Marketing KIT Inbound Marketing 2012

7/31/2019 Marketing KIT Inbound Marketing 2012

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the 2012 state of inbound marketing1

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State ofinbound

marketing

th 2012

2012 Rr n

Inn maring

prai & trn

A iain

Bloing

Social media
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Inrr nn i r arr h ar n h j.

thi nn ia in -- inrin n h

g ar ih hi a inn aring an arn i

nana. Ra r Inn maring Gar rvi a

the terms and denitions that can make you a marketing rockstar.

introduCtorY

iS tHiS book rigHt for me?

N qi r i hi i righ r ? s h riin rin i

r v ah h nn ar a ra.

Inria nn i r arr h ar aiiar ih h

j hav n ai xrin in xing ragi an

ai n h i. thi nn ia vr h nana

an v n rva r x nin an xa.

Ar raing i, i ra aing rj ih hi

a inn aring.

intermediate

Avan nn i r arr h ar, r an , xr

n h j. In i, a hrgh avan ar

hi a inn aring an h v

ar h j. Ra r onin maring orni

Rr Inr r r avan inrain n inn

aring rn.

adVanCed

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Hs ring r h aring

r ghr in n, r, ingra

.

Hubspots All-IN-oNe

mARketING softwARe

g f: Help prospects nd you online

Cv: Nrr r a an riv nvrin

ayz: mar an irv r aring.m: s ara r a an ingrain

leAd

GeNeRAtIoNUbloGGING &

socIAl medIAq

emAIl &AutomAtIoN

MseARcH

optImIzAtIoN

s

mARketING

ANAlytIcs

YleAd

mANAGemeNt

gRq A d Vi ovrvi
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ContentS

tHe State of marketing CoStS & budgetS/8

inbound CHannelS ConVert leadS into CuStomerS /21

WHatS important to marketerS? /29

ConCluSion & additional reSourCeS /36


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fiv k taaa

thi rr i a n a Janar 2012 rv 972 rina aiiar ih hir in

aring rag. th aaa ar:

INbouNd mARketING bRINGs low-cost leAds

Inn aring hann ar ainaining hir -

avanag. Inn aring-ina rganiain

xrin a r a 61% r han n

aring-ina rganiain.

moRe speNdING oN INbouNd cHANNels

th iriin aring g nin hi

inn hann. th irn n inn an

n aring xnir gr 50% r 2011

2012.

socIAl medIA GRowtH

2012 a grh in ia ia ar h r.

62% ani ai ha ia ia ha

r iran a a r a in h a ix nh.

1

2

3


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tHe RIse of GooGle+

Gg+ ha ar a ia ia aring. wihin

ix nh i anh, vr 40% arr nir i

, iran r riia. I inring

h Gg+ a arr in h r.

INcReAsING VAlue of bloGGING

bin ar inraing aar hir g i high

vaa. 81% in ra hir an g a

, iran r riia. An iriv 25% ra

hir an g a riia hir in.

4

5 p


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ovrvi Inn maring

thi rr i ign h in an arr nran

h rrn ag an r inn aring. i

i a aring ragi an hniq n

ing rvan r an r ar a in an i

r. Inn aring i ing i a a i

n h a r a rhaing iin ah

ar ing h Inrn arn a h r an rvi ha

hir n.

Inn arr r hir ain inrain an ara hir

i, hi a inraing an ving rainhi ih h nia r. Inn

aring in gging, nn ihing, arh ngin iiain an ia

ia.

Inn aring nra ih ,

hr in h hir ag a nr. wih

hniq ha in ir ai, aring an ra

h, n aring ha iv vr i

a r hav havira an hngia (.g., dVR, a

lters, do-not-call lists) tuned these interruptive campaigns out.


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CHapter 1

tHe State ofmarketing

CoStS &budgetS


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Inbound consistently delivers acost per lead dramatically lowerthan outbound.

srv ariian r a rr h iriin

hir ning an hir avrag r a. Rnn

h n r han 50% hir a gnrain g n

inbound marketing channels report a signicantly lower cost

r a a han h h n 50% r r hir

g n n aring hann.

th avrag

wHIle

cost/leAd

r n-inain a

$346,

n avrag.cost$135

inn inrr hir a


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Inn aring-ina rganiain xrin a 61% r r a han

n aring ina rganiain.

