This document provides an overview of inbound marketing tactics like search engine optimization, email marketing, social media, blogging and more. It includes various statistics that highlight how inbound marketing is more effective and less expensive than traditional outbound tactics. For example, inbound marketing costs 61% less per lead than outbound marketing and generates real customers and revenue for companies. Additionally, search engine optimization is critical as 70% of search users click on organic results, social media conversations actively influence purchases, and email marketing will grow to a $2 billion industry by 2014. Inbound channels like blogs and social media also acquire more customers and improve search engine rankings compared to outbound tactics.

1. MARKETING
STATS, CHARTS
& GRAPHS

2. TABLE OF CONTENTS
1
2
3
4
5
6
7
8
INBOUND VS. OUTBOUND MARKETING……………...3
SEARCH ENGINE OPTIMIZATION………………………….23
EMAIL MARKETING…………………………………………….42
SOCIAL MEDIA………………………………………….…….….54
BLOGGING…………………………………………………..……..79
FACEBOOK……………………………………….………………..103
TWITTER………………………………………………..………....127
MOBILE …………………………………………..……………..…155

3. Inbound VS.
Outbound
Marketing

4. Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox,
old-fashioned advertising.
We need to stop interrupting
what people are interested in
& be what people are interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

5. FACT
The Internet has
fundamentally
changed the way
people find,
discover, share,
shop, & connect.

6. >1/3
of the world’s
population is
on the Internet.
SOURCE: ICT FACTS & FIGURES, 2011

7. ALMOST 8 NEW
PEOPLE COME ONTO
THE INTERNET
EVERY SECOND
SOURCE: INTERNETWORLDSTATS.COM, 2012

8. 79%
of online shoppers
spend at least
50%
of their shopping time
researching products.
SOURCE: POWERREVIEWS, FEBRUARY 2012

9. # OF US CITIZENS
300,000,000
200,000,000
SOURCE: FTC, JULY 2010
# OF US CITIZENS
ON THE FTC’S
“DO NOT CALL” LIST

10. % OF PEOPLE
WHO SKIP TV ADS
% DECLINE IN TECH
TRADE SHOW
SPENDING
SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
% OF DIRECT MAIL
NEVER OPENED

11. FACT
Marketers are shifting
their budgets away from
“interruption” advertising.

12. 47%
will spend more than
they did in 2011
42%
will spend same
89%
of marketers are
11%
will spend less than
they did in 2011
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
maintaining or
increasing their
inbound budgets

13. Direct mail is
very expensive
and ineffective
for new leads.
Marketing Professional
Hardware Technology
11 to 25 Employees

14. The average budget
spent on company blogs &
social media has nearly
tripled in three years.
“THE PORTION OF MY
MARKETING BUDGET
ALLOCATED TO SOCIAL
MEDIA & OUR COMPANY
BLOG …”
21%
9%
2009
2011
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

15. 61% LESS
Inbound marketing costs
per lead than traditional, outbound marketing.
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

16. FACT
Inbound marketing is
a lot more cost-effective
than traditional,
outbound marketing.

17. Inbound converts leads into customers
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

18. Inbound marketing tactics
don’t just generate leads.
They generate revenue.
“OUR COMPANY HAS
ACQUIRED A CUSTOMER
THROUGH THIS
CHANNEL.”
62%
60%
57%
52%
44%
40%
20%
0%
Company Blog
LinkedIn
Facebook
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Twitter

19. Customer acquisition by channel
57% of marketers
acquired customers
from blogging
44% of marketers
acquired customers
from Twitter
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

20. Inbound marketing channels cost less
than any outbound channel.
60%
“THIS LEAD-GEN
TACTIC IS BELOW
AVERAGE COST.”
52%
45%
38%
40%
INBOUND
34%
33%
OUTBOUND
28%
19%
20%
0%
Blogs
Social Media
SEO (Organic
Search)
Direct Mail
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Telemarketing
PPC (Paid
Search)
Trade Shows

