inbound marketing benchmarks & stats b2b

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7,000+ Businesses from MARKETING BENCHMARKS

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Kengetallen en benchmarks, op basis van input van meer dan 7.000 (MKB) bedrijven. Inbound marketing en sales zijn effectief, maar hoef effectief precies? En wat zijn ervaringscijfers als het gaat om bijvoorbeeld bloggen, sociale media en online lead generatie in B2B? Doe jullie voordeel met deze ervaringscijfers vanuit diverse branches.

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Page 1: Inbound Marketing benchmarks & stats B2B

7,000+ Businesses

from

MARKETING BENCHMARKS

Page 2: Inbound Marketing benchmarks & stats B2B

If I increase my blogging frequency from once a month to twice a week, what impact will I see?

Good inbound marketing & sales takes work, but how

much more work will it

take to make the difference for us as

small or medium sized business?

Page 3: Inbound Marketing benchmarks & stats B2B

This report will dive into how you can increase both traffic and leads by improving a variety of different marketing assets---think web pages, blogging, landing pages, Twitter & more. Note: report based on information from North America, Europe incl Netherlands.

Page 4: Inbound Marketing benchmarks & stats B2B

By dissecting each benchmark by target market (B2B vs. B2C) and company size, you’ll walk away with an idea of what it

takes to get the results you seek.

Page 5: Inbound Marketing benchmarks & stats B2B

ABOUT THIS STUDY This study is based on real results from HubSpot’s 7,000+ customers. In order to get you comparable data to support your marketing investment decisions, we analyzed the relationships between key inbound marketing activities and the volume of traffic and leads that correlate with those activities. We specifically looked at website pages, landing pages , blogging, Twitter reach, and Facebook reach.

Page 6: Inbound Marketing benchmarks & stats B2B

ABOUT THE DATA The graphs in this presentation provide index numbers for either traffic and lead volume. We used index numbers to standardize results across the 7,000 businesses and make them more comparable for you. (If you’re curious, the index numbers are based on a base level of 100 times the ratio to the base value.) Finally, the underlying growth was calculated using median values of HubSpot’s customer base.

Page 7: Inbound Marketing benchmarks & stats B2B

How will increasing the amount of content

impact my incoming traffic?

CONTENT IMPACT

Page 8: Inbound Marketing benchmarks & stats B2B

-

500

1.000

1.500

2.000

2.500

TRAFFIC INDEX

WEBSITE PAGES

IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC

Page 9: Inbound Marketing benchmarks & stats B2B

0

500

1000

1500

2000

2500

3000

3500

4000

TRAFFIC INDEX

WEBSITE PAGES

B2B

B2C

IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES

Page 10: Inbound Marketing benchmarks & stats B2B

-

200

400

600

800

1.000

1.200

1.400

1.600

LEADS

INDEX

WEBSITE PAGES

1 to 10 employees

11 to 50 employees

51 or more employees

IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC BY COMPANY SIZE

Page 11: Inbound Marketing benchmarks & stats B2B

COMPANIES WITH 51 TO 100 PAGES

GENERATE

COMPANIES WITH OVER 50 EMPLOYEES AND 1,000+ WEB PAGES SEE

WITH 1 TO 50 PAGES.

MORE TRAFFIC THAN COMPANIES

9.5X MORE TRAFFIC THAN COMPANIES WITH UNDER 51 PAGES.

48%

Page 12: Inbound Marketing benchmarks & stats B2B

How will increasing the amount of content

impact my lead generation?

CONTENT IMPACT

Page 13: Inbound Marketing benchmarks & stats B2B

-

200

400

600

800

1.000

1.200

1.400

1.600

NEW

LEADS

INDEX

WEBSITE PAGES

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS

Page 14: Inbound Marketing benchmarks & stats B2B

0

200

400

600

800

1000

1200

1400

1600

NEW

LEADS

INDEX

WEBSITE PAGES

B2B

B2C

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS FOR B2B & B2C COMPANIES

Page 15: Inbound Marketing benchmarks & stats B2B

0

200

400

600

800

1000

1200

LEADS

INDEX

WEBSITE PAGES

1 to 10 employees

11 to 50 employees

51 or more employees

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS BY COMPANY SIZE

Page 16: Inbound Marketing benchmarks & stats B2B

BOTH B2B & B2C COMPANIES WITH 101 TO 200 PAGES GENERATE

2.5x MORE LEADS THAN THOSE WITH 50 OR FEWER PAGES.

