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Remarkable Discoveries
About Inbound Marketing
in Europe.10
A Publication of
have changed the way they
live and work.
We already know people
So why haven’t marketers
changed?
MANY HAVE.
Especially in Europe.
Welcome to the inbound
marketing revolution.
WHAT IS
INBOUND
MARKETING?
Not a channel.
Not a tactic.
Not a technology.
But a holistic approach to
marketing that attracts
individuals to your brand
and creates lasting
relationships with them.
HubSpot surveyed marketers, CMOs,
and agencies across 13 countries in
Europe.
Then shared the results with top
marketing thought leaders across
Europe.
To see if Europe is really 12-18 months
behind the U.S. in adopting new
business paradigms.
We’re excited to share what we
learned …
In the first and only comprehensive
review of the European inbound
marketing industry.
Here are the report’s most
remarkable discoveries …
About inbound.
About social media &
SEO.
About analytics.
About marketing &
sales alignment.
About hiring & budget.
Let’s dive in, shall we?
Inbound
Marketing
Inbound marketing has
reached majority adoption in
Europe.
of European marketers
implemented inbound58% marketing strategies in 2013.
A WORD FROM THE WISE
Are we on the verge on an inbound marketing revolution? I think the
revolution is already here. The only difference is, the activity of inbound
marketing is preceding the label. Digital marketers are widely adopting
the strategic approach that is inbound marketing, we’re just on the verge
of people widely discovering what it’s called.
Bryan Adams, @Bryan_phc
CEO, Ph.Creative Internet Marketing Agency
And inbound marketing
doesn’t live in a silo,
either.
36% completely integrate their
of European marketers
inbound marketing goals with
their larger strategy.
	
  
A WORD FROM THE WISE
The magic happens when inbound and outbound work together, so
marketers should actively approach customers and industry influencers
with content. It opens hearts and opportunities. Maybe mobile
technologies can be the link between these worlds.
Albert Pusch, @albertpusch
Co-founder and Author, Socialmedia-blog.de
Social Media &
SEO
Some social
channels are better
than others.
of European marketers generated
customers from LinkedIn
41% and Facebook.
A WORD FROM THE WISE
Europeans may be a bit more diffident than Americans about using social
media for lead generation – but we’re starting to get the hang of it. We’re
discovering that you can do this well without being crass about it.
Doug Kessler, @dougkessler
Co-founder & Creative Director, Velocity Partners
social media
in general has become more
important to their marketing mix.
22%
of marketers report that
A WORD FROM THE WISE
Social media can accomplish many marketing objectives: to acquire new
customers, increase campaign visibility, gain traffic, etc. But social media
has more to offer. It humanizes the brand, it brings customer loyalty, it
reinforces audience proximity, it creates an engaged community with
ambassadors. All of this will make a difference when purchase time
arrives.
Isabelle Mathieu, @isabellemathieu
Social Media Strategist, Isabelle-Mathieu.com
SEO packs a big
punch, too.
of SEO leads in Europe converted at
14% above-average rates.
	
  
A WORD FROM THE WISE
As the triumvirate of SEO, social, and blogging become top of mind, the
big question is – what’s going to distinguish good inbound marketing
from bad? Just as customers switched off from advertising, are we
heading for a showdown where good headlines and bad content become
the curse of the internet? The metrics for measuring successful content
are still in their infancy.
Tim Barker, @timbarker
CMO, DataSift
Analytics &
Measurement
The biggest challenge
revolves around analytics.
the ROI of inbound tactics.
1 in 4
The number of European
marketers concerned with proving	
  
A WORD FROM THE WISE
Inbound activity is clearly having an increasingly significant impact for
brands, so it’s critical to be able to measure this versus more traditional
marketing activities. We live in such a data-driven world. By analysing
market trends and proving the value in investing in inbound activity, we
can show brands how they can better market themselves online.
