Hubspot: The 2012 state of inbound marketing

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  • 1.1the 2012 state of inbound marketing The 2012 State of inbound marketing 2012 Report on Inbound Marketing Practices & TrendsBloggingSocial media A publication ofShare This Ebook!www.Hubspot.com

2. 2the 2012 state of inbound marketingIS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine ifyour level matches the content you are about to read. INTRODUCTORY Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. Read our Inbound Marketing Glossary to review all the terms and definitions that can make you a marketing rockstar. INTERMEDIATEThis ebook! Intermediate content is for marketers who are familiar with the subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. After reading it, you will feel comfortable leading projects with this aspect of inbound marketing. ADVANCED Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. Read our Online Marketing Opportunity Report by Industry for more advanced information on inboundShare This Ebook! marketing trends.www.Hubspot.com 3. 3the 2012 state of inbound marketingHubSpots All-in-OneMarketing SoftwareU qLead Generationblogging & social mediaHubSpot brings your whole marketingworld together in one, powerful, integratedsystem. Get Found: Help prospects find you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing. More: See marketplace for apps and integrations M s Email & Automation Search optimization Request A Demo Video Overviewg Y Leadmanagement Marketing analyticsShare This Ebook!www.Hubspot.com 4. 4the 2012 state of inbound marketingCOntentsthe state of marketing costs & budgets/8inbound channels convert leads into customers/21Whats important to marketers?/29Conclusion & additional resources/36Share This Ebook!www.Hubspot.com 5. 5the 2012 state of inbound marketingFive Key TakeawaysThis report is based on a January 2012 survey of 972 professionals familiar with their businessmarketing strategy. The key takeaways are:Inbound Marketing Brings Low-Cost Leads 1Inbound marketing channels are maintaining their low-costadvantage. Inbound marketing-dominated organizationsexperience a cost per lead 61% lower than outboundmarketing-dominated organizations.More Spending on Inbound Channels2 The distribution of marketing budgets continues to shift toinbound channels. The difference between inbound andoutbound marketing expenditures grew by 50% from 2011to 2012.Social media Growth 32012 saw growth in social media use across the spectrum.62% of companies said that social media had becomemore important as a source of leads in the past six months.Share This Ebook!www.Hubspot.com 6. 6 the 2012 state of inbound marketingThe Rise of Google+ 4Google+ has started to affect social media marketing. Withinsix months of its launch, over 40% of marketers consider ituseful, important or critical. Itll be interesting to seehow Google+ affects marketers in the future.Increasing Value of Blogging 5Businesses are increasingly aware their blog is highlyvaluable. 81% of businesses rated their company blogs as puseful, important or critical. An impressive 25% ratedtheir company blog as critical to their business.Share This Ebook!www.Hubspot.com 7. 7 the 2012 state of inbound marketingOverview of Inbound MarketingThis report is designed to help businesses and marketers understandthe current usage and results of inbound marketing. Inboundmarketing is a set of marketing strategies and techniques focused onpulling relevant prospects and customers towards a business and itsproducts. Inbound marketing is becoming widely accepted because itcomplements the way buyers make purchasing decisions todaytheyare using the Internet to learn about the products and services thatbest meet their needs.Inbound marketers offer their audiences useful information and tools to attract people to theirsite, while also interacting and developing relationships with these potential customers. Inboundmarketing tools include blogging, content publishing, search engine optimization and socialmedia. Inbound marketing contrasts with traditional outbound marketing, where businesses push their messages at consumers. With techniques that include direct mail, telemarketing and trade shows, outbound marketing has become less effective over time as buyers have behaviorally and technologically (e.g., DVR, spam filters, do-not-call lists) tuned these interruptive campaigns out.Share This Ebook!www.Hubspot.com 8. 8the 2012 state of inbound marketingCHAPTER 1the state ofmarketingcosts &budgetsShare This Ebook!www.Hubspot.com 9. 