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2011 Report:State of InboundMarketing                 Kirsten Knipp                   Melissa Miller March 8, 2011   Direc...
86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising
44% of Direct Mail is                   Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail
Renting / Outbound Building / Inbound     Advertising           BloggingConferences / Events         SEO Paid Search / PPC...
Bring All the Pieces Together               Social Media       Search Engine                Marketing           Marketing ...
Report Methodology•   644 Survey respondents•   Wide range of industries and company sizes•   Compared 2011 responses to 2...
Inbound Businesses Experience 62% Lower Cost Per Lead
Leads Generated from Blogging are Cheaper
Outbound Channels are More Expensive
Businesses Are Increasing Budget for Inbound
Increased Spending Due to Past Success with Inbound
Decreased Spending Due to Economy
Businesses are Spending More on Inbound
Spend on Blogs and Social Media is Increasing
Spend on Direct Mail & Telemarketing is Decreasing
Small Businesses Level the Playing Field
Blogs and Social Media Generate Real Customers
Frequent Blog Posts Yield Customers
Customer Acquisition by Industry                                 Customer Acquisition by Channel                          ...
Customer Acquisition by Industry Cont’d                                 Customer Acquisition by Channel                   ...
Customers Acquisition by B2B v. B2C
Inbound Lead Sources Gaining Importance
Outbound Lead Sources Losing Importance
Businesses are in the minority if they do not blog
Company blogs rated “critical” to business
Channels Gaining Importance: 2009 v. 2011
How to Put All the Pieces Together?d.j.k. on flickr
Complicated &     Easy &  Confusing     Integrated
Growth            4,000+          CustomersQ1 2007               Q1 2011
Proven ROI by 4,000+ Customers     Cilk Arts Increases Leads 500%     Makana Solutions 3x Leads, 2x Conversions     Vocio ...
www.HubSpot.com/free-trial                 Kirsten Knipp                   Melissa Miller March 8, 2011   Director of Prod...
HubSpot inbound marketing
HubSpot inbound marketing
HubSpot inbound marketing
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HubSpot inbound marketing

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Transcript of "HubSpot inbound marketing"

  1. 1. 2011 Report:State of InboundMarketing Kirsten Knipp Melissa Miller March 8, 2011 Director of Product Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @kirstenpetra Twitter: @mcdmiller
  2. 2. 86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  3. 3. 44% of Direct Mail is Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail
  4. 4. Renting / Outbound Building / Inbound Advertising BloggingConferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists
  5. 5. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  6. 6. Report Methodology• 644 Survey respondents• Wide range of industries and company sizes• Compared 2011 responses to 2009 and 2010 surveys• Survey topics: 1. Marketing costs and budgets 2. How inbound performed for getting real customers 3. What is important to marketers?• Full Report: www.hubspot.com/state-of-inbound-marketing/
  7. 7. Inbound Businesses Experience 62% Lower Cost Per Lead
  8. 8. Leads Generated from Blogging are Cheaper
  9. 9. Outbound Channels are More Expensive
  10. 10. Businesses Are Increasing Budget for Inbound
  11. 11. Increased Spending Due to Past Success with Inbound
  12. 12. Decreased Spending Due to Economy
  13. 13. Businesses are Spending More on Inbound
  14. 14. Spend on Blogs and Social Media is Increasing
  15. 15. Spend on Direct Mail & Telemarketing is Decreasing
  16. 16. Small Businesses Level the Playing Field
  17. 17. Blogs and Social Media Generate Real Customers
  18. 18. Frequent Blog Posts Yield Customers
  19. 19. Customer Acquisition by Industry Customer Acquisition by Channel by Industry 60% Manufacturing 59% 58% Professional Services/Consulting LinkedIn 50% Blog Technology (Hardware) Facebook Twitter 58% Technology (Software/Biotech) 0% 10% 20% 30% 40% 50% 60% 70% % of Channel Users who Acquired a Customer Through that Channel
  20. 20. Customer Acquisition by Industry Cont’d Customer Acquisition by Channel by Industry 61% Banking/Insurance/Financial Services 66% Communications/Media LinkedIn Blog 67% Higher Education Facebook 72% Twitter Retail/Wholesale 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of Channel Users who Acquired a Customer Through that Channel
  21. 21. Customers Acquisition by B2B v. B2C
  22. 22. Inbound Lead Sources Gaining Importance
  23. 23. Outbound Lead Sources Losing Importance
  24. 24. Businesses are in the minority if they do not blog
  25. 25. Company blogs rated “critical” to business
  26. 26. Channels Gaining Importance: 2009 v. 2011
  27. 27. How to Put All the Pieces Together?d.j.k. on flickr
  28. 28. Complicated & Easy & Confusing Integrated
  29. 29. Growth 4,000+ CustomersQ1 2007 Q1 2011
  30. 30. Proven ROI by 4,000+ 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 www.HubSpot.com/ROI
  31. 31. www.HubSpot.com/free-trial Kirsten Knipp Melissa Miller March 8, 2011 Director of Product Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @kirstenpetra Twitter: @mcdmiller
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