86 Revealing Charts From the 2013 State of Inbound Marketing Report
 

86 Revealing Charts From the 2013 State of Inbound Marketing Report

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86 insightful charts -- straight from the 2013 State of Inbound Marketing Report -- to use in your own content and presentations. Download the full report here ...

86 insightful charts -- straight from the 2013 State of Inbound Marketing Report -- to use in your own content and presentations. Download the full report here (http://offers.hubspot.com/2013-state-of-inbound-marketing), or access our blog post of 150+ stats from the report here (http://blog.hubspot.com/2013-inbound-marketing-stats-charts). Enjoy!

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86 Revealing Charts From the 2013 State of Inbound Marketing Report 86 Revealing Charts From the 2013 State of Inbound Marketing Report Presentation Transcript

  • A Publication ofData For Public Use
  • Data to Grow Your Business• HubSpot surveyed over 3,300 marketers acrossthe globe to study the inbound marketinglandscape.• These slides contain critical charts from the2013 State of Inbound Marketing Report.• All contents are for public use. Please feel free touse or cite the data to benefit your business.
  • ““Over the past five years, we’ve witnessed a tectonic shift in how people workand live, and marketers have started to adapt. Engaging consumers is nolonger about pushing out interruptive messages. It’s about connecting withpeople in the places and on the devices they prefer. It’s about integratingcontent and context for a richer, relevant, and personalized experience, fromthe time someone first hears about your brand to the point they’re buying yourproduct and telling their friends about it. It’s about creating marketing peoplelove: inbound marketing.Every year since 2008, HubSpot has asked the marketing community to sharewhat inbound marketing means to them and their companies. This year’sresearch sought to uncover insights on everything from inbound marketingindustry adoption (58% say “I’m inbound!”) to the resources marketers arededicating (inbound budgets have grown nearly 50%).The 2013 State of Inbound Marketing Report highlights how the industry hasevolved and uncovers opportunities we still have for growth. We’re honored toconduct this research and to track the transformation of marketing as it occurs.And we’re pleased to share this report with you.For the love of marketing, Mike VolpeA Letter from HubSpot’s CMO
  • WHAT ISINBOUNDMARKETING?
  • BlogSocial MediaKeywordsPagesCalls-to-ActionLanding PagesFormsContactsEmailWorkflowsLead ScoringCRM IntegrationsSocial MediaSmart-Calls-to-ActionEmailWorkflowsAttract Convert Close DelightStrangers Visitors Leads Customers Promoters•  Inbound marketing is not a tactic, channel, or technology. It’s a way to approach to yourmarketing to capitalize on the way consumers make buying decisions today.•  Inbound marketers understand that people value personalized, relevant content andconnections -- not interruptive messages -- at every stage of the marketing funnel.•  Inbound allows you to attract visitors, convert leads, close customers, and delight theminto promoting your business to others.Inbound Marketing Methodology
  • StrangersTop Ten Insights: 2013 Report1. Inbound Marketing’s Rise: Nearly 60% practiceinbound.2. Stronger ROI Than Traditional: Twice as manymarketers see below-average leads via inbound3. Traditional Is Fading: Inbound grew around 50%forthe third straight year.4. Definition and Data: Some marketers still struggle withdefining and analyzing inbound.5. Capturing a Difficult Audience: Inbound cuts throughthe cluttered internet to reach consumers at everystage of their buying decisions.
  • StrangersTop Ten Insights: 2013 Report6. Smarter Marketing: Automation of certain tacticsallows marketers to focus on newer tasks like blogging.7. Inbound Means Marketing: Successful marketers graspthat inbound is not a channel or a technology but astrategy.8. Consumers Win: Inbound creates marketing peoplelove because it adds value at every stage.9.  Marketers Win, Too: No longer cost centers tocompanies or nuisances to consumers, marketers aremore lovable (and important) than ever.10. Content And Context: Content is just part of theequation. Context systems like CRMs are still needed topersonalize the buyer journey and drive real ROI.
  • StrangersPart One: Are You Inbound? Executive Insights Into Inbound Marketing (Slide 10)1. Marketing’s adoption of inbound2. How does inbound marketing integrate with your business?3. Consumer-focused companies and ROI4. Inbound’s ability to connect marketing to sales5. What are marketers’ main goals in 2013?6. What are marketers’ biggest challenges in 2013?7. Internal support for inbound8. Internal resistance to inboundPart Two: Why Do Inbound? The Business Case for Adopting Inbound Marketing (Slide 51)1. The ROI of inbound marketing2. Cost per lead and cost per customer via inbound3.  Inbound vs. outbound lead sources4. Average costs per lead5. Conversions by channel6. Budget allocation and inbound marketing7. Budget comparison: inbound vs. traditional8. What numbers do inbound marketers track?Section Navigation Navigate to the Data You Need Most
  • StrangersSection Navigation Navigate to the Data You Need MostPart Three: How Do You Do Inbound? Critical Optimization, Testing, andTechnology Considerations (Slide 93)1. Inbound lead scoring2. Average site conversion rates3. Testing and optization4. Technology concernsPart Four: Who Does Inbound? Building an Inbound Marketing Team (Slide 113)1. Staffing considerations2. Time allocation3.  Team growth4. Growth by segment & region
  • 1 ARE YOU INBOUND?Executive Insights on Inbound Marketing’sGrowth and Industry SaturationThis section looks at inbound marketings current industry saturation,the benefits of organization-wide alignment, and the need forcontinued focus on larger business goals.
