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A Publication of
Data For Public Use
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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.
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Over the past five years, weve 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. Its about connecting with
people in the places and on the devices they prefer. Its about integrating
content and context for a richer, relevant, and personalized experience, from
the time someone first hears about your brand to the point theyre buying your
product and telling their friends about it. Its about creating marketing peoplelove: inbound marketing.
Every year since 2008, HubSpot has asked the marketing community to share
what inbound marketing means to them and their companies. This years
research sought to uncover insights on everything from inbound marketing
industry adoption (58% say Im inbound!) to the resources marketers are
dedicating (inbound budgets have grown nearly 50%).
The 2013 State of Inbound Marketing Report highlights how the industry hasevolved and uncovers opportunities we still have for growth. Were honored to
conduct this research and to track the transformation of marketing as it occurs.
And were pleased to share this report with you.
For the love of marketing,
Mike Volpe
A Letter from HubSpots CMO
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WHAT ISINBOUND
MARKETING?
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Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-Action
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Inbound marketing is not a tactic, channel, or technology. Its a way to approach to yourmarketing to capitalize on the way consumers make buying decisions today.
Inbound marketers understand that people value personalized, relevant content andconnections -- not interruptive messages -- at every stage of the marketing funnel.
Inbound allows you to attract visitors, convert leads, close customers, and delight theminto promoting your business to others.
Inbound Marketing Methodology
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Strangers
Top Ten Insights: 2013 Report
1. Inbound Marketings Rise: Nearly 60% practiceinbound.
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 withdefining and analyzing inbound.
5. Capturing a Difficult Audience: Inbound cuts through
the cluttered internet to reach consumers at every
stage of their buying decisions.
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Strangers
Top Ten Insights: 2013 Report
6. Smarter Marketing: Automation of certain tacticsallows marketers to focus on newer tasks like blogging.
7. Inbound Means Marketing: Successful marketers graspthat inbound is not a channel or a technology but a
strategy.
8. Consumers Win: Inbound creates marketing peoplelove because it adds value at every stage.
9. Marketers Win, Too:No longer cost centers tocompanies or nuisances to consumers, marketers are
more lovable (and important) than ever.10. Content And Context: Content is just partof the
equation. Context systems like CRMs are still needed to
personalize the buyer journey and drive real ROI.
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Strangers
Section One: Are You Inbound? Executive Insights Into Inbound Marketing
1. Marketings adoption of inbound2. How does inbound marketing integrate with your business?
3. Consumer-focused companies and ROI
4. Inbounds 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
Section Two: Why Do Inbound? The Business Case for Adopting Inbound Marketing
1. The ROI of inbound marketing
2. Cost per lead and cost per customer via inbound
3. Inbound vs. outbound lead sources4. 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 Jump Directly to the Data You Need Most
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Strangers
Section Navigation Jump Directly to the Data You Need Most
Section Three: How to Do Inbound? Critical Optimization, Testing, and Technology
Considerations1. Inbound lead scoring
2. Average site conversion rates
3. Testing and optization
4. Technology concerns
Section Four: Who Does Inbound? Building an Inbound Marketing Team1. Staffing considerations
2. Time allocation
3. Team growth4. Growth by segment & region
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1 ARE YOU INBOUND?Executive Insights on Inbound Marketings
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.
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Inbounds Industry SaturationHow prevalent is inbound marketing?
Section 1
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58%23%
19%
Inbound Adoption Reaches Majority, butEducational Opportunities Remain
Nearly 60% of marketers have adopted inbound strategies, while
19% unsure how to categorize efforts
Yes
NoDon't know/not applicable
Q: Does your company do inbound marketing?Survey
N =3,339
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54%
27%
0%
10%
20%
30%
40%
50%
60%
Yes No
Majority of CEOs Report Inbound MarketingAdoption
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
SegmentN =195
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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 MarketingStrategies 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
SegmentN =412
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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 MarketingImplementation
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
SegmentN =1,917
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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
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Where Does Inbound Fit?Strategy integration between inbound and
other marketing initiatives
Section 2
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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 InboundWith 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
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48%
32%
10%9%
0%
10%
20%
30%
40%
50%
60%
Completely integrated Somewhat integrated Somewhat unintegrated Not integrated
Most CEOs Report Complete InboundIntegration
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
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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 InboundMarketing With Broader Goals
Almost 50% of agencies fully integrate marketing and inbound
strategies
Overall
Marketing Agency
Q: How integrated is your company's inbound marketingstrategies with your larger marketing strategy?
