3 Major Marketing Takeaways From the 2015 State of Inbound Report

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  • State of Inbound Report

    HubSpot recently released its seventh annual State of Inbound report. The reportwhich is

    divided into marketing and sales sectionsconsists of 73 pages worth of insights, emerging

    trends, and data illuminating the biggest challenges and missed opportunities in the world of

    inbound marketing. Including data gathered from over 4,000 survey respondents across

    more than 150 countries, the report serves as an accurate representation of the inbound

    industry landscape as it currently stands.

    We figured you might not have the time to read through 73 pages of material, so we did it

    for you. Below, weve listed three of the biggest takeaways to note from the marketing

    section of HubSpots 2015 State of Inbound report.



  • Marketers Around The World Prioritize Inbound Marketing



  • Marketers Around The World Prioritize Inbound MarketingOne of the most interesting takeaways we pulled from this years State of Inbound report is

    that a whopping 75 percent of marketers worldwide utilize and prefer inbound marketing

    methods to outbound. Whats more, this preference remains consistent across company

    types, with inbound marketing appealing to three out of four marketers in B2B, B2C, and

    nonprofit businesses. And though larger companies with bigger budgets to spend on paid

    advertising continue to prioritize inbound and outbound marketing equally, inbound

    continues to remain the core strategy of small-to-medium-sized businesses (SMBs) with 0-

    200 employees.


  • Everyone Agrees: Paid Advertising is a Poor Investment



  • Everyone Agrees: Paid Advertising is a Poor InvestmentInbound marketers know that traditional

    outbound marketing methodssuch as TV

    ads and billboardsare a poor investment.

    But as it turns out, so do the marketers who

    actually use these tactics.

    Of the survey respondents whose companies

    identify as outbound organizations, 32

    percent cited paid advertising as the

    marketing tactic they consider the biggest

    waste of time. The graph below, pulled from

    the State of Inbound report, shows that paid

    advertising takes a commanding lead in the

    list of most overrated marketing tactics,

    followed by social media and email marketing.



  • Demonstrating ROI is the #1 challenge marketers face



  • Demonstrating ROI is the #1 Challenge Marketers FaceThe State of Inbound report also showed that the biggest obstacle facing marketers is

    demonstrating ROI to company executives. However, demonstrating ROI also proved to

    correlate positively with a marketing budget increase, exposing a catch-22 in the inbound

    marketing world: Marketers need a bigger budget to better fund the activities that generate

    ROI, but they need to be able to demonstrate ROI to get that bigger budget approved by

    higher ups.

    So what can marketers do? The key is to track ROI from the beginning (or start now!), which

    will provide you with the proof you need to justify a future increase in budget. The report

    showed that marketing automation software can play a big role in a marketers inbound

    success, noting that marketers who saw a higher ROI in 2014 were more likely to have used

    marketing automation software than not, and to see an increase in budget the following year

    as a result.



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