  • Inbound’s Industry SaturationHow prevalent is inbound marketing?Section 1
  • 58%23%19%Inbound Adoption Reaches Majority, butEducational Opportunities RemainNearly 60% of marketers have adopted inbound strategies, while19% unsure how to categorize effortsYesNoDont know/not applicableQ: Does your company do inbound marketing?SurveyN =3,339
  • 54%27%0%10%20%30%40%50%60%Yes NoMajority of CEOs Report Inbound MarketingAdoption54% of CEOs focused on Inbound for 2013; 4% lower than overallindustry growth ratesQ: Does your company do inbound marketing?*Chart shows just CMO/CEO responsesSurveySegmentN =195
  • 58%23%19%73%14%12%0%10%20%30%40%50%60%70%80%Yes No Dont know/not applicableAgencies Implement Inbound MarketingStrategies Ahead of Industry AveragesNearly 75% of agencies use inbound marketing in 2013OverallMarketing AgencyQ: Does your company do inbound marketing?*Chart shows just agency responsesSurveySegmentN =412
  • 58%23%19%65%22%13%47%28%25%61%22%17%0%20%40%60%80%100%Yes No Dont know/not applicableB2C Companies Lag in Inbound MarketingImplementation38% more B2B firms embrace inbound strategies than B2Ccompanies for 2013OverallB2BB2CB2B2CQ: Does your company do inbound marketing?*Chart shows responses segmented by business modelSurveySegmentN =1,917
  • A WORD FROM THE WISEInbound marketing is global! I find it fascinatingthat what was once a controversial ideaevangelized by a handful of us way back in 2007has spread to smart marketers everywhere whowant to grow their business now.David Meerman Scott, @dmscottAuthor, The New Rules of Marketing & PR,HubSpot Marketer in Residence
  • Where Does Inbound Fit?Strategy integration between inbound andother marketing initiativesSection 2
  • 34%47%8%5%0%5%10%15%20%25%30%35%40%45%50%Completely integrated Somewhat integrated Somewhat unintegrated Not integratedMajority of Marketers Integrate InboundWith Corporate Strategy81% of inbound strategy is at least somewhat integrated withbroader goalsQ: How integrated is your companys inbound marketing strategywith your larger marketing strategy?SurveyN =3,339
  • 48%32%10%9%0%10%20%30%40%50%60%Completely integrated Somewhat integrated Somewhat unintegrated Not integratedMost CEOs Report Complete InboundIntegrationNearly half of CEOs link inbound with larger marketing goalsQ: How integrated is your companys inbound marketing strategywith your larger marketing strategy?*Chart shows just CMO/CEO responsesSurvey N=195
  • 34%47%8%5%48%38%7%3%0%10%20%30%40%50%60%Completely integrated Somewhat integrated Somewhat unintegrated Not integratedAgencies Prioritize Integrating InboundMarketing With Broader GoalsAlmost 50% of agencies fully integrate marketing and inboundstrategiesOverallMarketing AgencyQ: How integrated is your companys inbound marketingstrategies with your larger marketing strategy?*Chart shows just agency responsesSurveySegmentN =412
  • 21%55%8% 8%0%10%20%30%40%50%60%Completely integrated Somewhat integrated Somewhat unintegrated Not integratedEnterprise Firms Not Yet Fully IntegratingInbound MarketingJust 21% of enterprise companies completely assimilate inboundmarketing with larger strategyQ: How integrated is your companys inbound marketing strategy withyour larger marketing strategy?*Chart shows just enterprise responses [firms with 200+ employees]SurveySegmentN =560
  • Focus Shifts to the ConsumerAnalyzing businesses increasing focus onthe consumer in 2013Section 3
  • 50%15%13% 14%0%10%20%30%40%50%60%Customer-focused Product-focused Sales-focused Marketing-focusedCustomer-Focused Companies DominateHalf of marketers report their companies are primarily focused oncustomersQ: Do you you consider your company to be primarily customer-focused,marketing-focused, product-focused, or sales-focused?Survey N=3,339
  • 50%15%13% 14%48%15% 14%18%58%17%12%7%48%16%15% 14%0%20%40%60%80%100%Customer-focused Product-focused Sales-focused Marketing-focusedCustomer Focus Central to B2C Strategy58% of B2C companies primarily customer-focusedOverallB2BB2CB2B2CQ: Do you consider your company to be primarily customer-focused, marketing-focused, product-focused, or sales-focused?*Chart shows responses segmented by business modelSurveySegmentN =1,917
  • 0%20%40%60%Customer-focused Product-focused Sales-focused Marketing-focusedCustomer-Focused Marketers Lead in ProvingInbound ROIMarketers more likely to be customer-centric; still slightly lag inproving the ROI of their resultsOverallNoCould not or did not calculate ROIDont know/not applicableQ: Do you consider your company to be primarily/Did inboundmarketing demonstrate ROI for your company?SurveyN =3,339
  • A WORD FROM THE WISEFor over 15 years, we have been advocating acustomer-centered approach for using data todrive business decisions … In the past, you mighthave thought that data-driven customer-centricity was simply our particular marketingshtick. Today, you ignore the data at your ownrisk.Bryan Eisenberg, @TheGrokAuthor, Always Be TestingPartner, Eisenberg Holdings
  • The Marketing-Sales DivideInbound’s ability to bridge the gap betweenmarketing and sales to drive revenueSection 4
  • 42%27%0%5%10%15%20%25%30%35%40%45%No YesOpportunities Exist for Better Marketing-SalesAlignmentLess than one-third of firms have formalized marketing-salesagreementsQ: Does your company have formal agreement between salesand marketing teams to determine both teams responsibilities?Survey N=3,339
  • Q: Do you do inbound marketing/Did inbound marketingdemonstrate ROI for your company?73%$14%$12%$50%$34%$17%$0%$20%$40%$60%$80%$100%$$ No $ Dont$know/not$applicable$The Likelihood of Formalizing a Marketing-Sales Agreement Increases With InboundAdoptionNearly 3/4 of companies with a formal sales-marketing agreementimplemented inbound in 2013No$Survey N=3,339
  • 36% 36%28%0%5%10%15%20%25%30%35%40%Yes No Dont know/not applicableEnterprise Firms Show Near Even Marketing-Sales Role DemarcationMarketing-sales agreements in place at 36% of companies with200+ employeesQ: Does your company have a formal agreement between sales andmarketing teams to determine both teams responsibilities?*Chart shows just enterprise responses [firms with 200+employees]SurveySegmentN =560
  • Defining Marketing-Sales Roles Dramatically ReducesCustomer Acquisition CostsAverage CPA reduced by $197 for enterprise companies with formal marketing-sales agreements*Shows average cost per customer for U.S. companies with 200+ employeesWith a formal sales-marketing agreement Without a formal sales-marketing agreement$291 $486SurveySegmentN =560
  • 28%44%20%45%34%42%0%20%40%Yes NoSlightly More B2B Companies Detail Marketing-Sales Obligations8% more B2B firms formalize mutual responsibilities than theirB2C peersB2BB2CB2B2CQ: Does your company have a formal agreement between salesand marketing teams to determine both teams responsibilities?*Chart shows responses segmented by business modelSurveySegmentN =1,917
  • A WORD FROM THE WISEInbound marketing is no longer a convenient add-on orexperimental area for companies. It is a required method ofdoing business in todays more consumer-focused world…Inbound is often more cost efficient than old-school, outboundmarketing. Inbound is often better at building long-termcustomers rather than short-term sales … Understanding howand why companies are using inbound vs. outbound marketingis critical to building these more effective approaches for yourown business.Jason Falls, @JasonFallsFounder, Social Media Explorer,Vice-President of Digital Strategy, CafePress, Inc.
