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A Publication of
Data For Public Use
Data to Grow Your Business
• HubSpot surveyed over 3,300 marketers across
the globe to study the inbound marketing
landscape.
• These slides contain critical charts from the
2013 State of Inbound Marketing Report.
• All contents are for public use. Please feel free to
use or cite the data to benefit your business.
“
“
Over the past five years, we’ve witnessed a tectonic shift in how people work
and live, and marketers have started to adapt. Engaging consumers is no
longer about pushing out interruptive messages. It’s about connecting with
people in the places and on the devices they prefer. It’s about integrating
content and context for a richer, relevant, and personalized experience, from
the time someone first hears about your brand to the point they’re buying your
product and telling their friends about it. It’s about creating marketing people
love: inbound marketing.
Every year since 2008, HubSpot has asked the marketing community to share
what inbound marketing means to them and their companies. This year’s
research sought to uncover insights on everything from inbound marketing
industry adoption (58% say “I’m inbound!”) to the resources marketers are
dedicating (inbound budgets have grown nearly 50%).
The 2013 State of Inbound Marketing Report highlights how the industry has
evolved and uncovers opportunities we still have for growth. We’re honored to
conduct this research and to track the transformation of marketing as it occurs.
And we’re pleased to share this report with you.
For the love of marketing, 
Mike Volpe
A Letter from HubSpot’s CMO
WHAT IS
INBOUND
MARKETING?
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-Action
Email
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
•  Inbound marketing is not a tactic, channel, or technology. It’s a way to approach to your
marketing to capitalize on the way consumers make buying decisions today.
•  Inbound marketers understand that people value personalized, relevant content and
connections -- not interruptive messages -- at every stage of the marketing funnel.
•  Inbound allows you to attract visitors, convert leads, close customers, and delight them
into promoting your business to others.
Inbound Marketing Methodology
Strangers
Top Ten Insights: 2013 Report
1. Inbound Marketing’s Rise: Nearly 60% practice
inbound.
2. Stronger ROI Than Traditional: Twice as many
marketers see below-average leads via inbound
3. Traditional Is Fading: Inbound grew around 50%for
the third straight year.
4. Definition and Data: Some marketers still struggle with
defining and analyzing inbound.
5. Capturing a Difficult Audience: Inbound cuts through
the cluttered internet to reach consumers at every
stage of their buying decisions.
Strangers
Top Ten Insights: 2013 Report
6. Smarter Marketing: Automation of certain tactics
allows marketers to focus on newer tasks like blogging.
7. Inbound Means Marketing: Successful marketers grasp
that inbound is not a channel or a technology but a
strategy.
8. Consumers Win: Inbound creates marketing people
love because it adds value at every stage.
9.  Marketers Win, Too: No longer cost centers to
companies or nuisances to consumers, marketers are
more lovable (and important) than ever.
10. Content And Context: Content is just part of the
equation. Context systems like CRMs are still needed to
personalize the buyer journey and drive real ROI.
Strangers
Part One: Are You Inbound? Executive Insights Into Inbound Marketing (Slide 10)
1. Marketing’s adoption of inbound
2. How does inbound marketing integrate with your business?
3. Consumer-focused companies and ROI
4. Inbound’s ability to connect marketing to sales
5. What are marketers’ main goals in 2013?
6. What are marketers’ biggest challenges in 2013?
7. Internal support for inbound
8. Internal resistance to inbound
Part Two: Why Do Inbound? The Business Case for Adopting Inbound Marketing (Slide 51)
1. The ROI of inbound marketing
2. Cost per lead and cost per customer via inbound
3.  Inbound vs. outbound lead sources
4. Average costs per lead
5. Conversions by channel
6. Budget allocation and inbound marketing
7. Budget comparison: inbound vs. traditional
8. What numbers do inbound marketers track?
Section Navigation Navigate to the Data You Need Most
Strangers
Section Navigation Navigate to the Data You Need Most
Part Three: How Do You Do Inbound? Critical Optimization, Testing, and
Technology Considerations (Slide 93)
1. Inbound lead scoring
2. Average site conversion rates
3. Testing and optization
4. Technology concerns
Part Four: Who Does Inbound? Building an Inbound Marketing Team (Slide 113)
1. Staffing considerations
2. Time allocation
3.  Team growth
4. Growth by segment & region
1 ARE YOU INBOUND?
Executive Insights on Inbound Marketing’s
Growth and Industry Saturation
This section looks at inbound marketing's current industry saturation,
the benefits of organization-wide alignment, and the need for
continued focus on larger business goals.
Inbound’s Industry Saturation
How prevalent is inbound marketing?
Section 1
58%
23%
19%
Inbound Adoption Reaches Majority, but
Educational Opportunities Remain
Nearly 60% of marketers have adopted inbound strategies, while
19% unsure how to categorize efforts
Yes
No
Don't know/not applicable
Q: Does your company do inbound marketing?
Survey
N =3,339
54%
27%
0%
10%
20%
30%
40%
50%
60%
Yes No
Majority of CEOs Report Inbound Marketing
Adoption
54% of CEOs focused on Inbound for 2013; 4% lower than overall
industry growth rates
Q: Does your company do inbound marketing?
*Chart shows just CMO/CEO responses
Survey
Segment
N =195
58%
23%
19%
73%
14%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No Don't know/not applicable
Agencies Implement Inbound Marketing
Strategies Ahead of Industry Averages
Nearly 75% of agencies use inbound marketing in 2013
Overall
Marketing Agency
Q: Does your company do inbound marketing?
*Chart shows just agency responses
Survey
Segment
N =412
58%
23%
19%
65%
22%
13%
47%
28%
25%
61%
22%
17%
0%
20%
40%
60%
80%
100%
Yes No Don't know/not applicable
B2C Companies Lag in Inbound Marketing
Implementation
38% more B2B firms embrace inbound strategies than B2C
companies for 2013
Overall
B2B
B2C
B2B2C
Q: Does your company do inbound marketing?
*Chart shows responses segmented by business model
Survey
Segment
N =1,917
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
Where Does Inbound Fit?
Strategy integration between inbound and
other marketing initiatives
Section 2
34%
47%
8%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Completely integrated Somewhat integrated Somewhat unintegrated Not integrated
Majority of Marketers Integrate Inbound
With Corporate Strategy
81% of inbound strategy is at least somewhat integrated with
broader goals
Q: How integrated is your company's inbound marketing strategy
with your larger marketing strategy?
Survey
N =3,339
48%
32%
10%
9%
0%
10%
20%
30%
40%
50%
60%
Completely integrated Somewhat integrated Somewhat unintegrated Not integrated
Most CEOs Report Complete Inbound
Integration
Nearly half of CEOs link inbound with larger marketing goals
Q: How integrated is your company's inbound marketing strategy
with your larger marketing strategy?
*Chart shows just CMO/CEO responses
Survey N
=195
34%
47%
8%
5%
48%
38%
7%
3%
0%
10%
20%
30%
40%
50%
60%
Completely integrated Somewhat integrated Somewhat unintegrated Not integrated
Agencies Prioritize Integrating Inbound
Marketing With Broader Goals
Almost 50% of agencies fully integrate marketing and inbound
strategies
Overall
Marketing Agency
Q: How integrated is your company's inbound marketing
strategies with your larger marketing strategy?
*Chart shows just agency responses
Survey
Segment
N =412
21%
55%
8% 8%
0%
10%
20%
30%
40%
50%
60%
Completely integrated Somewhat integrated Somewhat unintegrated Not integrated
Enterprise Firms Not Yet Fully Integrating
Inbound Marketing
Just 21% of enterprise companies completely assimilate inbound
marketing with larger strategy
Q: How integrated is your company's inbound marketing strategy with
your larger marketing strategy?
*Chart shows just enterprise responses [firms with 200+ employees]
Survey
Segment
N =560
Focus Shifts to the Consumer
Analyzing businesses' increasing focus on
the consumer in 2013
Section 3
50%
15%
13% 14%
0%
10%
20%
30%
40%
50%
60%
Customer-focused Product-focused Sales-focused Marketing-focused
Customer-Focused Companies Dominate
Half of marketers report their companies are primarily focused on
customers
Q: Do you you consider your company to be primarily customer-focused,
marketing-focused, product-focused, or sales-focused?
Survey N
=3,339
50%
15%
13% 14%
48%
15% 14%
18%
58%
17%
12%
7%
48%
16%
15% 14%
0%
20%
40%
60%
80%
100%
Customer-focused Product-focused Sales-focused Marketing-focused
Customer Focus Central to B2C Strategy
58% of B2C companies primarily customer-focused
Overall
B2B
B2C
B2B2C
Q: Do you consider your company to be primarily customer-
focused, marketing-focused, product-focused, or sales-focused?
*Chart shows responses segmented by business model
Survey
Segment
N =1,917
0%
20%
40%
60%
Customer-focused Product-focused Sales-focused Marketing-focused
Customer-Focused Marketers Lead in Proving
Inbound ROI
Marketers more likely to be customer-centric; still slightly lag in
proving the ROI of their results
Overall
No
Could not or did not calculate ROI
Don't know/not applicable
Q: Do you consider your company to be primarily/Did inbound
marketing demonstrate ROI for your company?
Survey
N =3,339
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
The Marketing-Sales Divide
Inbound’s ability to bridge the gap between
marketing and sales to drive revenue
Section 4
42%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
No Yes
Opportunities Exist for Better Marketing-Sales
Alignment
Less than one-third of firms have formalized marketing-sales
agreements
Q: Does your company have formal agreement between sales
and marketing teams to determine both teams' responsibilities?
Survey N
=3,339
Q: Do you do inbound marketing/Did inbound marketing
demonstrate ROI for your company?
73%$
14%$
12%$
50%$
34%$
17%$
0%$
20%$
40%$
60%$
80%$
100%$
$ No $ Don't$know/not$applicable$
The Likelihood of Formalizing a Marketing-
Sales Agreement Increases With Inbound
Adoption
Nearly 3/4 of companies with a formal sales-marketing agreement
implemented inbound in 2013
No
$
Survey N
=3,339
36% 36%
28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Yes No Don't know/not applicable
Enterprise Firms Show Near Even Marketing-
Sales Role Demarcation
Marketing-sales agreements in place at 36% of companies with
200+ employees
Q: Does your company have a formal agreement between sales and
marketing teams to determine both teams' responsibilities?
*Chart shows just enterprise responses [firms with 200+employees]
Survey
Segment
N =560
Defining Marketing-Sales Roles Dramatically Reduces
Customer Acquisition Costs
Average CPA reduced by $197 for enterprise companies with formal marketing-
sales agreements
*Shows average cost per customer for U.S. companies with 200+ employees
With a formal sales-marketing agreement Without a formal sales-marketing agreement
$291 $486
Survey
Segment
N =560
28%
44%
20%
45%
34%
42%
0%
20%
40%
Yes No
Slightly More B2B Companies Detail Marketing-
Sales Obligations
8% more B2B firms formalize mutual responsibilities than their
B2C peers
B2B
B2C
B2B2C
Q: Does your company have a formal agreement between sales
and marketing teams to determine both teams' responsibilities?
*Chart shows responses segmented by business model
Survey
Segment
N =1,917
A WORD FROM THE WISE
Inbound marketing is no longer a convenient add-on or
experimental area for companies. It is a required method of
doing business in today's more consumer-focused world…
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.
