10
Inbound Discoveries
That Will DISRUPT
marketing Forever
A Publication of

Whether you’re ready or not,
marketing has already been
DISRUPTED.

Whether you’re ready or not,
marketing has already been
DISRUPTED.
People have changed how they work
and live, and marketers must adapt.

THIS IS
WHERE
inbound
COMES IN.

WHAT IS
INBOUND
MARKETING?

Not a channel.

Not a tactic.

Not a technology.

But a holistic approach to
marketing that attracts
individuals to your brand
and creates lasting
relationships with them.

HubSpot surveyed over
3,300 marketers from 128 countries.

And we’re excited to share what we
learned…

Here are of the
report’s most remarkable
discoveries…

Inbound marketing is
gaining traction.

58% inbound
of marketers practice
marketing.

Inbound marketing is
effective.

54% more leads are generated
byinbound than by outbound.

ADAPT YOUR MARKETING
Plan accurate budgets and
forecasts using past results.
Did you know that traditional
and PPC channels deliver
the LEAST leads (6% each)?
Scale back outbound tactics
and capture lead volume
using inbound.

A WORD FROM THE WISE
Inbound marketing is global! I find it fascinating that what was once a
controversial idea evangelized by a handful of us way back in 2007 has
spread to smart marketers everywhere who want to grow their business
now.
David Meerman Scott, @dmscott
Author, The New Rules of Marketing & PR,
HubSpot Marketer in Residence

Inbound costs less
than outbound.

2X
as many marketers say
inbound delivers a below average
cost-per-lead
vs. outbound methods.

So marketers are
investing more.

of marketers will increase inbound
48% spending in 2013 – the third year
in a row inbound budgets have
grown substantially.

ADAPT YOUR MARKETING
Define metrics to measure
activities across the funnel:
visitors attracted, leads
converted, customers closed,
and influencers delighted.
Test and track everything:
marketers who test and
optimize are 75% more likely
to see positive ROI.

A WORD FROM THE WISE
Inbound is often more cost efficient than old-school, outbound
marketing. Inbound is often better at building long-term customers
rather than short-term sales … Understanding how and why companies
are using inbound vs. outbound marketing is critical to building these
more effective approaches for your own business.
Jason Falls, @JasonFalls
Founder, Social Media Explorer,
Vice-President of Digital Strategy, CafePress, Inc.

It’s a great time to
be a customer.

50% of companies consider themselves
to be customer-focused.

It’s a great time to have a
customer-focused website.

100%
more website conversions result
from inbound
marketing
vs. outbound tactics.

ADAPT YOUR MARKETING
Understand your consumer.
Develop consumer personas
and adapt your marketing tactics
to meet their needs.
Personalize interactions by
connecting your content systems
(e.g. social publishing, blogging)
with your context systems
(CRMs).

A WORD FROM THE WISE
For over 15 years, we have been advocating a customer centered
approach for using data to drive business decisions … In the past you
might have thought that data driven customer-centricity was simply our
particular marketing shtick. Today you ignore the data at your own risk.
Bryan Eisenberg, @TheGrok
Author, Always Be Testing
Partner, Eisenberg Holdings

Inbound marketing is
starting to see love
across the company.

11%
of executives lend full support to
inbound marketing, and 1 of 4
companies align marketing with sales.

But there’s reason to
establish even more
“smarketing” alignment.

Cheaper cost-per-leads
200% were driven by organizations
with formalized marketing-sales
handoffs.

ADAPT YOUR MARKETING
Earn advocates on both your sales
and executive teams.
Formalize a service-level
agreement (SLA) to align marketing
and sales, and start tracking results.
Prove marketing is no longer a cost
center but contributes to the
bottom-line.

A WORD FROM THE WISE
Integrating inbound marketing into the overall marketing mix is more
important than ever. Content used to form the backbone of inbound
efforts MUST be supported with other paid, earned, and owned tactics
to reach maximum effectiveness, and that requires plenty of internal
cooperation and strategic planning.
Jay Baer, @jaybaer
Founder, Convince and Convert,
Author, Youtility: Why Smart Marketing Is About Help and Not Hype

Inbound marketers
are in demand.

125%
Growth in inbound
marketing hiring is
expected in 2013.

And that talent is being
deployed against
inbound channels.

Of full-time marketer hours
44% are being dedicated to inbound
efforts (social media, SEO, blogging,
and content creation) this year.

ADAPT YOUR MARKETING
Get educated: become versed
in inbound marketing.
Use technology to track
customer interactions across
your channels and funnel, from
first touch to sale.
For agencies and partners, boost
your clients’ success and hire
inbound talent.

A WORD FROM THE WISE
Marketing organizations need a new type of marketer that falls well
outside of our traditional hiring practices. Marketers need to hire Chief
Marketing Technologists, agile marketers, growth hackers, marketing
operations, journalists, designers and more … One solution I support is
to train or re-train people so they have the skills necessary to be
successful in today environment.
Craig Rosenberg, @funnelholic
CEO and Editor, Funnelholic Media

Over Three Thousand marketers Can’t Be Wrong
Download the full State of Inbound
Marketing Report to explore:
• Executive insights on inbound marketing
• t
The business case for adopting inbound marketing
• The marketers' case for adopting inbound testing, tactics, and technology
• Thoughts on building a successful team of inbound marketers
# SOIM