  • 2013 Marketing PrioritiesMarketers and C-levels reveal their mainmarketing goals for the yearSection 5
  • 23% 23%20%18%14%0%5%10%15%20%25%Reaching the rightaudienceConverting leads tocustomersIncreasing total leadvolumeCreating quality content Proving the ROI of ourmarketing activitiesTargeting, Lead Conversion Cited as TopInbound Goals23% of marketers focused on both reaching the right audienceand converting leadsQ: What are your company’s top marketing priorities?Survey N=3,339
  • 25%22%20%19%12%0%5%10%15%20%25%30%Reaching the rightaudienceConverting leads tocustomersIncreasing total leadvolumeCreating quality content Proving the ROI of ourmarketing activitiesReaching Target Market Top Priority AmongCEOsCEOs specifically care about reaching their target marketsQ: What are your company’s top marketing priorities?*Chart shows just CMO/CEO responsesSurveySegmentN =195
  • Inbound Marketers’ ChallengesMarketers rate their top concerns in 2013Section 6
  • 25%20%16%11%9% 8%5%0%5%10%15%20%25%30%Proving the ROIof our marketingactivitiesSecuring enoughbudgetControlling mytechnology orwebsiteTargeting contentfor an internationalaudienceHiring top talent Training my team Finding anexecutive sponsorMarketers Still Face the Challenge of ProvingROI for Marketing Activities25% of marketers concerned with proving bottom-line resultsQ: What are your companys top marketing challenges?Survey N=3,339
  • Q: What are your companys top marketing challenges?*Chart shows just agency responses shownSurveySegmentN =4120%20%40%60%80%100%Proving ROI Securing budget Hiring top talent ControllingtechnologyTraining my team Targeting contentfor aninternationalaudiencesFindingexecutivesponsorsInbound Marketing Agencies Struggle to ProveROI, Control Technology30% of agencies say top concern is demonstrating ROIOverall$Agency$25%29%20% 21%9%13%16%12%8% 10% 11%8%5% 4%
  • 25%20%5%8%16%11%9%28%20%3%8%15%11% 11%22% 21%7% 8%19%11%7%24%19%6%9%16%12%8%0%20%40%60%80%100%Proving the ROIof our marketingactivitiesSecuring enoughbudgetFinding anexecutivesponsorTraining my team Controlling mytechnology orwebsiteTargetingcontent for aninternationalaudienceHiring top talentB2B, B2C Firms Report Similar InboundMarketing ChallengesProving ROI and securing budgets top both B2B and B2C firms’concernsOverallB2BB2CB2B2CQ: What are your companys top marketing challenges?*Chart shows responses segmented by business modelSurveySegmentN =1,917
  • 23%19%16%14%9% 9%6%0%5%10%15%20%25%Proving the ROI ofour marketingactivitiesSecuring enoughbudgetControlling mytechnology orwebsiteTargeting contentfor an internationalaudienceHiring top talent Training my team Finding anexecutive sponsorInternational Marketing Challenges Focus onAnalytics23% of international firms concerned with proving ROI of inboundQ: What are your companys top marketing challenges?*Chart shows just international responsesSurveySegmentN =1,565
  • A WORD FROM THE WISEThe fact that only 18% are focused on creating quality contentdoesnt surprise me  (perhaps that they admit it does) -- thefact is, creating quality content is hard work, and it takes acommitment on the part of marketing leadership to pour thetime, energy, and journalistic resources into it. But, like allthings, when you see the payoff you make it a priority. I findthat if I can get organizations excited about content throughanalytics and SEO results they get pretty committed toblogging.John Jantsch,Duct Tape Marketinghttp://ducttapemarketing.com/
  • Internal Support for InboundWho supports inbound marketingaround the company?Section 7
  • 38%17%13%11%9%0%5%10%15%20%25%30%35%40%45%Marketing team Sales team Marketing operations C-suite/companyexecutivesIT teamWhile Marketing Is Primarily Responsiblefor Inbound, Other Teams Provide SomeOrganizational SupportMarketing is 125% more likely to provide inbound resources thansalesQ: Which teams/operational groups provide the most support toyour companys inbound marketing efforts?Survey N=3,339
  • 32%19% 19%13%10%0%5%10%15%20%25%30%35%Marketing team Sales team C-suite IT team Marketing operationsCEOs Report Mixed Support for Inbound Efforts19% of CEOs offer significant support for inbound marketinginitiativesQ: Which teams/operational groups provide the most support toyour companys inbound marketing efforts?*Chart shows just CMO/CEO responsesSurveySegmentN =195
  • 45%17% 16%9%8%0%5%10%15%20%25%30%35%40%45%50%Marketing team Marketing operations Sales team C-suite/companyexecutivesIT teamEnterprise Teams Allocate PredominantlyTactical Resources to Inbound MarketingLarge companies report more operational support, less C-suitesign off for inbound strategiesQ: Which teams/operational groups provide the most support to yourcompanys inbound marketing efforts?*Chart shows just enterprise responses [firms with 200+ employees]SurveySegmentN =560
  • Internal Resistance to InboundWho is blocking the use of inbound activities?Section 8
  • 24%12%12%5%2%0%5%10%15%20%25%IT team Sales team C-suite/companyexecutivesMarketing team Marketing operationsAlthough Marketers Leverage More TechnologyEvery Day, IT Team Support RemainsChallengingIT teams offer minimal inbound support, reports 24% of marketersQ: Which teams/operational groups provide the least support (in terms of budget,personnel, or sponsorship) to your companys inbound marketing efforts?Survey N=3,339
