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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
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 [email protected]/in/mikevolpe
MELISSA MILLERInbound Marketing [email protected]/in/mdibellamiller
15smallgroupworkshops
6inspiringkeynotes
50+breakoutsessions
7 learningtracks
3 days
2000 inbound marketing professionals
0reasonsnot toGO!
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Get 25% off the Early Bird
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www.InboundConference.com
Q&A
WWW.HUBSPOT.COM/
IMA Receive a complimentary marketing assessment from HubSpot:
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