HubSpot's 2013 State of Inbound Marketing

Inbound Discoveries That Will DISRUPT 10 Forever marketing  

A Publication of

DISRUPTED.  

Whether you’re ready or not, marketing has already been

DISRUPTED.  

Whether you’re ready or not, marketing has already been

People have changed how they work and live, and markete! must adapt.

THIS IS WHERE

inbound  COMES IN.

WHAT IS INBOUND MARKETING?

Not a channel.

Not a tactic.

Not a technology.

But a holistic approach to marketing that a"racts individuals to your brand and creates lasting relationships with them.

HubSpot surveyed over 3,300 marketers from 128 countries.

And we’re excited to share what we learned…

Here are of the report’s most remarkable discoveries…

Inbound marketing is gaining traction.

of marketers practice

inbound marketing. 58%

Inbound marketing is effective.

54% more leads are generated

by inbound than by outbound.

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.

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

Inbound costs less than outbound.

as many marketers say inbound delivers a below average 2X cost-per-lead  vs. outbound methods.  

So marketers are investing more.

of marketers will increase spending in 2013 – the third year in a row inbound budgets have grown substantially. 48%

inbound  

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.

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.

It’s a great time to be a customer.

of companies consider themselves to be 50% customer-focused.

It’s a great time to have a customer-focused website.

more website conversions result from marketing vs. outbound tactics. 100% inbound  

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).

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

Inbound marketing is starting to see love across the company.

of executives lend full support to marketing, and 1 of 4 companies align marketing with sales. 11% inbound

But there’s reason to establish even more “smarketing” alignment.

Cheaper were driven by organizations with formalized marketing-sales handoffs.

200% cost-per-leads  

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.

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

Inbound marketers are in demand.

Growth in marketing hiring is expected in 2013. 125% inbound

And that talent is being deployed against inbound channels.

Of full-time are being dedicated to inbound efforts (social media, SEO, blogging, and content creation) this year.

44% marketer hou!  

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.

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

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

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