2013 Marketing Priorities
Marketers and C-levels reveal their main
marketing goals for the year
Section 5
23% 23%
20%
18%
14%
0%
5%
10%
15%
20%
25%
Reaching the right
audience
Converting leads to
customers
Increasing total lead
volume
Creating quality content Proving the ROI of our
marketing activities
Targeting, Lead Conversion Cited as Top
Inbound Goals
23% of marketers focused on both reaching the right audience
and converting leads
Q: What are your company’s top marketing priorities?
Survey N
=3,339
25%
22%
20%
19%
12%
0%
5%
10%
15%
20%
25%
30%
Reaching the right
audience
Converting leads to
customers
Increasing total lead
volume
Creating quality content Proving the ROI of our
marketing activities
Reaching Target Market Top Priority Among
CEOs
CEOs specifically care about reaching their target markets
Q: What are your company’s top marketing priorities?
*Chart shows just CMO/CEO responses
Survey
Segment
N =195
Inbound Marketers’ Challenges
Marketers rate their top concerns in 2013
Section 6
25%
20%
16%
11%
9% 8%
5%
0%
5%
10%
15%
20%
25%
30%
Proving the ROI
of our marketing
activities
Securing enough
budget
Controlling my
technology or
website
Targeting content
for an international
audience
Hiring top talent Training my team Finding an
executive sponsor
Marketers Still Face the Challenge of Proving
ROI for Marketing Activities
25% of marketers concerned with proving bottom-line results
Q: What are your company's top marketing challenges?
Survey N
=3,339
Q: What are your company's top marketing challenges?
*Chart shows just agency responses shown
Survey
Segment
N =412
0%
20%
40%
60%
80%
100%
Proving ROI Securing budget Hiring top talent Controlling
technology
Training my team Targeting content
for an
international
audiences
Finding
executive
sponsors
Inbound Marketing Agencies Struggle to Prove
ROI, Control Technology
30% of agencies say top concern is demonstrating ROI
Overall$
Agency$
25%
29%
20% 21%
9%
13%
16%
12%
8% 10% 11%
8%
5% 4%
25%
20%
5%
8%
16%
11%
9%
28%
20%
3%
8%
15%
11% 11%
22% 21%
7% 8%
19%
11%
7%
24%
19%
6%
9%
16%
12%
8%
0%
20%
40%
60%
80%
100%
Proving the ROI
of our marketing
activities
Securing enough
budget
Finding an
executive
sponsor
Training my team Controlling my
technology or
website
Targeting
content for an
international
audience
Hiring top talent
B2B, B2C Firms Report Similar Inbound
Marketing Challenges
Proving ROI and securing budgets top both B2B and B2C firms’
concerns
Overall
B2B
B2C
B2B2C
Q: What are your company's top marketing challenges?
*Chart shows responses segmented by business model
Survey
Segment
N =1,917
23%
19%
16%
14%
9% 9%
6%
0%
5%
10%
15%
20%
25%
Proving the ROI of
our marketing
activities
Securing enough
budget
Controlling my
technology or
website
Targeting content
for an international
audience
Hiring top talent Training my team Finding an
executive sponsor
International Marketing Challenges Focus on
Analytics
23% of international firms concerned with proving ROI of inbound
Q: What are your company's top marketing challenges?
*Chart shows just international responses
Survey
Segment
N =1,565
A WORD FROM THE WISE
The fact that only 18% are focused on creating quality content
doesn't surprise me  (perhaps that they admit it does) -- the
fact is, creating quality content is hard work, and it takes a
commitment on the part of marketing leadership to pour the
time, energy, and journalistic resources into it. But, like all
things, when you see the payoff you make it a priority. I find
that if I can get organizations excited about content through
analytics and SEO results they get pretty committed to
blogging.
John Jantsch,
Duct Tape Marketing
http://ducttapemarketing.com/
Internal Support for Inbound
Who supports inbound marketing
around the company?
Section 7
38%
17%
13%
11%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Marketing team Sales team Marketing operations C-suite/company
executives
IT team
While Marketing Is Primarily Responsible
for Inbound, Other Teams Provide Some
Organizational Support
Marketing is 125% more likely to provide inbound resources than
sales
Q: Which teams/operational groups provide the most support to
your company's inbound marketing efforts?
Survey N
=3,339
32%
19% 19%
13%
10%
0%
5%
10%
15%
20%
25%
30%
35%
Marketing team Sales team C-suite IT team Marketing operations
CEOs Report Mixed Support for Inbound Efforts
19% of CEOs offer significant support for inbound marketing
initiatives
Q: Which teams/operational groups provide the most support to
your company's inbound marketing efforts?
*Chart shows just CMO/CEO responses
Survey
Segment
N =195
45%
17% 16%
9%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Marketing team Marketing operations Sales team C-suite/company
executives
IT team
Enterprise Teams Allocate Predominantly
Tactical Resources to Inbound Marketing
Large companies report more operational support, less C-suite
sign off for inbound strategies
Q: Which teams/operational groups provide the most support to your
company's inbound marketing efforts?
*Chart shows just enterprise responses [firms with 200+ employees]
Survey
Segment
N =560
Internal Resistance to Inbound
Who is blocking the use of inbound activities?
Section 8
24%
12%
12%
5%
2%
0%
5%
10%
15%
20%
25%
IT team Sales team C-suite/company
executives
Marketing team Marketing operations
Although Marketers Leverage More Technology
Every Day, IT Team Support Remains
Challenging
IT teams offer minimal inbound support, reports 24% of marketers
Q: Which teams/operational groups provide the least support (in terms of budget,
personnel, or sponsorship) to your company's inbound marketing efforts?
Survey N
=3,339
31%
18%
16%
5%
3%
0
%
5
%
10
%
15
%
20
%
25
%
30
%
35
%
IT
team
Sales
team
C-suite/
company
executives
Marketing
team
Marketing
operations
Enterprise Companies Struggle With IT
Team Bandwidth
31% of enterprise marketers report their IT teams are unsupportive
Q: Which teams/operational groups provide the least support (in terms of
budget, personnel, or sponsorship) to your inbound marketing efforts?
*Chart shows just enterprise responses [firms with 200+ employees]
Survey
Segment
N =560
Q: Which teams/operational groups provide the least support (in terms of budget,
personnel, or sponsorship) to your company's inbound marketing efforts?
*Chart shows responses segmented by business model
24%
12%
12%
5%
2%
26%
14%
11%
4%
1%
20%
10%
11%
7%
4%
23%
12% 12%
6%
4%
0%
5%
10%
15%
20%
25%
30%
IT team Sales team C-suite/company
executives
Marketing team Marketing operations
B2C Sales, Tech Teams Lag B2B Company
Inbound Marketing Support
IT teams 30% less likely to be supportive of B2B inbound efforts
Overall
B2B
B2C
B2B2C
Survey
Segment
N =1,917
WHY DO INBOUND?
The Business Case for Adopting Inbound
Marketing
The second section covers how marketers are calculating the ROI
of their inbound efforts, measures how inbound stacks up against
traditional marketing in terms of value and cost, and examines key
factors that impact marketing budget decisions.
2
The ROI of Inbound Marketing
Is inbound a worthwhile strategy?
Section 1
Q: Did inbound marketing demonstrate ROI for your company?
41%
9%
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Yes No Could not/did not calculate ROI
Inbound Marketing Delivers on ROI, but
Marketers Face Calculation Struggles
41% of marketers confirmed inbound's ROI, but 34% could not
calculate ROI in 2013
Survey N
=3,339
79%
20%
65%
33%
68%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
Blogging Improves Marketing ROI
Almost 80% of marketers with a company blog reported inbound
ROI for 2013
No
Q: Did inbound marketing demonstrate ROI for your company/
Does your company publish a blog?
Survey N
=3,339
41%
15%
36%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Yes No Could not or did not calculate
ROI
Don't know/not applicable
CEOs’ Perception of Marketing ROI Tracks
Industry Trends
41% of CEOs report inbound delivered ROI, though 15% still not
convinced
Q: Did inbound marketing demonstrate ROI for your company?
*Chart shows just CMO/CEO responses
Survey
Segment
N =195
41%
9%
34%
16%
51%
8%
28%
13%
0%
20%
40%
60%
80%
100%
Yes No Could not or did not calculate
ROI
Don't know/not applicable
Agencies Lead Industry in Proving Inbound
Marketing ROI
Agencies report 24% more ROI than general marketers
Overall
Agency
Q: Did inbound marketing demonstrate ROI for your company?
*Chart shows just agency responses
Survey
Segment
N =412
Q: Does your company publish a blog?
62%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Blogging Remains a Key Inbound Marketing
Element
62% of marketers published a blog in 2013
Survey N
=3,339
A WORD FROM THE WISE
Tracking ROI on inbound marketing is hard, and the ones who
do are looking at inbound marketing like they do other "point
of impact" campaigns, i.e., campaigns designed to generate
ROI in a short amount of time. Inbound marketing will over time
be the top producer in your marketing mix, but the results don't
start pouring in until you are committed to ROI over the course
of multiple quarters. Volume is another early issue that is
solved with time and commitment. Net-net, they are the best
leads -- who doesn't want someone to walk into their store?
Craig Rosenburg
Editor
www.funnelholic.com
Cost per Lead and Cost per Customer
How efficient is acquisition through inbound?
Section 2
Inbound vs. Traditional
Do you do inbound marketing? Average Cost per Lead Average Cost per Customer
Yes $36 $254
No $41 $268
Survey N =3,339
B2B Cost per Lead 53% Higher Than B2C Companies
Sales Channel Average Cost per Lead Average Cost per Customer
B2B $43 $264
B2C $15 $149
Defining Marketing-Sales Objectives Dramatically Reduces Lead, Customer Acquisition Costs
Enterprise Companies
(with more than 200 employees)
Average Cost per Lead Average Cost per Customer
U.S. companies with a
marketing-sales agreement
$16 $291
U.S. companies without a
marketing-sales agreement
$36 $486
Inbound Marketing Improves Lead Acquisition Margins
Survey Segment N =1,917
Survey Segment N =560
Q: What percentage of your company's leads come from each of
the following sources?
14% 14%
13%
8% 8%
7%
6% 6% 6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Social Media SEO Email
Marketing
Trade Shows Direct Mail Blogs Telemarketing Traditional
Advertising
PPC
Inbound Marketing Dominates Marketers' Top
Lead Sources
Social media, SEO each produce 14% of all marketing leads
Survey N
=3,339
Inbound vs. Outbound Leads
Examining lead sources and costs in 2013
Section 3
34%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Inbound Outbound
Inbound Marketing Channels Are Lowest in
Cost for Generating Leads
Inbound marketing delivers 54% more leads in the 2013
marketing funnel than outbound sources
Q: What percentage of your company's leads come from each of the following sources?
*Chart excludes “email” and “don’t know/not applicable answers”
Survey N
=3,339
14% 14%
13%
8% 8%
7%
6% 6% 6%
12%
14%
12%
10%
8%
9%
5%
8% 8%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Marketing Spending Closely Tracks Lead
Generation Rates
Social media, SEO top both lead sources and 2013 budget
allocations
Lead sources
Marketing budget
Survey N
=3,339
Q: What percentage of your company's leads come from each of the following sources/Specific
to inbound marketing, how does your company's 2013 budget compare to the 2012 budget?
Q: Please estimate your company's cost per lead for each of the
channels listed below versus your overall average cost per lead.
