOOK LIKES. COMPANIES WITH >50 EMPLOYEES SAW THE BIGGEST TRAFFIC GAINS FROM GROWING THEIR FACEBOOK REACH.
  • 52. Thank you