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HubSpot's 2013 State of Inbound Marketing

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HubSpot's 2013 State of Inbound Marketing

  1. 1. 10 Inbound Discoveries That Will DISRUPT marketing Forever   A Publication of
  2. 2. Whether you’re ready or not, marketing has already been DISRUPTED.  
  3. 3. Whether you’re ready or not, marketing has already been DISRUPTED.   People have changed how they work and live, and marketers must adapt.
  4. 4. THIS IS WHERE inbound   COMES IN.
  5. 5. WHAT IS INBOUND MARKETING?
  6. 6. Not a channel.
  7. 7. Not a tactic.
  8. 8. Not a technology.
  9. 9. But a holistic approach to marketing that attracts individuals to your brand and creates lasting relationships with them.
  10. 10. HubSpot surveyed over 3,300 marketers from 128 countries.
  11. 11. And we’re excited to share what we learned…
  12. 12. Here are of the report’s most remarkable discoveries…
  13. 13. Inbound marketing is gaining traction.
  14. 14. 58% inbound of marketers practice marketing.
  15. 15. Inbound marketing is effective.
  16. 16. 54% more leads are generated byinbound than by outbound.
  17. 17. ADAPT YOUR MARKETING Plan accurate budgets and forecasts using past results. Did you know that traditional and PPC channels deliver the LEAST leads (6% each)? Scale back outbound tactics and capture lead volume using inbound.
  18. 18. A WORD FROM THE WISE Inbound marketing is global! I find it fascinating that what was once a controversial idea evangelized by a handful of us way back in 2007 has spread to smart marketers everywhere who want to grow their business now. David Meerman Scott, @dmscott Author, The New Rules of Marketing & PR, HubSpot Marketer in Residence
  19. 19. Inbound costs less than outbound.
  20. 20. 2X as many marketers say inbound delivers a below average cost-per-lead  vs. outbound methods.  
  21. 21. So marketers are investing more.
  22. 22. of marketers will increase inbound   48% spending in 2013 – the third year in a row inbound budgets have grown substantially.
  23. 23. ADAPT YOUR MARKETING Define metrics to measure activities across the funnel: visitors attracted, leads converted, customers closed, and influencers delighted. Test and track everything: marketers who test and optimize are 75% more likely to see positive ROI.
  24. 24. A WORD FROM THE WISE Inbound is often more cost efficient than old-school, outbound marketing. Inbound is often better at building long-term customers rather than short-term sales … Understanding how and why companies are using inbound vs. outbound marketing is critical to building these more effective approaches for your own business. Jason Falls, @JasonFalls Founder, Social Media Explorer, Vice-President of Digital Strategy, CafePress, Inc.
  25. 25. It’s a great time to be a customer.
  26. 26. 50% of companies consider themselves to be customer-focused.  
  27. 27. It’s a great time to have a customer-focused website.
  28. 28. 100% more website conversions result from inbound   marketing vs. outbound tactics.
  29. 29. ADAPT YOUR MARKETING Understand your consumer. Develop consumer personas and adapt your marketing tactics to meet their needs. Personalize interactions by connecting your content systems (e.g. social publishing, blogging) with your context systems (CRMs).
  30. 30. A WORD FROM THE WISE For over 15 years, we have been advocating a customer centered approach for using data to drive business decisions … In the past you might have thought that data driven customer-centricity was simply our particular marketing shtick. Today you ignore the data at your own risk. Bryan Eisenberg, @TheGrok Author, Always Be Testing Partner, Eisenberg Holdings
  31. 31. Inbound marketing is starting to see love across the company.
  32. 32. 11% of executives lend full support to inbound marketing, and 1 of 4 companies align marketing with sales.
  33. 33. But there’s reason to establish even more “smarketing” alignment.
  34. 34. Cheaper cost-per-leads   200% were driven by organizations with formalized marketing-sales handoffs.
  35. 35. ADAPT YOUR MARKETING Earn advocates on both your sales and executive teams. Formalize a service-level agreement (SLA) to align marketing and sales, and start tracking results. Prove marketing is no longer a cost center but contributes to the bottom-line.
  36. 36. A WORD FROM THE WISE Integrating inbound marketing into the overall marketing mix is more important than ever. Content used to form the backbone of inbound efforts MUST be supported with other paid, earned, and owned tactics to reach maximum effectiveness, and that requires plenty of internal cooperation and strategic planning. Jay Baer, @jaybaer Founder, Convince and Convert, Author, Youtility: Why Smart Marketing Is About Help and Not Hype
  37. 37. Inbound marketers are in demand.
  38. 38. 125% Growth in inbound marketing hiring is   expected in 2013.
  39. 39. And that talent is being deployed against inbound channels.
  40. 40. Of full-time marketer hours   44% are being dedicated to inbound efforts (social media, SEO, blogging, and content creation) this year.
  41. 41. ADAPT YOUR MARKETING Get educated: become versed in inbound marketing. Use technology to track customer interactions across your channels and funnel, from first touch to sale. For agencies and partners, boost your clients’ success and hire inbound talent.
  42. 42. A WORD FROM THE WISE Marketing organizations need a new type of marketer that falls well outside of our traditional hiring practices. Marketers need to hire Chief Marketing Technologists, agile marketers, growth hackers, marketing operations, journalists, designers and more … One solution I support is to train or re-train people so they have the skills necessary to be successful in today environment. Craig Rosenberg, @funnelholic CEO and Editor, Funnelholic Media
  43. 43. Over Three Thousand marketers Can’t Be Wrong Download the full State of Inbound Marketing Report to explore: • Executive insights on inbound marketing • t 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

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