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The State o www.HubSpot.com of Inbound Mark 2010 keting February 2010

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Page 1: State Of Inbound Marketing

The State of Inbound Marketing

www.HubSpot.com

The State of Inbound Marketing

2010

The State of Inbound Marketing

February 2010

Page 2: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Contents

Introduction ................................................................

Summary ................................................................

Overview of Inbound Marketing ................................

The 2010 State of Inbound Marketing ................................

Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Sales Lead Than Outbound

Marketing Channels Do ................................

Three Out of Four Inbound Channels Are Lower Cost Than Any Outbound Channel

The Gap Widens: Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are

Decreasing ................................................................

Inbound Marketing Channels Continue to Grow in Importance

Inbound Marketing Budgets Are Increasing

Inbound Marketing Budgets Are Going Up Based on Past Success

Small Companies Continue to Focus on Inbound Marketing More Than Medium & Large Companies Do

Blogs and Social Media ................................

Fastest Growing Marketing Category Is Blogs/So

Blogs Remain Most Important Social Media Channel

Social Media and Blogs Generate Real Customers

Facebook Is More Effective for B2C; LinkedIn Is More Effective for B2B

Customer Acquisition Through Blogs is Direct

Blog Post Frequency Relatively Steady

Conclusion and Additional Resources ................................

Appendix ................................................................

Best Things People Did in Marketing Last Year

Worst Things People Did in Marketing Last Year

Respondent Profiles ................................

Sample Questions Asked ................................

MARKETING

................................................................................................

................................................................................................

................................................................................................

................................................................................................

Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Sales Lead Than Outbound

................................................................................................................................

Three Out of Four Inbound Channels Are Lower Cost Than Any Outbound Channel ................................

The Gap Widens: Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are

................................................................................................

Inbound Marketing Channels Continue to Grow in Importance ................................................................

Inbound Marketing Budgets Are Increasing ................................................................................................

Inbound Marketing Budgets Are Going Up Based on Past Success ................................................................

Small Companies Continue to Focus on Inbound Marketing More Than Medium & Large Companies Do

................................................................................................................................

Fastest Growing Marketing Category Is Blogs/Social Media - Budgets Are Up 67% ................................

Blogs Remain Most Important Social Media Channel ................................................................

Social Media and Blogs Generate Real Customers ................................................................

Facebook Is More Effective for B2C; LinkedIn Is More Effective for B2B ................................

Customer Acquisition Through Blogs is Directly Related to Frequency of Posts ................................

Blog Post Frequency Relatively Steady ................................................................................................

................................................................................................

................................................................................................................................

Best Things People Did in Marketing Last Year ................................................................................................

Worst Things People Did in Marketing Last Year ................................................................................................

................................................................................................................................

................................................................................................................................

2

...............................................................3

.................................................................3

............................................................3

......................................................4

Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Sales Lead Than Outbound

..........................................4

............................................4

The Gap Widens: Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are

..............................................................6

............................................6

...........................................7

.......................................8

Small Companies Continue to Focus on Inbound Marketing More Than Medium & Large Companies Do ..........8

..............................................9

..............................................9

......................................................... 10

.............................................................. 11

............................................................ 11

................................................ 12

................................................ 12

.................................................... 13

................................. 14

................................... 14

................................ 14

............................................ 15

..................................... 15

Page 3: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Introduction

Summary

This report is based on a survey of 231 professionals involved or familiar with the

(for more information about the survey please

(1) Inbound Marketing Channels Continue to Deliver Dramatically Lower Cost Per Lead Than

Outbound Channels Do

Businesses spending 50% or more of their marketing budget on

less per lead than businesses spending 50% or more of their marketin

This number is remarkably consistent with the 61% lower cost businesses

inbound marketing channels are maintaining their low

(2) Social Media and Blogs Are the Most Rapidly Expandin

Budget

Social media and blogs are becoming marketing powerhouses

lead generation budgets and they continue to be ranked as the lowest cost lead

addition, more than any other channel, social

more important in the last six months.

(3) Businesses Are Generating Real Customers With Social Media and B

Some organizations are still unsure about the utility of

really reading Twitter? Does Facebook do anything more than build brand awareness?

“Yes”! For Twitter, Facebook, LinkedIn, and

services for marketing have acquired a customer through

just for brand awareness; it can be used to directly generate leads that translate into customers.

Overview of Inbound Marketing

This report is designed to help businesses and marketers

marketing. Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant

prospects and customers towards a business and its products. Inbound mar

because it complements the way buyers make purchasing decisions today

media to learn about the products and services that best meet their needs.