Kevin Gibbons, @kevgibbo
Managing Director, BlueGlass
of European marketers are
focused on reaching the right
audience and converting them into
leads.
23%
A WORD FROM THE WISE
It’s good to see the maturation of an industry and the move away from
“any old traffic will do” strategies, to ones about generating wins and
revenue.
Damien Mulley, @damienmulley
Social Media Expert, Mulley Communications
of marketers cited customer
15% acquisition as a success metric,
but still, no clear pattern emerged.
A WORD FROM THE WISE
One of the wonderful things about inbound is that it is accountable and
ROI can be tracked. Not only that, but it needs to be continually optimised
as well, so you’re sure that you’re making the most of your budget and
providing the content which converts at the highest rate. As we know, all
leads are not equal, and neither is all content.
Kath Pay, @kathpay
Owner, PlantoEngage
European marketers have
the opportunity to test and
optimise more.
marketers who do not test their
inbound marketing efforts.
1/2
The number of European	
  
A WORD FROM THE WISE
Those companies still not running tests around their online marketing are
leaving significant improvements on the table. In my experience, getting a
return from early split tests is very likely. I hope that the next few years will
see strong growth in companies focusing on conversion rate
improvements.
Will Critchlow, @willcritchlow
CMO, Distilled
Marketing & Sales
Alignment
Better alignment
between marketing &
sales is needed.
of European firms have a
formalized marketing & sales
agreement.22%
A WORD FROM THE WISE
Only a minority of companies have clarity on marketing and sales
responsibilities, even though the alignment of these teams is essential for
maximising revenue growth and decreasing inefficiencies. This can lead
to time wasted with unqualified leads or the loss of well-qualified
prospects when information is not disseminated effectively.
Linus Gregoriadis, @LinusGreg
Research Director, eConsultancy
of support for inbound
marketing efforts lies with the
marketing team.40%
A WORD FROM THE WISE
This research shows that the principal challenge for marketers is proving
the return on investment of marketing activities. This is difficult, but is very
much possible with the right type of joined-up measurement and inter-
departmental cooperation.
Linus Gregoriadis, @LinusGreg
Research Director, eConsultancy
Hiring & Budget
Europe has optimistic
plans for inbound hiring
in 2013.
The average number of members by
which European inbound marketing
teams will grow this year.2.5
A WORD FROM THE WISE
We need more talent. We’re now finding more requests to run workshops
and assist with hiring. I think many European businesses recognise that a
good graduate hiring and training scheme is the key to solving the dire
lack of available candidates in the inbound recruitment market.
Richard Baxter, @richardbaxter
CEO, SEOGadget
Economic influences
remain a critical factor
in European budget
allocations.
The number of marketers that
reported the economy impacted
their budgets in 2013.1 in 3
A WORD FROM THE WISE
Europe is a mosaic of cultures, and this has a direct reflection on how
marketing professionals conceive online marketing. A number of
companies that will increase their investment in inbound marketing in
Europe as a country may not reflect the reality of many individual
countries.
Gianluca Fiorelli, @gfiorelli1
SEO and Inbound Marketing Strategist, iLoveSEO
Still, inbound marketing
spend in Europe outpaces
outbound spend.
more money was spent on
inbound marketing efforts than
outbound efforts by European
marketers.
76%
A WORD FROM THE WISE
In tough economic times, with marketing under pressure, it’s encouraging
in Europe to see inbound recognized as the dominant strategy for
customer revenue and growth. Continued adoption of inbound
demonstrates that the role of marketing is not to help Sales sell, but to
help customers buy.
Tim Barker, @timbarker
CMO, DataSift
Be the first to read about inbound marketing in Europe.