*Chart shows just agency responses
Survey
SegmentN =412
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21%
55%
8% 8%
0%
10%
20%
30%
40%
50%
60%
Completely integrated Somewhat integrated Somewhat unintegrated Not integrated
Enterprise Firms Not Yet Fully IntegratingInbound Marketing
Just 21% of enterprise companies completely assimilate inbound
marketing with larger strategy
Q: How integrated is your company's inbound marketing strategy withyour larger marketing strategy?
*Chart shows just enterprise responses [firms with 200+ employees]
Survey
SegmentN =560
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Focus Shifts to the ConsumerAnalyzing businesses' increasing focus on
the consumer in 2013
Section 3
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50%
15%13% 14%
0%
10%
20%
30%
40%
50%
60%
Customer-focused Product-focused Sales-focused Marketing-focused
Customer-Focused Companies DominateHalf 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
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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 Strategy58% 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
SegmentN =1,917
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0%
20%
40%
60%
Customer-focused Product-focused Sales-focused Marketing-focused
Customer-Focused Marketers Lead in ProvingInbound 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
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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
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The Marketing-Sales DivideInbounds ability to bridge the gap between
marketing and sales to drive revenue
Section 4
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42%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
No Yes
Opportunities Exist for Better Marketing-SalesAlignment
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
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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
AdoptionNearly 3/4 of companies with a formal sales-marketing agreement
implemented inbound in 2013
No
$
Survey N
=3,339
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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 andmarketing teams to determine both teams' responsibilities?
*Chart shows just enterprise responses [firms with 200+employees]
Survey
SegmentN =560
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Defining Marketing-Sales Roles Dramatically ReducesCustomer 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
SegmentN =560
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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 salesand marketing teams to determine both teams' responsibilities?
*Chart shows responses segmented by business model
Survey
SegmentN =1,917
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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.
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2013 Marketing PrioritiesMarketers and C-levels reveal their main
marketing goals for the year
Section 5
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23% 23%
20%
18%
14%
0%
5%
10%
15%
20%
25%
Reaching the rightaudience
Converting leads tocustomers
Increasing total leadvolume
Creating quality content Proving the ROI of ourmarketing activities
Targeting, Lead Conversion Cited as TopInbound Goals
23% of marketers focused on both reaching the right audience
and converting leads
Q: What are your companys top marketing priorities?Survey N
=3,339
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25%
22%
20%19%
12%
0%
5%
10%
15%
20%
25%
30%
Reaching the rightaudience
Converting leads tocustomers
Increasing total leadvolume
Creating quality content Proving the ROI of ourmarketing activities
Reaching Target Market Top Priority AmongCEOs
CEOs specifically care about reaching their target markets
Q: What are your companys top marketing priorities?
*Chart shows just CMO/CEO responses
Survey
SegmentN =195
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Inbound Marketers ChallengesMarketers rate their top concerns in 2013
Section 6
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25%
20%
16%
11%
9%8%
5%
0%
5%
10%
15%
20%
25%
30%
Proving the ROIof our marketing
activities
Securing enoughbudget
Controlling mytechnology or
website
Targeting contentfor an international
audience
Hiring top talent Training my team Finding anexecutive sponsor
Marketers Still Face the Challenge of ProvingROI 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
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Q: What are your company's top marketing challenges?*Chart shows just agency responses shown
Survey
SegmentN =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 ProveROI, 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%
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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 ROIof our marketing
activities
Securing enoughbudget
Finding anexecutivesponsor
Training my team Controlling mytechnology or
website
Targetingcontent for aninternational
audience
Hiring top talent
B2B, B2C Firms Report Similar InboundMarketing 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
SegmentN =1,917
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23%
19%
16%
14%
9% 9%
6%
0%
5%
10%
15%
20%
25%
Proving the ROI ofour marketing
activities
Securing enoughbudget
Controlling mytechnology or
website
Targeting contentfor an international
audience
Hiring top talent Training my team Finding anexecutive sponsor
International Marketing Challenges Focus onAnalytics
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
SegmentN =1,565
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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 payoffyou 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/
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Internal Support for InboundWho supports inbound marketing
around the company?