This nding is remarkably consistent from year to year. The previous studies showed strikingly

iiar r: h 2010 rv an 2011 rv h ha inn aring-nri

rganiain xrin a 60% an 62% r r a riv.

av Cs p lINbouNd Vs. outbouNd

61% lr c r la

on maringdina

Inn maringdina

2010 2011 2012

th 2012 sa Inn maring.Hs./soIm
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52%

45%

38%34% 33%

28%

19%

0%

20%

40%

60%

Blogs Social Media SEO (Organic

Search)

Direct Mail Telemarketing PPC (Paid

Search)

Trade Sho

Below Average Cost Per Lead,

% Respondents by Lead Channel

th thr Inn maring chann

c l than An on chann

whn a ai ah a gnrain agr a avrag , nar avrag

, r av avrag , in nin ran inn aring hann a

having r han n hann.

bg, ia ia an rgani arh ainain h a a xniv.

bw av Cs p l,% RespoNdeNts by leAd cHANNel

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46%

26% 26% 25%

14% 14%10%

0%

20%

40%

Trade Shows Direct Mail Telemarketing PPC (Paid

Search)

SEO (Organic

Search)

Social Media Blogs

Above Average Cost Per Lead,

% Respondents by Lead Channel

bg ha h high inan ing rr a avrag . 52% ani

h g inia a r hi hann r avrag . tra h, ir ai,

an aring r rqn ran a r xniv.

52% inia ar hi hann

bloG ani h

belowAVeRAGe.

cost

av av Cs p l,% RespoNdeNts by leAd cHANNel



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No change

42%

Lower

11%

Higher47%

man bin Ar Inraing thir

Inn maring bg

th rv a, H r 2012 Inn maring g

ar r 2011 g? an I r 2012 inn aring

g hang r r 2011 g, ha rv ha iin?

th aa h ha a arg rnag in ar nin inraing inn

aring g.

89% ar ihr ainaining

r inraing hir inn

aring g. Ang

h 47% rnn ih

inra inn aring

g, h n

i ran a a

ih inn aring.

?47% hir innaring{ h rvar inraing budGetsHw s y h c y c y

h vs y?



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th ajri in

ari hir raing

g h ni

conditions (62%) or a change

in management (21%).

Ang h 47%

rnn ih inra

inn aring g,

h n i

ran a a

ih inn aring.

Why ssss cs

s?

Why ssss cs

s?


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diriin bg cnin

shi Inn chann

w a rv rnn ha rnag hir a gnrain

g n n ah h ing nin aring hann:

INbouNd

cHANNels

g

ia

ia

seo

(rgani

search)

outbouNd

cHANNels

ra

h

ir

ai

aring

Not

clAssIfIedppc

(paid search)

ai

aring


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th r h ha:

th ga n inn an n gr 50% an nin in. Inn

aring ha an 8% grar har h a gnrain g in 2011 in arin a

12% grar har in 2012.

budGet ia h avragrin 35%in 2012.

INbouNd

inra r32% in 2011

l g b av ds,

2011 Vs 2012

on

Inn

2011 2012



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A r granar vi h aa h ha:

marr ar aaing r hir a gnrain g ia

ia an an g.

th avrag g n n an g an ia ia inra r

9% in 2009 21% in 2012. mh hi grh an ari ia

ia. In 2010, g r 7% an ia ia a 8% a aring

g; in 2012, h r 8% an 13%, aring.

i l g b av ds,2009 - 2012

seo

bg &

sia m

2009 2010 2011 2012



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th n a gnrain g, n h hr han, ha n ai

raing vr h a r ar.

b aing a r granar a h irn n hann,

ni ha h arg r ha n in rain aring. In 2009,

aring a 10% h a aring g n avrag. In 2012, i

ha ha i .

o l g b av ds,2009 - 2012

taring

tra sh

dir mai

2009 2010 2011 2012



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sa cani cnin sn

mr thir bg n Innmaring

In a continuation of a trend identied in previous reports, small businesses are attempting to

level the playing eld by focusing on lower-cost inbound lead generation techniques.

hi arg in ar

aaing 33% hir g

n hann.

smAllbusINesses

lARGebusINesses

In 2012, a in (1 5

employees) plan to spend 43% of their

a gnrain g n inn

aring.