Download the full State of Inbound
Marketing in Europe Report to explore:
• Executive insights on inbound marketing
• The business case for adopting inbound marketing
• The marketers' case for adopting inbound testing, tactics, and technology
• Thoughts on building a successful team of inbound marketers
SOIM http://hub.am/10Yp6Mv#

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10 Remarkable Discoveries About Inbound Marketing in Europe

  • 1. Remarkable Discoveries About Inbound Marketing in Europe.10 A Publication of
  • 2. have changed the way they live and work. We already know people
  • 3. So why haven’t marketers changed?
  • 5. Welcome to the inbound marketing revolution.
  • 10. But a holistic approach to marketing that attracts individuals to your brand and creates lasting relationships with them.
  • 11. HubSpot surveyed marketers, CMOs, and agencies across 13 countries in Europe.
  • 12. Then shared the results with top marketing thought leaders across Europe.
  • 13. To see if Europe is really 12-18 months behind the U.S. in adopting new business paradigms.
  • 14. We’re excited to share what we learned …
  • 15. In the first and only comprehensive review of the European inbound marketing industry.
  • 16.
  • 17. Here are the report’s most remarkable discoveries …
  • 22. About hiring & budget.
  • 23. Let’s dive in, shall we?
  • 25. Inbound marketing has reached majority adoption in Europe.
  • 26. of European marketers implemented inbound58% marketing strategies in 2013.
  • 27. A WORD FROM THE WISE Are we on the verge on an inbound marketing revolution? I think the revolution is already here. The only difference is, the activity of inbound marketing is preceding the label. Digital marketers are widely adopting the strategic approach that is inbound marketing, we’re just on the verge of people widely discovering what it’s called. Bryan Adams, @Bryan_phc CEO, Ph.Creative Internet Marketing Agency
  • 28. And inbound marketing doesn’t live in a silo, either.
  • 29. 36% completely integrate their of European marketers inbound marketing goals with their larger strategy.  
  • 30. A WORD FROM THE WISE The magic happens when inbound and outbound work together, so marketers should actively approach customers and industry influencers with content. It opens hearts and opportunities. Maybe mobile technologies can be the link between these worlds. Albert Pusch, @albertpusch Co-founder and Author, Socialmedia-blog.de
  • 32. Some social channels are better than others.
  • 33. of European marketers generated customers from LinkedIn 41% and Facebook.
  • 34. A WORD FROM THE WISE Europeans may be a bit more diffident than Americans about using social media for lead generation – but we’re starting to get the hang of it. We’re discovering that you can do this well without being crass about it. Doug Kessler, @dougkessler Co-founder & Creative Director, Velocity Partners
  • 35. social media in general has become more important to their marketing mix. 22% of marketers report that
  • 36. A WORD FROM THE WISE Social media can accomplish many marketing objectives: to acquire new customers, increase campaign visibility, gain traffic, etc. But social media has more to offer. It humanizes the brand, it brings customer loyalty, it reinforces audience proximity, it creates an engaged community with ambassadors. All of this will make a difference when purchase time arrives. Isabelle Mathieu, @isabellemathieu Social Media Strategist, Isabelle-Mathieu.com
  • 37. SEO packs a big punch, too.
  • 38. of SEO leads in Europe converted at 14% above-average rates.  
  • 39. A WORD FROM THE WISE As the triumvirate of SEO, social, and blogging become top of mind, the big question is – what’s going to distinguish good inbound marketing from bad? Just as customers switched off from advertising, are we heading for a showdown where good headlines and bad content become the curse of the internet? The metrics for measuring successful content are still in their infancy. Tim Barker, @timbarker CMO, DataSift
  • 41. The biggest challenge revolves around analytics.