Inbound marketers offer their audiences us

site, while also interacting and developing relationships with customers on the web. Inbound marketing tools

include blogging, content publishing, search engine optimization, social med

Inbound marketing contrasts with traditional outbound marketing, in which businesses push their messages at

consumers. With techniques that include direct mail, telemarketing and trade shows, outbound marketing has

become less effective over time as buyers have behaviorally and technologically (e.g., TIVO, spam filters, ‘do

not-call’ lists) tuned these interruptive campaigns out.

MARKETING

report is based on a survey of 231 professionals involved or familiar with their business’ marketing strategy

(for more information about the survey please see the appendix). Three of the key takeaways

Channels Continue to Deliver Dramatically Lower Cost Per Lead Than

Businesses spending 50% or more of their marketing budget on inbound marketing activities spent

than businesses spending 50% or more of their marketing budget on

This number is remarkably consistent with the 61% lower cost businesses reported

inbound marketing channels are maintaining their low-cost advantage.

re the Most Rapidly Expanding Category in the Overall Marketing

are becoming marketing powerhouses. They are the fastest growing category

they continue to be ranked as the lowest cost lead-generation channel

than any other channel, social media was ranked as a source of leads that has become

in the last six months.

Businesses Are Generating Real Customers With Social Media and Blogs

Some organizations are still unsure about the utility of social media and blogs. Are potential customers

really reading Twitter? Does Facebook do anything more than build brand awareness?

For Twitter, Facebook, LinkedIn, and company blogs, over 40% of our respondents who use those

ces for marketing have acquired a customer through each of those channels. Social media is not

just for brand awareness; it can be used to directly generate leads that translate into customers.

Overview of Inbound Marketing

businesses and marketers understand the current usage and results of inbound

marketing. Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant

prospects and customers towards a business and its products. Inbound marketing is becoming widely accepted

because it complements the way buyers make purchasing decisions today -- using the Internet and related

media to learn about the products and services that best meet their needs.

Inbound marketers offer their audiences useful information, tools and resources to attract these people to their

site, while also interacting and developing relationships with customers on the web. Inbound marketing tools

include blogging, content publishing, search engine optimization, social media and social networks.

Inbound marketing contrasts with traditional outbound marketing, in which businesses push their messages at

consumers. With techniques that include direct mail, telemarketing and trade shows, outbound marketing has

tive over time as buyers have behaviorally and technologically (e.g., TIVO, spam filters, ‘do

call’ lists) tuned these interruptive campaigns out.

3

ir business’ marketing strategy

Three of the key takeaways are:

Channels Continue to Deliver Dramatically Lower Cost Per Lead Than

marketing activities spent 60%

outbound channels.

reported a year ago. Clearly,

g Category in the Overall Marketing

fastest growing category in

generation channel. In

as a source of leads that has become

social media and blogs. Are potential customers

really reading Twitter? Does Facebook do anything more than build brand awareness? The answer is,

logs, over 40% of our respondents who use those

. Social media is not

just for brand awareness; it can be used to directly generate leads that translate into customers.

understand the current usage and results of inbound

marketing. Inbound marketing is a set of marketing strategies and techniques focused on pulling relevant

keting is becoming widely accepted

using the Internet and related

eful information, tools and resources to attract these people to their

site, while also interacting and developing relationships with customers on the web. Inbound marketing tools

ia and social networks.

Inbound marketing contrasts with traditional outbound marketing, in which businesses push their messages at

consumers. With techniques that include direct mail, telemarketing and trade shows, outbound marketing has

tive over time as buyers have behaviorally and technologically (e.g., TIVO, spam filters, ‘do-

Page 4: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

The 2010 State of Inbound Marketing

Inbound Marketing Channels Continue to Deliver Dramatic

Than Outbound Marketing Channels

Respondents who spend more than 50% of their

a significantly lower cost per sales lead than those

marketing channels. Inbound marketing

outbound marketing dominated organizations.

study in 2009 that inbound marketing dominated businesses experienced a

outbound marketing dominated organizations

Three Out of Four Inbound Channels

Looking at lead generation channels more granularly

averages. When asked to rank each lead generation category as “below average cost”, “near average cost”, or

“above average cost”, businesses consisten

outbound channels (PPC was the only inbound channel that was ranked similarly to outbound channels)

media and blogs maintained the slot as the most cost effective

categories as “below average cost” for lead generation

$0

$50

$100

$150

$200

$250

$300

$350

Outbound Marketing

Dominated

MARKETING

The 2010 State of Inbound Marketing

Continue to Deliver Dramatically Lower Cost Per Sales Lead

hannels Do

more than 50% of their lead generation budget on inbound marketing

sales lead than those who spend 50% or more their budgets on

marketing dominated organizations experience a 60% lower cost per

dominated organizations. This continues with remarkable consistency

ng dominated businesses experienced a 61% lower cost per lead than

outbound marketing dominated organizations.

