enhance our current sales process? · oing Inbound Marketing oing Outbound Marketing MID-SIZED COMPANIES MARKETING BUDGET BY INBOUND VS. OUTBOUND Takeaway: Although inbound marketing

Data referenced from Hubspot’s State of Inbound Marketing 2014

Inbound marketing has become a popular buzzword in today’s business world, attracting the attention of many entrepreneurs, CEOs, and business development professionals. Because these leaders focus on other aspects of their business, they often want to know:

• How we can use inbound marketing to enhance our current sales process?

• Is inbound marketing something that can work for our business and industry?

• What is the most effective way to reach out to potential customers through inbound marketing?

Ultimately, what they really want to know is, “Is inbound marketing worth it?”

This resource answers some of the common questions about inbound marketing so you can see how inbound marketing can grow your business.

Table of ContentsPercent Of Marketers That Practice Inbound Marketing // pg. 3

Average Cost Per Lead By Company Size // pg. 4

Which Lead Sources Have Become More Important // pg. 5

Inbound Roi Impact Year Over Year // pg. 6

Inbound Marketing Roi By Company Type // pg. 7

The Impact Of Blogging On Inbound Roi // pg. 8

Mid-Sized Companies Marketing Budget By Inbound Vs. Outbound // pg. 9

How Knowledgeable Are Prospects About Your Company Prior To Speaking With Sales? // pg. 10

Primary Lead Source By Company Type // pg. 11

Are you ready to determine if inbound marketing can work for your business? Let’s get started.


% o

f Res

po

nd

ents

Year

2013

0

20

40

60

80

100

2014

Yes, we do inbound marketing

No, we don’t do inbound marketing

PERCENTAGE OF MARKETERS THAT PRACTICE INBOUND MARKETING

Takeaway: The number of brands committed to inbound marketing has grown significantly over the past few years as marketers adapt to the changing reality in how people buy.


COMPANY SIZE

TYPE OF COMPANY

1-25 51-250 1,000+

Inbound

Outbound

$37$27

$70

$102

$220

$45

AVERAGE COST PER LEAD BY COMPANY SIZE

Takeaway: Inbound marketing is an extremely effective way to decrease the cost-per-lead, especially for small and mid-size businesses.


% o

f Res

po

nd

ents

Lead Source

SocialMedia

Blogs SEO EmailMarketing

PPC TradeShows

TraditionalAdvertising

DirectMail

Telemarketing0

20

40

60

80

100

Inbound Marketers

Outbound Marketers

WHICH LEAD SOURCES HAVE BECOME MORE IMPORTANT (OVER THE LAST 6 MONTHS)

Takeaway: Your website is your most valuable inbound marketing asset. It serves as the “campfire” you invite people around to learn more about your products or services.


% o

f Res

po

nd

ents

Inbound Marketing ROI

Greater ROI thanthe previous year

Lower ROI thanthe previous year

About the same asthe previous year

0

5

10

15

20

25

30

35

40

INBOUND ROI IMPACT YEAR OVER YEAR

Takeaway: Inbound marketing works and can make an immediate impact in the ROI of your marketing efforts.


% o

f Res

po

nd

ents

Inbound Marketing ROI

Greater ROI than the previous year Lower ROI than the previous year0

10

20

30

40

50

B2B

B2C

Nonprofit

INBOUND MARKETING ROI BY COMPANY TYPE

Takeaway: Inbound marketing is a valuable strategy for every type of business and is becoming increasingly popular in the nonprofit industry.


THE IMPACT OF BLOGGING ON INBOUND ROI

13xMore impact with blogs.

Takeaway: Effective inbound marketing requires more than simply creating a resource and sharing it online. It takes constant and consistent communication with your audience.


% o

f Res

po

nd

ents

Annual Marketing Budget

Less than$25,000

$25,000 - $100,000

$100,000 - $500,000

$500,000 - $1M

$1M - $5M

More than$5M

0

5

10

15

20

25

30

35

Doing Inbound Marketing

Doing Outbound Marketing

MID-SIZED COMPANIES MARKETING BUDGET BY INBOUND VS. OUTBOUND

Takeaway: Although inbound marketing is more effective for small and mid-sized businesses, many are still relying on traditional outbound methods. This provides a significant opportunity to stand out for brands who are willing to adopt the strategy.


