the 2012 state of inbound marketing webinar

THE

2012State ofInbound Marketing

#SOIM

Blogging

Social media

MIKE VOLPEHubSpot Chief Marketing Officer@mvolpe

MELISSA MILLERInbound Marketing Manager@mcdmiller

#SOIM

State of Inbound Study

• Survey conducted in Jan 2012• 972 marketing professionals

TelemarketingDirect Mail

Trade shows

Email

VS.

SEOBlogging

Social Media

4

Agenda

Marketing costs & budgets

Lead quality & sales

What’s important to marketers?

123

Costs & 2012 Budgets1

?

How much is your average

COST PER LEAD?

Inbound Consistently Yields Lower Cost Leads

Blogs cited as least expensive

Trade shows ranked as most expensive

The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.

“ ”Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees

Direct mail is very expensive and ineffective for new leads.

“ ”Marketing ProfessionalHardware Technology11 to 25 Employees

89% are maintaining or increasing their inbound budgets

Increases Driven by Past Success;Decreases Driven by the Economy

Budgets Shift to Inbound

Budget Growth within Inbound

Outbound Budgets Remain Stagnant

SMALL V. BIG

BUSINESSES

Small Businesses Level the Playing Field

Lead Quality & Sales2

Inbound converts leads into customers

Data pulled from analytics tracking of a

sample of over 1,000 HubSpot

customers.

Social Media & Blogs Generate Real Customers

The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.

“”Marketing Professional

Manufacturing Industry201 to 500 Employees

Blog Frequency and Customer Acquisition

70% of Businesses Blog At Least Weekly

Facebook Is More Effective for B2C; LinkedIn Is for B2B

LinkedIn is the best social media channel by far for us as we are in B2B… Facebook is not getting much traction.

“”Marketing Professional

Hardware Technology11 to 25 Employees

What’s important to marketers?3

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

Social Media & SEO Growing in Importance

Direct Mail Declining in Importance

This past year we spent a few hundred dollars on a door-hanger marketing piece and got no response—at all.

“”Business Owner

Professional Services/Consulting1 to 5 Employees

25% indicated their company blog is CRITICAL

81% rated their blog as USEFUL OR BETTER

Company Blogs are Increasingly Valued

THANK YOU.MIKE VOLPE

HubSpot Chief Marketing Officer@mvolpewww.linkedin.com/in/mikevolpe

MELISSA MILLERInbound Marketing Manager@mcdmillerwww.linkedin.com/in/mdibellamiller

15smallgroupworkshops

6inspiringkeynotes

50+breakoutsessions

7 learningtracks

3 days

2000 inbound marketing professionals

0reasonsnot toGO!

REGISTER TODAY!http://inbound2012.eventbrite.com/

Get 25% off the Early Bird

Price!

COUPON CODE:

ImGoing12

www.InboundConference.com

Q&A

WWW.HUBSPOT.COM/

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