21. Outbound marketing costs more.
46%
“THIS LEAD-GEN
TACTIC IS ABOVE
AVERAGE COST.”
40%
INBOUND
26%
26%
OUTBOUND
25%
20%
0%
14%
Trade Shows
Direct Mail
Telemarketing
PPC (Paid
Search)
14%
SEO (Organic
Search)
Social Media
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
10%
Blogs

22. THE BOTTOM LINE
Go inbound or go home.

23. SEARCH
ENGINE
OPTIMIZATOIN

24. Many Americans begin their
purchasing experience by doing online
research to compare prices, quality,
and the reviews of other shoppers.
Even if they end up making their
purchase in a store, they start their
fact-finding and decision-making on
the Internet.”
JIM JANSEN
SENIOR FELLOW
PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT
SEPTEMBER 2010

25. FACT
Google is the new
Yellow Pages.

26. 61%
of global Internet users
research
products
ONLINE.
SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012

27. When researching branded products…
44%
of online shoppers begin
by using a search engine.
SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012

28. In May 2011...
other
GOOGLE
SITES
SOURCE: COMSCORE, MAY 2011
…Google sites
led the search
market with 65%
of SEARCH
queries.

29. Worldwide, we conduct 131B
searches per month on the web.
PER MINUTE
2,900,000
PER HOUR
175,000,000
PER DAY
4,000,000,000
SOURCE: COMSCORE, JANUARY 2010

30. 57%
of TV viewers
use the web
simultaneously.
SOURCE: NIELSON, 2009
TV
web

31. FACT
Ranking high on search
engines is no longer
optional, it’s critical.

32. 70% of the links search users
click on are organic—not paid.
PAID
25%
“WHICH SEARCH
RESULT LINK DID
YOU CLICK ON
FIRST?’”
OTHER
*
5%
*INCLUDES NONTRADITIONAL ORGANIC
RESULTS, SUCH AS
SHOPPING LINKS,
LOCAL RESULTS,
NEWS, ETC.
ORGANIC
70%
SOURCE: MARKETINGSHERPA, FEBRUARY 2007

33. 60% of all organic clicks go to the
top three organic search results.
27%
SHARE OF CLICKS
20%
13%
10%
9%
7%
5%
3%
1
2
3
4
5
6
7
8
RANKING ON SEARCH RESULTS PAGE
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
4%
9
3%
10

34. 75%
of users never
scroll past the
first page of
search results.
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

35. The average click-through rate for paid
search in 2010 (worldwide) was 2%.
1.3%
YANDEX
1.4%
YAHOO!
2.5%
GOOGLE
2.8%
BING
SOURCE: COVARIO, JANUARY 2011

36. FACT
The more keyword-rich
content you generate,
the more search engines
will find (and love) you.

37. Businesses that
get
5X
≥20 times/month
more traffic than those who
≤4 times/month.
SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011

38. Businesses with websites
of 401-1000
6X
51-100
get
more leads than those with
.
SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011

39. Companies that blog have
97% more inbound links.
97%
AVG # OF LINKS
WITHOUT A BLOG
AVG # OF LINKS
WITH A BLOG
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

40. Companies with more indexed web
pages get way more leads.
74
MEDIAN MONTHLY LEADS
236%
22
12
5
<60
7
60-120
121-175
176-310
>311
# OF INDEXED PAGES
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

41. THE BOTTOM LINE
If Google can’t find,
neither will anyone else.

42. EMAIL
MARKETING

43. 27% of emails were opened on a mobile device
during the second half of 2011…
30%
27%
25%
20%
20%
15%
10%
5%
0%
Early 2011
SOURCE: KNOTICE, APRIL 2012
Late 2011
…up from
20% during
the first half
of 2011

44. >80% of email marketers send the same
content to all subscribers
SOURCE: EXPERIAN, APRIL 2012

45. The word "exclusive" in email promotional
campaigns increases unique open rates by 14%.
14%
Not Exclusive
SOURCE: EXPERIAN, APRIL 2012
Exclusive

46. 84% of B2B
marketers use
segment targeting
in their email
campaigns.
SOURCE: BTOB MAGAZINE, MARCH 2012

47. 59%
of B2B marketers say
email is the most
effective channel in
generating revenue.
$$$$$$$
SOURCE: BTOB MAGAZINE, MARCH 2012

48. less than
1/3
SOURCE: ECONSULTANCY, MARCH 2012
…of email
marketing
companies
regularly test
their email
marketing
campaigns.