  • 42. the ROI of inbound tactics. 1 in 4 The number of European marketers concerned with proving  
  • 43. A WORD FROM THE WISE Inbound activity is clearly having an increasingly significant impact for brands, so it’s critical to be able to measure this versus more traditional marketing activities. We live in such a data-driven world. By analysing market trends and proving the value in investing in inbound activity, we can show brands how they can better market themselves online. Kevin Gibbons, @kevgibbo Managing Director, BlueGlass
  • 44. of European marketers are focused on reaching the right audience and converting them into leads. 23%
  • 45. A WORD FROM THE WISE It’s good to see the maturation of an industry and the move away from “any old traffic will do” strategies, to ones about generating wins and revenue. Damien Mulley, @damienmulley Social Media Expert, Mulley Communications
  • 46. of marketers cited customer 15% acquisition as a success metric, but still, no clear pattern emerged.
  • 47. A WORD FROM THE WISE One of the wonderful things about inbound is that it is accountable and ROI can be tracked. Not only that, but it needs to be continually optimised as well, so you’re sure that you’re making the most of your budget and providing the content which converts at the highest rate. As we know, all leads are not equal, and neither is all content. Kath Pay, @kathpay Owner, PlantoEngage
  • 48. European marketers have the opportunity to test and optimise more.
  • 49. marketers who do not test their inbound marketing efforts. 1/2 The number of European  
  • 50. A WORD FROM THE WISE Those companies still not running tests around their online marketing are leaving significant improvements on the table. In my experience, getting a return from early split tests is very likely. I hope that the next few years will see strong growth in companies focusing on conversion rate improvements. Will Critchlow, @willcritchlow CMO, Distilled
  • 53. of European firms have a formalized marketing & sales agreement.22%
  • 54. A WORD FROM THE WISE Only a minority of companies have clarity on marketing and sales responsibilities, even though the alignment of these teams is essential for maximising revenue growth and decreasing inefficiencies. This can lead to time wasted with unqualified leads or the loss of well-qualified prospects when information is not disseminated effectively. Linus Gregoriadis, @LinusGreg Research Director, eConsultancy
  • 55. of support for inbound marketing efforts lies with the marketing team.40%
  • 56. A WORD FROM THE WISE This research shows that the principal challenge for marketers is proving the return on investment of marketing activities. This is difficult, but is very much possible with the right type of joined-up measurement and inter- departmental cooperation. Linus Gregoriadis, @LinusGreg Research Director, eConsultancy
  • 58. Europe has optimistic plans for inbound hiring in 2013.
  • 59. The average number of members by which European inbound marketing teams will grow this year.2.5
  • 60. A WORD FROM THE WISE We need more talent. We’re now finding more requests to run workshops and assist with hiring. I think many European businesses recognise that a good graduate hiring and training scheme is the key to solving the dire lack of available candidates in the inbound recruitment market. Richard Baxter, @richardbaxter CEO, SEOGadget
  • 61. Economic influences remain a critical factor in European budget allocations.
  • 62. The number of marketers that reported the economy impacted their budgets in 2013.1 in 3
  • 63. A WORD FROM THE WISE Europe is a mosaic of cultures, and this has a direct reflection on how marketing professionals conceive online marketing. A number of companies that will increase their investment in inbound marketing in Europe as a country may not reflect the reality of many individual countries. Gianluca Fiorelli, @gfiorelli1 SEO and Inbound Marketing Strategist, iLoveSEO
  • 64. Still, inbound marketing spend in Europe outpaces outbound spend.
  • 65. more money was spent on inbound marketing efforts than outbound efforts by European marketers. 76%
  • 66. A WORD FROM THE WISE In tough economic times, with marketing under pressure, it’s encouraging in Europe to see inbound recognized as the dominant strategy for customer revenue and growth. Continued adoption of inbound demonstrates that the role of marketing is not to help Sales sell, but to help customers buy. Tim Barker, @timbarker CMO, DataSift
  • 67. Be the first to read about inbound marketing in Europe. Download the full State of Inbound Marketing in Europe Report to explore: • Executive insights on inbound marketing • The business case for adopting inbound marketing • The marketers' case for adopting inbound testing, tactics, and technology • Thoughts on building a successful team of inbound marketers SOIM http://hub.am/10Yp6Mv#