  • 31%18%16%5%3%0%5%10%15%20%25%30%35%ITteamSalesteamC-suite/companyexecutivesMarketingteamMarketingoperationsEnterprise Companies Struggle With ITTeam Bandwidth31% of enterprise marketers report their IT teams are unsupportiveQ: Which teams/operational groups provide the least support (in terms ofbudget, personnel, or sponsorship) to your inbound marketing efforts?*Chart shows just enterprise responses [firms with 200+ employees]SurveySegmentN =560
  • Q: Which teams/operational groups provide the least support (in terms of budget,personnel, or sponsorship) to your companys inbound marketing efforts?*Chart shows responses segmented by business model24%12%12%5%2%26%14%11%4%1%20%10%11%7%4%23%12% 12%6%4%0%5%10%15%20%25%30%IT team Sales team C-suite/companyexecutivesMarketing team Marketing operationsB2C Sales, Tech Teams Lag B2B CompanyInbound Marketing SupportIT teams 30% less likely to be supportive of B2B inbound effortsOverallB2BB2CB2B2CSurveySegmentN =1,917
  • WHY DO INBOUND?The Business Case for Adopting InboundMarketingThe second section covers how marketers are calculating the ROIof their inbound efforts, measures how inbound stacks up againsttraditional marketing in terms of value and cost, and examines keyfactors that impact marketing budget decisions.2
  • The ROI of Inbound MarketingIs inbound a worthwhile strategy?Section 1
  • Q: Did inbound marketing demonstrate ROI for your company?41%9%34%0%5%10%15%20%25%30%35%40%45%Yes No Could not/did not calculate ROIInbound Marketing Delivers on ROI, butMarketers Face Calculation Struggles41% of marketers confirmed inbounds ROI, but 34% could notcalculate ROI in 2013Survey N=3,339
  • 79%20%65%33%68%28%0%10%20%30%40%50%60%70%80%90%Yes NoBlogging Improves Marketing ROIAlmost 80% of marketers with a company blog reported inboundROI for 2013NoQ: Did inbound marketing demonstrate ROI for your company/Does your company publish a blog?Survey N=3,339
  • 41%15%36%8%0%5%10%15%20%25%30%35%40%45%Yes No Could not or did not calculateROIDont know/not applicableCEOs’ Perception of Marketing ROI TracksIndustry Trends41% of CEOs report inbound delivered ROI, though 15% still notconvincedQ: Did inbound marketing demonstrate ROI for your company?*Chart shows just CMO/CEO responsesSurveySegmentN =195
  • 41%9%34%16%51%8%28%13%0%20%40%60%80%100%Yes No Could not or did not calculateROIDont know/not applicableAgencies Lead Industry in Proving InboundMarketing ROIAgencies report 24% more ROI than general marketersOverallAgencyQ: Did inbound marketing demonstrate ROI for your company?*Chart shows just agency responsesSurveySegmentN =412
  • Q: Does your company publish a blog?62%34%0%10%20%30%40%50%60%70%Yes NoBlogging Remains a Key Inbound MarketingElement62% of marketers published a blog in 2013Survey N=3,339
  • A WORD FROM THE WISETracking ROI on inbound marketing is hard, and the ones whodo are looking at inbound marketing like they do other "pointof impact" campaigns, i.e., campaigns designed to generateROI in a short amount of time. Inbound marketing will over timebe the top producer in your marketing mix, but the results dontstart pouring in until you are committed to ROI over the courseof multiple quarters. Volume is another early issue that issolved with time and commitment. Net-net, they are the bestleads -- who doesnt want someone to walk into their store?Craig RosenburgEditorwww.funnelholic.com
  • Cost per Lead and Cost per CustomerHow efficient is acquisition through inbound?Section 2
  • Inbound vs. TraditionalDo you do inbound marketing? Average Cost per Lead Average Cost per CustomerYes $36 $254No $41 $268Survey N =3,339B2B Cost per Lead 53% Higher Than B2C CompaniesSales Channel Average Cost per Lead Average Cost per CustomerB2B $43 $264B2C $15 $149Defining Marketing-Sales Objectives Dramatically Reduces Lead, Customer Acquisition CostsEnterprise Companies(with more than 200 employees)Average Cost per Lead Average Cost per CustomerU.S. companies with amarketing-sales agreement$16 $291U.S. companies without amarketing-sales agreement$36 $486Inbound Marketing Improves Lead Acquisition MarginsSurvey Segment N =1,917Survey Segment N =560
  • Q: What percentage of your companys leads come from each ofthe following sources?14% 14%13%8% 8%7%6% 6% 6%0%2%4%6%8%10%12%14%16%Social Media SEO EmailMarketingTrade Shows Direct Mail Blogs Telemarketing TraditionalAdvertisingPPCInbound Marketing Dominates Marketers TopLead SourcesSocial media, SEO each produce 14% of all marketing leadsSurvey N=3,339
  • Inbound vs. Outbound LeadsExamining lead sources and costs in 2013Section 3
  • 34%22%0%5%10%15%20%25%30%35%40%Inbound OutboundInbound Marketing Channels Are Lowest inCost for Generating LeadsInbound marketing delivers 54% more leads in the 2013marketing funnel than outbound sourcesQ: What percentage of your companys leads come from each of the following sources?*Chart excludes “email” and “don’t know/not applicable answers”Survey N=3,339
  • 14% 14%13%8% 8%7%6% 6% 6%12%14%12%10%8%9%5%8% 8%0%2%4%6%8%10%12%14%16%Marketing Spending Closely Tracks LeadGeneration RatesSocial media, SEO top both lead sources and 2013 budgetallocationsLead sourcesMarketing budgetSurvey N=3,339Q: What percentage of your companys leads come from each of the following sources/Specificto inbound marketing, how does your companys 2013 budget compare to the 2012 budget?