49. Morning emails get high CTR.
SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011

50. Investment in email marketing will grow
from $1.3B in 2010 to $2B by 2014.
2.5
2
1.5
1
0.5
0
2010
SOURCE: FORRESTER RESEARCH, JANUARY 2012
2014

51. The fresher your list, the better!
SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011

52. Most users report
reading email on
mobile devices.
SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011

53. FACT
Send email early
in the morning.

54. SOCIAL MEDIA

55. While social media is not the silver
bullet that some pundits claim it to
be, it is an extremely important
& relatively low cost touch point
that has a direct impact on sales
& positive word of mouth.”
JOSH MENDELSOHN
VICE PRESIDENT
CHADWICK MARTIN BAILEY

56. FACT
Social media isn’t a fad.
It’s a revolution.

57. % OF CHANNEL USERS WHO ACQUIRED A
CUSTOMER THROUGH THIS CHANNEL
Social media & blogs generate real customers.
62%
60%
57%
52%
44%
40%
20%
0%
Company Blog
LinkedIn
Facebook
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Twitter

58. US Internet users spend 3X more
minutes on blogs & social networks
than on email.
VIDEOS/MOVIES
4%
PORTALS
4%
EMAIL
ONLINE GAMES
8%
10%
SOCIAL
NETWORKS/BLOGS
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
24%

59. Social media use in the U.S. has
increased by 356% since 2006.
2006
SOURCE: NETPOP RESEARCH, ARIL 2012
2012

60. Social media penetration keeps growing
across different age groups.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
0-11
12-17
18-24
25-34
35-44
45-54
55-64
65+
INTERNET USERS WHO USE SOCIAL NETWORKS VIA ANY DEVICE AT LEAST ONCE PER MONTH
SOURCE: EMARKETER, FEBRUARY 2011

61. The world is becoming more SOCIAL.
4.6
4.4
3.7
2.9
2.7
2.3
1.8
Shopping
Browsing
Gaming
Multimedia
Social
News
AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE
SOURCE: TNS, OCTOBER 2010
Email

62. FACT
Social media has
real business value.

63. The top 20% of B2B
marketers in social
media lead generation
have increased revenue
by 20% in 2011.
SOURCE: ABERDEEN RESEARCH, MARCH 2012

64. Social media conversations
actively influence purchases.
55%
ON SOCIAL MEDIA, I AM
MOST INFLUENCED BY…”
55%
51%
39%
38%
35%
26%
FRIENDS
PEOPLE LIKE
YOU
EXPERTS
SOURCE: EMARKETER, MAY 2010
ONLINE
FRIENDS
BRANDS
RETAILERS INFLUENTIAL
BLOGGERS

65. 63% of companies using social media
say it has increased marketing
effectiveness—among other benefits.
Increasing effectiveness of marketing
63%
Increasing customer satisfaction
50%
Reducing marketing costs
45%
Reducing support costs
Reducing time to market for
products/services
35%
26%
Increasing product/service innovation
24%
Increasing revenue
24%
SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010

66. U.S. local SMBs actively use social media
marketing to promote their businesses.
FACEBOOK
70%
LINKEDIN
58%
TWITTER
40%
YELP
32%
YOUTUBE
27%
MYSPACE
19%
FOURSQUARE
GOWALLA
9%
3%
SOURCE: MERCHANT CIRCLE, FEBRUARY 2011

67. 57% of SMBs say social media
is beneficial to their business.
DO NOT USE
33%
NOT VERY
BENEFICIAL
10%
SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
VERY
BENEFICIAL
27%
SOMEWHAT
BENEFICIAL
30%

