The State of Inbound Lead Generation

Rick Burnes (rickburnes) amp Sophie Schmitt (sophielouvel)

April 7 2010

Analysis of lead generation best practices used by over 1400 small- and

medium sized businesses

Agenda

I About HubSpot amp Inbound Marketing

II Deep Dive on Four Significant Correlations with Leads

1 Research ObjectiveMethodology

2 Google Indexed Pages

3 Keywords Ranking in Top 100 Google Results

4 Blog Usage and Size

5 Twitter Usage and Followers

Whatrsquos HubSpot

bull Founded in July 2006 grew out of research at MIT

bull Sells inbound marketing software

bull 2500+ customers 130+ employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

Agenda

I About HubSpot amp Inbound Marketing

II Deep Dive on Four Significant Correlations with Leads

1 Research ObjectiveMethodology

2 Google Indexed Pages

3 Keywords Ranking in Top 100 Google Results

4 Blog Usage and Size

5 Twitter Usage and Followers

Whatrsquos HubSpot

bull Founded in July 2006 grew out of research at MIT

bull Sells inbound marketing software

bull 2500+ customers 130+ employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

Whatrsquos HubSpot

bull Founded in July 2006 grew out of research at MIT

bull Sells inbound marketing software

bull 2500+ customers 130+ employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

Marketing Today (Inbound)

5

Budget vs Brains

Flickr Refracted Moments Flickr Gaetoan Lee

7

What Is Inbound Marketing

Leads

Get Found

bull Publish

bull Promote

bull Optimize

Process Tools

Get Found

bull Content Mgmt

bull Blogging

bull Social Media

bull SEO

bull Analytics

Convert

bull Test

bull Target

bull Nurture

Website Visitors

Customers

Convert

bull Offers CTAs

bull Landing Pages

bull Email

bull Lead Intelligence

bull Lead Mgmt

bull Analytics

8

New Research Focuses on Top of the Funnel

Leads

Content SEO Blogging Twitter

Customers

Agenda

I About HubSpot amp Inbound Marketing

II Deep Dive on Four Significant Correlations with Leads

1 Research ObjectiveMethodology

2 Google Indexed Pages

3 Keywords Ranking in Top 100 Google Results

4 Blog Usage and Size

5 Twitter Usage and Followers

Research Objective amp Methodology

bull Key question What are the most effective inbound

marketing techniques for growing leads

bull Methodology

10

Sample of

1400 HubSpot

Customers

10+ inbound

marketing

metrics 3 mos

of data

Statistical

analysis

Four most

significant

relationships to

leads

5 712

22

74

0

20

40

60

80

Less than 60 60-120 121-175 176-310 311+

Indexed Pages in Google ndash Ranges

Each range includes an equal number of customers

Includes 3 months of lead data (1109 ndash 110)

Me

dia

n M

on

thly

Le

ad

s

236

1 Grow Google Indexed Pages

11

Growing the number of pages indexed in Googlersquos database on the order of 50-100

pages brings double digit lead growth and triple digit growth post several hundred

pages

Median Monthly Leads by Range of Google Indexed Pages

Any Type of Business Can Grow Indexed Pages

12

Customer size is not a critical factor for growing the number of pages that

make it into Google

Indexed Pages in Google ndash Ranges

53 5445 39

24

15 12 19 2343

0

20

40

60

80

100

Less than 60

60-120 121-175 176-310 311+

Large Customers (51+ employees)

Medium Customers (11 - 50 employees)

Small Customers (1-10 employees)

Customer Size Mix by Range of

Google Indexed Pages

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

7

What Is Inbound Marketing

Leads

Get Found

bull Publish

bull Promote

bull Optimize

Process Tools

Get Found

bull Content Mgmt

bull Blogging

bull Social Media

bull SEO

bull Analytics

Convert

bull Test

bull Target

bull Nurture

Website Visitors

Customers

Convert

bull Offers CTAs

bull Landing Pages

bull Email

bull Lead Intelligence

bull Lead Mgmt

bull Analytics

8

New Research Focuses on Top of the Funnel

Leads

Content SEO Blogging Twitter

Customers

Agenda

I About HubSpot amp Inbound Marketing

II Deep Dive on Four Significant Correlations with Leads

1 Research ObjectiveMethodology

2 Google Indexed Pages

3 Keywords Ranking in Top 100 Google Results

4 Blog Usage and Size

5 Twitter Usage and Followers

Research Objective amp Methodology

bull Key question What are the most effective inbound

marketing techniques for growing leads

bull Methodology

10

Sample of

1400 HubSpot

Customers

10+ inbound

marketing

metrics 3 mos

of data

Statistical

analysis

Four most

significant

relationships to

leads

5 712

22

74

0

20

40

60

80

Less than 60 60-120 121-175 176-310 311+

Indexed Pages in Google ndash Ranges

Each range includes an equal number of customers

Includes 3 months of lead data (1109 ndash 110)

