hubspot inbound marketing

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  1. 1. 2011 Report:State of InboundMarketing Kirsten Knipp Melissa Miller March 8, 2011 Director of Product Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @kirstenpetraTwitter: @mcdmiller
  2. 2. 86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  3. 3. 44% of Direct Mail is Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail
  4. 4. Renting / Outbound Building / Inbound Advertising BloggingConferences / Events SEO Paid Search / PPCFree ToolsEmail List Rentals Social MediaCold Calling Opt-In Email Lists
  5. 5. Bring All the Pieces Together Social Media Search EngineMarketing Marketing ContentMarketing Conversion Marketing Lead NurturingSales Support
  6. 6. Report Methodology 644 Survey respondents Wide range of industries and company sizes Compared 2011 responses to 2009 and 2010 surveys Survey topics:1. Marketing costs and budgets2. How inbound performed for getting real customers3. What is important to marketers? Full Report: www.hubspot.com/state-of-inbound-marketing/
  7. 7. Inbound Businesses Experience 62% Lower Cost Per Lead
  8. 8. Leads Generated from Blogging are Cheaper
  9. 9. Outbound Channels are More Expensive
  10. 10. Businesses Are Increasing Budget for Inbound
  11. 11. Increased Spending Due to Past Success with Inbound
  12. 12. Decreased Spending Due to Economy
  13. 13. Businesses are Spending More on Inbound
  14. 14. Spend on Blogs and Social Media is Increasing
  15. 15. Spend on Direct Mail & Telemarketing is Decreasing
  16. 16. Small Businesses Level the Playing Field
  17. 17. Blogs and Social Media Generate Real Customers
  18. 18. Frequent Blog Posts Yield Customers
  19. 19. Customer Acquisition by Industry Customer Acquisition by Channel by Industry 60%Manufacturing59%58%Professional Services/Consulting LinkedIn50%Blog Technology (Hardware) Facebook Twitter58%Technology (Software/Biotech) 0% 10% 20%30%40%50% 60% 70%% of Channel Users who Acquired a CustomerThrough that Channel
  20. 20. Customer Acquisition by Industry Contd Customer Acquisition by Channel by Industry 61%Banking/Insurance/Financial Services66% Communications/Media LinkedIn Blog67% Higher EducationFacebook72% Twitter Retail/Wholesale80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%% of Channel Users who Acquired a CustomerThrough that Channel
  21. 21. Customers Acquisition by B2B v. B2C
  22. 22. Inbound Lead Sources Gaining Importance
  23. 23. Outbound Lead Sources Losing Importance
  24. 24. Businesses are in the minority if they do not blog
  25. 25. Company blogs rated critical to business
  26. 26. Channels Gaining Importance: 2009 v. 2011
  27. 27. How to Put All the Pieces Together?d.j.k. on flickr
  28. 28. Complicated & Easy &Confusing Integrated
  29. 29. Growth4,000+CustomersQ1 2007 Q1 2011
  30. 30. Proven ROI by 4,000+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
  31. 31. www.HubSpot.com/free-trial Kirsten Knipp Melissa Miller March 8, 2011 Director of Product Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @kirstenpetraTwitter: @mcdmiller