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100 Stats, Charts & Graphs to gain 'Buy-In' for Inbound/Content Marketing by HubSpot

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HubSpot's newest collection of 100 Awesome Marketing Stats, Charts & Graphs, based on original research and data from a variety of sources, including analysis of our 4,500 customers, surveys with hundreds of small and medium-sized businesses, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more.

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100 Stats, Charts & Graphs to gain 'Buy-In' for Inbound/Content Marketing by HubSpot

  1. 1. Table of Contents How to Use These Slides……..Slide 3 Inbound Basics………………..….Slide 5 Methodology, ROI, Inbound vs. Outbound, Adoption Top of the Funnel………………...Slide 29 Blogging, SEO, Social Media Middle of the Funnel…………....Slide 64 Landing Pages, Calls-to-Action, A/B Testing Bottom of the Funnel…………..Slide 80 Email, Lead Nurturing, Marketing Automation
  2. 2. How to Use These Slides Flip through this presentation and feel free to copy and paste charts, graphs, or even entire slides into your own presentations. The slides are organized according to the different stages of the marketing funnel they address. (Keep in mind, however, that most inbound marketing tactics can be applied to multiple stages of the funnel!) THIS PRESENTATION YOUR PRESENTATION COPY PASTE
  3. 3. Pssst … Want to Customize Colors? Double click on a colored portion of a graph or chart, then select a new fill color from the pop-up menu. Double click me!
  4. 4. INBOUND BASICS In this section, you’ll find stats, charts, and graphs that pertain to … •The Inbound Methodology •Inbound Marketing ROI •Inbound Marketing vs. Outbound Marketing •Inbound Marketing Adoption Trends
  5. 5. The Inbound Methodology The best way to turn strangers into customers and promoters of your business Source: HubSpot
  6. 6. The Inbound Methodology Along the top are the actions inbound companies use to obtain – and retain – new customers. Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Source: HubSpot
  7. 7. The Inbound Methodology Along the bottom are the tools inbound companies use to accomplish these actions. Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Source: HubSpot
  8. 8. Proving ROI for Marketing Activities Is a Major Challenge for Marketers Survey N = 3,339 Source: HubSpot
  9. 9. Inbound Marketing Delivers on ROI, but Marketers Face Calculation Struggles Survey N = 3,339 Source: HubSpot
  10. 10. Inbound Marketing Improves Lead Acquisition Margins Survey N = 3,339 Source: HubSpot
  11. 11. Inbound Strategies Deliver Below-Average Cost per Lead Survey N = 3,339 Source: HubSpot
  12. 12. Inbound Strategies Show Positive Cost per Lead vs. Effort Survey N = 3,339 Source: HubSpot
  13. 13. The ROI of Using HubSpot’s Inbound Marketing Software HubSpot customers reached 3.51x more visitors per month within 1 year. HubSpot customers reached 6.12x more leads per month within 1 year. VISITORS LEADS CUSTOMERS Source: HubSpot 69% of HubSpot customers saw an increase in sales revenue.
  14. 14. The ROI of Using HubSpot’s Inbound Marketing Software HubSpot customers enjoy exponential lead growth, averaging more than 9,100 leads after 1.5 years of inbound marketing. Source: HubSpot Download the Full Inbound ROI Report Right click > Hyperlink Right click > Hyperlink >> O Oppeenn H Hyyppeerlrinlinkk
  15. 15. Inbound Marketing VS. Outbound Marketing: Lead Generation Q: What percentage of your company's leads come from each of the following sources? Note: Graph excludes “email” and “don’t know/not applicable” responses. Survey N = 3,339 Source: HubSpot
  16. 16. Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. Source: HubSpot
  17. 17. Inbound leads cost than outbound leads. Source: Search Engine Journal 61% LESS
  18. 18. Outbound Marketing Tactics Are Losing Market Share Source: HubSpot Q: Which sources of leads have become less important to your company over the last six months? Survey N = 3,339
  19. 19. Inbound Marketing Channels Continue to Be the Most Important Sources of Lead Generation Source: HubSpot Q: Which sources of leads have become more important to your company over the last six months? Survey N = 3,339
  20. 20. Nearly 60% of Marketers Have Already Adopted Inbound Strategies Q: Does your company do inbound marketing? Survey N = 3,339 Source: HubSpot
  21. 21. Majority of CEOs Report Inbound Marketing Adoption *Q: Does your company do inbound marketing? Source: HubSpot *Graph only shows responses from executives. Survey N = 195
  22. 22. Nearly 50% of CEOs Report Complete Inbound Integration *Graph only shows responses from executives. Survey N = 195 Source: HubSpot
  23. 23. Inbound Marketing Budgets Are on the Rise Q: Specific to inbound marketing, how does your company’s 2013 budget compare to your 2012 budget? Survey N = 3,339 Source: HubSpot
