This document discusses how inbound marketing fuels e-commerce growth. It provides data on how e-commerce companies obtain visitors and customers, with direct and organic sources making up 40% combined. The document contrasts outbound interruptive advertising with inbound strategies like search optimization, blogging and content creation that are buyer-centric. It presents data showing larger e-commerce businesses lag in adopting inbound marketing. The key aspects of inbound for e-commerce are to educate and dominate in the early stages, nurture customers through relevant content once they start engaging, and focus on closing sales.

1. From Megaphone to Magnet
How Inbound Marketing Fuels E Commerce Growth.
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2. @stevenloepfe
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3. Disclaimer
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4. E Commerce
Marketing Challenges
To Prove ROI
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5. @storylead
ROI = top marketing challenge for Ecommerce
companies
#hubresearch

6. Recurring Revenue!
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7. @storylead
Ecommerce - calculation of customer LTV by
company size
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8. Sources
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9. @storylead
Average sources of visits for Ecommerce companies
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10. @storylead
Proportion of total visits generated by each traffic
source by industry
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11. @storylead
Proportion of visits by industry - detailed
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12. @storylead
Sources of visits for Ecommerce companies
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13. @storylead
Sources of customers for Ecommerce companies
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14. Direct + Organic = 40 %
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15. Focus on What?
The Customer, Dude!
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16. @storylead
Ecommerce company focus and priorities
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17. @storylead
Ecommerce - smaller companies tend to be more
customer focused
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18. Customer’s Journey
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19. OUTBOUND
Interruptive Advertising
Cold Calling
Cold Emails (SPAM)
Interruption
Marketer/Seller Centric
INBOUND
Search Optimisation
Blogging
Content / Guides
Attraction
Buyer - Centric
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20. #GrowWithHub
Spot
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21. Blog
Social
Media SEO
Optimized
Email
Landing
Pages
Calls to
Action
Sales
Alerts
Closed
Loop
ToFu
MoFu
BoFu
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22. Blog
Social
Media SEO
Optimized
Email
Landing
Pages
Calls to
Action
Sales
Alerts
Closed
Loop
ToFu
MoFu
BoFu
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23. Inbound What!?
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24. @storylead
Ecommerce firms' adoption of inbound marketing
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25. Inbound = B2B
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26. @storylead
B2B Ecommerce marketers lead inbound marketing
adoption
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27. @storylead
Large Ecommerce companies lag in inbound
marketing adoption
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28. @storylead
Larger revenue Ecommerce businesses lag in
inbound adoption
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29. Inbound Fits All Sizes.
Fact #1
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30. #GrowWithHub
Spot
ToFu
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31. Educate and Help
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32. @storylead
Ecommerce - use of coupons and educational
content by org size
#hubresearch

33. @storylead
Ecommerce companies who see ROI from inbound
use more educational content
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34. Omnipresence > Blog
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35. @storylead
B2C vs B2B Ecommerce blogging adoption
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36. @storylead
Ecommerce - SEO and blogging relationship
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37. @storylead
Blogging adoption by Ecommerce marketers
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38. @storylead
Ecommerce - Blogging and inbound ROI
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39. @storylead
Blogging frequency for Ecommerce firms
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40. @storylead
Ecommerce blogging adoption based on company
priorities
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41. Blogging is Like Jogging
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42. @storylead

43. ToFu: Educate & Dominate
Fact #2
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44. #GrowWithHub
Spot
MoFu Nurturing
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45. The Value of Nurturing
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46. @storylead
Ecommerce cart abandonment rate
#hubresearch

47. @storylead
Ecommerce - how long it takes a cart abandoner to
re-visit
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48. @storylead
When Ecommerce marketers send nurture emails
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49. @storylead
Ecommerce remarketing channels
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50. @storylead
Ecommerce cart nurturing channels
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51. @storylead
Abandoned cart recovery rates for Ecommerce
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52. @storylead
Ecommerce customers who receive nurturing emails
spend more when they return
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53. MoFu: Just Do Content!
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54. @storylead
Ecommerce - email rated highly
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55. @storylead
Ecommerce adoption and distribution of pre-
transaction conversions
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56. @storylead
Preferred form of educational content for
Ecommerce
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57. @storylead
Customer focused Ecommerce companies use more
educational content
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58. @storylead
Personalization in Ecommerce marketing
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59. MoFu: Be Relevant.
Fact #3
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60. WHY
Inbound = Growth
Inbound’s for Everyone
HOW
Educate
Dominate
Be Relevant
Close
WHO?
„Hungry Inbound E Commerce Ninjas“
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61. @storylead
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62. THANK YOU.
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63. @storylead
Source Data & Stats:
research.hubspot.com
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64. Backup
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65. @storylead
Ecommerce cart nurturing rate

66. @storylead
How Ecommerce orgs approach customer
segmentation

67. @storylead
Levers Ecommerce marketers use for cart nurturing

68. @storylead
Ecommerce - customer segmentation and LTV
calculation

69. @storylead
Ecommerce - importance of customer happiness by
company focus

70. @storylead
Ecommerce cart nurturing rate

71. @storylead
How Ecommerce orgs approach customer
segmentation

72. @storylead
Ecommerce orgs who get customers from SEO
highly rate personalized websites

73. @storylead
ROI of cart nurturing by company focus

74. @storylead
Levers Ecommerce marketers use for cart nurturing