Three Out of Four Inbound Channels Are Lower Cost Than Any Outbound Channel

Looking at lead generation channels more granularly highlights data consistent with the overall category

averages. When asked to rank each lead generation category as “below average cost”, “near average cost”, or

consistently ranked inbound marketing channels as having lower cost than

(PPC was the only inbound channel that was ranked similarly to outbound channels)

logs maintained the slot as the most cost effective with 63% of respondents estimating

for lead generation.

Outbound Marketing

Dominated

Inbound Marketing Dominated

$332

$134

Average Cost Per Lead

60% Lower Cost Per Lead

4

ost Per Sales Lead

budget on inbound marketing channels report

on outbound

% lower cost per lead than

remarkable consistency the result from the

% lower cost per lead than

han Any Outbound Channel

data consistent with the overall category

averages. When asked to rank each lead generation category as “below average cost”, “near average cost”, or

as having lower cost than

(PPC was the only inbound channel that was ranked similarly to outbound channels). Social

nts estimating the

% Lower Cost Per Lead!

Page 5: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

0%

PPC (paid search / AdWords) -

2009

PPC (paid search / AdWords) -

2010

SEO (organic / natural search) -

2009

SEO (organic / natural search) -

2010

Blogs/Social Media - 2009

Blogs - 2010

Blogs/Social Media - 2009

Social Media - 2010

32%

30%

Inbound Cost Per Lead Rating

0%

Direct Mail - 2009

Direct Mail - 2010

Trade Shows - 2009

Trade Shows - 2010

Telemarketing - 2009

Telemarketing - 2010

18%

22%

29%

Outbound Cost Per Lead Rating

MARKETING

20% 40% 60% 80% 100%

32%

30%

48%

43%

55%

63%

55%

63%

42%

35%

38%

40%

34%

27%

34%

27%

25%

35%

14%

18%

11%

9%

11%

10%

Inbound Cost Per Lead Rating - Segmented by Channel

Below Your Average

Near Your Average

Above Your Average

20% 40% 60% 80% 100%

34%

37%

18%

22%

29%

34%

41%

34%

26%

30%

48%

38%

24%

29%

55%

48%

22%

28%

Outbound Cost Per Lead Rating - Segmented by Channel

Below Your Average

Near Your Average

Above Your Average

5

Segmented by Channel

Below Your Average

Near Your Average

Above Your Average

Segmented by Channel

Below Your Average

Near Your Average

Above Your Average

Page 6: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

The Gap Widens:

Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are

Decreasing

Survey respondents were asked what percent

marketing channels: “direct mail”, “telemarketing”, “trade shows”, “email mar

AdWords)”, “SEO (organic / natural search)”, “social

grouped as follows (email marketing can be used both as an inbound or outbound marketing tool so it was not

classified) :

INBOUND CHANNELS

PPC

SEO

Social Media

Blogs

As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010

and outbound marketing contracted. The net effect is that the gap widened from inbound marketing

9% greater share of the overall marketing budget in 2009 to a 15% greater share in 2010

Inbound Marketing Channels Continue to Grow in Importance

Based on the data regarding lower average costs for inbound marketing, it is not surprising that inbound

marketing channels continue to grow in importance.

inbound lead generation channel as being

trend from 2009. Here, again, social media is the dominant force in terms of gaining importance. Also of note is

the fact that Pay-Per-Click (PPC) sources have gone slightly more out of favor th

due to tighter marketing budgets). Note that the 2009 survey lumped social media and blogs into one category.

