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THE
2012 State of
Inbound
Marketing
#SOIM
Blogging
Social media
MIKE VOLPE HubSpot Chief Marketing Officer
@mvolpe
MELISSA MILLER Inbound Marketing Manager
@mcdmiller
#SOIM
State of Inbound Study
• Survey conducted in Jan 2012
• 972 marketing professionals
Telemarketing
Direct Mail
Trade shows
VS.
SEO
Blogging
Social Media
4
Agenda
Marketing costs & budgets
Lead quality & sales
What’s important to marketers?
1
2
3
Costs & 2012 Budgets 1
How much is your average
COST PER LEAD?
Inbound Consistently Yields Lower Cost Leads
Blogs cited as least expensive
Trade shows ranked as most expensive
The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.
Marketing Professional Professional Services/Consulting 26 to 50 Employees
Direct mail is very expensive and ineffective for new leads.
Marketing Professional Hardware Technology 11 to 25 Employees
89% are maintaining or increasing their
inbound budgets
Increases Driven by Past Success;
Decreases Driven by the Economy
Budgets Shift to Inbound
Budget Growth within Inbound
Outbound Budgets Remain Stagnant
SMALL V. BIG
BUSINESSES
Small Businesses Level the Playing Field
Lead Quality & Sales 2
Inbound converts leads into customers
Data pulled from
analytics tracking
of a sample of over
1,000 HubSpot
customers.
Social Media & Blogs Generate Real
Customers
The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.
Marketing Professional Manufacturing Industry 201 to 500 Employees
Blog Frequency and Customer Acquisition
70% of Businesses Blog At Least Weekly
Facebook Is More Effective for B2C; LinkedIn Is for
B2B
LinkedIn is the best
social media channel by far for us as we are
in B2B… Facebook is not getting much traction.
Marketing Professional Hardware Technology 11 to 25 Employees
What’s important to marketers? 3
Which sources of
leads have become
MORE important to
you over the last
six months?
Social Media & SEO Growing in Importance
Direct Mail Declining in Importance
This past year we spent a few hundred dollars on a door-hanger marketing piece and got no response—at all.
Business Owner Professional Services/Consulting 1 to 5 Employees
25% indicated their company blog is CRITICAL
81% rated their blog as USEFUL OR BETTER
Company Blogs are Increasingly Valued
THANK YOU. MIKE VOLPE
HubSpot Chief Marketing Officer
@mvolpe
www.linkedin.com/in/mikevolpe
MELISSA MILLER Inbound Marketing Manager
@mcdmiller
www.linkedin.com/in/mdibellamiller
EVENT SNAPSHOT
15 small group workshops
6 inspiring keynotes
50+ breakout sessions
7 learning tracks
3 days
2000 inbound marketing professionals
0 reasons not to GO!
REGISTER TODAY! http://inbound2012.eventbrite.com/
www.InboundConference.com
Q&A
WWW.HUBSPOT.COM/IMA Receive a complimentary marketing
assessment from HubSpot:
