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

How to Use These Slides……..Slide 3

Inbound Basics………………..….Slide 5

Top of the Funnel………………...Slide 29

Middle of the Funnel…………....Slide 64

Bottom of the Funnel…………..Slide 80

Table of Contents

Methodology, ROI, Inbound vs. Outbound, Adoption

Blogging, SEO, Social Media

Email, Lead Nurturing, Marketing Automation

Landing Pages, Calls-to-Action, A/B Testing

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 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 best way to turn strangers into customers and promoters of your business

The Inbound Methodology

Source: HubSpot

Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers.

Along the top are the actions inbound companies use to obtain – and retain – new customers.


Source: HubSpot

Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers.

Along the bottom are the tools inbound companies use to accomplish these actions.


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


Inbound Marketing Improves Lead Acquisition Margins


Inbound Strategies Deliver Below-Average Cost per Lead


Inbound Strategies Show Positive Cost per Lead vs. Effort

Source: HubSpotSurvey N = 3,339

The ROI of Using HubSpot’s Inbound Marketing Software

HubSpot customers reached 3.51x more visitors per month within 1 year.

HubSpot customers reached

6.12x more leads per month within 1 year.

VISITORS

LEADS

CUSTOMERS

Source: HubSpot

69% of HubSpot customers saw an increase in sales

revenue.

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.

Source: HubSpot

Download the Full Inbound ROI Report Right click > Hyperlink > Open HyperlinkRight click > Hyperlink > Open Hyperlink

http://www.hubspot.com/roi


Inbound Marketing VS. Outbound Marketing: Lead Generation


Note: Graph excludes “email” and “don’t know/not applicable” responses.

Q: What percentage of your company's leads

come from each of the following sources?

Inbound marketing delivers

54% more leads into the

marketing funnel than

traditional outbound leads.

Source: HubSpot

Inbound leads cost

than outbound leads.

Source: Search Engine Journal

61% LESS

http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/

Outbound Marketing Tactics Are Losing Market Share

Source: HubSpot

Q: Which sources of leads have become less important to your company over the last six months?

Survey N = 3,339

Inbound Marketing Channels Continue to Be the Most Important Sources of Lead Generation

Source: HubSpot

Q: Which sources of leads have become more important to your company over the last six months?

Survey N = 3,339

Nearly 60% of Marketers Have Already Adopted Inbound Strategies


Q: Does your company do inbound marketing?

Majority of CEOs ReportInbound Marketing Adoption

Source: HubSpot

*Graph only shows responses from executives.

*Q: Does your company do inbound marketing?

Survey N = 195

Nearly 50% of CEOs ReportComplete Inbound Integration

Source: HubSpotSurvey N = 195*Graph only shows responses from executives.

Inbound Marketing Budgets Are on the Rise


Q: Specific to inbound marketing, how does your company’s 2013 budget compare to your 2012 budget?

Annual Inbound Marketing Budget Growth Remains Strong

Source: HubSpot

Q: Specific to inbound marketing, how does last year’s budget compare to this year’s budget?

Survey N = 3,339

CEOs Investing More in Inbound


Marketers Allocate 1/3 of Overall Lead Generation Budget to Inbound Tactics

Source: HubSpot

Q: What percentage of your company’s annual lead generation budget will be spent on the following?

Survey N = 3,339

Inbound Marketing Touches Nearly Every Major Industry


Start at the top, then move clockwise around the circle

TOP OF THE

FUNNELIn this section, you’ll find stats, charts, and graphs that pertain to …

•Blogging

•Social Media

•SEO

62% of Marketers Have a Blog

Source: HubSpot

Q: Does your company publish a blog?

Survey N = 3,339

Companies That Blog Generate 126% More Leads Than Those That Don’t


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


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


57% of Marketers Who Blog Monthly Acquire Customers From Their Blog


82% of Marketers Who Blog Daily Acquire Customers From Their Blog


Blogging = Business.

61% 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

Source: HubSpot

Q: What percentage of your company’s annual lead generation budget will be spent on the following?

Survey N = 3,339Note: Graph excludes “email” and “don’t know/not applicable” responses.

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


16% of Marketers Allocate a Full-time Employee to Social Media


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

the marketing leads of

tradeshows, telemarketing,

direct mail, or PPC.

Source: HubSpot

2X


Social media lead

conversion rates are

than average conversion rates.

Source: HubSpot

13% higher


Facebook Is the Top Social Channel for Generating Leads


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


95% of Marketers Say That SEO Is an Important Source of Inbound Leads

Source: Forrester Research

SEO Produces Solid Annual Lead ConversionsQ: 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.


53% of organic search

clicks go to the #1 (top-

ranked) search result.

Source: Search Engine Watch

SEO Leads Have a 14.6% Close RateOutbound Leads (e.g. Direct Mail, Print Ads): 1.7%

Source: Search Engine Journal

MIDDLEOF THE


•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


Companies With 30+ Landing Pages

Generate 7 Times More LeadsThan Those With 1 to 5 Landing Pages

Source: HubSpot

Companies With 40+ Landing Pages

Generate 12 Times More LeadsThan Those With 1 to 5 Landing Pages

Source: HubSpot

52% of Companies That Use Landing Pages Test Them

to Find Ways to Improve Conversions


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

Source: HubSpotHubSpot study of 93,000 CTAs over 12-month period

Learn More About

HubSpot’s Smart CTAs Right click > Hyperlink > Open HyperlinkRight click > Hyperlink > Open Hyperlink

http://www.hubspot.com/products/calls-to-action







Gmail Once A/B Tested 50 Shades of Blue in Order to Find the

Highest-Converting Color for a CTA

Source: Quick Sprout

Marketers That Conduct A/B Tests Are 80% More Likely to Show Inbound ROI

Source: HubSpot

Q: What kind of testing does your company use to support your marketing efforts / did your company prove inbound ROI?

Survey N = 3,339

1 in 8 A/B Tests Drive Significant Change

Source: Conversion XL

BOTTOMOF THE


•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


76% of Marketers Say They Use Email More Today Than They Did 3 Years Ago


The Top 2 Reasons People Unsubscribe From Business Emails: Frequency & Relevancy

Source: Chadwick Martin Bailey

Emails that are personalized

using a lead’s information …

get 14% higher click-through rates

and 10% more conversions.

Source: Aberdeen Group

Lead Nurturing Emails Have Higher Click-Through-Rates Than General Emails

Source: HubSpot

Only 25% of Leads Are Sales-ReadyThe Other 75% Need to Be Nurtured

Source: Gleanster Research

79% of Leads Never Convert into SalesLack of Lead Nurturing Contributes to This Problem


Executives Say Lead Scoring Is Critical to Driving Bottom Line Results


Companies that excel at

lead nurturing generate

50% more sales-ready

leads at a 33% lower cost.


Nurtured leads make 47%

larger purchases than

non-nurtured leads.

Source: The Annuitas Group

How Frequently B2B Companies Send Lead Nurturing Messages


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


Businesses that use

marketing automation

experience a 451% increase in qualified leads.


Businesses that use

marketing automation see a

10% or greater increase in

revenue in 6-9 months.

Source: Gartner Research

HubSpot was ranked the

marketing automation software vendor

in a Venture Beat survey.

Source: VentureBeat

#1

See Venture Beat’s Marketing Automation Survey

Right click > Hyperlink > Open HyperlinkRight click > Hyperlink > Open Hyperlink

http://venturebeat.com/2014/02/26/top-10-marketing-automation-companies-the-vb-index-report/








Average Ratings by Vendor for Website Content Optimization & Web Content Targeting

Source: VentureBeat

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