Inbound

38%

Outbound

29%

Not

Classified

33%

2009 Lead Generation Budget

MARKETING

Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are

Survey respondents were asked what percentage of their lead generation budgets would be spent on each of 9

marketing channels: “direct mail”, “telemarketing”, “trade shows”, “email marketing”, “PPC (paid search /

ords)”, “SEO (organic / natural search)”, “social media”, “blogs”, and “other”. Those nine channels were

grouped as follows (email marketing can be used both as an inbound or outbound marketing tool so it was not

OUTBOUND CHANNELS NOT CLASSIFIED

Direct Mail Email Marketing

Telemarketing Other

Trade Shows

As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010

The net effect is that the gap widened from inbound marketing

greater share of the overall marketing budget in 2009 to a 15% greater share in 2010

Inbound Marketing Channels Continue to Grow in Importance

Based on the data regarding lower average costs for inbound marketing, it is not surprising that inbound

marketing channels continue to grow in importance. Looking at the last six months, businesses rate

being more important than any outbound channel. This is a continuing

again, social media is the dominant force in terms of gaining importance. Also of note is

Click (PPC) sources have gone slightly more out of favor than they were last year (perhaps

Note that the 2009 survey lumped social media and blogs into one category.

2009 Lead Generation Budget

Inbound

39%

Outbound

24%

Not

Classified

37%

2010 Lead Generation Budget

6

Inbound Marketing Budgets Are Increasing While Outbound Marketing Budgets Are

of their lead generation budgets would be spent on each of 9

keting”, “PPC (paid search /

ose nine channels were

grouped as follows (email marketing can be used both as an inbound or outbound marketing tool so it was not

NOT CLASSIFIED

Email Marketing

As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010

The net effect is that the gap widened from inbound marketing having a

greater share of the overall marketing budget in 2009 to a 15% greater share in 2010.

Based on the data regarding lower average costs for inbound marketing, it is not surprising that inbound

businesses rate every

. This is a continuing

again, social media is the dominant force in terms of gaining importance. Also of note is

an they were last year (perhaps

Note that the 2009 survey lumped social media and blogs into one category.

Classified

2010 Lead Generation Budget

Page 7: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Inbound Marketing Budgets Are Increasing

Businesses are not just ranking inbound marketing as important, they are also

majority of businesses we surveyed are increasing their 2010 inbound marketing budgets from 2009 levels.

88% of those surveyed are either maintaining or increasing their inbound marketing budgets.

0%

10%

20%

30%

40%

50%

60%

11

%

10

% 15

%

10

%

10

%

10

%

0%

10%

20%

30%

40%

50%

60%

Higher

51%

Pe

rce

nta

ge

of

Re

spo

nd

en

ts

2010 Inbound Marketing Budgets Compared to 2009

Sources of Leads That Have Become More Important in the Last 6 Months

MARKETING

re Increasing

not just ranking inbound marketing as important, they are also voting with their wallets.

majority of businesses we surveyed are increasing their 2010 inbound marketing budgets from 2009 levels.

88% of those surveyed are either maintaining or increasing their inbound marketing budgets.

40

%

16

%

32

%

46

%

46

%

55

%

42

%

19

% 22

%

60

%

48

%

59

%

Higher No Change Lower

51%

37%

12%

Change in 2010 Inbound Marketing Budget

2010 Inbound Marketing Budgets Compared to 2009

hat Have Become More Important in the Last 6 Months

7

voting with their wallets. The

majority of businesses we surveyed are increasing their 2010 inbound marketing budgets from 2009 levels. Fully

88% of those surveyed are either maintaining or increasing their inbound marketing budgets.

2010 Inbound Marketing Budgets Compared to 2009

Inbound

hat Have Become More Important in the Last 6 Months

2009 2010

Not Classified

Outbound

2009

2009

2010

2010

Page 8: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Inbound Marketing Budgets Are Going Up Based

For respondents who are increasing inbound marketing budgets, the most common reason cited was “past

success with inbound marketing”. On the flip side, the small minority of b

are doing so almost exclusively due to economic c

Small Companies Continue to Focus on Inbound Marketing More

Companies Do

While comparisons between B2B and B2C

budgets, company size does play a large role.

are attempting to level the marketing playing field by focusing on lower cost inbound lead generation

techniques. For 2010, small businesses (1

inbound marketing while medium & large businesses (50 or more employees) only plan to spend 31% of their

lead generation budgets on inbound marketing. Medium & l

more on outbound marketing in general, especially trade shows. Medium & l

21% of 2010 lead generation budgets to trade shows, whereas small businesses have only allocated 6%.

