Your leads have likely become immune to marketing messaging. They’re doing their own research and educating themselves on every version of your solution in the marketplace, which is why it’s so important to put your resources out there and enable prospects to come to you. That is what inbound marketing is all about—bringing leads in to read your content rather than shoving your messaging out. These inbound marketing stats are intended to provide a framework to get you thinking about how to enhance your inbound marketing efforts. As always, you’ll want to measure your own content engagement and see what works for you.

SourcesContent Marketing Institute 2014 B2B Benchmarks, Budgets, and Trends North America http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdfDigital Doughnut Global Inbound Marketing Report 2013 http://reports.digitaldoughnut.com/Global-Inbound-Marketing-Report-2013/1156/161/other/0/false#.U4T6WPldWQN2013 TechValidate Survey of 236 B2B Marketing Professionalshttp://www.techvalidate.com/blog/2013-content-marketing-research-top-content-creation-challenges-2861Content Marketing Institute 2014 B2B Benchmarks, Budgets, and Trends North America http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdfhttp://www.techvalidate.com/resources/content-marketing-trends-analysis-ebook.pdf

Inbound Marketing: How Today's Marketer Can be Successful

Skillfully executed inbound marketing has shown 10x more conversion rates than traditional outbound initiatives (Adam Sarner, Gartner, Inc. 2012)

Leads attracted through inbound marketing initiatives cost 61% less and are on average 6x more likely to become customers. (Weidert Group)

Why inbound marketing?

That’s the thing about inbound marketing—it doesn’t just happen on its own. The marketers who do it best have a plan in place and a leader to delegate and guide creation efforts.

86%Someone oversees content marketing strategy

78%Create more content than they did one year ago

66%Have a documented content strategy

Top characteristics of the most effective B2B marketers

1 2 3

Marketers’ major gripe with content creation is the demand it places on resources. This is where content repurposing becomes an important strategy for building an asset library. Customer input becomes an issue for developing bottom-of-funnel assets like case studies and testimonials, where coordinating with the customer’s most familiar contact and getting past legalities can be challenging.

Biggest content marketing challenges

Too time consuming

1 Too labor intensive

2 Too difficult to get customer input

3

We know inbound marketing is hard on resources, so it’s important to know where to focus. More marketers are focusing on social media, SEO, email, and blogging than any other inbound channel.

Most popular inbound channels

Social 87%

SEO 86%

Email 83%

Blog 62%

LinkedIn is working for B2B marketers—no surprise here, right? Go where your buyers are!

Most effective social media platforms for B2B

LinkedIn 68%

Twitter 50%

YouTube 48%

SlideShare 45%

Content With the best ROI

TestimonialsCase StudiesWhite PapersBlog PostsVideosMicrosites

Content Marketing Effort / Effectiveness Ratio

1.95 1.47.90.89.89.78

Marketers think testimonials and case studies provide the greatest effectiveness relative to time and effort, but it’s important to remember that each type of content works best at a certain spot in the sales funnel. These two content types are most likely to be effective immediately prior to a purchase decision.

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2

3

4

5

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Identify qualified leads consuming your content by scoring them based on your ideal buyer characteristics and engagement.

Capture and store lead data by easily creating landing pages and forms to block your inbound content.

Keep up with inbound leads through targeted nurturing.

3 ways marketing automation helps inbound marketing

Salesfusion’s mission is to help marketers attract new opportunities, convert them into customers and nurture them into lifetime relationships. With Salesfusion, some of the best marketers today are not only driving quality leads into the sales funnel, they are automating the lead to revenue process. Salesfusion is more than marketing automation, it is the only lead to revenue platform you will ever need.

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