  • Q: Please estimate your companys cost per lead for each of thechannels listed below versus your overall average cost per lead.*Chart shows above average cost per lead ratings shownSurvey N=3,3390%$2%$4%$6%$8%$10%$12%$14%$16%$18%$Trade$Shows$ SEO$ Social$Media$ PPC$$ TradiNonal$AdverNsing$Direct$Mail$ Email$MarkeNng$ Blogs$ TelemarkeNng$Trade Shows Top Average Cost per LeadNumbers16% of marketers see high CPLs from trade shows, 14% ofmarketers for SEO and search strategies16%14% 14%12%12% 12%11%9%8%
  • Average Cost per LeadMarketers compare their acquisition costsSection 4
  • 8%4%0%1%2%3%4%5%6%7%8%9%Inbound OutboundInbound Delivers Below Average Cost per LeadMarketers 100% more likely to see below average inbound costper lead vs. outboundSurvey N=3,339Q: To the best of your ability, please write in your average cost per lead:*Chart shows just below-average cost per leads, segmented by inbound and outbound only
  • 27% 27%25%24%16%15%12% 12% 12%0%5%10%15%20%25%30%Social Media EmailMarketingSEO Blogs PPC Direct Mail TraditionalAdvertisingTelemarketing Trade ShowsSocial Media, Email Deliver Lower AverageCost per Leads27% of marketers report below average cost per leads for bothemail and social mediaSurvey N=3,339Q: Please estimate your companys cost per lead for each of thechannels listed below vs. your overall average cost per lead.*Chart shows just below-average cost per leads
  • Conversion by ChannelHow do various acquisition channels perform?Section 5
  • Q: What is the average percentage of leads your company converts to sales?*Chart shows just above-average lead conversion rates15%13%12%11%9%8%7% 7%0%2%4%6%8%10%12%14%16%SEO Social Media Email Marketing Trade Shows PPC Telemarketing Direct Mail BlogsSocial Media Plays a Key Role in CustomerAcquisition15% of marketers say SEO delivers above-average salesconversions; 13% say the same for social mediaSurvey N=3,339
  • 16%14%11%12%10%8% 8%5%17%12%11%13%8% 8%6%4%15%13%11%10%9%8%7% 7%0%2%4%6%8%10%12%14%16%18%SEO Social Media EmailMarketingTrade Shows PPC Telemarketing Blogs Direct MailSEO Produces Solid Annual Lead Conversions15% of SEO, 13% of social media leads converted at above-average rates in 2013201120122013Survey N=3,339Q: Please estimate your companys cost per lead for each of thechannels listed below vs. your overall average cost per lead?*Chart shows just above-average lead conversion rates
  • Q: What percentage of your companys leads generated in the channelslisted below convert to sales versus your total lead conversion?*Chart shows just above-average lead conversion rates, segmented by agency responsesSurveySegmentN =412Agencies See Increased ConversionsWith Inbound vs. Outbound ChannelsAgencies overall inbound conversion rates slightlyoutpace industry averages0%2%4%6%8%10%12%14%16%18%SEO Social Media EmailMarketingTrade Shows PPC Telemarketing Direct Mail BlogsOverallAgency16% 16%13%9%9% 9%10%5%5%7%8% 8%7%1 %1 %1 %
  • 52%43% 43%36%15%9%0%10%20%30%40%50%60%Facebook LinkedIn Company Blog Twitter Google+ PinterestFacebook Top Channel to Acquire a Customer52% of all marketers sourced a lead from Facebook in 2013Survey N=3,339Q: What percentage of your companys leads come from each ofthe following sources?
  • 75%82%71%67%57%14%10%14%21%25%0%10%20%30%40%50%60%70%80%90%Multiple times/day Daily 2-3 times/week Weekly MonthConsistent Blogging Boosts InboundMarketing’s Overall ROI82% of marketers who blog daily report positive ROI for overallinbound effortsNoSurvey N=3,339Q: How frequently do you post a new blog to your company site/Didinbound marketing demonstrate ROI for your company?
  • 23%19%14% 14%8%6%4% 4%24%20%15%13%8%5%4%3%21%16%15%13%8%6% 6%4%0%5%10%15%20%25%30%Social Media SEO Email Blogs PPC Trade Shows Direct Mail TelemarketingSocial Media and SEO Continue to BeCritical Channels in 201321% say social media grew more important in the past six months201120122013Q: Which sources of leads have become more important to yourcompany over the last six months?Survey N=3,339
  • 25%16%19%12%6%5%3%25%18%19%12%6%3% 3%17% 17%13%14%9%6%4% 4%0%5%10%15%20%25%30%Traditional Direct Mail Telemarketing Trade Shows PPC Blogs SEO Social MediaInterruptive and Outbound Marketing TacticsLosing Market ShareTraditional advertising, direct cede more ground in 2013201120122013SurveySegmentN =195Q: Which sources of leads have become less important to yourcompany over the last six months?