  24. 24. Annual Inbound Marketing Budget Growth Remains Strong Source: HubSpot Q: Specific to inbound marketing, how does last year’s budget compare to this year’s budget? Survey N = 3,339
  25. 25. CEOs Investing More in Inbound *Graph only shows responses from executives. Survey N = 195 Source: HubSpot
  26. 26. Marketers Allocate 1/3 of Overall Lead Generation Budget to Inbound Tactics Source: HubSpot Q: What percentage of your company’s annual lead generation budget will be spent on the following? Survey N = 3,339
  27. 27. Inbound Marketing Touches Nearly Every Major Industry Start at the top, then move clockwise around the circle Survey N = 3,339 Source: HubSpot
  28. 28. TOP OF THE FUNNEL In this section, you’ll find stats, charts, and graphs that pertain to … •Blogging •Social Media •SEO
  29. 29. 62% of Marketers Have a Blog Source: HubSpot Q: Does your company publish a blog? Survey N = 3,339
  30. 30. Companies That Blog Generate 126% More Leads Than Those That Don’t Survey N = 2,300 Source: HubSpot
  31. 31. The average company that blogs generates 55% more website visitors Source: HubSpot
  32. 32. The average company that blogs generates 97% more inbound links Source: HubSpot
  33. 33. The average company that blogs generates 434% more indexed pages Source: HubSpot
  34. 34. Blogging Regularly Linked to Higher ROI Survey N = 3,339 Source: HubSpot
  35. 35. Blogging Improves ROI. 80% of marketers with a company blog could prove inbound ROI in 2013. Source: HubSpot
  36. 36. 43% of Marketers Generate Customers From Their Blog Survey N = 3,339 Source: HubSpot
  37. 37. 57% of Marketers Who Blog Monthly Acquire Customers From Their Blog Survey N = 3,339 Source: HubSpot
  38. 38. 82% of Marketers Who Blog Daily Acquire Customers From Their Blog Survey N = 3,339 Source: HubSpot
  39. 39. Blogging = Business. 61% of U.S. consumers have made a purchase based on a blog post. Source: Ignite Spot
  40. 40. Marketers Continue to Dedicate More Budget to Blogging & Social Media Source: HubSpot Q: What percentage of your company’s annual lead generation budget will be spent on the following? Survey N = 3,339 Note: Graph excludes “email” and “don’t know/not applicable” responses.
  41. 41. 82% of Consumers Enjoy Reading Relevant Content from Brands Source: Content Marketing Association
  42. 42. 81% of Consumers Trust Information and Advice From Blogs Source: BlogHer
  43. 43. 70% of Consumers Prefer Getting to Know a Company Via Articles (Not Ads) Source: Content Plus
  44. 44. Social Media & Blogging Cost Marketers Time, Not Money Survey N = 3,339 Source: HubSpot
  45. 45. 16% of Marketers Allocate a Full-time Employee to Social Media Survey N = 3,339 Source: HubSpot
  46. 46. 84% of B2B Marketers Use Social Media in Some Form Source: Aberdeen Group
  47. 47. More Than Half of Marketers Dedicate 6+ Hours to Social Media Each Week Source: Social Media Examiner
  48. 48. Social media produces the marketing leads of tradeshows, telemarketing, direct mail, or PPC. Source: HubSpot 2X
  49. 49. Social media lead conversion rates are than average conversion rates. Source: HubSpot 13% higher
  50. 50. Facebook Is the Top Social Channel for Generating Leads Survey N = 3,339 Source: HubSpot
  51. 51. 52% of All Marketers Found a Customer via Facebook in 2013 Source: HubSpot
  52. 52. 43% of All Marketers Found a Customer via LinkedIn in 2013 Source: HubSpot
  53. 53. 36% of All Marketers Found a Customer via Twitter in 2013 Source: HubSpot
  54. 54. 46% of online consumers count on social media when making a purchase decision. Source: Nielsen
  55. 55. 89% of online consumers use search engines when making a purchase decision. Source: Fleishman-Hillard
  56. 56. SEO, Social Media Play Key Roles in Customer Acquisition Survey N = 3,339 Source: HubSpot
  57. 57. 95% of Marketers Say That SEO Is an Important Source of Inbound Leads Source: Forrester Research
  58. 58. SEO Produces Solid Annual Lead Conversions Q: Please estimate your company’s cost per lead for each of the channels listed vs. your overall average cost per lead. Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot
  59. 59. SEO Is the Best Inbound Strategy in Terms of Sales Conversion vs. Effort Q: How does your company dedicate its full-time marketers to the following channels (as a percent of total time) / What is the average percentage of leads your company converts to sales? Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot
  60. 60. 54% of U.S. adults are more likely to discover websites via organic search results vs. paid results. Source: Forrester Research
  61. 61. 53% of organic search clicks go to the #1 (top-ranked) search result. Source: Search Engine Watch
  62. 62. SEO Leads Have a 14.6% Close Rate Outbound Leads (e.g. Direct Mail, Print Ads): 1.7% Source: Search Engine Journal