*Chart shows above average cost per lead ratings shown
Survey N
=3,339
0%$
2%$
4%$
6%$
8%$
10%$
12%$
14%$
16%$
18%$
Trade$Shows$ SEO$ Social$Media$ PPC$$ TradiNonal$
AdverNsing$
Direct$Mail$ Email$MarkeNng$ Blogs$ TelemarkeNng$
Trade Shows Top Average Cost per Lead
Numbers
16% of marketers see high CPLs from trade shows, 14% of
marketers for SEO and search strategies
16%
14% 14%
12%
12% 12%
11%
9%
8%
Average Cost per Lead
Marketers compare their acquisition costs
Section 4
8%
4%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
Inbound Outbound
Inbound Delivers Below Average Cost per Lead
Marketers 100% more likely to see below average inbound cost
per lead vs. outbound
Survey N
=3,339
Q: To the best of your ability, please write in your average cost per lead:
*Chart shows just below-average cost per leads, segmented by inbound and outbound only
27% 27%
25%
24%
16%
15%
12% 12% 12%
0%
5%
10%
15%
20%
25%
30%
Social Media Email
Marketing
SEO Blogs PPC Direct Mail Traditional
Advertising
Telemarketing Trade Shows
Social Media, Email Deliver Lower Average
Cost per Leads
27% of marketers report below average cost per leads for both
email and social media
Survey N
=3,339
Q: Please estimate your company's cost per lead for each of the
channels listed below vs. your overall average cost per lead.
*Chart shows just below-average cost per leads
Conversion by Channel
How do various acquisition channels perform?
Section 5
Q: What is the average percentage of leads your company converts to sales?
*Chart shows just above-average lead conversion rates
15%
13%
12%
11%
9%
8%
7% 7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
SEO Social Media Email Marketing Trade Shows PPC Telemarketing Direct Mail Blogs
Social Media Plays a Key Role in Customer
Acquisition
15% of marketers say SEO delivers above-average sales
conversions; 13% say the same for social media
Survey N
=3,339
16%
14%
11%
12%
10%
8% 8%
5%
17%
12%
11%
13%
8% 8%
6%
4%
15%
13%
11%
10%
9%
8%
7% 7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
SEO Social Media Email
Marketing
Trade Shows PPC Telemarketing Blogs Direct Mail
SEO Produces Solid Annual Lead Conversions
15% of SEO, 13% of social media leads converted at above-
average rates in 2013
2011
2012
2013
Survey N
=3,339
Q: Please estimate your company's cost per lead for each of the
channels listed below vs. your overall average cost per lead?
*Chart shows just above-average lead conversion rates
Q: What percentage of your company's leads generated in the channels
listed below convert to sales versus your total lead conversion?
*Chart shows just above-average lead conversion rates, segmented by agency responses
Survey
Segment
N =412
Agencies See Increased Conversions
With Inbound vs. Outbound Channels
Agencies' overall inbound conversion rates slightly
outpace industry averages
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
SEO Social Media Email
Marketing
Trade Shows PPC Telemarketing Direct Mail Blogs
Overall
Agency
16% 16%
13%
9%
9% 9%
10%
5%
5%
7%
8% 8%
7%
1 %
1 %
1 %
52%
43% 43%
36%
15%
9%
0%
10%
20%
30%
40%
50%
60%
Facebook LinkedIn Company Blog Twitter Google+ Pinterest
Facebook Top Channel to Acquire a Customer
52% of all marketers sourced a lead from Facebook in 2013
Survey N
=3,339
Q: What percentage of your company's leads come from each of
the following sources?
75%
82%
71%
67%
57%
14%
10%
14%
21%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Multiple times/day Daily 2-3 times/week Weekly Month
Consistent Blogging Boosts Inbound
Marketing’s Overall ROI
82% of marketers who blog daily report positive ROI for overall
inbound efforts
No
Survey N
=3,339
Q: How frequently do you post a new blog to your company site/Did
inbound marketing demonstrate ROI for your company?
23%
19%
14% 14%
8%
6%
4% 4%
24%
20%
15%
13%
8%
5%
4%
3%
21%
16%
15%
13%
8%
6% 6%
4%
0%
5%
10%
15%
20%
25%
30%
Social Media SEO Email Blogs PPC Trade Shows Direct Mail Telemarketing
Social Media and SEO Continue to Be
Critical Channels in 2013
21% say social media grew more important in the past six months
2011
2012
2013
Q: Which sources of leads have become more important to your
company over the last six months?
Survey N
=3,339
25%
16%
19%
12%
6%
5%
3%
25%
18%
19%
12%
6%
3% 3%
17% 17%
13%
14%
9%
6%
4% 4%
0%
5%
10%
15%
20%
25%
30%
Traditional Direct Mail Telemarketing Trade Shows PPC Blogs SEO Social Media
Interruptive and Outbound Marketing Tactics
Losing Market Share
Traditional advertising, direct cede more ground in 2013
2011
2012
2013
Survey
Segment
N =195
Q: Which sources of leads have become less important to your
company over the last six months?
Inbound Marketing Spend
Tracking budgets for inbound marketing
Section 6
49%
9%
28%
14%
Inbound Marketing Budgets Are on the Rise
Nearly 50% of marketers plan to increase their inbound budgets
for 2013
Higher
Lower
No Change
Don't know/not applicable
Q: Specific to inbound marketing, how does your company's 2013
budget compare to the 2012 budget?
Survey N
=3,339
54%
11%
35%
47%
11%
42%
48%
9%
28%
0%
10%
20%
30%
40%
50%
60%
Higher Lower No Change
Annual Inbound Marketing Budget Growth
Remains Strong
48% of marketers increased their 2013 budget, slowing slightly
from 2012 levels
2011
2012
2013
Q: Specific to inbound marketing, how does your company's 2013
budget compare to the 2012 budget?
Survey N
=3,339
Q: Specific to inbound marketing, how does your company's 2013
budget compare to the 2012 budget?
*Chart shows just CMO/CEO responses
53%
11%
28%
8%
0%
10%
20%
30%
40%
50%
60%
Higher Lower No Change Don't know/not applicable
CEOs Show Faith in Inbound by Investing More
53% of CEOs raised 2013 inbound budgets
Survey
Segment
N =195
A WORD FROM THE WISE
All of 2012 was inbound marketing,
too -- we just have more budget in
2013.
Marketer insight
2013 State of Inbound Marketing Survey
Inbound vs. Outbound Budgets
Comparing spend on inbound to more traditional
marketing tactics
Section 7
24%
23% 23%
32%
35%
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
2011 2012 2013
Inbound Marketing Sees a Decent Share of
Budget Spend
Marketers allocate 34% of overall budgets to inbound tactics
Outbound
Inbound
Q: What percentage of your company's lead generation 2013
budget will be spent on the following?
*Chart excludes “email” and “don’t know/not applicable answers”
Survey N
=3,339
Q: What percentage of your company's lead generation 2013
budget will be spent on the following?
*Chart excludes “email” and “don’t know/not applicable answers”
13% 13% 13%
14%
11%
9%
15%
19%
21%
23%
0%
5%
10%
15%
20%
25%
2009 2010 2011 2012 2013
Blogs, Social Media Lead Inbound Marketing
Outlays
Marketers spend 23% of overall budgets on blogging and social
media
SEO
Blogs &
Social Media
Survey N
=3,339
10%
6%
5% 5% 5%
11% 11%
13%
12%
10%
9%
7%
6% 6%
8%
0%
2%
4%
6%
8%
10%
12%
14%
2009 2010 2011 2012 2013
Outbound Budgets Shrinking
Marketers spend less than 1/3 of total budgets on outbound lead
gen
Telemarketing
Trade Shows
Direct Mail
Q: What percentage of your company's lead generation 2013
budget will be spent on the following?
*Chart shows only traditional outbound tactics
Survey N
=3,339
Q: What drove the decision to change your 2013 inbound
marketing budget from the 2012 budget?
*Chart shows responses segmented by business model
Survey
Segment
N =1,917
B2B Budgets Most Likely to Be Influenced by
Past Inbound Marketing Success
45% of B2B companies increased inbound budgets due to past success
41%
45%
37% 37%
23%
21%
29%
24%
14% 14% 14% 14%
6%
5%
9%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Overall B2B B2C B2B2C
Past inbound success
Economy
Change in management
Past outbound success
41%
23%
14%
11%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Past success with
inbound marketing
Economy Change in management Other: Please describe Past success with
outbound marketing
Past Success With Inbound Marketing a
Determining Factor in Planning Budget
Changes
Inbound’s proven success was the primary rationale for 41% of
2013 budget changes
Q: What drove the decision to change your 2013 inbound
marketing budget from the 2012 budget?
Survey N
=3,339
48%
21%
14% 14%
54%
18%
17%
11%
46%
18%
13%
12%
0%
10%
20%
30%
40%
50%
60%
Past success with Inbound Economy Change in Management Other
Inbound Success Continues to Drive 2013
Budget Increases
Inbound success continues to drive yearly budget increases
2011
2012
2013
Q: What drove the decision to change your 2013 inbound
marketing budget from the 2012 budget?
Survey N
=3,339
A WORD FROM THE WISE
We want to move where the market
is going; not just where it has been.
Marketer insight
2013 State of Inbound Marketing Survey
Tracking and Measurement
What do inbound marketers typically track?
Section 8
15% 15%
14%
13%
12% 12%
9%
4%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Revenue Customers/Wins Traffic Total leads
generated
Qualified leads
generated
Brand
Awareness
Opportunities Different
stakeholders
different
metrics
No Single Variable Dominates How Marketers
Define Success
While 15% of marketers track revenue or wins, no clear pattern
emerged to measure success
Q: How is your marketing team's success evaluated?Survey N
=3,339
Q: How is your marketing team’s success evaluated?
*Chart shows just CMO/CEO responses
17%
16%
14%
12%
12% 11%
10%
3%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Revenue Customers/Wins Traffic Total leads
generated
Brand
Awareness
Qualified leads
generated
Opportunities Different
stakeholders =
different metrics
Opportunities Remain to Standardize How
CEOs Measure Marketing Success
17% of all CEOs evaluate inbound marketing by ROI
Survey
Segment
N =195
HOW TO DO INBOUND
MARKETING
Critical Optimization, Testing, and Technology
Considerations
The third section reviews the core optimization techniques,
campaign testing, and technology you need to execute inbound
marketing, as well as how to set lead scores and benchmark
website conversion goals.
3
Inbound Lead Scoring
How marketers measure and prioritize leads
Section 1
67%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Very important and somewhat important Somewhat unimportant and not important
A Clear Understanding of Incoming Leads
Matters to Marketers
67% of marketers rate lead scoring important to their strategic
success
Q: How important is lead scoring to your marketing strategy?
*Chart excludes “don’t know/not applicable answers”
Survey N
=3,339
39%
32%
4%
6%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very important Somewhat important Somewhat unimportant Not important Don’t know/not applicable
Execs Say Lead Scoring Critical to Results
Scoring leads rated very important by 39% of CEOs
Q: How important is lead scoring to your marketing strategy?
*Chart shows just CMO/CEO responses
Survey
Segment
N =195
41%
34%
5% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very important Somewhat important Somewhat unimportant Not important
International Firms' Lead Scoring Practices
Outpace Industry Average
75% of international marketers report lead scoring somewhat
important
Q: How important is lead scoring to your marketing strategy?
*Chart shows just international responses
Survey
Segment
N =1,565
Average Site Conversion Rates
How does your site measure up?
Section 2
Marketers Report a 10% Average Website Conversion Rate
Average of website conversion rate: 10%
Companies Implementing Inbound See 100% Improvement in Site Conversion
Inbound? Average Website Conversion
Yes 12%
No 6%
Inbound Marketers See Above-Average Website
Conversion Rates -- Far Surpassing Those Marketers
Who Aren’t Inbound
Q: To the best of your ability, please write your company's following average
website conversion rate/Does your company do inbound marketing?