Section 7
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38%
17%
13%11%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Marketing team Sales team Marketing operations C-suite/companyexecutives
IT team
While Marketing Is Primarily Responsiblefor Inbound, Other Teams Provide Some
Organizational Support
Marketing is 125% more likely to provide inbound resources thansales
Q: Which teams/operational groups provide the most support toyour company's inbound marketing efforts?
Survey N=3,339
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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 Efforts19% of CEOs offer significant support for inbound marketing
initiatives
Q: Which teams/operational groups provide the most support toyour company's inbound marketing efforts?
*Chart shows just CMO/CEO responses
SurveySegment
N =195
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45%
17% 16%
9%8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Marketing team Marketing operations Sales team C-suite/companyexecutives
IT team
Enterprise Teams Allocate PredominantlyTactical Resources to Inbound Marketing
Large companies report more operational support, less C-suite
sign offfor inbound strategies
Q: Which teams/operational groups provide the most support to yourcompany's inbound marketing efforts?
*Chart shows just enterprise responses [firms with 200+ employees]
SurveySegment
N =560
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Internal Resistance to InboundWho is blocking the use of inbound activities?
Section 8
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24%
12%12%
5%
2%
0%
5%
10%
15%
20%
25%
IT team Sales team C-suite/companyexecutives
Marketing team Marketing operations
Although Marketers Leverage More TechnologyEvery Day, IT Team Support Remains
Challenging
IT teams off
er 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
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31%
18%
16%
5%3%
0%
5%
10%
15%
20
%
25%
30%
35%
ITteam
Salesteam
C-suite/company
executives
Marketingteam
Marketingoperations
Enterprise Companies Struggle With ITTeam Bandwidth
31% of enterprise marketers report their IT teams are unsupportive
Q: Which teams/operational groups provide the least support (in terms ofbudget, personnel, or sponsorship) to your inbound marketing efforts?
*Chart shows just enterprise responses [firms with 200+ employees]
SurveySegment
N =560
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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/companyexecutives
Marketing team Marketing operations
B2C Sales, Tech Teams Lag B2B CompanyInbound Marketing Support
IT teams 30% less likely to be supportive of B2B inbound efforts
Overall
B2B
B2C
B2B2C
SurveySegment
N =1,917
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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
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The ROI of Inbound MarketingIs inbound a worthwhile strategy?
Section 1
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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, butMarketers Face Calculation Struggles
41% of marketers confirmed inbound's ROI, but 34% could not
calculate ROI in 2013
Survey N=3,339
Blogging Improves Marketing ROI
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79%
20%
65%
33%
68%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
Blogging Improves Marketing ROIAlmost 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
CEO P i f M k i ROI T k
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41%
15%
36%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Yes No Could not or did not calculateROI
Don't know/not applicable
CEOs Perception of Marketing ROI TracksIndustry 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
SurveySegment
N =195
A i L d I d t i P i I b d
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41%
9%
34%
16%
51%
8%
28%
13%
0%
20%
40%
60%
80%
100%
Yes No Could not or did not calculateROI
Don't know/not applicable
Agencies Lead Industry in Proving InboundMarketing 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
SurveySegment
N =412
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Q: Does your company publish a blog?
62%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Blogging Remains a Key Inbound MarketingElement
62% of marketers published a blog in 2013
Survey N=3,339
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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 RosenburgEditor
www.funnelholic.com
http://www.funnelholic.com/http://www.funnelholic.com/http://www.funnelholic.com/7/27/2019 StateOfInbound_V31
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Cost per Lead and Cost per CustomerHow efficient is acquisition through inbound?