68. More than 1/2 of U.S. SMBs say social media
sites play an important role in active sales.
VERY
IMPORTANT
15%
“HOW IMPORTANT IS
SOCIAL MEDIA IN SEEKING
OUT POTENTIAL NEW
CUSTOMERS/CLIENTS ?”
NOT IMPORTANT
47%
SOMEWHAT
IMPORTANT
38%
SOURCE: FORBES INSIGHTS, MAY 2010

69. More than 1/3 of US SMBs say social
media helps them get found online.
GENERATE SALES
CUT DOWN ON MY MARKETING COSTS
MARKET MY BUSINESS TO CUSTOMERS
INCREASE TRAFFIC TO MY WEBSITE
INCREASE THE EXPOSURE OF MY BUSINESS
SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
6%
“SOCIAL MEDIA HELPS ME TO…”
8%
12%
15%
39%

70. Social media helps B2B marketers
improve search results.
Driving inbound links
48%
Increase page rank
45%
Influence organic SEO
Influence keyword purchases
40%
26%
“SOCIAL MEDIA IMPROVES MY
SEARCH RESULTS VIA…”
SOURCE: BTOB MAGAZINE, JULY 2010

71. 61% of US marketers use social
media to increase lead generation
DIRECTIVE FROM
MANAGEMENT
3%
MY COMPETITORS ARE
DOING IT
5%
MONITOR THE
CONVERSATION ABOUT
MY BRAND
27%
I DO NOT KNOW WHY
WE HAVE ONE
4%
“THE MAIN REASON MY
COMPANY IS
IMPLEMENTING A
SOCIAL MEDIA
STRATEGY IS…
TO INCREASE
LEAD
GENERATION
61%
SOURCE: R2INTEGRATED, APRIL 2010

72. LinkedIn drives the most customers to B2B.
I’M A B2B COMPANY
THAT ACQUIRED A
CUSTOMER
THROUGH THIS
CHANNEL.
80%
65%
60%
55%
43%
40%
Facebook
Twitter
40%
20%
0%
LinkedIn
Company Blog
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

73. Facebook drives the most conversions for B2C.
77%
80%
60%
60%
I’M A B2C COMPANY THAT
ACQUIRED A CUSTOMER
THROUGH THIS
CHANNEL.
55%
51%
40%
20%
0%
LinkedIn
Company Blog
Facebook
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Twitter

74. The average user spent only 3
minutes on Google+ in January 2012
450
405
400
AVERAGE MINUTES/MONTH
350
300
250
200
150
89
100
50
3
0
Google+
SOURCES: COMSCORE, 2012
Facebook
Pinterest

75. Females
are greatly
overrepresented
on PINTEREST.
SOURCES: ALEXA, 2012

76. …is from the U.S.
65% of Pinterest's
global web traffic…
SOURCES: ALEXA, 2012

77. Pinterest drives more referral traffic than Google
Plus, LinkedIn and YouTube combined.
PINTEREST
SOURCE: SHAREAHOLIC, FEBRUARY 2012
Google+
LinkedIn
YouTube

78. BOTTOM LINE
It’s time to go social.

79. BLOGGING

80. The bottom line is that
blogging is like sex.
You can’t fake it. You can’t fake passion.
You can’t fake wanting
to engage with the public.
If you do, it will ultimately be an
unsatisfying experience for both
the blogger and their readers.”
KEVIN ANDERSON
FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN

81. FACT
Blogs keep growing
—in volume & value.

82. 152,000,000
There are
blogs on the Internet.
SOURCE: UM, OCTOBER 2010

83. % OF BLOG USERS WHO ACQUIRED A
CUSTOMER THROUGH THEIR BLOG
Blog frequency impacts customer acquisition.
100%
92%
66%
70%
Weekly
2-3 Times Per
Week
78%
56%
50%
43%
0%
Less Than
Monthly
Monthly
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Daily
Multiple
Times a Day

84. The global population of blog
readers keeps growing.
60%
50%
40%
30%
20%
10%
0%
2008
2009
2010
2011
2012
% OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY
SOURCE: EMARKETER, AUGUST 2010