0%

20%

40%

60%

80%

100%

Economy Change in

Management

31% 28%

92%

Pe

rce

nta

ge

of

Re

spo

nd

en

ts C

itin

g R

ea

son

Reason For Changing Inbound Budget

Why Businesses Are Changing Inbound Marketing Budgets

MARKETING

re Going Up Based on Past Success

For respondents who are increasing inbound marketing budgets, the most common reason cited was “past

On the flip side, the small minority of businesses decreasing

ively due to economic conditions.

Small Companies Continue to Focus on Inbound Marketing More Than Medium &

B2C companies do not reveal major differences between lead generation

ny size does play a large role. In a continuation of a trend identified in 2009, small businesses

are attempting to level the marketing playing field by focusing on lower cost inbound lead generation

For 2010, small businesses (1-10 employees) plan to spend 44% of their lead generation budgets on

large businesses (50 or more employees) only plan to spend 31% of their

budgets on inbound marketing. Medium & large businesses also plan to spend

eral, especially trade shows. Medium & large businesses have allocated

21% of 2010 lead generation budgets to trade shows, whereas small businesses have only allocated 6%.

Change in

Management

Past Success With

Inbound Marketing

Past Success with

Outbound

Marketing

28%

58%

0%12%

0% 4%

Reason For Changing Inbound Budget

Why Businesses Are Changing Inbound Marketing Budgets

Higher 2010 Budget

Lower 2010 Budget

8

For respondents who are increasing inbound marketing budgets, the most common reason cited was “past

ecreasing inbound budgets

Medium & Large

companies do not reveal major differences between lead generation

In a continuation of a trend identified in 2009, small businesses

are attempting to level the marketing playing field by focusing on lower cost inbound lead generation

) plan to spend 44% of their lead generation budgets on

large businesses (50 or more employees) only plan to spend 31% of their

arge businesses also plan to spend dramatically

arge businesses have allocated

21% of 2010 lead generation budgets to trade shows, whereas small businesses have only allocated 6%.

Why Businesses Are Changing Inbound Marketing Budgets

Higher 2010 Budget

Lower 2010 Budget

Page 9: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Blogs and Social Media

Fastest Growing Marketing Category I

Businesses are responding to the marketing success they are experiencing

by increasing the percentage of lead generation budgets being allocated t

media garnered 9% of the average lead generation

of the average budget; the largest increase of any lead generation category.

they publish a company blog now compared to 48% a year ago.

telemarketing (outbound) as well as the paid search (inbound) categories.

reducing budgets in categories that have direct c

Direct Mail

4%

Trade Shows

6%

Telemarketing

5%

Email

Marketing

16%

Other

25%

Social Media

11%SEO (organic

/ natural

search)

15%

PPC (paid

search /

AdWords)

9%

1-10 Employees

(2010 Lead Gen Budget)

Direct Mail

8%

Trade Shows

11%

Telemarketing

10%

Email

Marketing

12%

Other

21%

SEO (organic

natural

search)

13%

PPC (paid

search /

Adwords)

16%

2009 Lead Generation Budget

MARKETING

Blogs and Social Media

est Growing Marketing Category Is Blogs/Social Media - Budgets Are Up 67%

Businesses are responding to the marketing success they are experiencing with social media and company blogs

of lead generation budgets being allocated to the category. In 2009 blogs/social

lead generation budget. For 2010 blogs/social media has been upped to 15%

; the largest increase of any lead generation category. 61% of respondents reported that

they publish a company blog now compared to 48% a year ago. Also of note is the decrease in both

telemarketing (outbound) as well as the paid search (inbound) categories. Again, economic pressures may be

reducing budgets in categories that have direct costs.

Blogs

9%

Social Media

11%

(2010 Lead Gen Budget)

Direct Mail

10%

Trade Shows

21%

Telemarketing

6%

Email

Marketing

11%

SEO (organic

/ natural

search)

10%

PPC (paid

search /

AdWords)

13%

50 or More Employees

(2010 Lead Gen Budget)

Other

21%

Blogs/Social

Media

9%

2009 Lead Generation Budget

Direct Mail

7%

Trade Shows

11%

Telemarketing

6%

Email

Marketing

14%

Social MediaSEO (organic

natural

search)

13%

PPC (paid

search /

Adwords)

11%

2010 Lead Generation Budget

9

re Up 67%

social media and company blogs

o the category. In 2009 blogs/social

has been upped to 15%

61% of respondents reported that

Also of note is the decrease in both

conomic pressures may be

Email

Marketing

11%

Other

21%

Blogs

4%

Social Media

4%

SEO (organic

50 or More Employees

(2010 Lead Gen Budget)

Marketing

Other

23%

Blogs

7%Social Media

8%

2010 Lead Generation Budget

Page 10: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Blogs Remain Most Important Social Media

Looking at services that users ranked as “critical”, “important”, or “useful”, company blogs took the top spot for

a second year in a row. Increasing in importance from 2009,

or better in 2010. Twitter moved into the second spot with an astonishing gain

“useful” or better in 2009 to 71% of users rating it as “useful” or better in 2010.

importance to users, while StumbleUpon and Digg

has virtually fallen off the radar with only 10% of users deeming the site “useful” or better.