Section 2
Inbound Marketing Improves Lead Acquisition Margins
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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 $264B2C $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 amarketing-sales agreement
$16 $291
U.S.companies without amarketing-sales agreement
$36 $486
Inbound Marketing Improves Lead Acquisition Margins
Survey Segment N =1,917
Survey Segment N =560
Inbo nd Marketing Dominates Marketers' Top
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Q: What percentage of your company's leads come from each ofthe following sources?
14% 14%
13%
8% 8%
7%
6% 6% 6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Social Media SEO EmailMarketing
Trade Shows Direct Mail Blogs Telemarketing TraditionalAdvertising
PPC
Inbound Marketing Dominates Marketers' TopLead Sources
Social media, SEO each produce 14% of all marketing leads
Survey N=3,339
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Inbound vs. Outbound LeadsExamining lead sources and costs in 2013
Section 3
Inbound Marketing Channels Are Lowest in
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34%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Inbound Outbound
Inbound Marketing Channels Are Lowest inCost for Generating Leads
Inbound marketing delivers 54% more leads in the 2013
marketing funnel than outbound sources
Q: What percentage of your company's leads come from each of the following sources?
*Chart excludes email and dont know/not applicable answers
Survey N=3,339
Marketing Spending Closely Tracks Lead
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14% 14%13%
8% 8%
7%6% 6% 6%
12%
14%
12%
10%
8%
9%
5%
8% 8%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Marketing Spending Closely Tracks LeadGeneration Rates
Social media, SEO top both lead sources and 2013 budget
allocations
Lead sources
Marketing budget
Survey N=3,339
Q: What percentage of your company's leads come from each of the following sources/Specificto inbound marketing, how does your company's 2013 budget compare to the 2012 budget?
Trade Shows Top Average Cost per Lead
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Q: Please estimate your company's cost per lead for each of the
channels listed below versus your overall average cost per lead.
*Chart shows above average cost per lead ratings shown
Survey N
=3,339
0%$
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
Numbers16% 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%
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Average Cost per LeadMarketers compare their acquisition costs
Section 4
Inbound Delivers Below Average Cost per Lead
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8%
4%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
Inbound Outbound
Inbound Delivers Below Average Cost per LeadMarketers100% 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
Social Media Email Deliver Lower Average
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27% 27%
25%24%
16%15%
12% 12% 12%
0%
5%
10%
15%
20%
25%
30%
Social Media EmailMarketing
SEO Blogs PPC Direct Mail TraditionalAdvertising
Telemarketing Trade Shows
Social Media, Email Deliver Lower AverageCost 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 thechannels listed below vs. your overall average cost per lead.
*Chart shows just below-average cost per leads
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Conversion by ChannelHow do various acquisition channels perform?
Section 5
S i l M di Pl K R l i C t
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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 CustomerAcquisition
15% of marketers say SEO delivers above-average sales
conversions; 13% say the same for social media
Survey N=3,339
SEO Produces Solid Annual Lead Conversions
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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 EmailMarketing
Trade Shows PPC Telemarketing Blogs Direct Mail
SEO Produces Solid Annual Lead Conversions15% 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 thechannels listed below vs. your overall average cost per lead?
*Chart shows just above-average lead conversion rates
Agencies See Increased Conversions
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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
g
With Inbound vs. Outbound ChannelsAgencies' overall inbound conversion rates slightly
outpace industry averages
0%
2%
4%
6%
8%
10%
12%
14%
16%
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%
Facebook Top Channel to Acquire a Customer
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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 Customer52% 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 ofthe following sources?
Consistent Blogging Boosts Inbound
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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 InboundMarketings 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/Didinbound marketing demonstrate ROI for your company?
Social Media and SEO Continue to Be
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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
Critical Channels in 201321% say social media grew more important in the past six months
2011
2012
2013
Q: Which sources of leads have become more important to yourcompany over the last six months?
