100 Stats, Charts & Graphs to gain 'Buy-In' for Inbound/Content Marketing by HubSpot

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HubSpot's newest collection of 100 Awesome Marketing Stats, Charts & Graphs, based on original research and data from a variety of sources, including analysis of our 4,500 customers, surveys with hundreds of small and medium-sized businesses, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more.

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  • 1. Table of ContentsHow to Use These Slides..Slide 3Inbound Basics...Slide 5Methodology, ROI, Inbound vs. Outbound, AdoptionTop of the Funnel...Slide 29Blogging, SEO, Social MediaMiddle of the Funnel....Slide 64Landing Pages, Calls-to-Action, A/B TestingBottom of the Funnel..Slide 80Email, Lead Nurturing, Marketing Automation

2. How to Use These SlidesFlip 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 marketingfunnel they address. (Keep in mind, however, that most inbound marketingtactics can be applied to multiple stages of the funnel!)THIS PRESENTATION YOUR PRESENTATIONCOPY PASTE 3. Pssst Want to Customize Colors?Double click on a colored portion of a graph or chart,then select a new fill color from the pop-up menu.Double click me! 4. INBOUNDBASICSIn this section, youll find stats, charts, and graphs that pertain to The Inbound MethodologyInbound Marketing ROIInbound Marketing vs. Outbound MarketingInbound Marketing Adoption Trends 5. The Inbound MethodologyThe best way to turn strangers into customersand promoters of your businessSource: HubSpot 6. The Inbound MethodologyAlong the top are the actions inbound companiesuse to obtain and retain new customers.Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies musttake in order to obtain visitors, leads, and customers.Source: HubSpot 7. The Inbound MethodologyAlong the bottom are the tools inboundcompanies use to accomplish these actions.Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies musttake in order to obtain visitors, leads, and customers.Source: HubSpot 8. Proving ROI for Marketing ActivitiesIs a Major Challenge for MarketersSurvey N = 3,339 Source: HubSpot 9. Inbound Marketing Delivers on ROI,but Marketers Face Calculation StrugglesSurvey N = 3,339 Source: HubSpot 10. Inbound Marketing ImprovesLead Acquisition MarginsSurvey N = 3,339 Source: HubSpot 11. Inbound Strategies DeliverBelow-Average Cost per LeadSurvey N = 3,339 Source: HubSpot 12. Inbound Strategies Show PositiveCost per Lead vs. EffortSurvey N = 3,339 Source: HubSpot 13. The ROI of Using HubSpotsInbound Marketing SoftwareHubSpot customers reached 3.51xmore visitors per month within 1 year.HubSpot customers reached6.12x more leads permonth within 1 year.VISITORSLEADSCUSTOMERSSource: HubSpot69% of HubSpotcustomers saw anincrease in salesrevenue. 14. The ROI of Using HubSpotsInbound Marketing SoftwareHubSpot customers enjoy exponential lead growth, averagingmore than 9,100 leads after 1.5 years of inbound marketing.Source: HubSpotDownload the FullInbound ROI Report Right click > Hyperlink Right click > Hyperlink >> O Oppeenn H Hyyppeerlrinlinkk 15. Inbound Marketing VS. OutboundMarketing: Lead GenerationQ: What percentage of your company's leads comefrom each of the following sources?Note: Graph excludes email and dont know/not applicable responses.Survey N = 3,339 Source: HubSpot 16. Inbound marketing delivers54% more leads into themarketing funnel thantraditional outbound leads.Source: HubSpot 17. Inbound leads costthan outbound leads.Source: Search Engine Journal61% LESS 18. Outbound Marketing TacticsAre Losing Market ShareSource: HubSpotQ: Which sources of leads have become lessimportant to your company over the last six months?Survey N = 3,339 19. Inbound Marketing Channels Continue to Bethe Most Important Sources of Lead GenerationSource: HubSpotQ: Which sources of leads have become more importantto your company over the last six months?Survey N = 3,339 20. Nearly 60% of Marketers Have AlreadyAdopted Inbound StrategiesQ: Does your companydo inbound marketing?Survey N = 3,339 Source: HubSpot 21. Majority of CEOs ReportInbound Marketing Adoption*Q: Does your company do inbound marketing?Source: HubSpot*Graph only shows responses from executives.Survey N = 195 22. Nearly 50% of CEOs ReportComplete Inbound Integration*Graph only shows responses from executives.Survey N = 195 Source: HubSpot 23. Inbound Marketing Budgets Are on the RiseQ: Specific to inbound marketing, howdoes your companys 2013 budgetcompare to your 2012 budget?Survey N = 3,339 Source: HubSpot 24. Annual Inbound Marketing BudgetGrowth Remains StrongSource: HubSpotQ: Specific to inbound marketing, how does lastyears budget compare to this years budget?Survey N = 3,339 25. CEOs Investing More in Inbound*Graph only shows responses from executives.Survey N = 195 Source: HubSpot 26. Marketers Allocate 1/3 of Overall LeadGeneration Budget to Inbound TacticsSource: HubSpotQ: What percentage of your companys annual leadgeneration budget will be spent on the following?Survey N = 3,339 27. Inbound Marketing Touches NearlyEvery Major IndustryStart at the top, then moveclockwise around the circleSurvey N = 3,339 Source: HubSpot 28. TOPOF THEFUNNELIn this section, youll find stats, charts, and graphs that pertain to BloggingSocial MediaSEO 29. 