Page 17: Inbound Marketing benchmarks & stats B2B

How many more landing pages do I need

to increase my leads?

LANDING PAGE

IMPACT

Page 18: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

NEW LEADS INDEX

LANDING PAGES

IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION

Page 19: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

NEW LEADS INDEX

LANDING PAGES

B2B

B2C

IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION FOR B2B & B2C COMPANIES

Page 20: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

LEADS

INDEX

LANDING PAGES

1 to 10 employees

11 to 50 employees

51 or more employees

IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION BY COMPANY SIZE

Page 21: Inbound Marketing benchmarks & stats B2B

MOST COMPANIES DO NOT SEE AN INCREASE IN LEADS WHEN

INCREASING THEIR TOTAL NUMBER OF LANDING PAGES FROM 1-5 TO 6-10.

FROM INCREASING LANDING PAGES

FROM 10 TO 15.

55% INCREASE IN LEADS

COMPANIES SEE A

Page 22: Inbound Marketing benchmarks & stats B2B

How much more do I need to blog per month

to increase my website traffic?

BLOGGING

IMPACT

Page 23: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

TRAFFIC INDEX

MONTHLY BLOG POSTS

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC

Page 24: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

700

800

TRAFFIC INDEX

MONTHLY BLOG POSTS

B2B

B2C

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES

Page 25: Inbound Marketing benchmarks & stats B2B

-

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.000

TRAFFIC

INDEX

TOTAL BLOG POSTS

1 to 10

11 to 50

51 or more

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE

Page 26: Inbound Marketing benchmarks & stats B2B

COMPANIES THAT BLOG 15 OR MORE TIMES PER MONTH GET

5x MORE TRAFFIC THAN COMPANIES THAT DON’T BLOG.

SMALL BUSINESSES (1 TO 10 EMPLOYEES)

TEND TO SEE THE BIGGEST GAINS IN TRAFFIC WHEN THEY POST

MORE ARTICLES.

Page 27: Inbound Marketing benchmarks & stats B2B

How much more do I need to blog per month

to increase my leads?

BLOGGING

IMPACT

Page 28: Inbound Marketing benchmarks & stats B2B

0

200

400

600

800

1000

1200

NEW LEADS INDEX

MONTHLY BLOG POSTS

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS

Page 29: Inbound Marketing benchmarks & stats B2B

0

200

400

600

800

1000

1200

1400

1600

1800

NEW LEADS INDEX

MONTHLY BLOG POSTS

B2B

B2C

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES

Page 30: Inbound Marketing benchmarks & stats B2B

-

20

40

60

80

100

120

140

160

NEW LEADS INDEX

TOTAL BLOG POSTS

1 to 10

11 to 50

51 or more

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE

Page 31: Inbound Marketing benchmarks & stats B2B

COMPANIES THAT

INCREASE BLOGGING FROM 3-5X/MONTH to 6-8X/MONTH

ALMOST DOUBLE THEIR LEADS.

B2B COMPANIES THAT BLOG ONLY 1-2X/MONTH GENERATE

70% MORE LEADS

THAN THOSE WHO DON’T BLOG.

Page 32: Inbound Marketing benchmarks & stats B2B

How many more total blog posts do I need

to impact my traffic?

BLOGGING

IMPACT

Page 33: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

700

TRAFFIC INDEX

TOTAL BLOG POSTS

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC

Page 34: Inbound Marketing benchmarks & stats B2B

0

200

400

600

800

1000

1200

TRAFFIC INDEX

TOTAL BLOG POSTS

B2B

B2C

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES

Page 35: Inbound Marketing benchmarks & stats B2B

-

100

200

300

400

500

600

700

800

900

TRAFFIC INDEX

TOTAL BLOG POSTS

1 to 10 employees

11 to 50 employees

51 or more employees

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC BY COMPANY SIZE

Page 36: Inbound Marketing benchmarks & stats B2B

AN AVERAGE COMPANY WILL SEE A

45%

GROWTH IN TRAFFIC WHEN INCREASING TOTAL BLOG ARTICLES FROM 11-20 TO 21-50 ARTICLES.