0% 20%

Company Blog - 2010

Company Blog - 2009

Twitter - 2010

Twitter - 2009

Facebook - 2010

Facebook - 2009

LinkedIn - 2010

YouTube - 2010

YouTube - 2009

StumbleUpon - 2010

StumbleUpon - 2009

Flickr - 2010

Flickr - 2009

Digg - 2010

Digg - 2009

MySpace - 2010

MySpace - 2009

How Important Are These Services to Your Business?

MARKETING

Social Media Channel

ranked as “critical”, “important”, or “useful”, company blogs took the top spot for

Increasing in importance from 2009, fully 85% of users rated company blogs as “useful”

Twitter moved into the second spot with an astonishing gain from 39% of users rating it as

“useful” or better in 2009 to 71% of users rating it as “useful” or better in 2010. Facebook also increased in

mportance to users, while StumbleUpon and Digg both had substantial drops in importance. Finally, MySpace

has virtually fallen off the radar with only 10% of users deeming the site “useful” or better.

20% 40% 60% 80% 100%

How Important Are These Services to Your Business?

(2010 vs. 2009)

10

ranked as “critical”, “important”, or “useful”, company blogs took the top spot for

rated company blogs as “useful”

from 39% of users rating it as

Facebook also increased in

had substantial drops in importance. Finally, MySpace

has virtually fallen off the radar with only 10% of users deeming the site “useful” or better.

How Important Are These Services to Your Business?

Critical

Important

Useful

Somewhat Useful

Not Useful

Page 11: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Social Media and Blogs Generate Real Customers

The use of social media and company blogs as marketing tools gets your company better

also generates leads that result in real customer acquisition.

have acquired a customer from a Twitter generated lead. 41% of companies using LinkedIn for marketing

have acquired a customer from that lead generation source. 43% of companies using Facebook have acquired

a customer and 46% of those using company blog

Facebook Is More Effective for B2C

The effectiveness of a particular social media channel depend

B2C companies are able to acquire customers through

more effective for B2C businesses and LinkedIn is clearly more effective for

0%

10%

20%

30%

40%

50%

Twitter

41%

Percentage of Companies Using Specific Social Media

Channels and/or Blogs Who Have Acquired a Customer From

0%

10%

20%

30%

40%

50%

60%

70%

Twitter

38%

51%

Percentage of Companies Using Specific Social Media Channels

and/or Blogs Who Have Acquired a Customer From That

MARKETING

Social Media and Blogs Generate Real Customers

e use of social media and company blogs as marketing tools gets your company better brand

leads that result in real customer acquisition. 41% of companies who use Twitter

have acquired a customer from a Twitter generated lead. 41% of companies using LinkedIn for marketing

have acquired a customer from that lead generation source. 43% of companies using Facebook have acquired

a customer and 46% of those using company blogs have acquired a customer from a blog generated lead

B2C; LinkedIn Is More Effective for B2B

The effectiveness of a particular social media channel depends upon the type of business. While both

customers through any of the four channels surveyed, Facebook is clearly

businesses and LinkedIn is clearly more effective for B2B businesses.

LinkedIn Facebook Company Blog

41%44% 46%

Percentage of Companies Using Specific Social Media

Channels and/or Blogs Who Have Acquired a Customer From

That Channel

Facebook LinkedIn Company Blog

33%

45% 43%

68%

26%

57%

Percentage of Companies Using Specific Social Media Channels

and/or Blogs Who Have Acquired a Customer From That

Channel

11

brand exposure, but it

41% of companies who use Twitter for marketing

have acquired a customer from a Twitter generated lead. 41% of companies using LinkedIn for marketing

have acquired a customer from that lead generation source. 43% of companies using Facebook have acquired

s have acquired a customer from a blog generated lead.

s upon the type of business. While both B2B and

any of the four channels surveyed, Facebook is clearly

businesses.