62% of Marketers Have a BlogSource: HubSpotQ: Does your company publish a blog?Survey N = 3,339 30. Companies That Blog Generate 126%More Leads Than Those That DontSurvey N = 2,300 Source: HubSpot 31. The average companythat blogs generates55% more website visitorsSource: HubSpot 32. The average companythat blogs generates97% more inbound linksSource: HubSpot 33. The average companythat blogs generates434% more indexed pagesSource: HubSpot 34. Blogging Regularly Linked to Higher ROISurvey N = 3,339 Source: HubSpot 35. Blogging Improves ROI.80% of marketers with acompany blog could proveinbound ROI in 2013.Source: HubSpot 36. 43% of Marketers GenerateCustomers From Their BlogSurvey N = 3,339 Source: HubSpot 37. 57% of Marketers Who Blog MonthlyAcquire Customers From Their BlogSurvey N = 3,339 Source: HubSpot 38. 82% of Marketers Who Blog DailyAcquire Customers From Their BlogSurvey N = 3,339 Source: HubSpot 39. Blogging = Business.61% of U.S. consumers havemade a purchase based on ablog post.Source: Ignite Spot 40. Marketers Continue to Dedicate MoreBudget to Blogging & Social MediaSource: HubSpotQ: What percentage of your companys annual leadgeneration budget will be spent on the following?Survey N = 3,339Note: Graph excludes email and dont know/not applicable responses. 41. 82% of Consumers Enjoy ReadingRelevant Content from BrandsSource: Content Marketing Association 42. 81% of Consumers Trust Informationand Advice From BlogsSource: BlogHer 43. 70% of Consumers Prefer Getting toKnow a Company Via Articles (Not Ads)Source: Content Plus 44. Social Media & Blogging CostMarketers Time, Not MoneySurvey N = 3,339 Source: HubSpot 45. 16% of Marketers Allocate aFull-time Employee to Social MediaSurvey N = 3,339 Source: HubSpot 46. 84% of B2B Marketers UseSocial Media in Some FormSource: Aberdeen Group 47. More Than Half of Marketers Dedicate6+ Hours to Social Media Each WeekSource: Social Media Examiner 48. Social media producesthe marketing leads oftradeshows, telemarketing,direct mail, or PPC.Source: HubSpot2X 49. Social media leadconversion rates arethan average conversion rates.Source: HubSpot13% higher 50. Facebook Is the Top Social Channelfor Generating LeadsSurvey N = 3,339 Source: HubSpot 51. 52% of All Marketers Found a Customervia Facebook in 2013Source: HubSpot 52. 43% of All Marketers Found a Customervia LinkedIn in 2013Source: HubSpot 53. 36% of All Marketers Found a Customervia Twitter in 2013Source: HubSpot 54. 46% of online consumerscount on social media whenmaking a purchase decision.Source: Nielsen 55. 89% of online consumersuse search engines whenmaking a purchase decision.Source: Fleishman-Hillard 56. SEO, Social Media Play Key Rolesin Customer AcquisitionSurvey N = 3,339 Source: HubSpot 57. 95% of Marketers Say That SEO Is anImportant Source of Inbound LeadsSource: Forrester Research 58. SEO Produces Solid Annual Lead ConversionsQ: Please estimate your companys cost per lead for each ofthe channels listed vs. your overall average cost per lead.Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot 59. SEO Is the Best Inbound Strategyin Terms of Sales Conversion vs. EffortQ: How does your company dedicate its full-time marketers to the following channels (as apercent 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 60. 54% of U.S. adults aremore likely to discoverwebsites via organic searchresults vs. paid results.Source: Forrester Research 61. 53% of organic searchclicks go to the #1 (top-ranked)search result.Source: Search Engine Watch 62. SEO Leads Have a 14.6% Close RateOutbound Leads (e.g. Direct Mail, Print Ads): 1.7%Source: Search Engine Journal 63. MIDDLEOF THEFUNNELIn this section, youll find stats, charts, and graphs that pertain to Landing PagesCalls-to-ActionA/B Testing 64. 67% of Medium-Size CompaniesImplement Unique Landing PagesSource: MarketingSherpa 65. 48% of Marketers Build a New LandingPage for Each Marketing CampaignSource: MarketingSherpa 66. Companies With 30+ Landing PagesGenerate 7 Times More LeadsThan Those With 1 to 5 Landing PagesSource: HubSpot 67. Companies With 40+ Landing PagesGenerate 12 Times More LeadsThan Those With 1 to 5 Landing PagesSource: HubSpot 68. 52% of Companies That UseLanding Pages Test Themto Find Ways to Improve ConversionsSource: MarketingSherpa 69. Only 22% of Businesses Are HappyWith Their Conversion RatesSource: Econsultancy 70. Adding videos to yourlanding pages can increaseconversions by up to 86%.Source: Eyeview 71. Testing different versions oflanding pages against eachother can result in conversionrate increases of up to 264%Source: ion interactive 72. 70% of Small