Table of Contents
How to Use These Slides……..Slide 3
Inbound Basics………………..….Slide 5
Methodology, ROI, Inbound vs. Outbound, Adoption
Top of the Funnel………………...Slide 29
Blogging, SEO, Social Media
Middle of the Funnel…………....Slide 64
Landing Pages, Calls-to-Action, A/B Testing
Bottom of the Funnel…………..Slide 80
Email, Lead Nurturing, Marketing Automation
How to Use These Slides
Flip through this presentation and feel free to copy and paste charts,
graphs, or even entire slides into your own presentations.
The slides are organized according to the different stages of the marketing
funnel they address. (Keep in mind, however, that most inbound marketing
tactics can be applied to multiple stages of the funnel!)
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INBOUND
BASICS
In this section, you’ll find stats, charts, and graphs that pertain to …
•The Inbound Methodology
•Inbound Marketing ROI
•Inbound Marketing vs. Outbound Marketing
•Inbound Marketing Adoption Trends
The Inbound Methodology
The best way to turn strangers into customers
and promoters of your business
Source: HubSpot
The Inbound Methodology
Along the top are the actions inbound companies
use to obtain – and retain – new customers.
Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must
take in order to obtain visitors, leads, and customers.
Source: HubSpot
The Inbound Methodology
Along the bottom are the tools inbound
companies use to accomplish these actions.
Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must
take in order to obtain visitors, leads, and customers.
Source: HubSpot
Proving ROI for Marketing Activities
Is a Major Challenge for Marketers
Survey N = 3,339
Source: HubSpot
Inbound Marketing Delivers on ROI,
but Marketers Face Calculation Struggles
Survey N = 3,339
Source: HubSpot
Inbound Marketing Improves
Lead Acquisition Margins
Do you do
inbound marketing?
Average cost per lead
Average cost per
customer
Yes
$36
$254
No
$41
$268
Survey N = 3,339
Source: HubSpot
Inbound Strategies Deliver
Below-Average Cost per Lead
Survey N = 3,339
Source: HubSpot
Inbound Strategies Show Positive
Cost per Lead vs. Effort
30%
27%
Percent of total time marketers dedicate to X
marketing channel
27%
24%
25%
25%
Percent of marketers who said X channel
delivered below-average cost per lead
20%
16%
15%
12%
11%
10%
9%
12%
12%
9%
6%
5%
16%
15%
6%
6%
5%
4%
0%
Survey N = 3,339
Source: HubSpot
The ROI of Using HubSpot’s
Inbound Marketing Software
VISITORS
3.51x
HubSpot customers reached
more visitors per month within 1 year.
HubSpot customers reached
LEADS
6.12x more leads per
month within 1 year.
69% of HubSpot
CUSTOMERS
customers saw an
increase in sales
revenue.
Source: HubSpot
The ROI of Using HubSpot’s
Inbound Marketing Software
HubSpot customers enjoy exponential lead growth, averaging
more than 9,100 leads after 1.5 years of inbound marketing.
Download the Full
Inbound ROI Report
Right click > Hyperlink > Open Hyperlink
Source: HubSpot
Inbound Marketing VS. Outbound
Marketing: Lead Generation
Q: What percentage of your company's leads
come from each of the following sources?
Note: Graph excludes “email” and “don’t know/not applicable” responses.
Survey N = 3,339
Source: HubSpot
Inbound
54%
marketing
delivers
more leads into the
marketing
funnel
than
traditional outbound leads.
Source: HubSpot
Inbound leads cost
61% LESS
than outbound leads.
Source: Search Engine Journal
Outbound Marketing Tactics
Are Losing Market Share
Q: Which sources of leads have become less
important to your company over the last six months?
Survey N = 3,339
Source: HubSpot
Inbound Marketing Channels Continue to Be
the Most Important Sources of Lead Generation
Q: Which sources of leads have become more important
to your company over the last six months?
Survey N = 3,339
Source: HubSpot
Nearly 60% of Marketers Have Already
Adopted Inbound Strategies
Q: Does your company
do inbound marketing?
Survey N = 3,339
Source: HubSpot
Majority of CEOs Report
Inbound Marketing Adoption
*Q: Does your company do inbound marketing?
*Graph only shows responses from executives.
Survey N = 195
Source: HubSpot
Nearly 50% of CEOs Report
Complete Inbound Integration
*Graph only shows responses from executives.
Survey N = 195
Source: HubSpot
Inbound Marketing Budgets Are on the Rise
Q: Specific to inbound marketing, how
does your company’s 2013 budget
compare to your 2012 budget?
Survey N = 3,339
Source: HubSpot
Annual Inbound Marketing Budget
Growth Remains Strong
Q: Specific to inbound marketing, how does last
year’s budget compare to this year’s budget?
Survey N = 3,339
Source: HubSpot
CEOs Investing More in Inbound
*Graph only shows responses from executives.