  • Inbound Marketing SpendTracking budgets for inbound marketingSection 6
  • 49%9%28%14%Inbound Marketing Budgets Are on the RiseNearly 50% of marketers plan to increase their inbound budgetsfor 2013HigherLowerNo ChangeDont know/not applicableQ: Specific to inbound marketing, how does your companys 2013budget compare to the 2012 budget?Survey N=3,339
  • 54%11%35%47%11%42%48%9%28%0%10%20%30%40%50%60%Higher Lower No ChangeAnnual Inbound Marketing Budget GrowthRemains Strong48% of marketers increased their 2013 budget, slowing slightlyfrom 2012 levels201120122013Q: Specific to inbound marketing, how does your companys 2013budget compare to the 2012 budget?Survey N=3,339
  • Q: Specific to inbound marketing, how does your companys 2013budget compare to the 2012 budget?*Chart shows just CMO/CEO responses53%11%28%8%0%10%20%30%40%50%60%Higher Lower No Change Dont know/not applicableCEOs Show Faith in Inbound by Investing More53% of CEOs raised 2013 inbound budgetsSurveySegmentN =195
  • A WORD FROM THE WISEAll of 2012 was inbound marketing,too -- we just have more budget in2013.Marketer insight2013 State of Inbound Marketing Survey
  • Inbound vs. Outbound BudgetsComparing spend on inbound to more traditionalmarketing tacticsSection 7
  • 24%23% 23%32%35%34%0%5%10%15%20%25%30%35%40%2011 2012 2013Inbound Marketing Sees a Decent Share ofBudget SpendMarketers allocate 34% of overall budgets to inbound tacticsOutboundInboundQ: What percentage of your companys lead generation 2013budget will be spent on the following?*Chart excludes “email” and “don’t know/not applicable answers”Survey N=3,339
  • Q: What percentage of your companys lead generation 2013budget will be spent on the following?*Chart excludes “email” and “don’t know/not applicable answers”13% 13% 13%14%11%9%15%19%21%23%0%5%10%15%20%25%2009 2010 2011 2012 2013Blogs, Social Media Lead Inbound MarketingOutlaysMarketers spend 23% of overall budgets on blogging and socialmediaSEOBlogs &Social MediaSurvey N=3,339
  • 10%6%5% 5% 5%11% 11%13%12%10%9%7%6% 6%8%0%2%4%6%8%10%12%14%2009 2010 2011 2012 2013Outbound Budgets ShrinkingMarketers spend less than 1/3 of total budgets on outbound leadgenTelemarketingTrade ShowsDirect MailQ: What percentage of your companys lead generation 2013budget will be spent on the following?*Chart shows only traditional outbound tacticsSurvey N=3,339
  • Q: What drove the decision to change your 2013 inboundmarketing budget from the 2012 budget?*Chart shows responses segmented by business modelSurveySegmentN =1,917B2B Budgets Most Likely to Be Influenced byPast Inbound Marketing Success45% of B2B companies increased inbound budgets due to past success41%45%37% 37%23%21%29%24%14% 14% 14% 14%6%5%9%7%0%5%10%15%20%25%30%35%40%45%50%Overall B2B B2C B2B2CPast inbound successEconomyChange in managementPast outbound success
  • 41%23%14%11%6%0%5%10%15%20%25%30%35%40%45%Past success withinbound marketingEconomy Change in management Other: Please describe Past success withoutbound marketingPast Success With Inbound Marketing aDetermining Factor in Planning BudgetChangesInbound’s proven success was the primary rationale for 41% of2013 budget changesQ: What drove the decision to change your 2013 inboundmarketing budget from the 2012 budget?Survey N=3,339
  • 48%21%14% 14%54%18%17%11%46%18%13%12%0%10%20%30%40%50%60%Past success with Inbound Economy Change in Management OtherInbound Success Continues to Drive 2013Budget IncreasesInbound success continues to drive yearly budget increases201120122013Q: What drove the decision to change your 2013 inboundmarketing budget from the 2012 budget?Survey N=3,339
  • A WORD FROM THE WISEWe want to move where the marketis going; not just where it has been.Marketer insight2013 State of Inbound Marketing Survey
  • Tracking and MeasurementWhat do inbound marketers typically track?Section 8
  • 15% 15%14%13%12% 12%9%4%0%2%4%6%8%10%12%14%16%18%Revenue Customers/Wins Traffic Total leadsgeneratedQualified leadsgeneratedBrandAwarenessOpportunities DifferentstakeholdersdifferentmetricsNo Single Variable Dominates How MarketersDefine SuccessWhile 15% of marketers track revenue or wins, no clear patternemerged to measure successQ: How is your marketing teams success evaluated?Survey N=3,339
  • Q: How is your marketing team’s success evaluated?*Chart shows just CMO/CEO responses17%16%14%12%12% 11%10%3%0%2%4%6%8%10%12%14%16%18%Revenue Customers/Wins Traffic Total leadsgeneratedBrandAwarenessQualified leadsgeneratedOpportunities Differentstakeholders =different metricsOpportunities Remain to Standardize HowCEOs Measure Marketing Success17% of all CEOs evaluate inbound marketing by ROISurveySegmentN =195
  • HOW TO DO INBOUNDMARKETINGCritical Optimization, Testing, and TechnologyConsiderationsThe third section reviews the core optimization techniques,campaign testing, and technology you need to execute inboundmarketing, as well as how to set lead scores and benchmarkwebsite conversion goals.3
  • Inbound Lead ScoringHow marketers measure and prioritize leadsSection 1
  • 67%14%0%10%20%30%40%50%60%70%80%Very important and somewhat important Somewhat unimportant and not importantA Clear Understanding of Incoming LeadsMatters to Marketers67% of marketers rate lead scoring important to their strategicsuccessQ: How important is lead scoring to your marketing strategy?*Chart excludes “don’t know/not applicable answers”Survey N=3,339
  • 39%32%4%6%18%0%5%10%15%20%25%30%35%40%45%Very important Somewhat important Somewhat unimportant Not important Don’t know/not applicableExecs Say Lead Scoring Critical to ResultsScoring leads rated very important by 39% of CEOsQ: How important is lead scoring to your marketing strategy?*Chart shows just CMO/CEO responsesSurveySegmentN =195