Survey N
=3,339
Medium-Sized Companies Lead Small, Enterprise Site Conversion Rates
Employee Size Average Website Conversion
Small (1-5) 8%
Medium (6-200) 13%
Enterprise (200+) 10%
B2B Websites Net Higher Conversions Than B2C Sites
Sales Channel Average Website Conversion
B2B 9%
B2C 8%
Website Conversion Rates Fall Within the 8% to 13% Range
Q: To the best of your ability, please write your company's
following average website conversion rate.
Survey N =3,339
Survey Segment
N =1,917
A WORD FROM THE WISE
Have you been looking for that secret formula to lift your
conversion rates? Sorry, but this report shows that inbound
marketers who focus on developing content that meets their
customers needs and invest in doing so for the long term
nearly double their conversion rate. As they continue to keep
rolling out quality content over time, that conversion rate will
continue to rise. Just as Jeff Bezos, the CEO of Amazon has
proven in ecommerce, HubSpot shows in this report
that conversion rates are a long term, customer-driven
exercise.
Bryan Eisenberg, Partner
Eisenberg Holdings
http://www.bryaneisenberg.com/ @TheGrok
Testing and Optimization
Who is testing their inbound marketing?
Section 3
20%
3%
10%
45%
0%
20%
40%
60%
80%
100%
A/B testing Multivariate testing A/B testing and multivariate
testing
We do not test
A Surprisingly Large Percentage of Marketers
Aren’t Using Testing to Support or Improve
Their Efforts
Just 33% of marketers implement any inbound marketing testing
Q: What kind of testing does your company use to support your
marketing efforts?
*Chart excludes “don’t know/not applicable answers”
Survey N
=3,339
36%
5%
17%
32%
20%
4%
14%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
A/B testing Multivariate testing A/B testing and multivariate
testing
We do not test
A/B Testing Improves Bottom-Line Performance
Marketers conducting A/B tests 80% more likely to show inbound
ROI
Yes
No
Q: What kind of testing does your company use to support your
marketing efforts?
Survey N
=3,339
Q: What kind of testing does your company use to support your
marketing efforts?
*Chart shows just agency responses
20%
3%
10%
45%
21%
29%
4%
16%
35%
16%
0%
20%
40%
60%
80%
100%
A/B testing Multivariate testing A/B and multivariate
testing
No testing Don't know/not
applicable
Agencies Adopt Testing Ahead of Peers
31% of agencies A/B test inbound strategies
Overall
Agency
Survey
Segment N
=195
3%
6% 7%
18%
36%
28%
0%
20%
40%
60%
80%
100%
Multiple times a day Daily 2-3 times a week Weekly Monthly Less than monthly
Marketers Primarily Support Monthly Testing
36% of marketers testing inbound strategies roll out variations
monthly
Q: How frequently do you use A/B testing and/or multivariate testing?
*Chart shows just those who replied they do implement testing
Question N
=468
0%
8%
5%
15%
51%
21%
0%
10%
20%
30%
40%
50%
60%
Multiple times a day Daily 2-3 times a week Weekly Monthly Less than monthly
CEOs Are Proponents of Monthly Testing
Monthly tests the norm for 51% of executives who optimize their
results
Q: How frequently do you use A/B testing and/or multivariate testing?
*Chart shows just CMO/CEO responses
Survey
Segment
N =195
Technology Concerns
What are marketers’ key technology challenges?
Section 4
6%
8%
9%
10%
11%
14%
15%
18%
Allocating bandwidth
Getting team using the same tools
Ensuring flexibility in our CRM/Reporting
Getting systems to talk
Training our team
Securing executive support/budget
Tracking our data
Finding tools to guage ROI
Among Many Tech Challenges, Trouble
Calculating ROI Could Be the Result of Lacking
the Right Tools
18% of marketers report identifying ROI tracking systems a primary
challenge
Q: Which of the following statements, if any, describe the major challenges
your company faces in using your marketing technology solutions?
Survey N
=3,339
19%
16%
14% 14%
9%
8%
7%
5%
0%
5%
10%
15%
20%
25%
Finding tools to
gauge ROI
Tracking our
data
Securing
executive
support/budget
Training our
team
Getting team
using the same
tools
Ensuring
flexibility in our
CRM/Reporting
Getting systems
to talk
Allocating
bandwidth
CEO Report Gauging ROI and Tracking Data
Are Their Top Technology Challenges
Nearly 20% of C-suite marketers name gauging ROI the principle
technology concern
Q: Which of the following statements, if any, describe the major challenges your
company faces in using your marketing technology solutions?
*Chart shows just CMO/CEO responses
Survey
Segment
N =195
Q: What marketing software does your company use?
Survey N
=3,339
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Google Analytics Tops Marketers Software
Resources
46% of marketers used Google Analytics in 2013
2011
2012
2013
A WORD FROM THE WISE
New technologies (mobile devices of all shapes
and sizes and location-based services) will
continue to grow, but the best marketers will
realize it's not about how to jam more ads into
new platforms -- it's about how to use the new
technologies to enhance your inbound powers of
attraction.
Dharmesh Shah
CTO of HubSpot
WHO DOES INBOUND?
BUILDING AN INBOUND MARKETING TEAM
This section looks at key personnel decisions that allow marketers
to build a world-class inbound marketing team. It identifies how
resources should be deployed in order to best achieve business
goals.
4
Building an Inbound Marketing Team
Staffing Considerations
Who should be on your inbound marketing team?
Section 1
29%
51%
8%
4%
5%
0%
10%
20%
30%
40%
50%
60%
Less than one 1-5 5-10 10-25 More than 25
Inbound Marketing Teams Average One to Five
Members
51% of all inbound teams contain fewer than six people
Q: How many full-time marketers does your company have?
Survey N
=3,339
67%
70%
65%
51%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
6-25 26-50 51-200 201-500 500+
Despite Their Larger Size, Enterprise Firms Also
Report Relatively Small Marketing Teams
31% of firms with 200+ employees still work in five-person teams
Q: How many full-time marketers does your company have?
*Chart shows just those firms reporting they have 1 – 5 full time marketers
Survey
N = 3,339
30%
50%
9%
3% 4%
0%
10%
20%
30%
40%
50%
60%
Less than one 1 – 5 5 – 10 10 - 25 More than 25
International Marketers Work in Smaller Teams
Half of international marketers work with one to five people
Q: How many full-time marketers does your company have?
*Chart shows just international responses
Survey
Segment
N =1,565
A WORD FROM THE WISE
The fact that only a small percentage of marketers are focused
on content creation is not surprising. It requires a significant
amount of 'sweat equity,' and it's often very bespoke. I expect
this figure to rise over time as content strategy moves into
greater focus, in part, because of the media's willingness to
feature it as the economics of their business shift dramatically
due to programmatic buying.
Steve Rubel
Chief Content Strategist, Edelman
http://edelman.com
Time Allocation
Where do inbound marketers spend their time?
Section 2
4%
5%
6%
6%
6%
9%
9%
10%
11%
16%
PPC (paid search / AdWords)
Telemarketing
Traditional Marketing (radio, print, TV)
Direct Mail
Trade Shows
Blogs
SEO (organic search)
Content
Email Marketing
Social Media
Companies Focusing Energy and Personnel
Time on Channel-Specific Marketing
16% of marketers allocate a full-time marketer to the social media
channel
Q: How does your company dedicate its full-time marketers to the
following channels (as a percent of total time)?
Survey N
=3,339
Q: How does your company dedicate its full-time marketers to the following channels (as a percent of total
time)/Specific to inbound marketing, how does your company's 2013 budget compare to the 2012 budget?
Survey N
=3,339
Blogs, SEO Cost Marketers Time, Not Money
Marketers spend 55% more time than budget on blogging
16%
11%
9% 9%
6% 6% 6%
5%
4%
14%
13%
7%
14%
8% 8%
6% 6%
6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Time Allocation
Budget Allocation
Q: How does your company dedicate its full-time marketers to the following channels (as a
percent of total time)/To the best of your ability, please write in your average cost per lead?
16%
11%
9% 9%
6% 6% 6%
5%
4%
27% 27%
24%
25%
15%
12% 12% 12%
16%
0%
5%
10%
15%
20%
25%
30%
Inbound Strategies Show Positive Cost per
Lead vs. Effort
Inbound, social media, SEO require effort, but generate low cost
per leads
Time Allocation
Below-Average
C
Survey N
=3,339
Q: How does your company dedicate its full-time marketers to the following channels (as a percent of
total time)/What is the average percentage of leads your company converts to sales?
*Chart shows just above-average conversion rates
Survey N
=3,339
SEO Leads Inbound Strategies at Averaging High Sales Conversions
to Budget Outlay
15% of marketers reported above-average SEO conversions in 2013
16%
11%
9% 9%
6% 6%
5%
4%
13%
11%
7%
15%
7%
10%
8%
9%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Time Allocation
Above average sales conversion
Team Growth
How many inbound marketers should you hire?
Section 3
Inbound? Average # of Marketers to Hire This Year
Yes 9.3
No 4
Inbound Marketing Teams Plan
For Significant Growth
Average inbound teams will grow by nine
employees in 2013
Q: How many full-time marketers does your company plan to hire this year?Survey N
=3,339
Employee Size Average # of Marketers to Hire This Year
Small (1-5) 1.1
Medium (6-200) 2.5
Enterprise (200+) 18.6
Enterprise Teams Expanding
Large companies plan to hire an average of
18.6 marketers this year
Q: How many full-time marketers does your company plan to hire this year?
Survey N
=3,339
Growth by Segment & Region
Who is embracing inbound marketing?
Section 4
43%
19%
8%
12%
6%
12%
Small Companies Lead Inbound Marketing
Adoption
43% of inbound companies have one to five employees
1 - 5
6 - 25
26 - 50
51 - 200
201 - 500
More than 500
Q: How many full-time employees does your company have?
Survey N
=3,339
46%
23%
24%
7%
B2B Companies Embrace Inbound Marketing
Nearly half of companies surveyed sell primarily B2B
B2B
B2C
B2B2C
Don't know/not applicable
Q: Which best describes your company's primary sales channel?
Survey N
=3,339
INTL MASSIVE CHART?!?!
44%
7%
5%
4%
3%
2%
2%
2% 2%
U.S. Remains the Frontrunner of
Inbound Marketing Adoption
U.S.-based companies comprise 63% of survey respondents
United States
India
United Kingdom
Canada
Spain
Italy
Australia
Germany
France
Q: In which country is your company primarily based?
*Chart shows countries with greater than 1.5% participation
Survey N
=3,339
34%
1%
6%
2%
8%
16%
11%
5%
3%
14%
Business Owners, Marketing Managers the
Most Invested in Inbound
Survey responses led by 34% business owners and 16%
marketing managers
Business Owner / Partner
CMO
CEO / Executive Management
Vice President
Director of Marketing
Marketing Manager
Marketing Operations
Sales
IT
Other: Please describe
Q: What best describes your role?
Survey N
=3,339
4%
8%
3%
3%
15%
1%
10%
11%
5%
2%
8%
2%
12%
2%
14%
Inbound Marketing Touches Nearly Every Major
Industry
Survey shows a broad mix of business types, led by agencies
Banking/Insurance/Financial Services
Communications/Media
Healthcare/Pharmaceutical
Manufacturing
Marketing Agency
Mining/Construction/Energy
Nonprofit/Education
Professional Services/Consulting
PR/Communications/Media
Real Estate
Retail/Wholesale/Consumer Goods
Technology (Hardware)
Technology (Software)
Transportation/Auto/Travel
Other: Please describe
Q: What industry best describes your company?