Survey N=3,339
Interruptive and Outbound Marketing Tactics
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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
p gLosing Market Share
Traditional advertising, direct cede more ground in 2013
2011
2012
2013
SurveySegment
N =195
Q: Which sources of leads have become less important to your
company over the last six months?
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Inbound Marketing SpendTracking budgets for inbound marketing
Section 6
Inbound Marketing Budgets Are on the Rise
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49%
9%
28%
14%
g gNearly 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 2013budget compare to the 2012 budget?
Survey N=3,339
Annual Inbound Marketing Budget Growth
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54%
11%
35%
47%
11%
42%
48%
9%
28%
0%
10%
20%
30%
40%
50%
60%
Higher Lower No Change
Remains Strong48% of marketers increased their 2013 budget, slowing slightly
from 2012 levels
2011
2012
2013
Q: Specific to inbound marketing, how does your company's 2013budget compare to the 2012 budget?
Survey N=3,339
CEOs Show Faith in Inbound by Investing More
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Q: Specific to inbound marketing, how does your company's 2013budget 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 More53% of CEOs raised 2013 inbound budgets
SurveySegment
N =195
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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
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Inbound vs. Outbound BudgetsComparing spend on inbound to more traditional
marketing tactics
Section 7
Inbound Marketing Sees a Decent Share of
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24%23% 23%
32%
35%34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
2011 2012 2013
Budget SpendMarketers allocate 34% of overall budgets to inbound tactics
Outbound
Inbound
Q: What percentage of your company's lead generation 2013budget will be spent on the following?
*Chart excludes email and dont know/not applicable answers
Survey N=3,339
Blogs, Social Media Lead Inbound Marketing
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Q: What percentage of your company's lead generation 2013budget will be spent on the following?
*Chart excludes email and dont 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 MarketingOutlays
Marketers spend 23% of overall budgets on blogging and social
media
SEO
Blogs &Social Media
Survey N=3,339
Outbound Budgets Shrinking
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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 ShrinkingMarketers 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 2013budget will be spent on the following?
*Chart shows only traditional outbound tactics
Survey N=3,339
B2B Budgets Most Likely to Be Influenced by
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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
Past Inbound Marketing Success45% 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
Past Success With Inbound Marketing a
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41%
23%
14%
11%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Past success withinbound marketing
Economy Change in management Other: Please describe Past success withoutbound marketing
Determining Factor in Planning BudgetChanges
Inbounds proven success was the primary rationale for 41% of
2013 budget changes
Q: What drove the decision to change your 2013 inboundmarketing budget from the 2012 budget?
Survey N=3,339
Inbound Success Continues to Drive 2013
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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
Budget IncreasesInbound success continues to drive yearly budget increases
2011
2012
2013
Q: What drove the decision to change your 2013 inboundmarketing budget from the 2012 budget?
Survey N=3,339
A WORD FROM THE WISE
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A WORD FROM THE WISE
We want to move where the market
is going; not just where it has been.
Marketer insight2013 State of Inbound Marketing Survey
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Tracking and MeasurementWhat do inbound marketers typically track?
Section 8
No Single Variable Dominates How Marketers
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15% 15%
14%
13%12% 12%
9%
4%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Revenue Customers/Wins Traffic Total leadsgenerated
Qualified leadsgenerated
BrandAwareness
Opportunities Differentstakeholders
differentmetrics
Define SuccessWhile 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
Opportunities Remain to Standardize How
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Q: How is your marketing teams 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 leadsgenerated
BrandAwareness
Qualified leadsgenerated
Opportunities Differentstakeholders =
different metrics
ppCEOs Measure Marketing Success
17% of all CEOs evaluate inbound marketing by ROI
SurveySegment
N =195
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HOW TO DO INBOUNDMARKETING
Critical Optimization, Testing, and TechnologyConsiderations
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 conversiongoals.