85. 81% of
marketers
rated their
blog as
USEFUL or
BETTER.
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

86. 31% more
There are
bloggers today
than there were three years ago.
28.1
26.2
22.9
24.0
2008
2009
2010
2011
INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS)
SOURCE: EMARKETER, AUGUST 2010

87. Most people read blogs
more than once/day.
46%
32%
18%
3%
3%
LESS THAN ONCE ONCE A MONTH
A MONTH
ONCE A WEEK
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
ONCE A DAY
MORE THAN
ONCE A DAY

88. Most people read 5-10 blogs.
38%
29%
22%
5%
3%
LESS THAN 5
5 TO 10
10 TO 50
50 TO 100
NUMBER OF BLOGS
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
MORE THAN 100

89. Nearly 40%
of US companies use blogs for
marketing purposes.
39%
34%
“MY COMPANY USES A BLOG
FOR MARKETING PURPOSES.”
29%
25%
16%
2007
2008
SOURCE: EMARKETER, AUGUST 2010
2009
2010
2011

90. FACT
Blogging can really
move the needle.

91. Blog articles influence purchases.
DECIDE ON A PRODUCT/SERVICE
21%
REFINE CHOICES
19%
GET SUPPORT/ANSWERS
19%
DISCOVER PRODUCTS/SERVICES
17%
ASSURE
14%
INSPIRE A PURCHASE
EXECUTE A PURCHASE
13%
7%
SOURCE: JUPITER RESEARCH, OCTOBER 2008
“BLOG ARTICLES
PLAY A ROLE IN
THIS ASPECT OF
THE PURCHASE
PROCESS.”

92. Companies that blog have
55% more
website visitors.
2250
55%
# OF MONTHLY VISITORS
1480
DON’T BLOG
SOURCE: HUBSPOT, 2010
BLOG

93. B2C companies that blog generate
88% more leads
per month than those who do not.
15
# OF MEDIAN MONTHLY LEADS
88%
8
DON’T BLOG
BLOG
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

94. B2B companies that blog generate
67% more leads
per month than those who do not.
# OF MEDIAN MONTHLY LEADS
15
67%
9
DON’T BLOG
BLOG
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

95. Companies with >51 blog
articles experience a
77% lift
23
77%
# OF MEDIAN MONTHLY LEADS
in median monthly leads.
13
10
10
<12
12-23
24-51
>51
# OF BLOG ARTICLES
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

96. Blogging frequency has a
direct & significant
impact on lead-gen.
89%
76%
78%
2-3X/WEEK
DAILY
# OF MEDIAN MONTHLY LEADS
72%
49%
33%
< MONTHLY
MONTHLY
WEEKLY
FREQUENCY OF BLOG POSTS
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
MULTIPLE
TIMES/DAY

97. FACT
Bloggers are
“morning people.”

98. Morning is the most popular
time to read blogs.
79%
64%
% OF BLOG READERS
51%
40%
MORNING
AFTERNOON
EVENING
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
NIGHT

99. # OF VIEWS
Blog reading peaks around 10AM.
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

100. # OF LINKS SHARED
Link-sharing among blog readers
peaks around 7am.
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

101. # OF COMMENTS
Commenting on blogs
peaks around 8am.
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

102. THE BOTTOM LINE
Blog early and often.

103. FACEBOOK

104. People share, read
and generally engage more
with any type of content
when it’s surfaced through
friends and people they
know and trust.”
MALORIE LUCICH, FACEBOOK SPOKESPERSON
FEBRUARY 2011

106. FACT
Facebook has
a massive & highly
engaged audience.

107. Facebook is effective for B2C customer acquisition.
B2B
B2C
77%
% of channel users this channel who
acquired a customer through
80%
65%
60%
60%
51%
55%
55%
43%
40%
40%
20%
0%
LinkedIn
Company Blog
Facebook
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Twitter

108. Brands get a
46%
increase in user engagement
with FACEBOOK TIMELINE.
SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR

109. 65%
Brands get a
increase in interactive content
with FACEBOOK TIMELINE.
SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR

110. 35%
of consumer
comments on
company
Facebook
Pages are
compliments.
SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX

111. 70%
of Facebook news consumers follow
links posted by FRIENDS or FAMILY.