  63. 63. MIDDLE OF THE FUNNEL In this section, you’ll find stats, charts, and graphs that pertain to … •Landing Pages •Calls-to-Action •A/B Testing
  64. 64. 67% of Medium-Size Companies Implement Unique Landing Pages Source: MarketingSherpa
  65. 65. 48% of Marketers Build a New Landing Page for Each Marketing Campaign Source: MarketingSherpa
  66. 66. Companies With 30+ Landing Pages Generate 7 Times More Leads Than Those With 1 to 5 Landing Pages Source: HubSpot
  67. 67. Companies With 40+ Landing Pages Generate 12 Times More Leads Than Those With 1 to 5 Landing Pages Source: HubSpot
  68. 68. 52% of Companies That Use Landing Pages Test Them to Find Ways to Improve Conversions Source: MarketingSherpa
  69. 69. Only 22% of Businesses Are Happy With Their Conversion Rates Source: Econsultancy
  70. 70. Adding videos to your landing pages can increase conversions by up to 86%. Source: Eyeview
  71. 71. Testing different versions of landing pages against each other can result in conversion rate increases of up to 264% Source: ion interactive
  72. 72. 70% of Small Businesses Aren’t Using Calls-to-Actions on Their Home Pages Source: Online Marketing Coach
  73. 73. 72% of Small Businesses Don’t Use Calls-to-Actions on Their Interior Pages Source: Online Marketing Coach
  74. 74. More than 90% of visitors who read your site’s headline also read your CTA copy. Source: Unbounce
  75. 75. Targeted CTAs Convert 42% More Visitors Than Untargeted CTAs Learn More About HubSpot’s Smart CTAs RRigighht tc cliclickk > > H Hyyppeerlrinlinkk > > O Oppeenn H Hyyppeerlrinlinkk HubSpot study of 93,000 CTAs over 12-month period Source: HubSpot
  76. 76. Gmail Once A/B Tested 50 Shades of Blue in Order to Find the Highest-Converting Color for a CTA Source: Quick Sprout
  77. 77. Marketers That Conduct A/B Tests Are 80% More Likely to Show Inbound ROI Source: HubSpot Q: What kind of testing does your company use to support your marketing efforts / did your company prove inbound ROI? Survey N = 3,339
  78. 78. 1 in 8 A/B Tests Drive Significant Change Source: Conversion XL
  79. 79. BOTTOM OF THE FUNNEL In this section, you’ll find stats, charts, and graphs that pertain to … •Email •Lead Nurturing •Marketing Automation
  80. 80. 66% of Consumers Have Made an Online Purchase as a Result of a Marketing Email Source: Direct Marketing Association
  81. 81. 68% of Marketers Believe E-newsletters Are the Best Email Messages for Helping to Achieve Their Business Goals Source: Direct Marketing Association
  82. 82. 76% of Marketers Say They Use Email More Today Than They Did 3 Years Ago Source: Direct Marketing Association
  83. 83. The Top 2 Reasons People Unsubscribe From Business Emails: Frequency & Relevancy Source: Chadwick Martin Bailey
  84. 84. Emails that are personalized using a lead’s information … get 14% higher click-through rates and 10% more conversions. Source: Aberdeen Group
  85. 85. Lead Nurturing Emails Have Higher Click-Through-Rates Than General Emails Source: HubSpot
  86. 86. Only 25% of Leads Are Sales-Ready The Other 75% Need to Be Nurtured Source: Gleanster Research
  87. 87. 79% of Leads Never Convert into Sales Lack of Lead Nurturing Contributes to This Problem Source: MarketingSherpa
  88. 88. Executives Say Lead Scoring Is Critical to Driving Bottom Line Results *Graph only shows responses from executives. Survey N = 195 Source: HubSpot
  89. 89. Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. Source: Forrester Research
  90. 90. Nurtured leads make 47% larger purchases than non-nurtured leads. Source: The Annuitas Group
  91. 91. How Frequently B2B Companies Send Lead Nurturing Messages Source: MarketingSherpa
  92. 92. Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. Source: Gartner Research
  93. 93. The adoption of marketing automation technology is expected to increase by 50% by 2015. Source: Sirius Decisions
  94. 94. Only 33% of Companies Who Use Both CRM and Marketing Automation Say the 2 Integrate Well. Source: The Experts Bench
  95. 95. 64% of CMOs Have Either an Informal or No Process for Managing Marketing Automation Source: The Annuitas Group
  96. 96. Businesses that use marketing automation experience a 451% increase in qualified leads. Source: The Annuitas Group
  97. 97. Businesses that use marketing automation see a 10% or greater increase in revenue in 6-9 months. Source: Gartner Research
  98. 98. HubSpot was ranked the marketing automation software vendor in a Venture Beat survey. Source: VentureBeat #1 See Venture Beat’ s Marketing Automation Survey Right click > Hyperlink Right click > Hyperlink >> O Oppeenn H Hyyppeerlrinlinkk
  99. 99. Average Ratings by Vendor for Website Content Optimization & Web Content Targeting Source: VentureBeat
  100. 100. See Why 10,000+ Customers Love HubSpot Get the Full ROI Report: HubSpot.com/ROI Get the Full ROI Report: HubSpot.com/ROI

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