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10 Graphs from the 2012 State of Inbound Report

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For the full report, go to www.hubspot.com/SOIM

10 Graphs from the 2012 State of Inbound Report

  1. 1. 10 GRAPHS From the 2012 Blogging State of Social media Inbound Marketing Report
  2. 2. State of Inbound Study • Survey conducted in Jan 2012 • 972 marketing professionals
  3. 3. Inbound vs. Outbound Marketing INBOUND: SEO Blogging Social Media VS. Email OUTBOUND: Telemarketing Direct Mail Trade shows 3
  4. 4. Inbound consistently yields lower cost leads
  5. 5. Blogs cited as least expensive lead source
  6. 6. Trade shows ranked as most expensive
  7. 7. Budgets are shifting to inbound channels
  8. 8. Small Businesses Level the Playing Field
  9. 9. 70% of Businesses Blog At Least Weekly
  10. 10. Blog Frequency and Customer Acquisition
  11. 11. Facebook Is More Effective for B2C; LinkedIn Is for B2B
  12. 12. 25% indicated their company blog is CRITICAL
  13. 13. Company Blogs are Increasingly Valued
  14. 14. THE END. For the full report, visit: www.hubspot.com/SOIM

Editor's Notes

  • Consistentfrom year to year.2010 survey and 2011 survey showed 60% and 62% lower cost per lead respectively.
  • 52% of companies who blog indicated leads from this channel were “Below Average Cost.”
  • In 2012, small businesses (1 to 5 employees) plan to spend 43% of their lead generation budgets on inbound marketing.In comparison, medium-to-large businesses (50 or more employees) only plan to spend 26% of their lead generation budgets on inbound marketing.Small business are only giving 14% of their budget to outbound, while medium-to-large business are allocating 31% of their budget to outbound channels.Small businesses plan to spend dramatically more of their budgets on social media and blogs.Medium-to-large businesses plan to spend more of their budgets on outbound methods, including trade shows, direct mail and telemarketing.
  • 25% of users rated their company blog as “critical” to their business.LinkedIn, YouTube, Facebook and Twitter were considered “useful” or better by over 60%.In contrast StumbleUpon, Yelp, and Digg all had user bases where over 70% considered the channel only “somewhat useful” or “not useful.”
  • Company blogs are increasingly valued. The blog is the channel most frequently reported as critical or important, both in 2009 and 2012.YouTube, LinkedIn, Facebook, and Twitter are increasingly important. Facebook has shown the biggest gain at 18%.StumbleUpon and Digg have reduced in importance.
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