112. The median ratio of Facebook
VIEWS : SHARES
:
9:1
SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL

113. 93% of US adult Internet
users are on Facebook.
164 Million
152 Million
SOURCE: BLOGHER, APRIL 2011

114. 1 out of every 7 minutes
online is spent on Facebook.
SOURCE: COMSCORE, DECEMBER 2011

115. The average Facebook user spends
~7 hours/month
on Facebook.
7HOURS
SOURCES: COMSCORE

116. Facebook is overtaking Google
and Yahoo in total time spent
online.
41.5
44
39.1
43.2
MINUTES SPENT (BILLIONS)
37.9
38.2
36
40.5
39.9
38.6
40.5
38.7
34.6
35.8
32.2
34.3
27.6
26.7
20
16.7
16
12
15.8
13
Yahoo! Sites
11.4
Google sites
9.3
5.6
Jul-07
5.9
Dec-07
6.4
6.4
Facebook
Apr-08
SOURCE: COMSCORE, AUGUST 2011
Jul-08
Dec-08
Apr-09
Jul-09
Dec-09
Apr-10
Jul-10

117. Facebook has become the top choice
for social sign-in.
OTHER
8%
WINDOWS LIVE
6%
TWITTER
7%
FACEBOOK
35%
YAHOO
13%
GOOGLE
31%
SOURCE: JANRAIN, APRIL 2011

118. Facebook has become the preferred way
of sharing content, second only to email
(for now).
84%
EMAIL
88%
44%
FACEBOOK
54%
18%
TELEPHONE
31%
MAIL
7%
10%
PRINT OUT
5%
8%
SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
Male
Female

119. We’re not just engaging with our friends
on Facebook. We’re engaging with
businesses of all kinds.
17
ARTISTS
92
43
MEDIA
57
Avg # of Comments/post
Avg. # of Likes/post
9
BRANDS
54
NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES”
SOURCE: VISIBLI, APRIL 2011

120. Many internet activities that once
took place on separate, isolated
venues are now funneled through
Facebook. These include email,
instant messaging, blogging,
gaming, video-sharing and online
shopping.”
FACEBOOK USERS: THE JUGGERNAUT ROLLS ON
PAUL VERNA | MARCH 21, 2011 | EMARKETER

121. FACT
Facebook has real
business value.

122. Most US B2B marketers agree
that Facebook is an effective
marketing tool.
FACEBOOK
51%
LINKEDIN
45%
TWITTER
MYSPACE
SOURCE: OUTSELL, DECEMBER 2009
35%
25%
“THIS SITE IS
SOMEWHAT TO
EXTREMELY
EFFECTIVE AS A
MARKETING TOOL.”

123. More than half of SMBs say
Facebook is beneficial to their business.
DO NOT USE
32%
NOT VERY
BENEFICIAL
13%
SOURCE: AD-OLOGY, NOVEMBER 2010
VERY
BENEFICIAL
30%
SOMEWHAT
BENEFICIAL
25%

124. More than 1/3 of marketers say
Facebook is “critical” or
“important” to their business.
Not Useful
14%
Critical
15%
Important
24%
Somewhat
Useful
24%
Useful
24%
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

125. The number of marketers who say Facebook
is “critical” or “important” to their business
has increased by 75% in three years.
42%
45%
40%
35%
30%
25%
24%
20%
15%
10%
5%
0%
In 2009
In 2012
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
75%

126. THE BOTTOM LINE
If you don’t like
Facebook yet, you will

127. TWITTER

128. 128

129. FACT
Virtually everyone has heard
of Twitter. Not everyone
is using it (yet).

130. Roughly 9% of adult Americans use Twitter.
152 Million
21 Million
SOURCE: EMARKETER, APRIL 2011

131. The average Twitter user has 27 followers.
SOURCE: RJMETRICS, JANUARY 2010

132. 25%
of Twitter accounts
have no followers.
FOLLOW
ME?
SOURCE: RJ METRICS, JANUARY 2010

