hubspot inbound marketing
TRANSCRIPT
March 8, 2011
2011 Report:
State of Inbound
MarketingMelissa Miller
Inbound Marketing Manager
HubSpot
Twitter: @mcdmiller
Kirsten Knipp
Director of Product Marketing
HubSpot
Twitter: @kirstenpetra
http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
86% of People Skip TV Ads
http://en.wikipedia.org/wiki/Advertising_mail
44% of Direct Mail is
Never Even Looked At
Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Bring All the Pieces Together
Social Media
Marketing
Search Engine
MarketingContent
Marketing
Conversion Marketing
Lead Nurturing
Sales Support
Report Methodology
• 644 Survey respondents
• Wide range of industries and company sizes
• Compared 2011 responses to 2009 and 2010 surveys
• Survey topics:1. Marketing costs and budgets
2. How inbound performed for getting real customers
3. What is important to marketers?
• Full Report: www.hubspot.com/state-of-inbound-marketing/
Inbound Businesses Experience 62% Lower Cost Per Lead
Leads Generated from Blogging are Cheaper
Outbound Channels are More Expensive
Businesses Are Increasing Budget for Inbound
Increased Spending Due to Past Success with Inbound
Decreased Spending Due to Economy
Businesses are Spending More on Inbound
Spend on Blogs and Social Media is Increasing
Spend on Direct Mail & Telemarketing is Decreasing
Small Businesses Level the Playing Field
Blogs and Social Media Generate Real Customers
Frequent Blog Posts Yield Customers
Customer Acquisition by Industry
58%
58%
50%
59%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Technology (Software/Biotech)
Technology (Hardware)
Professional Services/Consulting
Manufacturing
% of Channel Users who Acquired a Customer Through that Channel
Customer Acquisition by Channelby Industry
Blog
Customer Acquisition by Industry Cont’d
80%
72%67%
66%
61%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Retail/Wholesale
Higher Education
Communications/Media
Banking/Insurance/Financial Services
% of Channel Users who Acquired a Customer Through that Channel
Customer Acquisition by Channelby Industry
Blog
Customers Acquisition by B2B v. B2C
Inbound Lead Sources Gaining Importance
Outbound Lead Sources Losing Importance
Businesses are in the minority if they do not blog
Company blogs rated “critical” to business
Channels Gaining Importance: 2009 v. 2011
How to Put All the Pieces Together?
d.j.k. on flickr
Complicated &
Confusing
Easy &
Integrated
Growth
4,000+
Customers
Q1 2007 Q1 2011
Proven ROI by 4,000+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
March 8, 2011
www.HubSpot.com/free-trial
Melissa Miller
Inbound Marketing Manager
HubSpot
Twitter: @mcdmiller
Kirsten Knipp
Director of Product Marketing
HubSpot
Twitter: @kirstenpetra