Survey N
=3,339
Thank You!
Download the full report now!
WWW.STATEOFINBOUNDMARKETING.COM

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86 Revealing Charts From the 2013 State of Inbound Marketing Report

  • 1. A Publication of Data For Public Use
  • 2. Data to Grow Your Business • HubSpot surveyed over 3,300 marketers across the globe to study the inbound marketing landscape. • These slides contain critical charts from the 2013 State of Inbound Marketing Report. • All contents are for public use. Please feel free to use or cite the data to benefit your business.
  • 3. “ “ Over the past five years, we’ve witnessed a tectonic shift in how people work and live, and marketers have started to adapt. Engaging consumers is no longer about pushing out interruptive messages. It’s about connecting with people in the places and on the devices they prefer. It’s about integrating content and context for a richer, relevant, and personalized experience, from the time someone first hears about your brand to the point they’re buying your product and telling their friends about it. It’s about creating marketing people love: inbound marketing. Every year since 2008, HubSpot has asked the marketing community to share what inbound marketing means to them and their companies. This year’s research sought to uncover insights on everything from inbound marketing industry adoption (58% say “I’m inbound!”) to the resources marketers are dedicating (inbound budgets have grown nearly 50%). The 2013 State of Inbound Marketing Report highlights how the industry has evolved and uncovers opportunities we still have for growth. We’re honored to conduct this research and to track the transformation of marketing as it occurs. And we’re pleased to share this report with you. For the love of marketing,  Mike Volpe A Letter from HubSpot’s CMO
  • 5. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters •  Inbound marketing is not a tactic, channel, or technology. It’s a way to approach to your marketing to capitalize on the way consumers make buying decisions today. •  Inbound marketers understand that people value personalized, relevant content and connections -- not interruptive messages -- at every stage of the marketing funnel. •  Inbound allows you to attract visitors, convert leads, close customers, and delight them into promoting your business to others. Inbound Marketing Methodology
  • 6. Strangers Top Ten Insights: 2013 Report 1. Inbound Marketing’s Rise: Nearly 60% practice inbound. 2. Stronger ROI Than Traditional: Twice as many marketers see below-average leads via inbound 3. Traditional Is Fading: Inbound grew around 50%for the third straight year. 4. Definition and Data: Some marketers still struggle with defining and analyzing inbound. 5. Capturing a Difficult Audience: Inbound cuts through the cluttered internet to reach consumers at every stage of their buying decisions.
  • 7. Strangers Top Ten Insights: 2013 Report 6. Smarter Marketing: Automation of certain tactics allows marketers to focus on newer tasks like blogging. 7. Inbound Means Marketing: Successful marketers grasp that inbound is not a channel or a technology but a strategy. 8. Consumers Win: Inbound creates marketing people love because it adds value at every stage. 9.  Marketers Win, Too: No longer cost centers to companies or nuisances to consumers, marketers are more lovable (and important) than ever. 10. Content And Context: Content is just part of the equation. Context systems like CRMs are still needed to personalize the buyer journey and drive real ROI.
  • 8. Strangers Part One: Are You Inbound? Executive Insights Into Inbound Marketing (Slide 10) 1. Marketing’s adoption of inbound 2. How does inbound marketing integrate with your business? 3. Consumer-focused companies and ROI 4. Inbound’s ability to connect marketing to sales 5. What are marketers’ main goals in 2013? 6. What are marketers’ biggest challenges in 2013? 7. Internal support for inbound 8. Internal resistance to inbound Part Two: Why Do Inbound? The Business Case for Adopting Inbound Marketing (Slide 51) 1. The ROI of inbound marketing 2. Cost per lead and cost per customer via inbound 3.  Inbound vs. outbound lead sources 4. Average costs per lead 5. Conversions by channel 6. Budget allocation and inbound marketing 7. Budget comparison: inbound vs. traditional 8. What numbers do inbound marketers track? Section Navigation Navigate to the Data You Need Most
  • 9. Strangers Section Navigation Navigate to the Data You Need Most Part Three: How Do You Do Inbound? Critical Optimization, Testing, and Technology Considerations (Slide 93) 1. Inbound lead scoring 2. Average site conversion rates 3. Testing and optization 4. Technology concerns Part Four: Who Does Inbound? Building an Inbound Marketing Team (Slide 113) 1. Staffing considerations 2. Time allocation 3.  Team growth 4. Growth by segment & region
  • 10. 1 ARE YOU INBOUND? Executive Insights on Inbound Marketing’s Growth and Industry Saturation This section looks at inbound marketing's current industry saturation, the benefits of organization-wide alignment, and the need for continued focus on larger business goals.
  • 11. Inbound’s Industry Saturation How prevalent is inbound marketing? Section 1
  • 12. 58% 23% 19% Inbound Adoption Reaches Majority, but Educational Opportunities Remain Nearly 60% of marketers have adopted inbound strategies, while 19% unsure how to categorize efforts Yes No Don't know/not applicable Q: Does your company do inbound marketing? Survey N =3,339
  • 13. 54% 27% 0% 10% 20% 30% 40% 50% 60% Yes No Majority of CEOs Report Inbound Marketing Adoption 54% of CEOs focused on Inbound for 2013; 4% lower than overall industry growth rates Q: Does your company do inbound marketing? *Chart shows just CMO/CEO responses Survey Segment N =195
  • 14. 58% 23% 19% 73% 14% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% Yes No Don't know/not applicable Agencies Implement Inbound Marketing Strategies Ahead of Industry Averages Nearly 75% of agencies use inbound marketing in 2013 Overall Marketing Agency Q: Does your company do inbound marketing? *Chart shows just agency responses Survey Segment N =412
  • 15. 58% 23% 19% 65% 22% 13% 47% 28% 25% 61% 22% 17% 0% 20% 40% 60% 80% 100% Yes No Don't know/not applicable B2C Companies Lag in Inbound Marketing Implementation 38% more B2B firms embrace inbound strategies than B2C companies for 2013 Overall B2B B2C B2B2C Q: Does your company do inbound marketing? *Chart shows responses segmented by business model Survey Segment N =1,917
  • 16. 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
  • 17. Where Does Inbound Fit? Strategy integration between inbound and other marketing initiatives Section 2
  • 18. 34% 47% 8% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Completely integrated Somewhat integrated Somewhat unintegrated Not integrated Majority of Marketers Integrate Inbound With Corporate Strategy 81% of inbound strategy is at least somewhat integrated with broader goals Q: How integrated is your company's inbound marketing strategy with your larger marketing strategy? Survey N =3,339
  • 19. 48% 32% 10% 9% 0% 10% 20% 30% 40% 50% 60% Completely integrated Somewhat integrated Somewhat unintegrated Not integrated Most CEOs Report Complete Inbound Integration Nearly half of CEOs link inbound with larger marketing goals Q: How integrated is your company's inbound marketing strategy with your larger marketing strategy? *Chart shows just CMO/CEO responses Survey N =195
  • 20. 34% 47% 8% 5% 48% 38% 7% 3% 0% 10% 20% 30% 40% 50% 60% Completely integrated Somewhat integrated Somewhat unintegrated Not integrated Agencies Prioritize Integrating Inbound Marketing With Broader Goals Almost 50% of agencies fully integrate marketing and inbound strategies Overall Marketing Agency Q: How integrated is your company's inbound marketing strategies with your larger marketing strategy? *Chart shows just agency responses Survey Segment N =412
  • 21. 21% 55% 8% 8% 0% 10% 20% 30% 40% 50% 60% Completely integrated Somewhat integrated Somewhat unintegrated Not integrated Enterprise Firms Not Yet Fully Integrating Inbound Marketing Just 21% of enterprise companies completely assimilate inbound marketing with larger strategy Q: How integrated is your company's inbound marketing strategy with your larger marketing strategy? *Chart shows just enterprise responses [firms with 200+ employees] Survey Segment N =560
  • 22. Focus Shifts to the Consumer Analyzing businesses' increasing focus on the consumer in 2013 Section 3
  • 23. 50% 15% 13% 14% 0% 10% 20% 30% 40% 50% 60% Customer-focused Product-focused Sales-focused Marketing-focused Customer-Focused Companies Dominate Half of marketers report their companies are primarily focused on customers Q: Do you you consider your company to be primarily customer-focused, marketing-focused, product-focused, or sales-focused? Survey N =3,339
  • 24. 50% 15% 13% 14% 48% 15% 14% 18% 58% 17% 12% 7% 48% 16% 15% 14% 0% 20% 40% 60% 80% 100% Customer-focused Product-focused Sales-focused Marketing-focused Customer Focus Central to B2C Strategy 58% of B2C companies primarily customer-focused Overall B2B B2C B2B2C Q: Do you consider your company to be primarily customer- focused, marketing-focused, product-focused, or sales-focused? *Chart shows responses segmented by business model Survey Segment N =1,917
  • 25. 0% 20% 40% 60% Customer-focused Product-focused Sales-focused Marketing-focused Customer-Focused Marketers Lead in Proving Inbound ROI Marketers more likely to be customer-centric; still slightly lag in proving the ROI of their results Overall No Could not or did not calculate ROI Don't know/not applicable Q: Do you consider your company to be primarily/Did inbound marketing demonstrate ROI for your company? Survey N =3,339
  • 26. 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
  • 27. The Marketing-Sales Divide Inbound’s ability to bridge the gap between marketing and sales to drive revenue Section 4
  • 28. 42% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% No Yes Opportunities Exist for Better Marketing-Sales Alignment Less than one-third of firms have formalized marketing-sales agreements Q: Does your company have formal agreement between sales and marketing teams to determine both teams' responsibilities? Survey N =3,339
  • 29. Q: Do you do inbound marketing/Did inbound marketing demonstrate ROI for your company? 73%$ 14%$ 12%$ 50%$ 34%$ 17%$ 0%$ 20%$ 40%$ 60%$ 80%$ 100%$ $ No $ Don't$know/not$applicable$ The Likelihood of Formalizing a Marketing- Sales Agreement Increases With Inbound Adoption Nearly 3/4 of companies with a formal sales-marketing agreement implemented inbound in 2013 No $ Survey N =3,339
  • 30. 36% 36% 28% 0% 5% 10% 15% 20% 25% 30% 35% 40% Yes No Don't know/not applicable Enterprise Firms Show Near Even Marketing- Sales Role Demarcation Marketing-sales agreements in place at 36% of companies with 200+ employees Q: Does your company have a formal agreement between sales and marketing teams to determine both teams' responsibilities? *Chart shows just enterprise responses [firms with 200+employees] Survey Segment N =560
  • 31. Defining Marketing-Sales Roles Dramatically Reduces Customer Acquisition Costs Average CPA reduced by $197 for enterprise companies with formal marketing- sales agreements *Shows average cost per customer for U.S. companies with 200+ employees With a formal sales-marketing agreement Without a formal sales-marketing agreement $291 $486 Survey Segment N =560
  • 32. 28% 44% 20% 45% 34% 42% 0% 20% 40% Yes No Slightly More B2B Companies Detail Marketing- Sales Obligations 8% more B2B firms formalize mutual responsibilities than their B2C peers B2B B2C B2B2C Q: Does your company have a formal agreement between sales and marketing teams to determine both teams' responsibilities? *Chart shows responses segmented by business model Survey Segment N =1,917
  • 33. A WORD FROM THE WISE Inbound marketing is no longer a convenient add-on or experimental area for companies. It is a required method of doing business in today's more consumer-focused world… 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.