Company Blog

Channels and/or Blogs Who Have Acquired a Customer From

Percentage of Companies Using Specific Social Media Channels

B2B

B2C

Page 12: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Customer Acquisition Through Blogs is Directly Related to

An underutilized blog means customers are being left on the table. The survey this year shows a direct

correlation between blog post frequency and the chance that a company has acquired a customer through that

channel.

Blog Post Frequency Relatively Steady

Despite the evidence showing that increased blogging correlates with increased customer acquisition, blogging

frequency remained relatively steady between 2009 and 2010. Weekly blogging is still the most common

update frequency.

0%10%20%30%40%50%60%70%80%90%

100%

Multiple

Times a

Day

100%

Pe

rce

nta

ge

of

Bu

sin

ess

es

Wh

o H

ave

Acq

uir

ed

a C

ust

om

er

Fro

m T

he

ir B

log

Blog Post Frequency vs. Customer Acquisition

0%

5%

10%

15%

20%

25%

30%

35%

40%

Multiple

Times a

Day

Daily

3%

8%

2%

MARKETING

hrough Blogs is Directly Related to Frequency of Posts

An underutilized blog means customers are being left on the table. The survey this year shows a direct

correlation between blog post frequency and the chance that a company has acquired a customer through that

atively Steady

Despite the evidence showing that increased blogging correlates with increased customer acquisition, blogging

frequency remained relatively steady between 2009 and 2010. Weekly blogging is still the most common

Multiple

Times a

Daily 2-3 Times

a Week

Weekly Monthly Less Than

Monthly

100%

90%

69%58%

38%

13%

Frequency of Company Blog Posts

Blog Post Frequency vs. Customer Acquisition

Daily 2-3

Times a

Week

Weekly Monthly Less

Than

Monthly

8%

29

%

38

%

17

%

6%

13

%

29

% 33

%

20

%

3%

Frequency of Blog Posts

2010

2009

12

of Posts

An underutilized blog means customers are being left on the table. The survey this year shows a direct

correlation between blog post frequency and the chance that a company has acquired a customer through that

Despite the evidence showing that increased blogging correlates with increased customer acquisition, blogging

frequency remained relatively steady between 2009 and 2010. Weekly blogging is still the most common

Less Than

Monthly

13%

2010

2009

Page 13: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Conclusion and Additional

Traditional outbound marketing techniques

becoming less effective. Buyers are not only finding ways to tune these messages out, but more importantly

they now have the capability to evaluate the products and services they need on their own.

As a result, businesses are transforming their marketing efforts to focus more on inbound programs that allow

customers to find them. The State of Inbound Marketing rep

this are capturing leads more effectively. Given the digital nature of inbound marketing, the marginal cost per

customer acquisition is typically close to zero, meaning that as buyers continue to shift ho

purchasing, the cost/lead for a given business will continue to decrease.

While it is clear that businesses are gravitating towards inbound marketing, some are moving more aggressively

than others. Those that move first are more likely to reap

marketing.

If you are interested in learning more about inbound marketing and how to combine blogging, SEO and social

media for results, click on the link below.

http://www.hubspot.com/inbound-marketing

MARKETING

Conclusion and Additional Resources

Traditional outbound marketing techniques – including direct mail, print advertising and telemarketing

becoming less effective. Buyers are not only finding ways to tune these messages out, but more importantly

now have the capability to evaluate the products and services they need on their own.

As a result, businesses are transforming their marketing efforts to focus more on inbound programs that allow

customers to find them. The State of Inbound Marketing report shows that businesses that more aggressively do

this are capturing leads more effectively. Given the digital nature of inbound marketing, the marginal cost per

customer acquisition is typically close to zero, meaning that as buyers continue to shift how they make

purchasing, the cost/lead for a given business will continue to decrease.

While it is clear that businesses are gravitating towards inbound marketing, some are moving more aggressively

move first are more likely to reap the tremendous business benefits of this new era of

If you are interested in learning more about inbound marketing and how to combine blogging, SEO and social

media for results, click on the link below.

marketing-kit/

13

including direct mail, print advertising and telemarketing – are

becoming less effective. Buyers are not only finding ways to tune these messages out, but more importantly

now have the capability to evaluate the products and services they need on their own.