Me

dia

n M

on

thly

Le

ad

s

236

1 Grow Google Indexed Pages

11

Growing the number of pages indexed in Googlersquos database on the order of 50-100

pages brings double digit lead growth and triple digit growth post several hundred

pages

Median Monthly Leads by Range of Google Indexed Pages

Any Type of Business Can Grow Indexed Pages

12

Customer size is not a critical factor for growing the number of pages that

make it into Google

Indexed Pages in Google ndash Ranges

53 5445 39

24

15 12 19 2343

0

20

40

60

80

100

Less than 60

60-120 121-175 176-310 311+

Large Customers (51+ employees)

Medium Customers (11 - 50 employees)

Small Customers (1-10 employees)

Customer Size Mix by Range of

Google Indexed Pages

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

8

New Research Focuses on Top of the Funnel

Leads

Content SEO Blogging Twitter

Customers

Agenda

I About HubSpot amp Inbound Marketing

II Deep Dive on Four Significant Correlations with Leads

1 Research ObjectiveMethodology

2 Google Indexed Pages

3 Keywords Ranking in Top 100 Google Results

4 Blog Usage and Size

5 Twitter Usage and Followers

Research Objective amp Methodology

bull Key question What are the most effective inbound

marketing techniques for growing leads

bull Methodology

10

Sample of

1400 HubSpot

Customers

10+ inbound

marketing

metrics 3 mos

of data

Statistical

analysis

Four most

significant

relationships to

leads

5 712

22

74

0

20

40

60

80

Less than 60 60-120 121-175 176-310 311+

Indexed Pages in Google ndash Ranges

Each range includes an equal number of customers

Includes 3 months of lead data (1109 ndash 110)

Me

dia

n M

on

thly

Le

ad

s

236

1 Grow Google Indexed Pages

11

Growing the number of pages indexed in Googlersquos database on the order of 50-100

pages brings double digit lead growth and triple digit growth post several hundred

pages

Median Monthly Leads by Range of Google Indexed Pages

Any Type of Business Can Grow Indexed Pages

12

Customer size is not a critical factor for growing the number of pages that

make it into Google

Indexed Pages in Google ndash Ranges

53 5445 39

24

15 12 19 2343

0

20

40

60

80

100

Less than 60

60-120 121-175 176-310 311+

Large Customers (51+ employees)

Medium Customers (11 - 50 employees)

Small Customers (1-10 employees)

Customer Size Mix by Range of

Google Indexed Pages

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

Agenda

I About HubSpot amp Inbound Marketing

II Deep Dive on Four Significant Correlations with Leads

1 Research ObjectiveMethodology

2 Google Indexed Pages

3 Keywords Ranking in Top 100 Google Results

4 Blog Usage and Size

5 Twitter Usage and Followers

Research Objective amp Methodology

bull Key question What are the most effective inbound

marketing techniques for growing leads

bull Methodology

10

Sample of

1400 HubSpot

Customers

10+ inbound

marketing

metrics 3 mos

of data

Statistical

analysis

Four most

significant

relationships to

leads

5 712

22

74

0

20

40

60

80

Less than 60 60-120 121-175 176-310 311+

Indexed Pages in Google ndash Ranges

Each range includes an equal number of customers

Includes 3 months of lead data (1109 ndash 110)

Me

dia

n M

on

thly

Le

ad

s

236

1 Grow Google Indexed Pages

11

Growing the number of pages indexed in Googlersquos database on the order of 50-100

pages brings double digit lead growth and triple digit growth post several hundred

pages

Median Monthly Leads by Range of Google Indexed Pages

Any Type of Business Can Grow Indexed Pages

12

Customer size is not a critical factor for growing the number of pages that

make it into Google

Indexed Pages in Google ndash Ranges

53 5445 39

24

15 12 19 2343

0

20

40

60

80

100

Less than 60

60-120 121-175 176-310 311+

Large Customers (51+ employees)

Medium Customers (11 - 50 employees)

Small Customers (1-10 employees)

Customer Size Mix by Range of

Google Indexed Pages

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

Research Objective amp Methodology

bull Key question What are the most effective inbound

marketing techniques for growing leads

bull Methodology

10

Sample of

1400 HubSpot

Customers

10+ inbound

marketing

metrics 3 mos

of data

Statistical

analysis

Four most

significant

relationships to

leads

5 712

22

74

0

20

40

60

80

Less than 60 60-120 121-175 176-310 311+

Indexed Pages in Google ndash Ranges

Each range includes an equal number of customers

Includes 3 months of lead data (1109 ndash 110)