  • 34. 2013 Marketing Priorities Marketers and C-levels reveal their main marketing goals for the year Section 5
  • 35. 23% 23% 20% 18% 14% 0% 5% 10% 15% 20% 25% Reaching the right audience Converting leads to customers Increasing total lead volume Creating quality content Proving the ROI of our marketing activities Targeting, Lead Conversion Cited as Top Inbound Goals 23% of marketers focused on both reaching the right audience and converting leads Q: What are your company’s top marketing priorities? Survey N =3,339
  • 36. 25% 22% 20% 19% 12% 0% 5% 10% 15% 20% 25% 30% Reaching the right audience Converting leads to customers Increasing total lead volume Creating quality content Proving the ROI of our marketing activities Reaching Target Market Top Priority Among CEOs CEOs specifically care about reaching their target markets Q: What are your company’s top marketing priorities? *Chart shows just CMO/CEO responses Survey Segment N =195
  • 37. Inbound Marketers’ Challenges Marketers rate their top concerns in 2013 Section 6
  • 38. 25% 20% 16% 11% 9% 8% 5% 0% 5% 10% 15% 20% 25% 30% Proving the ROI of our marketing activities Securing enough budget Controlling my technology or website Targeting content for an international audience Hiring top talent Training my team Finding an executive sponsor Marketers Still Face the Challenge of Proving ROI for Marketing Activities 25% of marketers concerned with proving bottom-line results Q: What are your company's top marketing challenges? Survey N =3,339
  • 39. Q: What are your company's top marketing challenges? *Chart shows just agency responses shown Survey Segment N =412 0% 20% 40% 60% 80% 100% Proving ROI Securing budget Hiring top talent Controlling technology Training my team Targeting content for an international audiences Finding executive sponsors Inbound Marketing Agencies Struggle to Prove ROI, Control Technology 30% of agencies say top concern is demonstrating ROI Overall$ Agency$ 25% 29% 20% 21% 9% 13% 16% 12% 8% 10% 11% 8% 5% 4%
  • 40. 25% 20% 5% 8% 16% 11% 9% 28% 20% 3% 8% 15% 11% 11% 22% 21% 7% 8% 19% 11% 7% 24% 19% 6% 9% 16% 12% 8% 0% 20% 40% 60% 80% 100% Proving the ROI of our marketing activities Securing enough budget Finding an executive sponsor Training my team Controlling my technology or website Targeting content for an international audience Hiring top talent B2B, B2C Firms Report Similar Inbound Marketing Challenges Proving ROI and securing budgets top both B2B and B2C firms’ concerns Overall B2B B2C B2B2C Q: What are your company's top marketing challenges? *Chart shows responses segmented by business model Survey Segment N =1,917
  • 41. 23% 19% 16% 14% 9% 9% 6% 0% 5% 10% 15% 20% 25% Proving the ROI of our marketing activities Securing enough budget Controlling my technology or website Targeting content for an international audience Hiring top talent Training my team Finding an executive sponsor International Marketing Challenges Focus on Analytics 23% of international firms concerned with proving ROI of inbound Q: What are your company's top marketing challenges? *Chart shows just international responses Survey Segment N =1,565
  • 42. A WORD FROM THE WISE The fact that only 18% are focused on creating quality content doesn't surprise me  (perhaps that they admit it does) -- the fact is, creating quality content is hard work, and it takes a commitment on the part of marketing leadership to pour the time, energy, and journalistic resources into it. But, like all things, when you see the payoff you make it a priority. I find that if I can get organizations excited about content through analytics and SEO results they get pretty committed to blogging. John Jantsch, Duct Tape Marketing http://ducttapemarketing.com/
  • 43. Internal Support for Inbound Who supports inbound marketing around the company? Section 7
  • 44. 38% 17% 13% 11% 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Marketing team Sales team Marketing operations C-suite/company executives IT team While Marketing Is Primarily Responsible for Inbound, Other Teams Provide Some Organizational Support Marketing is 125% more likely to provide inbound resources than sales Q: Which teams/operational groups provide the most support to your company's inbound marketing efforts? Survey N =3,339
  • 45. 32% 19% 19% 13% 10% 0% 5% 10% 15% 20% 25% 30% 35% Marketing team Sales team C-suite IT team Marketing operations CEOs Report Mixed Support for Inbound Efforts 19% of CEOs offer significant support for inbound marketing initiatives Q: Which teams/operational groups provide the most support to your company's inbound marketing efforts? *Chart shows just CMO/CEO responses Survey Segment N =195
  • 46. 45% 17% 16% 9% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Marketing team Marketing operations Sales team C-suite/company executives IT team Enterprise Teams Allocate Predominantly Tactical Resources to Inbound Marketing Large companies report more operational support, less C-suite sign off for inbound strategies Q: Which teams/operational groups provide the most support to your company's inbound marketing efforts? *Chart shows just enterprise responses [firms with 200+ employees] Survey Segment N =560
  • 47. Internal Resistance to Inbound Who is blocking the use of inbound activities? Section 8
  • 48. 24% 12% 12% 5% 2% 0% 5% 10% 15% 20% 25% IT team Sales team C-suite/company executives Marketing team Marketing operations Although Marketers Leverage More Technology Every Day, IT Team Support Remains Challenging IT teams offer minimal inbound support, reports 24% of marketers Q: Which teams/operational groups provide the least support (in terms of budget, personnel, or sponsorship) to your company's inbound marketing efforts? Survey N =3,339
  • 49. 31% 18% 16% 5% 3% 0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 % IT team Sales team C-suite/ company executives Marketing team Marketing operations Enterprise Companies Struggle With IT Team Bandwidth 31% of enterprise marketers report their IT teams are unsupportive Q: Which teams/operational groups provide the least support (in terms of budget, personnel, or sponsorship) to your inbound marketing efforts? *Chart shows just enterprise responses [firms with 200+ employees] Survey Segment N =560
  • 50. Q: Which teams/operational groups provide the least support (in terms of budget, personnel, or sponsorship) to your company's inbound marketing efforts? *Chart shows responses segmented by business model 24% 12% 12% 5% 2% 26% 14% 11% 4% 1% 20% 10% 11% 7% 4% 23% 12% 12% 6% 4% 0% 5% 10% 15% 20% 25% 30% IT team Sales team C-suite/company executives Marketing team Marketing operations B2C Sales, Tech Teams Lag B2B Company Inbound Marketing Support IT teams 30% less likely to be supportive of B2B inbound efforts Overall B2B B2C B2B2C Survey Segment N =1,917
  • 51. WHY DO INBOUND? The Business Case for Adopting Inbound Marketing The second section covers how marketers are calculating the ROI of their inbound efforts, measures how inbound stacks up against traditional marketing in terms of value and cost, and examines key factors that impact marketing budget decisions. 2
  • 52. The ROI of Inbound Marketing Is inbound a worthwhile strategy? Section 1
  • 53. Q: Did inbound marketing demonstrate ROI for your company? 41% 9% 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Yes No Could not/did not calculate ROI Inbound Marketing Delivers on ROI, but Marketers Face Calculation Struggles 41% of marketers confirmed inbound's ROI, but 34% could not calculate ROI in 2013 Survey N =3,339
  • 54. 79% 20% 65% 33% 68% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Yes No Blogging Improves Marketing ROI Almost 80% of marketers with a company blog reported inbound ROI for 2013 No Q: Did inbound marketing demonstrate ROI for your company/ Does your company publish a blog? Survey N =3,339
  • 55. 41% 15% 36% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Yes No Could not or did not calculate ROI Don't know/not applicable CEOs’ Perception of Marketing ROI Tracks Industry Trends 41% of CEOs report inbound delivered ROI, though 15% still not convinced Q: Did inbound marketing demonstrate ROI for your company? *Chart shows just CMO/CEO responses Survey Segment N =195
  • 56. 41% 9% 34% 16% 51% 8% 28% 13% 0% 20% 40% 60% 80% 100% Yes No Could not or did not calculate ROI Don't know/not applicable Agencies Lead Industry in Proving Inbound Marketing ROI Agencies report 24% more ROI than general marketers Overall Agency Q: Did inbound marketing demonstrate ROI for your company? *Chart shows just agency responses Survey Segment N =412
  • 57. Q: Does your company publish a blog? 62% 34% 0% 10% 20% 30% 40% 50% 60% 70% Yes No Blogging Remains a Key Inbound Marketing Element 62% of marketers published a blog in 2013 Survey N =3,339
  • 58. A WORD FROM THE WISE Tracking ROI on inbound marketing is hard, and the ones who do are looking at inbound marketing like they do other "point of impact" campaigns, i.e., campaigns designed to generate ROI in a short amount of time. Inbound marketing will over time be the top producer in your marketing mix, but the results don't start pouring in until you are committed to ROI over the course of multiple quarters. Volume is another early issue that is solved with time and commitment. Net-net, they are the best leads -- who doesn't want someone to walk into their store? Craig Rosenburg Editor www.funnelholic.com
  • 59. Cost per Lead and Cost per Customer How efficient is acquisition through inbound? Section 2
  • 60. Inbound vs. Traditional Do you do inbound marketing? Average Cost per Lead Average Cost per Customer Yes $36 $254 No $41 $268 Survey N =3,339 B2B Cost per Lead 53% Higher Than B2C Companies Sales Channel Average Cost per Lead Average Cost per Customer B2B $43 $264 B2C $15 $149 Defining Marketing-Sales Objectives Dramatically Reduces Lead, Customer Acquisition Costs Enterprise Companies (with more than 200 employees) Average Cost per Lead Average Cost per Customer U.S. companies with a marketing-sales agreement $16 $291 U.S. companies without a marketing-sales agreement $36 $486 Inbound Marketing Improves Lead Acquisition Margins Survey Segment N =1,917 Survey Segment N =560
  • 61. Q: What percentage of your company's leads come from each of the following sources? 14% 14% 13% 8% 8% 7% 6% 6% 6% 0% 2% 4% 6% 8% 10% 12% 14% 16% Social Media SEO Email Marketing Trade Shows Direct Mail Blogs Telemarketing Traditional Advertising PPC Inbound Marketing Dominates Marketers' Top Lead Sources Social media, SEO each produce 14% of all marketing leads Survey N =3,339
  • 62. Inbound vs. Outbound Leads Examining lead sources and costs in 2013 Section 3
  • 63. 34% 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% Inbound Outbound Inbound Marketing Channels Are Lowest in Cost for Generating Leads Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources Q: What percentage of your company's leads come from each of the following sources? *Chart excludes “email” and “don’t know/not applicable answers” Survey N =3,339
  • 64. 14% 14% 13% 8% 8% 7% 6% 6% 6% 12% 14% 12% 10% 8% 9% 5% 8% 8% 0% 2% 4% 6% 8% 10% 12% 14% 16% Marketing Spending Closely Tracks Lead Generation Rates Social media, SEO top both lead sources and 2013 budget allocations Lead sources Marketing budget Survey N =3,339 Q: What percentage of your company's leads come from each of the following sources/Specific to inbound marketing, how does your company's 2013 budget compare to the 2012 budget?
