The 2012 State of Inbound Marketing Webinar
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This document summarizes the key findings from a 2012 study on the state of inbound marketing: 1. Inbound marketing techniques like blogging and social media generate lower cost leads than outbound methods like trade shows and direct mail. Most marketers are maintaining or increasing budgets for inbound tactics. 2. Inbound leads convert to customers at higher rates. Data shows social media and blogging drives real customer acquisitions. Over 70% of businesses blog at least weekly. 3. Social media and SEO are becoming more important sources of leads, while importance of direct mail is declining. Company blogs are increasingly valued, with 25% seeing them as critical and 81% as useful.
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The 2012 State of Inbound Marketing Webinar
- 1. THE 2012 State of Inbound Marketing Blogging Social media #SOIM
- 2. MIKE VOLPE MELISSA MILLER HubSpot Chief Marketing Officer Inbound Marketing Manager @mvolpe @mcdmiller #SOIM
- 3. State of Inbound Study • Survey conducted in Jan 2012 • 972 marketing professionals
- 4. SEO Blogging Social Media VS. Email Telemarketing Direct Mail Trade shows 4
- 5. Agenda 1 Marketing costs & budgets 2 Lead quality & sales 3 What’s important to marketers?
- 6. 1 Costs & 2012 Budgets
- 7. How much is your average COST PER LEAD?
- 8. Inbound Consistently Yields Lower Cost Leads
- 9. Blogs cited as least expensive
- 10. Trade shows ranked as most expensive
- 11. 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
- 12. Direct mail is very expensive and ineffective for new leads. Marketing Professional Hardware Technology 11 to 25 Employees
- 13. 89% are maintaining or increasing their inbound budgets
- 14. Increases Driven by Past Success; Decreases Driven by the Economy
- 15. Budgets Shift to Inbound
- 16. Budget Growth within Inbound
- 17. Outbound Budgets Remain Stagnant
- 18. SMALL V. BIG BUSINESSE S
- 19. Small Businesses Level the Playing Field
- 20. 2 Lead Quality & Sales
- 21. Inbound converts leads into customers Data pulled from analytics tracking of a sample of over 1,000 HubSpot customers.
- 22. Social Media & Blogs Generate Real Customers
- 23. 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
- 24. Blog Frequency and Customer Acquisition
- 25. 70% of Businesses Blog At Least Weekly
- 26. Facebook Is More Effective for B2C; LinkedIn Is for B2B
- 27. 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
- 28. 3 What’s important to marketers?
- 29. Which sources of leads have become MORE important to you over the last six months?
- 30. Social Media & SEO Growing in Importance
- 31. Direct Mail Declining in Importance
- 32. 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
- 33. 25% indicated their company blog is CRITICAL
- 34. 81% rated their blog as USEFUL OR BETTER
- 35. Company Blogs are Increasingly Valued
- 36. THANK MIKE VOLPE HubSpot Chief Marketing Officer @mvolpe YOU. www.linkedin.com/in/mikevolpe MELISSA MILLER Inbound Marketing Manager @mcdmiller www.linkedin.com/in/mdibellamiller
- 37. 3 2000 7 50+ 6 15 0 days inbound learning breakout inspiring small reasons marketing tracks sessions keynotes group not to professionals workshops GO! REGISTER TODAY! http://inbound2012.eventbrite.com/ www.InboundConference.com
- 38. Q&A Receive a complimentary marketing assessment from HubSpot: WWW.HUBSPOT.COM/IMA
Editor's Notes
- #9: Consistentfrom year to year.2010 survey and 2011 survey showed 60% and 62% lower cost per lead respectively.
- #10: 52% of companies who blog indicated leads from this channel were “Below Average Cost.”
- #15: Among the 47% of respondents with increased inbound marketing budgets, the most commonly cited reason was “past success with inbound marketing.” The majority of businesses attributed their decreasing budgets to the “economic conditions” (62%) or “a change in management” (21%).
- #17: The average budget spent on company blogs and social media increased from 9% in 2009 to 21% in 2012. Much of this growth can be attributed to Social Media. In 2010, Blogs were 7% and Social Media was 8% of total marketing budgets. In 2012, Blogs are 8% and Social Media is 13% of total marketing budgets.
- #20: In 2012, small businesses (1 to 5 employees) plan to spend 43% of their lead generation budgets on inbound marketing.In comparison, medium-to-large businesses (50 or more employees) only plan to spend 26% of their lead generation budgets on inbound marketing.Small business are only giving 14% of their budget to outbound, while medium-to-large business are allocating 31% of their budget to outbound channels.Small businesses plan to spend dramatically more of their budgets on social media and blogs.Medium-to-large businesses plan to spend more of their budgets on outbound methods, including trade shows, direct mail and telemarketing.
- #34: 25% of users rated their company blog as “critical” to their business.LinkedIn, YouTube, Facebook and Twitter were considered “useful” or better by over 60%.In contrast StumbleUpon, Yelp, and Digg all had user bases where over 70% considered the channel only “somewhat useful” or “not useful.”
- #35: An impressive 25% of users rated their company blog as “critical” to their business.81% of users rated company blogs as “useful” or better.
- #36: Company blogs are increasingly valued. The blog is the channel most frequently reported as critical or important, both in 2009 and 2012.YouTube, LinkedIn, Facebook, and Twitter are increasingly important. Facebook has shown the biggest gain at 18%.StumbleUpon and Digg have reduced in importance.