3
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Inbound Lead ScoringHow marketers measure and prioritize leads
Section 1
A Clear Understanding of Incoming LeadsM M k
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67%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Very important and somewhat important Somewhat unimportant and not important
Matters to Marketers67% of marketers rate lead scoring important to their strategic
success
Q: How important is lead scoring to your marketing strategy?*Chart excludes dont know/not applicable answers
Survey N=3,339
Execs Say Lead Scoring Critical to ResultsS i l d t d i t t b 39% f CEO
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39%
32%
4%
6%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very important Somewhat important Somewhat unimportant Not important Dont know/not applicable
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
SurveySegment
N =195
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Average Site Conversion RatesHow does your site measure up?
Section 2
Inbound Marketers See Above-Average WebsiteC i R t F S i Th M k t
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Marketers Report a 10% Average Website Conversion Rate
Average ofwebsite conversion rate: 10%
Companies Implementing Inbound See 100% Improvement in Site Conversion
Inbound? Average Website Conversion
Yes 12%
No 6%
Conversion Rates -- Far Surpassing Those MarketersWho Arent Inbound
Q: To the best of your ability, please write your company's following averagewebsite conversion rate/Does your company do inbound marketing?
Survey N=3,339
Website Conversion Rates Fall Within the 8% to 13% Range
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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%
Q: To the best of your ability, please write your company'sfollowing average website conversion rate.
Survey N =3,339
Survey SegmentN =1,917
A WORD FROM THE WISE
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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 JeffBezos, the CEO of Amazon has
proven in ecommerce, HubSpot shows in this report
thatconversion rates are a long term, customer-driven
exercise.
Bryan Eisenberg, PartnerEisenberg Holdingshttp://www.bryaneisenberg.com/@TheGrok
http://www.bryaneisenberg.com/http://www.bryaneisenberg.com/http://www.bryaneisenberg.com/7/27/2019 StateOfInbound_V31
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Testing and OptimizationWho is testing their inbound marketing?
Section 3
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A/B Testing Improves Bottom-Line PerformanceMarketers conducting A/B tests 80% more likely to show inbound
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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 multivariatetesting
We do not test
ROI
Yes
No
Q: What kind of testing does your company use to support yourmarketing efforts?
Survey N=3,339
Agencies Adopt Testing Ahead of Peers31% of agencies A/B test inbound strategies
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Q: What kind of testing does your company use to support yourmarketing 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 multivariatetesting
No testing Don't know/notapplicable
31% of agencies A/B test inbound strategies
Overall
Agency
SurveySegment N
=195
Marketers Primarily Support Monthly Testing36% of marketers testing inbound strategies roll out variations
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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
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
CEOs Are Proponents of Monthly TestingMonthly tests the norm for 51% of executives who optimize their
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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
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
SurveySegment
N =195
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Technology ConcernsWhat are marketers key technology challenges?
Section 4
Among Many Tech Challenges, TroubleCalculating ROI Could Be the Result of Lacking
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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
Calculating ROI Could Be the Result of Lackingthe Right Tools
18% of marketers report identifying ROI tracking systems a primary
challenge
Q: Which of the following statements, if any, describe the major challengesyour company faces in using your marketing technology solutions?
Survey N=3,339
CEO Report Gauging ROI and Tracking DataAre Their Top Technology Challenges
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19%
16%
14% 14%
9%8%
7%
5%
0%
5%
10%
15%
20%
25%
Finding tools togauge ROI
Tracking ourdata
Securingexecutive
support/budget
Training ourteam
Getting teamusing the same
tools
Ensuringflexibility in ourCRM/Reporting
Getting systemsto talk
Allocatingbandwidth
Are Their Top Technology ChallengesNearly 20% of C-suite marketers name gauging ROI the principle
technology concern
Q: Which of the following statements, if any, describe the major challenges yourcompany faces in using your marketing technology solutions?
*Chart shows just CMO/CEO responses
SurveySegment
N =195
Google Analytics Tops Marketers SoftwareResources
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Q: What marketing software does your company use?Survey N=3,339
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Resources46% of marketers used Google Analytics in 2013
20112012
2013
A WORD FROM THE WISE
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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
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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.