Me

dia

n M

on

thly

Le

ad

s

236

1 Grow Google Indexed Pages

11

Growing the number of pages indexed in Googlersquos database on the order of 50-100

pages brings double digit lead growth and triple digit growth post several hundred

pages

Median Monthly Leads by Range of Google Indexed Pages

Any Type of Business Can Grow Indexed Pages

12

Customer size is not a critical factor for growing the number of pages that

make it into Google

Indexed Pages in Google ndash Ranges

53 5445 39

24

15 12 19 2343

0

20

40

60

80

100

Less than 60

60-120 121-175 176-310 311+

Large Customers (51+ employees)

Medium Customers (11 - 50 employees)

Small Customers (1-10 employees)

Customer Size Mix by Range of

Google Indexed Pages

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

5 712

22

74

0

20

40

60

80

Less than 60 60-120 121-175 176-310 311+

Indexed Pages in Google ndash Ranges

Each range includes an equal number of customers

Includes 3 months of lead data (1109 ndash 110)

Me

dia

n M

on

thly

Le

ad

s

236

1 Grow Google Indexed Pages

11

Growing the number of pages indexed in Googlersquos database on the order of 50-100

pages brings double digit lead growth and triple digit growth post several hundred

pages

Median Monthly Leads by Range of Google Indexed Pages

Any Type of Business Can Grow Indexed Pages

12

Customer size is not a critical factor for growing the number of pages that

make it into Google

Indexed Pages in Google ndash Ranges

53 5445 39

24

15 12 19 2343

0

20

40

60

80

100

Less than 60

60-120 121-175 176-310 311+

Large Customers (51+ employees)

Medium Customers (11 - 50 employees)

Small Customers (1-10 employees)

Customer Size Mix by Range of

Google Indexed Pages

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

Any Type of Business Can Grow Indexed Pages

12

Customer size is not a critical factor for growing the number of pages that

make it into Google

Indexed Pages in Google ndash Ranges

53 5445 39

24

15 12 19 2343

0

20

40

60

80

100

Less than 60

60-120 121-175 176-310 311+

Large Customers (51+ employees)

Medium Customers (11 - 50 employees)

Small Customers (1-10 employees)

Customer Size Mix by Range of

Google Indexed Pages

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

2 Focus on Top 100 Search Rankings

13

Increasing the number of keywords ranking in Googlersquos top 100 results

starts to matter for leads once marketers achieve double digit keywords

Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days

Sample size 1400 customers

bullEach range consists of six equal groups of customers

Includes lead data over a 7 day period for 3 months (1109-110)

Me

dia

n L

ea

ds O

ve

r 7 D

ay P

erio

d

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of

Keywords Ranking in Googlersquos Top 100

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

3a Blog to Generate More Interesting Content

14

Customers who blogged generated 67 more leads over a 3 month period

vs customers who donrsquot blog

Me

dia

n M

on

thly

Le

ad

s

Sample size 1400 customers

Includes 3 months of lead data(1109ndash 110)

9

15

-

4

8

12

16 Companies who dont Blog

Companies who Blog

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

3b Create enough Blog Content

15

Blogs need to reach a critical mass of articles before they start to generate leads

on the order of 20-50

910

13

23

0

10

20

30

0-11 12-23 24-51 52+

of Blog Articles Ranges

Me

dia

n M

on

thly

Le

ad

s

Sample size 762 customers

Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)

Each range includes article data for approximately 25 of customers

Impact of Blog Size on Monthly Leads

This group does no

better than customers

without blogs

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

4a Use Twitter to Promote Content

16

B2C customers who use Twitter generated 2x more leads than B2C customers

who do not use Twitter

Size of Company by of EmployeesSample size 570 B2C firms

Includes 3 months of lead data (1109-110)

Me

dia

n M

on

thly

Le

ad

s 5

15

43

10

31

86

0

20

40

60

80

100

1 to 10 11 to 50 51 or More

Without Twitter

Using Twitter

Impact of Twitter on Monthly Leads- B2C Customers

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

1114

3532

0

10

20

30

40

1-20 21-100 100-500 501+

4b Grow Reach and Leads will Follow up to a Point

17

Once customers gather a hundred or so followers leads start to grow

significantly but this relationship starts to wane as reach exceeds 500

Range of Twitter FollowersIncludes 3 months of lead data (1109-110)

Media

n L

eads (M

onth

)

146

Impact of Twitter Followers on Monthly Leads -B2C Customers

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

18

Final Thoughts hellip

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

Build Leverage

19

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

Too Many Pieces to Put Together

20

djk on flickr

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

HubSpot Puts the Pieces Together

21

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial

Connect with us

LinkedIn wwwlinkedincominrickburnes

Twitter wwwtwittercomrickburnes

LinkedIn wwwlinkedincominsophielouvelschmitt

Twitter wwwtwittercomsophielouvel

Thank You

Sign up for a free trial of HubSpot

wwwhubspotcomfree-trial