B2C COMPANIES SEE A

59% INCREASE IN TRAFFIC

AFTER GROWING TOTAL BLOG ARTICLES

FROM 100 TO 200 TOTAL.

Page 37: Inbound Marketing benchmarks & stats B2B

How many more total blog posts do I need

to impact my leads?

BLOGGING

IMPACT

Page 38: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

NEW LEADS INDEX

TOTAL BLOG POSTS

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS

Page 39: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

700

NEW LEADS INDEX

TOTAL BLOG POSTS

B2B

B2C

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS FOR B2B & B2C COMPANIES

Page 40: Inbound Marketing benchmarks & stats B2B

0

100

200

300

400

500

600

700

NEW LEADS INDEX

TOTAL BLOG POSTS

1 to 10 employees

11 to 50 employees

51 or more employees

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS BY COMPANY SIZE

Page 41: Inbound Marketing benchmarks & stats B2B

THE AVERAGE COMPANY WITH

100 OR MORE TOTAL BLOG ARTICLES IS MORE LIKELY TO EXPERIENCE

CONTINUED LEAD GROWTH.

COMPANIES WITH OVER 200 BLOG ARTICLES HAVE

>5X THE LEADS THAN THOSE

WITH 10 OR FEWER.

Page 42: Inbound Marketing benchmarks & stats B2B

How much will growing my Twitter following

improve my website traffic?

TWITTER

IMPACT

Page 43: Inbound Marketing benchmarks & stats B2B

-

100

200

300

400

500

600

700

800

TRAFFIC INDEX

TWITTER FOLLOWERS

IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC

Page 44: Inbound Marketing benchmarks & stats B2B

0

200

400

600

800

1000

1200

1400

1600

1800

2000

TRAFFIC INDEX

TWITTER FOLLOWERS

B2B

B2C

IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES

Page 45: Inbound Marketing benchmarks & stats B2B

-

100

200

300

400

500

600

700

800

900

TRAFFIC INDEX

TWITTER FOLLOWERS

1 to 10 employees

11 to 50 employees

51 or more employees

IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC BY COMPANY SIZE

Page 46: Inbound Marketing benchmarks & stats B2B

B2C COMPANIES EXPERIENCE A LARGER INCREASE IN TRAFFIC THAN

B2B COMPANIES AFTER CROSSING 1,000 TWITTER FOLLOWERS.

COMPANIES WITH 51 TO 100 FOLLOWERS GENERATE

106% MORE TRAFFIC THAN THOSE WITH 25 OR FEWER.

Page 47: Inbound Marketing benchmarks & stats B2B

How much will growing my Facebook reach

improve my website traffic?

FACEBOOK

IMPACT

Page 48: Inbound Marketing benchmarks & stats B2B

-

200

400

600

800

1.000

1.200

1.400

TRAFFIC INDEX

FACEBOOK LIKES

IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC

Page 49: Inbound Marketing benchmarks & stats B2B

-

500

1.000

1.500

2.000

2.500

TRAFFIC INDEX

FACEBOOK LIKES

B2B

B2C

IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES

Page 50: Inbound Marketing benchmarks & stats B2B

-

200

400

600

800

1.000

1.200

1.400

1.600

1.800

2.000

TRAFFIC INDEX

FACEBOOK LIKES

1 to 10 employees

11 to 50 employees

51 or more employees

IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC BY COMPANY SIZE

Page 51: Inbound Marketing benchmarks & stats B2B

THE AVERAGE COMPANY SAW A

185% INCREASE IN TRAFFIC AFTER CROSSING 1,000 FACEBOOK LIKES.

COMPANIES WITH

>50 EMPLOYEES SAW THE BIGGEST TRAFFIC GAINS

FROM GROWING

THEIR FACEBOOK REACH.

Page 52: Inbound Marketing benchmarks & stats B2B

Ready to smarten up your marketing & sales in B2B?

Learn how marketing automation solutions including HubSpot can help you attract more relevant traffic, better leads and enthusiastic customers.

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