4Building an Inbound Marketing Team
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Staffing ConsiderationsWho should be on your inbound marketing team?
Section 1
Inbound Marketing Teams Average One to FiveMembers
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29%
51%
8%
4%5%
0%
10%
20%
30%
40%
50%
60%
Less than one 1-5 5-10 10-25 More than 25
Members51% of all inbound teams contain fewer than six people
Q: How many full-time marketers does your company have?Survey N=3,339
Despite Their Larger Size, Enterprise Firms AlsoReport Relatively Small Marketing Teams
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67%70%
65%
51%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
6-25 26-50 51-200 201-500 500+
Report Relatively Small Marketing Teams31% 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
SurveyN = 3,339
International Marketers Work in Smaller TeamsHalf of international marketers work with one to five people
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30%
50%
9%
3% 4%
0%
10%
20%
30%
40%
50%
60%
Less than one 1 5 5 10 10 - 25 More than 25
Q: How many full-time marketers does your company have?*Chart shows just international responses
SurveySegment
N =1,565
A WORD FROM THE WISE
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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 tofeature it as the economics of their business shift dramatically
due to programmatic buying.
Steve RubelChief Content Strategist, Edelman
http://edelman.com
http://www.edelman.com/http://www.edelman.com/http://www.edelman.com/7/27/2019 StateOfInbound_V31
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Time AllocationWhere do inbound marketers spend their time?
Section 2
Companies Focusing Energy and PersonnelTime on Channel-Specific Marketing
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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
p g16% of marketers allocate a full-time marketer to the social media
channel
Q: How does your company dedicate its full-time marketers to thefollowing channels (as a percent of total time)?
Survey N=3,339
Blogs, SEO Cost Marketers Time, Not MoneyMarketers spend 55% more time than budget on blogging
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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
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
Inbound Strategies Show Positive Cost perLead vs. Effort
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Q: How does your company dedicate its full-time marketers to the following channels (as apercent 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%
Lead vs. EffortInbound, social media, SEO require effort, but generate low cost
per leads
Time Allocation
Below-Average
C
Survey N=3,339
SEO Leads Inbound Strategies at Averaging High Sales Conversionsto Budget Outlay
15% of marketers reported above-average SEO conversions in 2013
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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
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
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Team GrowthHow many inbound marketers should you hire?
Section 3
Inbound Marketing Teams PlanFor Significant Growth
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Inbound? Average # of Marketers to Hire This Year
Yes 9.3
No 4
gAverage 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
Enterprise Teams ExpandingLarge companies plan to hire an average of
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Employee Size Average # of Marketers to Hire This Year
Small (1-5) 1.1
Medium (6-200) 2.5
Enterprise (200+) 18.6
18.6 marketers this year
Q: How many full-time marketers does your company plan to hire this year?Survey N=3,339
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Growth by Segment & RegionWho is embracing inbound marketing?
Section 4
Small Companies Lead Inbound MarketingAdoption
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43%
19%
8%
12%
6%
12%
Adoption43% 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
B2B Companies Embrace Inbound MarketingNearly half of companies surveyed sell primarily B2B
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46%
23%
24%
7%
B2B
B2C
B2B2C
Don't know/not applicable
Q: Which best describes your company's primary sales channel?Survey N=3,339
U.S. Remains the Frontrunner ofInbound Marketing Adoption
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INTL MASSIVE CHART?!?!
44%7%
5%
4%
3%
2%
2%2% 2%
bou d a et g dopt oU.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
Business Owners, Marketing Managers theMost Invested in Inbound
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34%
1%
6%
2%
8%
16%
11%
5%
3%
14%
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
Inbound Marketing Touches Nearly Every MajorIndustry
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4%
8%
3%
3%
15%
1%
10%
11%
5%
2%
8%
2%
12%
2%
14%
Survey shows a broad mix of business types, led by agencies
Banking/Insurance/Financial Services
Communications/Media
Healthcare/Pharmaceutical
Manufacturing
Marketing AgencyMining/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
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