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THE

2012
State of
Inbound
Marketing   Blogging
            Social media


#SOIM
MIKE VOLPE                        MELISSA MILLER
HubSpot Chief Marketing Officer   Inbound Marketing Manager
@mvolpe                           @mcdmiller




#SOIM
State of Inbound Study

• Survey conducted in Jan 2012
• 972 marketing professionals
SEO
                          Blogging
                         Social Media




                VS.

                 Email
Telemarketing
  Direct Mail
 Trade shows



                                        4
Agenda


 1   Marketing costs & budgets


 2   Lead quality & sales


 3   What’s important to marketers?
1   Costs &
    2012
    Budgets
How much is your average
COST PER LEAD?
Inbound Consistently Yields Lower Cost
Leads
Blogs cited as least expensive
Trade shows ranked as most expensive
The worst thing we
                    did in marketing
                    last year was
                    attend several
                    trade shows and
                    events with low
                    yield and ROI.

Marketing Professional
Professional Services/Consulting
26 to 50 Employees
Direct mail is
                     very expensive
                     and ineffective
                     for new leads.

Marketing Professional
Hardware Technology
11 to 25 Employees
89% are maintaining or increasing their
inbound budgets
Increases Driven by Past Success;
Decreases Driven by the Economy
Budgets Shift to Inbound
Budget Growth within Inbound
Outbound Budgets Remain Stagnant
SMALL V.
   BIG
BUSINESSE
    S
Small Businesses Level the Playing Field
2   Lead Quality
    & Sales
Inbound converts leads into customers
                                    Data pulled from
                                    analytics tracking
                                     of a sample of
                                       over 1,000
                                        HubSpot
                                      customers.
Social Media & Blogs Generate Real
Customers
The best things we’ve
                         done to drive leads and
                         sales this past year is
                         embrace social
                         media, establish a
                         blog, and convince
                         ownership to accept
                         inbound marketing
                         strategy.


Marketing Professional
Manufacturing Industry
201 to 500 Employees
Blog Frequency and Customer Acquisition
70% of Businesses Blog At Least Weekly
Facebook Is More Effective for B2C; LinkedIn Is for
B2B
LinkedIn is the
                         best social media
                         channel by far for us
                         as we are in B2B…
                         Facebook is not
                         getting much traction.



Marketing Professional
Hardware Technology
11 to 25 Employees
3   What’s
    important to
    marketers?
Which sources of
leads have
become MORE
important to you
over the last six
months?
Social Media & SEO Growing in Importance
Direct Mail Declining in Importance
This past year we
                       spent a few
                       hundred dollars on
                       a door-hanger
                       marketing piece
                       and got no
                       response—at all.

Business Owner
Professional Services/Consulting
1 to 5 Employees
25% indicated their company blog is
CRITICAL
81% rated their blog as USEFUL OR
BETTER
Company Blogs are Increasingly Valued
THANK
MIKE VOLPE
HubSpot Chief Marketing Officer
@mvolpe
                                   YOU.
www.linkedin.com/in/mikevolpe



MELISSA MILLER
Inbound Marketing Manager
@mcdmiller
www.linkedin.com/in/mdibellamiller
3         2000 7                     50+ 6                  15          0
         days     inbound         learning   breakout   inspiring   small       reasons
                  marketing       tracks     sessions   keynotes    group       not to
                  professionals                                     workshops   GO!




                                              REGISTER TODAY!
                                        http://inbound2012.eventbrite.com/
www.InboundConference.com
Q&A
Receive a complimentary marketing
assessment from HubSpot:
                                    WWW.HUBSPOT.COM/IMA
The 2012 State of Inbound Marketing Webinar

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The 2012 State of Inbound Marketing Webinar

Editor's Notes

  1. Consistentfrom year to year.2010 survey and 2011 survey showed 60% and 62% lower cost per lead respectively.
  2. 52% of companies who blog indicated leads from this channel were “Below Average Cost.”
  3. Among the 47% of respondents with increased inbound marketing budgets, the most commonly cited reason was “past success with inbound marketing.” The majority of businesses attributed their decreasing budgets to the “economic conditions” (62%) or “a change in management” (21%).
  4. The average budget spent on company blogs and social media increased from 9% in 2009 to 21% in 2012. Much of this growth can be attributed to Social Media. In 2010, Blogs were 7% and Social Media was 8% of total marketing budgets. In 2012, Blogs are 8% and Social Media is 13% of total marketing budgets.
  5. 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.
  6. 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.”
  7. An impressive 25% of users rated their company blog as “critical” to their business.81% of users rated company blogs as “useful” or better.
  8. 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.