  • 41%34%5% 6%0%5%10%15%20%25%30%35%40%45%Very important Somewhat important Somewhat unimportant Not importantInternational Firms Lead Scoring PracticesOutpace Industry Average75% of international marketers report lead scoring somewhatimportantQ: How important is lead scoring to your marketing strategy?*Chart shows just international responsesSurveySegmentN =1,565
  • Average Site Conversion RatesHow does your site measure up?Section 2
  • Marketers Report a 10% Average Website Conversion RateAverage of website conversion rate: 10%Companies Implementing Inbound See 100% Improvement in Site ConversionInbound? Average Website ConversionYes 12%No 6%Inbound Marketers See Above-Average WebsiteConversion Rates -- Far Surpassing Those MarketersWho Aren’t InboundQ: To the best of your ability, please write your companys following averagewebsite conversion rate/Does your company do inbound marketing?Survey N=3,339
  • Medium-Sized Companies Lead Small, Enterprise Site Conversion RatesEmployee Size Average Website ConversionSmall (1-5) 8%Medium (6-200) 13%Enterprise (200+) 10%B2B Websites Net Higher Conversions Than B2C SitesSales Channel Average Website ConversionB2B 9%B2C 8%Website Conversion Rates Fall Within the 8% to 13% RangeQ: To the best of your ability, please write your companysfollowing average website conversion rate.Survey N =3,339Survey SegmentN =1,917
  • A WORD FROM THE WISEHave you been looking for that secret formula to lift yourconversion rates? Sorry, but this report shows that inboundmarketers who focus on developing content that meets theircustomers needs and invest in doing so for the long termnearly double their conversion rate. As they continue to keeprolling out quality content over time, that conversion rate willcontinue to rise. Just as Jeff Bezos, the CEO of Amazon hasproven in ecommerce, HubSpot shows in this reportthat conversion rates are a long term, customer-drivenexercise.Bryan Eisenberg, PartnerEisenberg Holdingshttp://www.bryaneisenberg.com/ @TheGrok
  • Testing and OptimizationWho is testing their inbound marketing?Section 3
  • 20%3%10%45%0%20%40%60%80%100%A/B testing Multivariate testing A/B testing and multivariatetestingWe do not testA Surprisingly Large Percentage of MarketersAren’t Using Testing to Support or ImproveTheir EffortsJust 33% of marketers implement any inbound marketing testingQ: What kind of testing does your company use to support yourmarketing efforts?*Chart excludes “don’t know/not applicable answers”Survey N=3,339
  • 36%5%17%32%20%4%14%38%0%5%10%15%20%25%30%35%40%A/B testing Multivariate testing A/B testing and multivariatetestingWe do not testA/B Testing Improves Bottom-Line PerformanceMarketers conducting A/B tests 80% more likely to show inboundROIYesNoQ: What kind of testing does your company use to support yourmarketing efforts?Survey N=3,339
  • Q: What kind of testing does your company use to support yourmarketing efforts?*Chart shows just agency responses20%3%10%45%21%29%4%16%35%16%0%20%40%60%80%100%A/B testing Multivariate testing A/B and multivariatetestingNo testing Dont know/notapplicableAgencies Adopt Testing Ahead of Peers31% of agencies A/B test inbound strategiesOverallAgencySurveySegment N=195
  • 3%6% 7%18%36%28%0%20%40%60%80%100%Multiple times a day Daily 2-3 times a week Weekly Monthly Less than monthlyMarketers Primarily Support Monthly Testing36% of marketers testing inbound strategies roll out variationsmonthlyQ: How frequently do you use A/B testing and/or multivariate testing?*Chart shows just those who replied they do implement testingQuestion N=468
  • 0%8%5%15%51%21%0%10%20%30%40%50%60%Multiple times a day Daily 2-3 times a week Weekly Monthly Less than monthlyCEOs Are Proponents of Monthly TestingMonthly tests the norm for 51% of executives who optimize theirresultsQ: How frequently do you use A/B testing and/or multivariate testing?*Chart shows just CMO/CEO responsesSurveySegmentN =195
  • Technology ConcernsWhat are marketers’ key technology challenges?Section 4
  • 6%8%9%10%11%14%15%18%Allocating bandwidthGetting team using the same toolsEnsuring flexibility in our CRM/ReportingGetting systems to talkTraining our teamSecuring executive support/budgetTracking our dataFinding tools to guage ROIAmong Many Tech Challenges, TroubleCalculating ROI Could Be the Result of Lackingthe Right Tools18% of marketers report identifying ROI tracking systems a primarychallengeQ: Which of the following statements, if any, describe the major challengesyour company faces in using your marketing technology solutions?Survey N=3,339
  • 19%16%14% 14%9%8%7%5%0%5%10%15%20%25%Finding tools togauge ROITracking ourdataSecuringexecutivesupport/budgetTraining ourteamGetting teamusing the sametoolsEnsuringflexibility in ourCRM/ReportingGetting systemsto talkAllocatingbandwidthCEO Report Gauging ROI and Tracking DataAre Their Top Technology ChallengesNearly 20% of C-suite marketers name gauging ROI the principletechnology concernQ: Which of the following statements, if any, describe the major challenges yourcompany faces in using your marketing technology solutions?*Chart shows just CMO/CEO responsesSurveySegmentN =195
  • Q: What marketing software does your company use?Survey N=3,3390%5%10%15%20%25%30%35%40%45%50%Google Analytics Tops Marketers SoftwareResources46% of marketers used Google Analytics in 2013201120122013
  • A WORD FROM THE WISENew technologies (mobile devices of all shapesand sizes and location-based services) willcontinue to grow, but the best marketers willrealize its not about how to jam more ads intonew platforms -- its about how to use the newtechnologies to enhance your inbound powers ofattraction.Dharmesh ShahCTO of HubSpot
  • WHO DOES INBOUND?BUILDING AN INBOUND MARKETING TEAMThis section looks at key personnel decisions that allow marketersto build a world-class inbound marketing team. It identifies howresources should be deployed in order to best achieve businessgoals.4Building an Inbound Marketing Team