133. 40%
of Twitter accounts
have never
sent a single
tweet.
SOURCE: RJ METRICS, JANUARY 2010

134. Only 18% of Twitter users
tweet >once/day.
SEVERAL TIMES/DAY
AT LEAST ONCE/DAY
18%
15%
AT LEAST ONCE/WEEK
30%
AT LEAST ONCE/MONTH
LESS THAN ONCE/MONTH
SOURCE: RJMETRICS, JANUARY 2010
22%
15%

135. FACT
Twitter users are
young, smart, affluent, &
tech-savvy.

136. 1/3 of monthly Twitter users are 25-34 years old.
33%
19%
18%
12%
11%
7%
AGE 12-17
AGE 18-24
AGE 25-34
SOURCE: EDISON RESEARCH, 2010
AGE 35-44
AGE 45-54
AGE 55+

137. The majority of US Twitter
users are 18-29 years old.
14%
AGE 18-29
10%
AGE 30-45
6%
AGE 46-64
AGE 65+
1%
SOURCE: PEW RESEARCH CENTER, JANUARY 2010

138. US Twitter users are more educated
than the general population.
33%
MONTHLY TWITTER USERS 18+
30%
TOTAL POPULATION 18+
23% 23%
19%
17%
16%
13%
12%
8%
ADVANCED DEGREE
SOME GRADUATE
CREDITS
SOURCE: EDISON RESEARCH, 2010
4-YR COLLEGE
1-3 YRS OF COLLEGE
HIGH SCHOOL/LESS

139. US Twitter users have higher incomes
than the general population.
23%
MONTHLY TWITTER USERS 18+
20%
TOTAL POPULATION 18+
17%
15%
13%
10%
20%
14%
11%
8%
>$100K
$75K - $100K
SOURCE: EDISON RESEARCH, 2010
$50K - $75K
$25K-$50K
UNDER $25K

140. US Twitter users tend to be “early adopters.”
TOTAL POPULATION 12+
AMONG THE 1ST TO BUY/TRY NEW
PRODUCTS
BUY/TRY NEW PRODUCTS BEFORE
OTHERS, NOT FIRST
10%
19%
MONTHLY TWITTER
USERS 12+
12%
25%
27%
BUY/TRY NEW PRODUCTS SAME AS
OTHERS
29%
24%
BUY/TRY NEW PRODUCTS AFTER
OTHERS, NOT LAST
USUALLY LAST TO KNOW TO TRY/BUY
NEW PRODUCTS
SOURCE: EDISON RESEARCH, 2010
16%
25%
11%

141. For Twitter users, Internet > TV.
73%
“THE MEDIUM THAT IS
MOST ESSENTIAL
TO MY LIFE IS…”
MONTHLY TWITTER USERS 12+
42%
TOTAL POPULATION 12+
37%
25%
14%
11%
13%
3%
NEWSPAPER
RADIO
SOURCE: EDISON RESEARCH, 2010
TV
INTERNET

142. Twitter users spend a lot of time online.
4:00
“I SPEND HH:MM
PER DAY WITH EACH
OF THESE MEDIA.”
3:22 3:25
2:41
MONTHLY TWITTER USERS 12+
2:05
1:56
TOTAL POPULATION 12+
0:26 0:28
NEWSPAPER
RADIO
TV
SOURCE: EDISON RESEARCH, 2010
INTERNET

143. FACT
Twitter + Business = $$$

144. More than 1/2
of active Twitter users
follow companies,
brands or products
on social networks.
SOURCE: EDISON RESEARCH, 2010
FOLLOW

145. Twitter plays an active role
in purchasing decisions.
LEARN ABOUT
PRODUCTS/SERVICES
42%
PROVIDE OPINIONS ABOUT
PRODUCTS/SERVICES
41%
ASK FOR OPINIONS ABOUT
PRODUCTS/SERVICES
31%
LOOK FOR DISCOUNTS/SALES
PURCHASE
PRODUCTS/SERVICES
SEEK CUSTOMER SUPPORT
SOURCE: EDISON RESEARCH, 2010
28%
21%
19%
“I USE
TWITTER TO...”