% o

f Res

po

nd

ents

Prospects’ Knowledge about Company

Very knowledgeable Moderatelyknowledgeable

Somewhatknowledgeable

Not at allknowledgeable

0

10

20

30

40

50

60Primary Lead Source = Inbound

Primary Lead Source = Outbound

HOW KNOWLEDGEABLE ARE PROSPECTS ABOUT YOUR COMPANY PRIOR TO SPEAKING WITH SALES?

Takeaway: Inbound marketing helps you educate prospective clients on the unique benefits your company can offer, effectively shortening the sales-cycle of outbound marketing tactics.


% o

f Res

po

nd

ents

Company Type

B2B B2C Nonprofit0

10

20

30

40

50

60Inbound practices (e.g. SEO, Referrals, Social Media, Content Blog)

Outbound practices (e.g. Cold Calling, TV/Outdoor Ads, Trade Shows, Purchased Lists)

Paid media (e.g. PPC, Social Media Ads)

Self-sourced leads from sales team

PRIMARY LEAD SOURCE BY COMPANY TYPE

Takeaway: Inbound marketing provides twice as many leads as almost every other source.

Are You Ready to Grow Your Business with Inbound Marketing?

Here’s a look at how Green Apple’s process helps marketers and business development leaders grow their business by working smarter:Here’s a look at how Green Apple’s process helps marketers and

business development leaders grow their business by working smarter:

Growing your business is hard. Here are just a few reasons why…

GREEN APPLE ’S PROCESS FOR

GROWING YOUR BUSINESS

Plant Your Message in the Mind of Your AudienceContent marketing generates 3 times as many leads as traditional outbound marketing, but it

costs 62% less.

Green Apple can help you plant the seed and broadcast your message through a

comprehensive lead generation campaign.

It takes an average of 8 cold call attempts to reach a prospect.

80% of prospects say “NO” 4 times before they say “yes.”

44% of sales people give up after one “no.”

Challenge #1: Connecting with prospective clients or customers is difficult.

Challenge #2:Even when you do connect, most aren’t ready to buy.

Challenge #3: Nurturing leads is often ignored due to the pressure of meeting quotas.

Grow Your List of Qualified LeadsBusinesses that use marketing automation can experience up to a 450% increase in

qualified leads.

As a certified HubSpot partner, Green Apple uses marketing automation to deliver highly

qualified leads to you or your sales team.

Cultivate Your Leads to Improve Sales50% of leads are qualified but not yet ready to buy, so they require additional time to convert.

Green Apple works to maximize your time by delivering the highest quality leads and nurturing

prospects who aren’t yet ready to buy.

Harvest the Right Leads to Grow Your BusinessCompanies that automate lead management see a 10% or greater increase in revenue in

6-9 months.

Green Apple works to coordinate all of these efforts to lead to one goal — helping you grow

your business.

Are you ready to grow your business by working smarter? Green Apple can help you achieve your goals.

We do the hard work. You reap the rewards. greenapplestrategy.com | 615.305.3460

Ready to get started? greenapplestrategy.com | 615.305.3460

NO

You have two options: working harder or working smarter…

50%of leads are not ready to buy

10%or greater increase in revenue

450%increase in leads

3xas many leads astraditional marketing

Here’s a look at how Green Apple’s process helps marketers and business development leaders grow their business by working smarter:





costs 62% less.










qualified leads.







6-9 months.


your business.




NO











costs 62% less.










qualified leads.







6-9 months.


your business.




NO











costs 62% less.










qualified leads.







6-9 months.


your business.




NO






(Source)

(Source)

(Source)

(Source)



http://www.demandmetric.com/content/content-marketing-infographic

https://www.mambomedia.com/services/marketing-automation-services/marketing-automation-readiness-program/

http://blog.hubspot.com/blog/tabid/6307/bid/30901/30-Thought-Provoking-Lead-Nurturing-Stats-You-Can-t-Ignore.aspx

blog.hubspot.com/blog/tabid/6307/bid/30901/30-Thought-Provoking-Lead-Nurturing-Stats-You-Can-t-Ignore.aspx

Documents

enhance our current sales process? · oing Inbound Marketing oing Outbound Marketing MID-SIZED COMPANIES MARKETING BUDGET BY INBOUND VS. OUTBOUND Takeaway: Although inbound marketing