  • Staffing ConsiderationsWho should be on your inbound marketing team?Section 1
  • 29%51%8%4%5%0%10%20%30%40%50%60%Less than one 1-5 5-10 10-25 More than 25Inbound Marketing Teams Average One to FiveMembers51% of all inbound teams contain fewer than six peopleQ: How many full-time marketers does your company have?Survey N=3,339
  • 67%70%65%51%33%0%10%20%30%40%50%60%70%80%6-25 26-50 51-200 201-500 500+Despite Their Larger Size, Enterprise Firms AlsoReport Relatively Small Marketing Teams31% of firms with 200+ employees still work in five-person teamsQ: How many full-time marketers does your company have?*Chart shows just those firms reporting they have 1 – 5 full time marketersSurveyN = 3,339
  • 30%50%9%3% 4%0%10%20%30%40%50%60%Less than one 1 – 5 5 – 10 10 - 25 More than 25International Marketers Work in Smaller TeamsHalf of international marketers work with one to five peopleQ: How many full-time marketers does your company have?*Chart shows just international responsesSurveySegmentN =1,565
  • A WORD FROM THE WISEThe fact that only a small percentage of marketers are focusedon content creation is not surprising. It requires a significantamount of sweat equity, and its often very bespoke. I expectthis figure to rise over time as content strategy moves intogreater focus, in part, because of the medias willingness tofeature it as the economics of their business shift dramaticallydue to programmatic buying.Steve RubelChief Content Strategist, Edelmanhttp://edelman.com
  • Time AllocationWhere do inbound marketers spend their time?Section 2
  • 4%5%6%6%6%9%9%10%11%16%PPC (paid search / AdWords)TelemarketingTraditional Marketing (radio, print, TV)Direct MailTrade ShowsBlogsSEO (organic search)ContentEmail MarketingSocial MediaCompanies Focusing Energy and PersonnelTime on Channel-Specific Marketing16% of marketers allocate a full-time marketer to the social mediachannelQ: How does your company dedicate its full-time marketers to thefollowing channels (as a percent of total time)?Survey N=3,339
  • Q: How does your company dedicate its full-time marketers to the following channels (as a percent of totaltime)/Specific to inbound marketing, how does your companys 2013 budget compare to the 2012 budget?Survey N=3,339Blogs, SEO Cost Marketers Time, Not MoneyMarketers spend 55% more time than budget on blogging16%11%9% 9%6% 6% 6%5%4%14%13%7%14%8% 8%6% 6%6%0%2%4%6%8%10%12%14%16%18%Time AllocationBudget Allocation
  • Q: How does your company dedicate its full-time marketers to the following channels (as apercent of total time)/To the best of your ability, please write in your average cost per lead?16%11%9% 9%6% 6% 6%5%4%27% 27%24%25%15%12% 12% 12%16%0%5%10%15%20%25%30%Inbound Strategies Show Positive Cost perLead vs. EffortInbound, social media, SEO require effort, but generate low costper leadsTime AllocationBelow-AverageCSurvey N=3,339
  • Q: How does your company dedicate its full-time marketers to the following channels (as a percent oftotal time)/What is the average percentage of leads your company converts to sales?*Chart shows just above-average conversion ratesSurvey N=3,339SEO Leads Inbound Strategies at Averaging High Sales Conversionsto Budget Outlay15% of marketers reported above-average SEO conversions in 201316%11%9% 9%6% 6%5%4%13%11%7%15%7%10%8%9%0%2%4%6%8%10%12%14%16%18%Time AllocationAbove average sales conversion
  • Team GrowthHow many inbound marketers should you hire?Section 3
  • Inbound? Average # of Marketers to Hire This YearYes 9.3No 4Inbound Marketing Teams PlanFor Significant GrowthAverage inbound teams will grow by nineemployees in 2013Q: How many full-time marketers does your company plan to hire this year?Survey N=3,339
  • Employee Size Average # of Marketers to Hire This YearSmall (1-5) 1.1Medium (6-200) 2.5Enterprise (200+) 18.6Enterprise Teams ExpandingLarge companies plan to hire an average of18.6 marketers this yearQ: How many full-time marketers does your company plan to hire this year?Survey N=3,339
  • Growth by Segment & RegionWho is embracing inbound marketing?Section 4
  • 43%19%8%12%6%12%Small Companies Lead Inbound MarketingAdoption43% of inbound companies have one to five employees1 - 56 - 2526 - 5051 - 200201 - 500More than 500Q: How many full-time employees does your company have?Survey N=3,339
  • 46%23%24%7%B2B Companies Embrace Inbound MarketingNearly half of companies surveyed sell primarily B2BB2BB2CB2B2CDont know/not applicableQ: Which best describes your companys primary sales channel?Survey N=3,339
  • INTL MASSIVE CHART?!?!44%7%5%4%3%2%2%2% 2%U.S. Remains the Frontrunner ofInbound Marketing AdoptionU.S.-based companies comprise 63% of survey respondentsUnited StatesIndiaUnited KingdomCanadaSpainItalyAustraliaGermanyFranceQ: In which country is your company primarily based?*Chart shows countries with greater than 1.5% participationSurvey N=3,339
  • 34%1%6%2%8%16%11%5%3%14%Business Owners, Marketing Managers theMost Invested in InboundSurvey responses led by 34% business owners and 16%marketing managersBusiness Owner / PartnerCMOCEO / Executive ManagementVice PresidentDirector of MarketingMarketing ManagerMarketing OperationsSalesITOther: Please describeQ: What best describes your role?Survey N=3,339
  • 4%8%3%3%15%1%10%11%5%2%8%2%12%2%14%Inbound Marketing Touches Nearly Every MajorIndustrySurvey shows a broad mix of business types, led by agenciesBanking/Insurance/Financial ServicesCommunications/MediaHealthcare/PharmaceuticalManufacturingMarketing AgencyMining/Construction/EnergyNonprofit/EducationProfessional Services/ConsultingPR/Communications/MediaReal EstateRetail/Wholesale/Consumer GoodsTechnology (Hardware)Technology (Software)Transportation/Auto/TravelOther: Please describeQ: What industry best describes your company?Survey N=3,339
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