146. 79% of US Twitter users are more likely to
recommend brands they follow.
NO
15%
YES, FOR
MANY
BRANDS
23%
SOURCE: EDISON RESEARCH, 2010
NOT SURE
6%
YES, FOR A
FEW
BRANDS
56%

147. 67% of US Twitter users are
more likely to buy brands they follow.
NO
23%
YES, FOR
MANY
BRANDS
25%
SOURCE: EDISON RESEARCH, 2010
NOT SURE
10%
YES, FOR A
FEW
BRANDS
42%

148. 57% of all companies that use
social media for business, use Twitter.
DON’T USE
TWITTER
43%
USE
TWITTER
57%
SOURCE: BUSINESS.COM, SEPTEMBER 2009

149. B2B companies are far more likely
to use Twitter than B2C companies.
75%
“MY COMPANY TWEETS.”
49%
B2B
SOURCE: BUSINESS.COM, SEPTEMBER 2009
B2C

150. Twitter drives more customers for B2C.
55%
“YES, WE HAVE
ACQUIRED
A CUSTOMER VIA
TWITTER.
40%
B2B
B2C
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

151. More than 1/3 of marketers say Twitter is
“critical” or “important” to their business.
Not Useful
14%
Critical
15%
Somewhat
Useful
24%
Important
24%
Useful
24%
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

152. Companies that use Twitter
average 2x more leads/month
than those that do not.
# OF MEDIAN MONTHLY LEADS
86
USE TWITTER
DON’T USE TWITTER
43
31
15
10
5
<11 EMPLOYEES
11-50 EMPLOYEES
>50 EMPLOYEES
SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

153. B2C companies with >100 followers
have 146% more leads/month
than those with <100.
35
# OF MEDIAN MONTHLY LEADS
146%
32
14
11
<21
21-100
101-500
>500
# OF FOLLOWERS
SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

154. FACT
Don’t be a twit.
Start tweeting.

155. MOBILE

156. There are
271 MILLION
mobile subscribers
in the U.S. alone.
SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011

157. 54% of iOS web traffic is devoted to
search VS the 36% Internet average.
SEARCH THROUGH IOS
54%
36%
IOS
SOURCE: CHITIKA, APRIL 2012
INTERNET AVERAGE

158. 60% of
consumers do
product or
service research
“several times a
month” via a
mobile device.
SOURCE: LOCAL CORPORATION, APRIL 2012

159. 1% of emails are
first opened on
mobile devices,
then on desktop
PCs later.
SOURCE: KNOTICE, MARCH 2012

160. FACT
Optimize your website &
email for mobile.

161. 9 out of 10
mobile searches
lead to action.
OVER HALF
lead to purchase.
SOURCE: SEARCH ENGINE LAND, 2011

162. 90%
of text messages
are read within
3 MINUTES
of being delivered.
SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011

163. 4 BILLION of the
6.8 BILLION
people on the planet,
use a mobile phone.
3.5 BILLION of
them use a toothbrush.
SOURCE: 60 SECOND MARKETER, 2011

164. MAKE YOUR MARKETING AWESOME
Try HubSpot FREE for 30 days!
http://HubSpot.com/free-trial

165. IF YOU THOUGHT
THAT THIS WAS
AWESOME,
PERHAPS YOU’D
LIKE TO BE
FRIENDS ONLINE?
blog.hubspot.com/
Twitter.com/hubspot
Facebook.com/hubspot
Linkedin/com/hubspot
Youtube.com/hubspot
flickr.com/photos/hubspot
Slideshare.net/hubspot

166. Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
All-in-One
Marketing Software
Lead
Management
Email &
Automation
Marketing
Analytics