Survey N = 195
Source: HubSpot
Marketers Allocate 1/3 of Overall Lead
Generation Budget to Inbound Tactics
Q: What percentage of your company’s annual lead
generation budget will be spent on the following?
40%
35%
35%
34%
32%
30%
25%
24%
23%
23%
20%
Outbound tactics
Inbound tactics
15%
10%
5%
0%
2011
Survey N = 3,339
2012
2013
Source: HubSpot
Inbound Marketing Touches Nearly
Every Major Industry
Start at the top, then move
clockwise around the circle
Survey N = 3,339
Source: HubSpot
TOP
OF THE
FUNNEL
In this section, you’ll find stats, charts, and graphs that pertain to …
•Blogging
•Social Media
•SEO
62% of Marketers Have a Blog
Q: Does your company publish a blog?
Survey N = 3,339
Source: HubSpot
Companies That Blog Generate 126%
More Leads Than Those That Don’t
Survey N = 2,300
Source: HubSpot
The average company
that blogs generates
55% more website visitors
Source: HubSpot
The average company
that blogs generates
97% more inbound links
Source: HubSpot
The average company
that blogs generates
434% more indexed pages
Source: HubSpot
Blogging Regularly Linked to Higher ROI
Survey N = 3,339
Source: HubSpot
Blogging Improves ROI.
80%
of marketers with a
company blog could prove
inbound ROI in 2013.
Source: HubSpot
43% of Marketers Generate
Customers From Their Blog
Survey N = 3,339
Source: HubSpot
57% of Marketers Who Blog Monthly
Acquire Customers From Their Blog
Survey N = 3,339
Source: HubSpot
82% of Marketers Who Blog Daily
Acquire Customers From Their Blog
Survey N = 3,339
Source: HubSpot
Blogging
61%
=
Business.
of U.S. consumers have
made a purchase based on a
blog post.
Source: Ignite Spot
Marketers Continue to Dedicate More
Budget to Blogging & Social Media
Q: What percentage of your company’s annual lead
generation budget will be spent on the following?
Note: Graph excludes “email” and “don’t know/not applicable” responses.
Survey N = 3,339
Source: HubSpot
82% of Consumers Enjoy Reading
Relevant Content from Brands
Source: Content Marketing Association
81% of Consumers Trust Information
and Advice From Blogs
Source: BlogHer
70% of Consumers Prefer Getting to
Know a Company Via Articles (Not Ads)
Source: Content Plus
Social Media & Blogging Cost
Marketers Time, Not Money
Survey N = 3,339
Source: HubSpot
16% of Marketers Allocate a
Full-time Employee to Social Media
Survey N = 3,339
Source: HubSpot
84% of B2B Marketers Use
Social Media in Some Form
Source: Aberdeen Group
More Than Half of Marketers Dedicate
6+ Hours to Social Media Each Week
Source: Social Media Examiner
Social
media
produces
2X
the marketing leads of
tradeshows, telemarketing,
direct mail, or PPC.
Source: HubSpot
Social
media
lead
conversion rates are
13% higher
than average conversion rates.
Source: HubSpot
Facebook Is the Top Social Channel
for Generating Leads
Survey N = 3,339
Source: HubSpot
52% of All Marketers Found a Customer
via Facebook in 2013
Source: HubSpot
43% of All Marketers Found a Customer
via LinkedIn in 2013
Source: HubSpot
36% of All Marketers Found a Customer
via Twitter in 2013
Source: HubSpot
46%
of online consumers
count on social media when
making a purchase decision.
Source: Nielsen
89%
of online consumers
use search engines when
making a purchase decision.
Source: Fleishman-Hillard
SEO, Social Media Play Key Roles
in Customer Acquisition
Survey N = 3,339
Source: HubSpot
95% of Marketers Say That SEO Is an
Important Source of Inbound Leads
Source: Forrester Research
SEO Produces Solid Annual Lead Conversions
Q: Please estimate your company’s cost per lead for each of
the channels listed vs. your overall average cost per lead.
Survey N = 3,339
Note: Graph shows only above-average lead conversion rates.
Source: HubSpot
SEO Is the Best Inbound Strategy
in Terms of Sales Conversion vs. Effort
Q: How does your company dedicate its full-time marketers to the following channels (as a
percent of total time) / What is the average percentage of leads your company converts to sales?
Survey N = 3,339
Note: Graph shows only above-average lead conversion rates.
Source: HubSpot
54%
of U.S. adults are
more likely to discover
websites via organic search
results vs. paid results.
Source: Forrester Research
53% of organic search
clicks go to the #1 (topranked) search result.