As a result, businesses are transforming their marketing efforts to focus more on inbound programs that allow

ort shows that businesses that more aggressively do

this are capturing leads more effectively. Given the digital nature of inbound marketing, the marginal cost per

w they make

While it is clear that businesses are gravitating towards inbound marketing, some are moving more aggressively

the tremendous business benefits of this new era of

If you are interested in learning more about inbound marketing and how to combine blogging, SEO and social

Page 14: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Appendix We asked respondents to name the best and worst marketing programs they’ve executed to drive leads and

sales over the past year. Represented below are their answers in a

Best Things People Did in Marketing Last Year

Worst Things People Did in Marketing Last Year

MARKETING

We asked respondents to name the best and worst marketing programs they’ve executed to drive leads and

sales over the past year. Represented below are their answers in a word cloud, courtesy of wordle.net

id in Marketing Last Year

id in Marketing Last Year

14

We asked respondents to name the best and worst marketing programs they’ve executed to drive leads and

word cloud, courtesy of wordle.net

Page 15: State Of Inbound Marketing

THE STATE OF INBOUND MARKETING

HubSpot.com

Respondent Profiles

The State of Inbound Marketing report is based on a survey issued in early 2010. The survey was

231 professionals involved or familiar with their business’ marketing strategy. These professionals included

marketers, business owners, entrepreneurs, executives and salespeople in businesses of all sizes.

professionals worked in business-to-business companies and the range of industries varied greatly. Industries

represented in the sample included industries as diverse as real estate, higher education, healthcare

/pharmaceutical, and retail/wholesale. The largest two categorie

services/consulting at 22% and technology (software/biotech) at 15%.

Sample Questions Asked

The survey was designed to provide meaningful comparisons between the results of the survey conducted a

year ago and the current survey. To deliver on that goal, most survey questions were the same as in the

previous survey. Respondents were asked a series of questions related to their business’ marketing programs.

Most of the questions fell within three categories:

- Marketing budget and sources of leads, including:

o What percent of your sales leads come from each of your lead channels?

o What percent of your lead generation budget do you spend on each of your lead channels?

o Estimate the cost-per-lead for each of your lead channels

- Trends in ‘importance’ and ‘usefulness’ of marketing channels and leads, including

o Which sources of leads have become MORE important to you over last six months?

o Which sources of leads have become LESS important to you over last six months?

o How useful are social media sources to your business?

- Focus on blogs and social media

o Do you publish a blog?

o How often do you publish a post?

o Have you ever acquired a customer from the following social media / blog channels?

MARKETING

The State of Inbound Marketing report is based on a survey issued in early 2010. The survey was

231 professionals involved or familiar with their business’ marketing strategy. These professionals included

marketers, business owners, entrepreneurs, executives and salespeople in businesses of all sizes.

business companies and the range of industries varied greatly. Industries

represented in the sample included industries as diverse as real estate, higher education, healthcare

retail/wholesale. The largest two categories of respondents were professional

services/consulting at 22% and technology (software/biotech) at 15%.

The survey was designed to provide meaningful comparisons between the results of the survey conducted a

t survey. To deliver on that goal, most survey questions were the same as in the

previous survey. Respondents were asked a series of questions related to their business’ marketing programs.

Most of the questions fell within three categories:

dget and sources of leads, including:

What percent of your sales leads come from each of your lead channels?

What percent of your lead generation budget do you spend on each of your lead channels?

lead for each of your lead channels.

Trends in ‘importance’ and ‘usefulness’ of marketing channels and leads, including

Which sources of leads have become MORE important to you over last six months?

Which sources of leads have become LESS important to you over last six months?

e social media sources to your business?

Focus on blogs and social media

How often do you publish a post?

Have you ever acquired a customer from the following social media / blog channels?

15

The State of Inbound Marketing report is based on a survey issued in early 2010. The survey was completed by

231 professionals involved or familiar with their business’ marketing strategy. These professionals included

marketers, business owners, entrepreneurs, executives and salespeople in businesses of all sizes. 69% of these

business companies and the range of industries varied greatly. Industries

represented in the sample included industries as diverse as real estate, higher education, healthcare

s of respondents were professional

The survey was designed to provide meaningful comparisons between the results of the survey conducted a

t survey. To deliver on that goal, most survey questions were the same as in the

previous survey. Respondents were asked a series of questions related to their business’ marketing programs.

What percent of your lead generation budget do you spend on each of your lead channels?

Trends in ‘importance’ and ‘usefulness’ of marketing channels and leads, including

Which sources of leads have become MORE important to you over last six months?

Which sources of leads have become LESS important to you over last six months?

Have you ever acquired a customer from the following social media / blog channels?