This document summarizes the key findings of HubSpot's 2011 State of Inbound Marketing report. The report is based on a survey of 644 respondents from various industries and company sizes. It finds that inbound marketing channels like blogging and social media are becoming more important and effective at generating leads and customers, while traditional outbound channels like advertising, direct mail, and telemarketing are declining in importance and effectiveness. Specifically, the report found that inbound marketing leads to 62% lower cost per lead compared to outbound. It also found blogs and social media are increasingly the most effective channels for customer acquisition across various industries. The report concludes by recommending companies integrate blogging, social media, and other inbound tactics into a comprehensive inbound marketing strategy

1. 2011 Report:
State of Inbound
Marketing
Kirsten Knipp Melissa Miller
March 8, 2011 Director of Product Marketing Inbound Marketing Manager
HubSpot HubSpot
Twitter: @kirstenpetra Twitter: @mcdmiller

2. 86% of People Skip TV Ads
http://www.guardian.co.uk/media/2010/aug/24/tv-advertising

3. 44% of Direct Mail is
Never Even Looked At
http://en.wikipedia.org/wiki/Advertising_mail

7. Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists

8. Bring All the Pieces Together
Social Media Search Engine
Marketing Marketing
Content
Marketing
Conversion Marketing
Lead Nurturing
Sales Support

9. 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/

10. Inbound Businesses Experience 62% Lower Cost Per Lead

11. Leads Generated from Blogging are Cheaper

12. Outbound Channels are More Expensive

13. Businesses Are Increasing Budget for Inbound

14. Increased Spending Due to Past Success with Inbound

15. Decreased Spending Due to Economy

16. Businesses are Spending More on Inbound

17. Spend on Blogs and Social Media is Increasing

18. Spend on Direct Mail & Telemarketing is Decreasing

19. Small Businesses Level the Playing Field

20. Blogs and Social Media Generate Real Customers

21. Frequent Blog Posts Yield Customers

22. 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

23. 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

24. Customers Acquisition by B2B v. B2C

25. Inbound Lead Sources Gaining Importance

26. Outbound Lead Sources Losing Importance

27. Businesses are in the minority if they do not blog

28. Company blogs rated “critical” to business

29. Channels Gaining Importance: 2009 v. 2011

30. How to Put All the Pieces Together?
d.j.k. on flickr

31. Complicated & Easy &
Confusing Integrated

32. Growth
4,000+
Customers
Q1 2007 Q1 2011

33. 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

34. 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