  • 65. Q: Please estimate your company's cost per lead for each of the channels listed below versus your overall average cost per lead. *Chart shows above average cost per lead ratings shown Survey N =3,339 0%$ 2%$ 4%$ 6%$ 8%$ 10%$ 12%$ 14%$ 16%$ 18%$ Trade$Shows$ SEO$ Social$Media$ PPC$$ TradiNonal$ AdverNsing$ Direct$Mail$ Email$MarkeNng$ Blogs$ TelemarkeNng$ Trade Shows Top Average Cost per Lead Numbers 16% of marketers see high CPLs from trade shows, 14% of marketers for SEO and search strategies 16% 14% 14% 12% 12% 12% 11% 9% 8%
  • 66. Average Cost per Lead Marketers compare their acquisition costs Section 4
  • 67. 8% 4% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% Inbound Outbound Inbound Delivers Below Average Cost per Lead Marketers 100% more likely to see below average inbound cost per lead vs. outbound Survey N =3,339 Q: To the best of your ability, please write in your average cost per lead: *Chart shows just below-average cost per leads, segmented by inbound and outbound only
  • 68. 27% 27% 25% 24% 16% 15% 12% 12% 12% 0% 5% 10% 15% 20% 25% 30% Social Media Email Marketing SEO Blogs PPC Direct Mail Traditional Advertising Telemarketing Trade Shows Social Media, Email Deliver Lower Average Cost per Leads 27% of marketers report below average cost per leads for both email and social media Survey N =3,339 Q: Please estimate your company's cost per lead for each of the channels listed below vs. your overall average cost per lead. *Chart shows just below-average cost per leads
  • 69. Conversion by Channel How do various acquisition channels perform? Section 5
  • 70. Q: What is the average percentage of leads your company converts to sales? *Chart shows just above-average lead conversion rates 15% 13% 12% 11% 9% 8% 7% 7% 0% 2% 4% 6% 8% 10% 12% 14% 16% SEO Social Media Email Marketing Trade Shows PPC Telemarketing Direct Mail Blogs Social Media Plays a Key Role in Customer Acquisition 15% of marketers say SEO delivers above-average sales conversions; 13% say the same for social media Survey N =3,339
  • 71. 16% 14% 11% 12% 10% 8% 8% 5% 17% 12% 11% 13% 8% 8% 6% 4% 15% 13% 11% 10% 9% 8% 7% 7% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% SEO Social Media Email Marketing Trade Shows PPC Telemarketing Blogs Direct Mail SEO Produces Solid Annual Lead Conversions 15% of SEO, 13% of social media leads converted at above- average rates in 2013 2011 2012 2013 Survey N =3,339 Q: Please estimate your company's cost per lead for each of the channels listed below vs. your overall average cost per lead? *Chart shows just above-average lead conversion rates
  • 72. Q: What percentage of your company's leads generated in the channels listed below convert to sales versus your total lead conversion? *Chart shows just above-average lead conversion rates, segmented by agency responses Survey Segment N =412 Agencies See Increased Conversions With Inbound vs. Outbound Channels Agencies' overall inbound conversion rates slightly outpace industry averages 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% SEO Social Media Email Marketing Trade Shows PPC Telemarketing Direct Mail Blogs Overall Agency 16% 16% 13% 9% 9% 9% 10% 5% 5% 7% 8% 8% 7% 1 % 1 % 1 %
  • 73. 52% 43% 43% 36% 15% 9% 0% 10% 20% 30% 40% 50% 60% Facebook LinkedIn Company Blog Twitter Google+ Pinterest Facebook Top Channel to Acquire a Customer 52% of all marketers sourced a lead from Facebook in 2013 Survey N =3,339 Q: What percentage of your company's leads come from each of the following sources?
  • 74. 75% 82% 71% 67% 57% 14% 10% 14% 21% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Multiple times/day Daily 2-3 times/week Weekly Month Consistent Blogging Boosts Inbound Marketing’s Overall ROI 82% of marketers who blog daily report positive ROI for overall inbound efforts No Survey N =3,339 Q: How frequently do you post a new blog to your company site/Did inbound marketing demonstrate ROI for your company?
  • 75. 23% 19% 14% 14% 8% 6% 4% 4% 24% 20% 15% 13% 8% 5% 4% 3% 21% 16% 15% 13% 8% 6% 6% 4% 0% 5% 10% 15% 20% 25% 30% Social Media SEO Email Blogs PPC Trade Shows Direct Mail Telemarketing Social Media and SEO Continue to Be Critical Channels in 2013 21% say social media grew more important in the past six months 2011 2012 2013 Q: Which sources of leads have become more important to your company over the last six months? Survey N =3,339
  • 76. 25% 16% 19% 12% 6% 5% 3% 25% 18% 19% 12% 6% 3% 3% 17% 17% 13% 14% 9% 6% 4% 4% 0% 5% 10% 15% 20% 25% 30% Traditional Direct Mail Telemarketing Trade Shows PPC Blogs SEO Social Media Interruptive and Outbound Marketing Tactics Losing Market Share Traditional advertising, direct cede more ground in 2013 2011 2012 2013 Survey Segment N =195 Q: Which sources of leads have become less important to your company over the last six months?
  • 77. Inbound Marketing Spend Tracking budgets for inbound marketing Section 6
  • 78. 49% 9% 28% 14% Inbound Marketing Budgets Are on the Rise Nearly 50% of marketers plan to increase their inbound budgets for 2013 Higher Lower No Change Don't know/not applicable Q: Specific to inbound marketing, how does your company's 2013 budget compare to the 2012 budget? Survey N =3,339
  • 79. 54% 11% 35% 47% 11% 42% 48% 9% 28% 0% 10% 20% 30% 40% 50% 60% Higher Lower No Change Annual Inbound Marketing Budget Growth Remains Strong 48% of marketers increased their 2013 budget, slowing slightly from 2012 levels 2011 2012 2013 Q: Specific to inbound marketing, how does your company's 2013 budget compare to the 2012 budget? Survey N =3,339
  • 80. Q: Specific to inbound marketing, how does your company's 2013 budget compare to the 2012 budget? *Chart shows just CMO/CEO responses 53% 11% 28% 8% 0% 10% 20% 30% 40% 50% 60% Higher Lower No Change Don't know/not applicable CEOs Show Faith in Inbound by Investing More 53% of CEOs raised 2013 inbound budgets Survey Segment N =195
  • 81. A WORD FROM THE WISE All of 2012 was inbound marketing, too -- we just have more budget in 2013. Marketer insight 2013 State of Inbound Marketing Survey
  • 82. Inbound vs. Outbound Budgets Comparing spend on inbound to more traditional marketing tactics Section 7
  • 83. 24% 23% 23% 32% 35% 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% 2011 2012 2013 Inbound Marketing Sees a Decent Share of Budget Spend Marketers allocate 34% of overall budgets to inbound tactics Outbound Inbound Q: What percentage of your company's lead generation 2013 budget will be spent on the following? *Chart excludes “email” and “don’t know/not applicable answers” Survey N =3,339
  • 84. Q: What percentage of your company's lead generation 2013 budget will be spent on the following? *Chart excludes “email” and “don’t know/not applicable answers” 13% 13% 13% 14% 11% 9% 15% 19% 21% 23% 0% 5% 10% 15% 20% 25% 2009 2010 2011 2012 2013 Blogs, Social Media Lead Inbound Marketing Outlays Marketers spend 23% of overall budgets on blogging and social media SEO Blogs & Social Media Survey N =3,339
  • 85. 10% 6% 5% 5% 5% 11% 11% 13% 12% 10% 9% 7% 6% 6% 8% 0% 2% 4% 6% 8% 10% 12% 14% 2009 2010 2011 2012 2013 Outbound Budgets Shrinking Marketers spend less than 1/3 of total budgets on outbound lead gen Telemarketing Trade Shows Direct Mail Q: What percentage of your company's lead generation 2013 budget will be spent on the following? *Chart shows only traditional outbound tactics Survey N =3,339
  • 86. Q: What drove the decision to change your 2013 inbound marketing budget from the 2012 budget? *Chart shows responses segmented by business model Survey Segment N =1,917 B2B Budgets Most Likely to Be Influenced by Past Inbound Marketing Success 45% of B2B companies increased inbound budgets due to past success 41% 45% 37% 37% 23% 21% 29% 24% 14% 14% 14% 14% 6% 5% 9% 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Overall B2B B2C B2B2C Past inbound success Economy Change in management Past outbound success
  • 87. 41% 23% 14% 11% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Past success with inbound marketing Economy Change in management Other: Please describe Past success with outbound marketing Past Success With Inbound Marketing a Determining Factor in Planning Budget Changes Inbound’s proven success was the primary rationale for 41% of 2013 budget changes Q: What drove the decision to change your 2013 inbound marketing budget from the 2012 budget? Survey N =3,339
  • 88. 48% 21% 14% 14% 54% 18% 17% 11% 46% 18% 13% 12% 0% 10% 20% 30% 40% 50% 60% Past success with Inbound Economy Change in Management Other Inbound Success Continues to Drive 2013 Budget Increases Inbound success continues to drive yearly budget increases 2011 2012 2013 Q: What drove the decision to change your 2013 inbound marketing budget from the 2012 budget? Survey N =3,339
  • 89. A WORD FROM THE WISE We want to move where the market is going; not just where it has been. Marketer insight 2013 State of Inbound Marketing Survey
  • 90. Tracking and Measurement What do inbound marketers typically track? Section 8
  • 91. 15% 15% 14% 13% 12% 12% 9% 4% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Revenue Customers/Wins Traffic Total leads generated Qualified leads generated Brand Awareness Opportunities Different stakeholders different metrics No Single Variable Dominates How Marketers Define Success While 15% of marketers track revenue or wins, no clear pattern emerged to measure success Q: How is your marketing team's success evaluated?Survey N =3,339
  • 92. Q: How is your marketing team’s success evaluated? *Chart shows just CMO/CEO responses 17% 16% 14% 12% 12% 11% 10% 3% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Revenue Customers/Wins Traffic Total leads generated Brand Awareness Qualified leads generated Opportunities Different stakeholders = different metrics Opportunities Remain to Standardize How CEOs Measure Marketing Success 17% of all CEOs evaluate inbound marketing by ROI Survey Segment N =195
  • 93. HOW TO DO INBOUND MARKETING Critical Optimization, Testing, and Technology Considerations The third section reviews the core optimization techniques, campaign testing, and technology you need to execute inbound marketing, as well as how to set lead scores and benchmark website conversion goals. 3
  • 94. Inbound Lead Scoring How marketers measure and prioritize leads Section 1
  • 95. 67% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% Very important and somewhat important Somewhat unimportant and not important A Clear Understanding of Incoming Leads Matters to Marketers 67% of marketers rate lead scoring important to their strategic success Q: How important is lead scoring to your marketing strategy? *Chart excludes “don’t know/not applicable answers” Survey N =3,339
  • 96. 39% 32% 4% 6% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Very important Somewhat important Somewhat unimportant Not important Don’t know/not applicable Execs Say Lead Scoring Critical to Results Scoring leads rated very important by 39% of CEOs Q: How important is lead scoring to your marketing strategy? *Chart shows just CMO/CEO responses Survey Segment N =195
  • 97. 41% 34% 5% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Very important Somewhat important Somewhat unimportant Not important International Firms' Lead Scoring Practices Outpace Industry Average 75% of international marketers report lead scoring somewhat important Q: How important is lead scoring to your marketing strategy? *Chart shows just international responses Survey Segment N =1,565
  • 98. Average Site Conversion Rates How does your site measure up? Section 2
  • 99. Marketers Report a 10% Average Website Conversion Rate Average of website conversion rate: 10% Companies Implementing Inbound See 100% Improvement in Site Conversion Inbound? Average Website Conversion Yes 12% No 6% Inbound Marketers See Above-Average Website Conversion Rates -- Far Surpassing Those Marketers Who Aren’t Inbound Q: To the best of your ability, please write your company's following average website conversion rate/Does your company do inbound marketing? Survey N =3,339