9 the 2012 state of inbound marketing Inbound consistently delivers acost per lead dramatically lower than outbound.Survey participants were asked to report the distribution oftheir spending and their average cost per lead. Respondentswho spend more than 50% of their lead generation budget oninbound marketing channels report a significantly lower costper sales lead than those who spend 50% or more of theirbudgets on outbound marketing channels.cost/for outbound-dominatedThe average $346,lead businesses wascostwhileinbound businesses$135on average. reported their leadsShare This Ebook!www.Hubspot.com 10. 10 the 2012 state of inbound marketingInbound marketing-dominated organizations experience a 61% lower cost per lead thanoutbound marketing dominated organizations.Average Cost Per LeadInbound vs. Outbound 61% Lower Cost per Lead Outbound Marketing Dominated Inbound Marketing Dominated2010 20112012 The 2012 State of Inbound Marketing www.HubSpot.com/SOIMThis finding is remarkably consistent from year to year. The previous studies showed strikinglysimilar results: the 2010 survey and 2011 survey showed that inbound marketing-centricorganizations experienced a 60% and 62% lower cost per lead respectively.Share This Ebook!www.Hubspot.com 11. 11 the 2012 state of inbound marketingThe Three Inbound Marketing ChannelsCost Less Than Any Outbound ChannelWhen asked to classify each lead generation category as below average cost, near averagecost, or above average cost, businesses consistently ranked inbound marketing channels ashaving costs lower than outbound channels.Blogs, social media and organic search maintained the top slots as least expensive. Below Average Cost PerPer Lead, Below Average Cost Lead, % Respondents by Lead Channel 60% % Respondents by Lead Channel 52% 45%% of Respondents 40% 38% 34%33%28%19% 20% 0% BlogsSocial Media SEO (OrganicDirect Mail Telemarketing PPC (Paid Trade Shows Search)Search) The 2012 State of Inbound Marketing www.HubSpot.com/SOIMShare This Ebook!www.Hubspot.com 12. 12the 2012 state of inbound marketing Blogs had the highest instance of being reported as below average cost. 52% of companies who blog indicated leads from this channel were below average cost. Trade shows, direct mail, and telemarketing were most frequently ranked as more expensive.52% of companies who blog indicated leadscostfrom this channel below average. Above Average Cost Per Lead, Above Average Cost Per Lead, % Respondents by Lead Channel46%% Respondents by Lead Channel 40%% of Respondents 26% 26%25% 20%14%14% 10% 0%Trade Shows Direct Mail Telemarketing PPC (PaidSEO (Organic Social Media Blogs The 2012 State of Inbound Marketing Search) Search) www.HubSpot.com/SOIMShare This Ebook! www.Hubspot.com 13. 13 the 2012 state of inbound marketing Many Businesses Are Increasing Their? Inbound Marketing Budgets The survey asked, How does your 2012 Inbound Marketing budget compare to your 2011 budget? and If your 2012 inbound marketing budget changed from your 2011 budget, what drove that decision? The data shows that a large percentage of businesses are consistently increasing inbound marketing budgets.47%of those surveyedare increasing { their inbound marketing budgets. How does your inbound marketing budget for the current year compare to your budget for the previous year?89% are either maintainingor increasing their inboundmarketing budgets. Amongthe 47% of respondents withNo change Higher 42%increased inbound marketing 47%budgets, the most commonlycited reason was past successwith inbound marketing. Share This Ebook! Lower11% The 2012 State of Inbound Marketing www.Hubspot.com www.HubSpot.com/SOIM 14. 14 the 2012 state of inbound marketingWhy businesses are increasinginbound budgets?Among the 47% ofrespondents with increasedinbound marketing budgets,the most commonly citedreason was past successwith inbound marketing. The 2012 State of Inbound Marketing www.HubSpot.com/SOIMWhy businesses are decreasingThe majority of businessesinbound budgets?attributed their decreasingbudgets to the economicconditions (62%) or a changein management (21%).Share This Ebook! The 2012 State of Inbound Marketingwww.Hubspot.comwww.HubSpot.com/SOIM 15. 15the 2012 state of inbound marketingDistribution of Budgets Continues toShift to Inbound ChannelsWe asked survey respondents what percentage of their lead generationbudgets would be spent on each of the following nine marketing channels:blogstrade showssocial InboundoutbounddirectmediaChannels ChannelsmailSEOtelemarketing(organicsearch)Not PPC emailclassified (paid search) marketingShare This Ebook!www.Hubspot.com 16. 16 the 2012 state of inbound marketing The results show that:The averageportion ofbudget dedicated toincreased from 32% in 2011 to35%in 2012. inbound The gap between inbound and outbound grew by 50% and continues to widen. Inbound marketing had an 8% greater share of the lead genera