Download - HubSpot's 2013 State of Inbound Marketing
![Page 1: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/1.jpg)
Inbound Discoveries That Will DISRUPT 10 Forever marketing
A Publication of
![Page 2: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/2.jpg)
DISRUPTED.
Whether you’re ready or not, marketing has already been
![Page 3: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/3.jpg)
DISRUPTED.
Whether you’re ready or not, marketing has already been
People have changed how they work and live, and markete! must adapt.
![Page 4: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/4.jpg)
THIS IS WHERE
inbound COMES IN.
![Page 5: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/5.jpg)
WHAT IS INBOUND MARKETING?
![Page 6: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/6.jpg)
Not a channel.
![Page 7: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/7.jpg)
Not a tactic.
![Page 8: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/8.jpg)
Not a technology.
![Page 9: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/9.jpg)
But a holistic approach to marketing that a"racts individuals to your brand and creates lasting relationships with them.
![Page 10: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/10.jpg)
HubSpot surveyed over 3,300 marketers from 128 countries.
![Page 11: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/11.jpg)
And we’re excited to share what we learned…
![Page 12: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/12.jpg)
![Page 13: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/13.jpg)
Here are of the report’s most remarkable discoveries…
![Page 14: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/14.jpg)
Inbound marketing is gaining traction.
![Page 15: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/15.jpg)
of marketers practice
inbound marketing. 58%
![Page 16: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/16.jpg)
Inbound marketing is effective.
![Page 17: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/17.jpg)
54% more leads are generated
by inbound than by outbound.
![Page 18: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/18.jpg)
ADAPT YOUR MARKETING
Plan accurate budgets and forecasts using past results.
Did you know that traditional and PPC channels deliver the LEAST leads (6% each)? Scale back outbound tactics and capture lead volume using inbound.
![Page 19: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/19.jpg)
A WORD FROM THE WISE
Inbound marketing is global! I find it fascinating that what was once a
controversial idea evangelized by a handful of us way back in 2007 has
spread to smart marketers everywhere who want to grow their business
now.
David Meerman Scott, @dmscott Author, The New Rules of Marketing & PR,
HubSpot Marketer in Residence
![Page 20: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/20.jpg)
Inbound costs less than outbound.
![Page 21: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/21.jpg)
as many marketers say inbound delivers a below average 2X cost-per-lead vs. outbound methods.
![Page 22: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/22.jpg)
So marketers are investing more.
![Page 23: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/23.jpg)
of marketers will increase spending in 2013 – the third year in a row inbound budgets have grown substantially. 48%
inbound
![Page 24: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/24.jpg)
ADAPT YOUR MARKETING
Define metrics to measure activities across the funnel: visitors attracted, leads converted, customers closed, and influencers delighted. Test and track everything: marketers who test and optimize are 75% more likely to see positive ROI.
![Page 25: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/25.jpg)
A WORD FROM THE WISE
Inbound is often more cost efficient than old-school, outbound
marketing. Inbound is often better at building long-term customers
rather than short-term sales … Understanding how and why companies
are using inbound vs. outbound marketing is critical to building these
more effective approaches for your own business.
Jason Falls, @JasonFalls Founder, Social Media Explorer,
Vice-President of Digital Strategy, CafePress, Inc.
![Page 26: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/26.jpg)
It’s a great time to be a customer.
![Page 27: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/27.jpg)
of companies consider themselves to be 50% customer-focused.
![Page 28: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/28.jpg)
It’s a great time to have a customer-focused website.
![Page 29: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/29.jpg)
more website conversions result from marketing vs. outbound tactics. 100% inbound
![Page 30: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/30.jpg)
ADAPT YOUR MARKETING
Understand your consumer. Develop consumer personas and adapt your marketing tactics to meet their needs.
Personalize interactions by connecting your content systems (e.g. social publishing, blogging) with your context systems (CRMs).
![Page 31: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/31.jpg)
A WORD FROM THE WISE
For over 15 years, we have been advocating a customer centered
approach for using data to drive business decisions … In the past you
might have thought that data driven customer-centricity was simply our
particular marketing shtick. Today you ignore the data at your own risk.
Bryan Eisenberg, @TheGrok Author, Always Be Testing
Partner, Eisenberg Holdings
![Page 32: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/32.jpg)
Inbound marketing is starting to see love across the company.
![Page 33: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/33.jpg)
of executives lend full support to marketing, and 1 of 4 companies align marketing with sales. 11% inbound
![Page 34: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/34.jpg)
But there’s reason to establish even more “smarketing” alignment.
![Page 35: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/35.jpg)
Cheaper were driven by organizations with formalized marketing-sales handoffs.
200% cost-per-leads
![Page 36: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/36.jpg)
ADAPT YOUR MARKETING
Earn advocates on both your sales and executive teams.
Formalize a service-level agreement (SLA) to align marketing and sales, and start tracking results.
Prove marketing is no longer a cost center but contributes to the bottom-line.
![Page 37: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/37.jpg)
A WORD FROM THE WISE
Integrating inbound marketing into the overall marketing mix is more
important than ever. Content used to form the backbone of inbound
efforts MUST be supported with other paid, earned, and owned tactics
to reach maximum effectiveness, and that requires plenty of internal
cooperation and strategic planning.
Jay Baer, @jaybaer Founder, Convince and Convert,
Author, Youtility: Why Smart Marketing Is About Help and Not Hype
![Page 38: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/38.jpg)
Inbound marketers are in demand.
![Page 39: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/39.jpg)
Growth in marketing hiring is expected in 2013. 125% inbound
![Page 40: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/40.jpg)
And that talent is being deployed against inbound channels.
![Page 41: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/41.jpg)
Of full-time are being dedicated to inbound efforts (social media, SEO, blogging, and content creation) this year.
44% marketer hou!
![Page 42: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/42.jpg)
ADAPT YOUR MARKETING
Get educated: become versed in inbound marketing.
Use technology to track customer interactions across your channels and funnel, from first touch to sale.
For agencies and partners, boost your clients’ success and hire inbound talent.
![Page 43: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/43.jpg)
A WORD FROM THE WISE
Marketing organizations need a new type of marketer that falls well
outside of our traditional hiring practices. Marketers need to hire Chief
Marketing Technologists, agile marketers, growth hackers, marketing
operations, journalists, designers and more … One solution I support is
to train or re-train people so they have the skills necessary to be
successful in today environment.
Craig Rosenberg, @funnelholic CEO and Editor, Funnelholic Media
![Page 44: HubSpot's 2013 State of Inbound Marketing](https://reader030.vdocuments.net/reader030/viewer/2022032514/55d4f040bb61eba0438b470b/html5/thumbnails/44.jpg)
t
Over Three Thousand
Download the full State of Inbound Marketing Report to explore:
• Executive insights on inbound marketing• The business case for adopting inbound marketing• The marketers' case for adopting inbound testing, tactics, and technology• Thoughts on building a successful team of inbound marketers
SOIM
markete! Can’t Be Wrong
#