  • 100. Medium-Sized Companies Lead Small, Enterprise Site Conversion Rates Employee Size Average Website Conversion Small (1-5) 8% Medium (6-200) 13% Enterprise (200+) 10% B2B Websites Net Higher Conversions Than B2C Sites Sales Channel Average Website Conversion B2B 9% B2C 8% Website Conversion Rates Fall Within the 8% to 13% Range Q: To the best of your ability, please write your company's following average website conversion rate. Survey N =3,339 Survey Segment N =1,917
  • 101. A WORD FROM THE WISE Have you been looking for that secret formula to lift your conversion rates? Sorry, but this report shows that inbound marketers who focus on developing content that meets their customers needs and invest in doing so for the long term nearly double their conversion rate. As they continue to keep rolling out quality content over time, that conversion rate will continue to rise. Just as Jeff Bezos, the CEO of Amazon has proven in ecommerce, HubSpot shows in this report that conversion rates are a long term, customer-driven exercise. Bryan Eisenberg, Partner Eisenberg Holdings http://www.bryaneisenberg.com/ @TheGrok
  • 102. Testing and Optimization Who is testing their inbound marketing? Section 3
  • 103. 20% 3% 10% 45% 0% 20% 40% 60% 80% 100% A/B testing Multivariate testing A/B testing and multivariate testing We do not test A Surprisingly Large Percentage of Marketers Aren’t Using Testing to Support or Improve Their Efforts Just 33% of marketers implement any inbound marketing testing Q: What kind of testing does your company use to support your marketing efforts? *Chart excludes “don’t know/not applicable answers” Survey N =3,339
  • 104. 36% 5% 17% 32% 20% 4% 14% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% A/B testing Multivariate testing A/B testing and multivariate testing We do not test A/B Testing Improves Bottom-Line Performance Marketers conducting A/B tests 80% more likely to show inbound ROI Yes No Q: What kind of testing does your company use to support your marketing efforts? Survey N =3,339
  • 105. Q: What kind of testing does your company use to support your marketing efforts? *Chart shows just agency responses 20% 3% 10% 45% 21% 29% 4% 16% 35% 16% 0% 20% 40% 60% 80% 100% A/B testing Multivariate testing A/B and multivariate testing No testing Don't know/not applicable Agencies Adopt Testing Ahead of Peers 31% of agencies A/B test inbound strategies Overall Agency Survey Segment N =195
  • 106. 3% 6% 7% 18% 36% 28% 0% 20% 40% 60% 80% 100% Multiple times a day Daily 2-3 times a week Weekly Monthly Less than monthly Marketers Primarily Support Monthly Testing 36% of marketers testing inbound strategies roll out variations monthly Q: How frequently do you use A/B testing and/or multivariate testing? *Chart shows just those who replied they do implement testing Question N =468
  • 107. 0% 8% 5% 15% 51% 21% 0% 10% 20% 30% 40% 50% 60% Multiple times a day Daily 2-3 times a week Weekly Monthly Less than monthly CEOs Are Proponents of Monthly Testing Monthly tests the norm for 51% of executives who optimize their results Q: How frequently do you use A/B testing and/or multivariate testing? *Chart shows just CMO/CEO responses Survey Segment N =195
  • 108. Technology Concerns What are marketers’ key technology challenges? Section 4
  • 109. 6% 8% 9% 10% 11% 14% 15% 18% Allocating bandwidth Getting team using the same tools Ensuring flexibility in our CRM/Reporting Getting systems to talk Training our team Securing executive support/budget Tracking our data Finding tools to guage ROI Among Many Tech Challenges, Trouble Calculating ROI Could Be the Result of Lacking the Right Tools 18% of marketers report identifying ROI tracking systems a primary challenge Q: Which of the following statements, if any, describe the major challenges your company faces in using your marketing technology solutions? Survey N =3,339
  • 110. 19% 16% 14% 14% 9% 8% 7% 5% 0% 5% 10% 15% 20% 25% Finding tools to gauge ROI Tracking our data Securing executive support/budget Training our team Getting team using the same tools Ensuring flexibility in our CRM/Reporting Getting systems to talk Allocating bandwidth CEO Report Gauging ROI and Tracking Data Are Their Top Technology Challenges Nearly 20% of C-suite marketers name gauging ROI the principle technology concern Q: Which of the following statements, if any, describe the major challenges your company faces in using your marketing technology solutions? *Chart shows just CMO/CEO responses Survey Segment N =195
  • 111. Q: What marketing software does your company use? Survey N =3,339 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Google Analytics Tops Marketers Software Resources 46% of marketers used Google Analytics in 2013 2011 2012 2013
  • 112. A WORD FROM THE WISE New technologies (mobile devices of all shapes and sizes and location-based services) will continue to grow, but the best marketers will realize it's not about how to jam more ads into new platforms -- it's about how to use the new technologies to enhance your inbound powers of attraction. Dharmesh Shah CTO of HubSpot
  • 113. WHO DOES INBOUND? BUILDING AN INBOUND MARKETING TEAM This section looks at key personnel decisions that allow marketers to build a world-class inbound marketing team. It identifies how resources should be deployed in order to best achieve business goals. 4 Building an Inbound Marketing Team
  • 114. Staffing Considerations Who should be on your inbound marketing team? Section 1
  • 115. 29% 51% 8% 4% 5% 0% 10% 20% 30% 40% 50% 60% Less than one 1-5 5-10 10-25 More than 25 Inbound Marketing Teams Average One to Five Members 51% of all inbound teams contain fewer than six people Q: How many full-time marketers does your company have? Survey N =3,339
  • 116. 67% 70% 65% 51% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 6-25 26-50 51-200 201-500 500+ Despite Their Larger Size, Enterprise Firms Also Report Relatively Small Marketing Teams 31% of firms with 200+ employees still work in five-person teams Q: How many full-time marketers does your company have? *Chart shows just those firms reporting they have 1 – 5 full time marketers Survey N = 3,339
  • 117. 30% 50% 9% 3% 4% 0% 10% 20% 30% 40% 50% 60% Less than one 1 – 5 5 – 10 10 - 25 More than 25 International Marketers Work in Smaller Teams Half of international marketers work with one to five people Q: How many full-time marketers does your company have? *Chart shows just international responses Survey Segment N =1,565
  • 118. A WORD FROM THE WISE The fact that only a small percentage of marketers are focused on content creation is not surprising. It requires a significant amount of 'sweat equity,' and it's often very bespoke. I expect this figure to rise over time as content strategy moves into greater focus, in part, because of the media's willingness to feature it as the economics of their business shift dramatically due to programmatic buying. Steve Rubel Chief Content Strategist, Edelman http://edelman.com
  • 119. Time Allocation Where do inbound marketers spend their time? Section 2
  • 120. 4% 5% 6% 6% 6% 9% 9% 10% 11% 16% PPC (paid search / AdWords) Telemarketing Traditional Marketing (radio, print, TV) Direct Mail Trade Shows Blogs SEO (organic search) Content Email Marketing Social Media Companies Focusing Energy and Personnel Time on Channel-Specific Marketing 16% of marketers allocate a full-time marketer to the social media channel Q: How does your company dedicate its full-time marketers to the following channels (as a percent of total time)? Survey N =3,339
  • 121. Q: How does your company dedicate its full-time marketers to the following channels (as a percent of total time)/Specific to inbound marketing, how does your company's 2013 budget compare to the 2012 budget? Survey N =3,339 Blogs, SEO Cost Marketers Time, Not Money Marketers spend 55% more time than budget on blogging 16% 11% 9% 9% 6% 6% 6% 5% 4% 14% 13% 7% 14% 8% 8% 6% 6% 6% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Time Allocation Budget Allocation
  • 122. Q: How does your company dedicate its full-time marketers to the following channels (as a percent of total time)/To the best of your ability, please write in your average cost per lead? 16% 11% 9% 9% 6% 6% 6% 5% 4% 27% 27% 24% 25% 15% 12% 12% 12% 16% 0% 5% 10% 15% 20% 25% 30% Inbound Strategies Show Positive Cost per Lead vs. Effort Inbound, social media, SEO require effort, but generate low cost per leads Time Allocation Below-Average C Survey N =3,339
  • 123. Q: How does your company dedicate its full-time marketers to the following channels (as a percent of total time)/What is the average percentage of leads your company converts to sales? *Chart shows just above-average conversion rates Survey N =3,339 SEO Leads Inbound Strategies at Averaging High Sales Conversions to Budget Outlay 15% of marketers reported above-average SEO conversions in 2013 16% 11% 9% 9% 6% 6% 5% 4% 13% 11% 7% 15% 7% 10% 8% 9% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Time Allocation Above average sales conversion
  • 124. Team Growth How many inbound marketers should you hire? Section 3
  • 125. Inbound? Average # of Marketers to Hire This Year Yes 9.3 No 4 Inbound Marketing Teams Plan For Significant Growth Average inbound teams will grow by nine employees in 2013 Q: How many full-time marketers does your company plan to hire this year?Survey N =3,339
  • 126. Employee Size Average # of Marketers to Hire This Year Small (1-5) 1.1 Medium (6-200) 2.5 Enterprise (200+) 18.6 Enterprise Teams Expanding Large companies plan to hire an average of 18.6 marketers this year Q: How many full-time marketers does your company plan to hire this year? Survey N =3,339
  • 127. Growth by Segment & Region Who is embracing inbound marketing? Section 4
  • 128. 43% 19% 8% 12% 6% 12% Small Companies Lead Inbound Marketing Adoption 43% of inbound companies have one to five employees 1 - 5 6 - 25 26 - 50 51 - 200 201 - 500 More than 500 Q: How many full-time employees does your company have? Survey N =3,339
  • 129. 46% 23% 24% 7% B2B Companies Embrace Inbound Marketing Nearly half of companies surveyed sell primarily B2B B2B B2C B2B2C Don't know/not applicable Q: Which best describes your company's primary sales channel? Survey N =3,339
  • 130. INTL MASSIVE CHART?!?! 44% 7% 5% 4% 3% 2% 2% 2% 2% U.S. Remains the Frontrunner of Inbound Marketing Adoption U.S.-based companies comprise 63% of survey respondents United States India United Kingdom Canada Spain Italy Australia Germany France Q: In which country is your company primarily based? *Chart shows countries with greater than 1.5% participation Survey N =3,339
  • 131. 34% 1% 6% 2% 8% 16% 11% 5% 3% 14% Business Owners, Marketing Managers the Most Invested in Inbound Survey responses led by 34% business owners and 16% marketing managers Business Owner / Partner CMO CEO / Executive Management Vice President Director of Marketing Marketing Manager Marketing Operations Sales IT Other: Please describe Q: What best describes your role? Survey N =3,339
  • 132. 4% 8% 3% 3% 15% 1% 10% 11% 5% 2% 8% 2% 12% 2% 14% Inbound Marketing Touches Nearly Every Major Industry Survey shows a broad mix of business types, led by agencies Banking/Insurance/Financial Services Communications/Media Healthcare/Pharmaceutical Manufacturing Marketing Agency Mining/Construction/Energy Nonprofit/Education Professional Services/Consulting PR/Communications/Media Real Estate Retail/Wholesale/Consumer Goods Technology (Hardware) Technology (Software) Transportation/Auto/Travel Other: Please describe Q: What industry best describes your company? Survey N =3,339
  • 133. Thank You! Download the full report now! WWW.STATEOFINBOUNDMARKETING.COM