Source: Search Engine Watch
SEO Leads Have a 14.6% Close Rate
Outbound Leads (e.g. Direct Mail, Print Ads): 1.7%
Source: Search Engine Journal
MIDDLE
OF THE
FUNNEL
In this section, you’ll find stats, charts, and graphs that pertain to …
•Landing Pages
•Calls-to-Action
•A/B Testing
67% of Medium-Size Companies
Implement Unique Landing Pages
Source: MarketingSherpa
48% of Marketers Build a New Landing
Page for Each Marketing Campaign
Source: MarketingSherpa
Companies With 30+ Landing Pages
Generate 7 Times More Leads
Than Those With 1 to 5 Landing Pages
Source: HubSpot
Companies With 40+ Landing Pages
Generate 12 Times More Leads
Than Those With 1 to 5 Landing Pages
Source: HubSpot
52% of Companies That Use
Landing Pages Test Them
to Find Ways to Improve Conversions
Source: MarketingSherpa
Only 22% of Businesses Are Happy
With Their Conversion Rates
Source: Econsultancy
Adding videos to your
landing pages can increase
conversions by up to 86%.
Source: Eyeview
Testing different versions of
landing pages against each
other can result in conversion
rate increases of up to 264%
Source: ion interactive
70% of Small Businesses Aren’t Using
Calls-to-Actions on Their Home Pages
Source: Online Marketing Coach
72% of Small Businesses Don’t Use
Calls-to-Actions on Their Interior Pages
Source: Online Marketing Coach
More than 90% of visitors
who read your site’s headline
also read your CTA copy.
Source: Unbounce
Targeted CTAs Convert 42% More
Visitors Than Untargeted CTAs
Learn More
About
HubSpot’s Smart CTAs
HubSpot study of 93,000 CTAs over 12-month period
Right click > Hyperlink > Open Hyperlink
Source: HubSpot
Gmail Once A /B Tested 50 Shades
of B lue in Order to Find the
Highest -Converting C olor for a CTA
Source: Quick Sprout
Marketers That Conduct A/B Tests Are
80% More Likely to Show Inbound ROI
Q: What kind of testing does your company use to support your
marketing efforts / did your company prove inbound ROI?
Survey N = 3,339
Source: HubSpot
1 in 8 A/B Tests Drive
Significant Change
Source: Conversion XL
BOTTOM
OF THE
FUNNEL
In this section, you’ll find stats, charts, and graphs that pertain to …
•Email
•Lead Nurturing
•Marketing Automation
66% of Consumers Have Made an Online
Purchase as a Result of a Marketing Email
Source: Direct Marketing Association
68% of Marketers Believe E-newsletters
Are the Best Email Messages for Helping to
Achieve Their Business Goals
Source: Direct Marketing Association
76% of Marketers Say They Use Email More
Today Than They Did 3 Years Ago
Source: Direct Marketing Association
The Top 2 Reasons People Unsubscribe
From Business Emails: Frequency & Relevancy
Source: Chadwick Martin Bailey
Emails that are personalized
using a lead’s information …
14% higher click-through rates
and 10% more conversions.
get
Source: Aberdeen Group
Lead Nurturing Emails Have Higher
Click-Through-Rates Than General Emails
Source: HubSpot
Only 25% of Leads Are Sales-Ready
The Other 75% Need to Be Nurtured
Source: Gleanster Research
79% of Leads Never Convert into Sales
Lack of Lead Nurturing Contributes to This Problem
Source: MarketingSherpa
Executives Say Lead Scoring Is Critical
to Driving Bottom Line Results
*Graph only shows responses from executives.
Survey N = 195
Source: HubSpot
Companies that excel at
lead nurturing generate
50% more sales-ready
leads at a 33% lower cost.
Source: Forrester Research
Nurtured leads make 47%
larger purchases than
non-nurtured leads.
Source: The Annuitas Group
How Frequently B2B Companies
Send Lead Nurturing Messages
Source: MarketingSherpa
Companies that automate
lead management see a
10% or greater increase
in revenue in 6-9 months.
Source: Gartner Research
The adoption of marketing
automation technology is
expected to increase by
50% by 2015.
Source: Sirius Decisions
Only 33% of Companies Who Use Both CRM and
Marketing Automation Say the 2 Integrate Well.
Source: The Experts Bench
64% of CMOs Have Either an Informal or No
Process for Managing Marketing Automation
Source: The Annuitas Group
Businesses
marketing
that
use
automation
experience
a
451%
increase in qualified leads.
Source: The Annuitas Group
Businesses
that
use
marketing automation see a
10% or greater increase in
revenue in 6-9 months.
Source: Gartner Research
HubSpot was ranked the
#1
marketing
automation
software
vendor in a Venture Beat survey.
See Venture Beat’s
Marketing Automation
Survey
Right click > Hyperlink > Open Hyperlink
Source: VentureBeat
Average Ratings by Vendor for Website Content
Optimization & Web Content Targeting
Source: VentureBeat
Free Inbound Marketing Assessment