In arin, arg in (500

or more employees) only plan to spend

21% hir a gnrain g n

inn aring.

sa in ar n giving 14%

hir g n,


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18%

14%

11% 11%

5%

7%

5%4%

7%

11%

3%

10%

17%

11%

9%

7%

0%

0%

0%

sia mia seo (organiSearch)

bg eaimaring

tra sh ppc (paiSearch)

dir mai tar

1 5 e

ovr 500 e

sa in an n raaia r hir g n ia

ia an g.

larg in an n r hir g n n h,

ining ra h, ir ai an aring.

av ds l g bs,smAll Vs. lARGe busINesses



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CHapter 2

inboundCHannelS

ConVertleadS intoCuStomerS


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Inn chann pr

Highr Qai la

th rv r ar h ha inn a ; ar h r qai? H

inn hann r r in arin n?

w a a vr 150 in ing - aring anai, an n

h ian a-- ra ah in h a r. th aa h ha:

seo a hav a 14.6% ra, hi n r a hav a

1.7% ra.

seo a ar igh i r i in r han n

a.

Leads from inbound links (referrals) are ve times more likely to become

r han n a.


l--Cs Cs % y Ch

15% 15%

9%

7%

4%

2%

0%

4%

8%

12%

16%

SEO Direct Traffic Referrals Paid Search Social Media Outbou

(Median)


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sia mia an bg

Gnra Ra cr

th ia ia an an g a aring n n g r an

r ran xr, i a gnra a ha r in ra r aqiiin.

linIn, fa, an tir ar ing r

ways to acquire customers with signicant growth in 2012.

siiar, an g nin rng rrr

a 57% ani hav aqir a r r ha

hann.p

Cs acqs y Ch

can bg linIn fa tir

% chann urwh Aqir A

r thrgh Apecic Channel

2011

2012



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frqn bg p dir

crra cr AqiiinI r g i nrii, ar aving r n h a. th 2012 rv h a

ir rrain n g rqn an n r aqir.

di h vin hing

ha inra gging

rra ih inra

r aqiiin, i ha

rain raiv a

n 2011 an 2012. In

2012, 70% rnn

inia h g a a

.

b ps fqcy vs. Cs acqs

fqcy b pss2011 Vs 2012

bg urh Aqircrrghir bg


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whi h b2c an b2b ani r a aqir r hrgh h hann

, hr a a rng iari in ivn ning n h in. th

ar r b2b ani a linIn ih 65% rnn aqiring a r

hrgh ha hann, hi 77% b2c ani ai ha h ha aqir a r

hrgh fa.

fAcebook i r iv r b2c.

lINkedIN i r iv r b2b.

Cs acqs y Chb2b Vs. b2c

channr whqir Argh tha

ann



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chann eivn Inr

A r iv in h r aqiiin r h h h ivn g, tir,

fa an linIn vari inr.

Cs acqs y Ch y isy

% channur whAqir Acrthrgh thachann

linIn

tir

fa

bg



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th ajr aaa r hi aa in:

Allofthos

eindustrie

shadover

50%

ofrespo

ndentsind

icatingcus

tomer

acquisitio

nthroughtheirbl

og.

technology,

communicaions&media,reail&

wholesale,educaion,andprofessionalservices&consuling,foundbloggingwashighlyeffecive.

thereailindusryexperienc

ed

hemossuccesshro

ughtwier

andfacebook.

50%ofrespondentsfromeveryindustry,exceptretaiandwhoesae,indicatedcustomeracquisitionthroughlinkedIn.

$


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chann eivn trn

A r a r aqiiin rn in hng an rai & ha h h h

inuence of social media has grown over the past year.

fr ar & ih, r aqiiin ih fa ha grn ha.

Rai & ha a r aqiiin grh ar vr hann

r 2011 2012. can g r ia iv ih 33% ar-

-ar grh.

tchy (Sw/bch)cr Aqiiin trn r 2011 - 2012

r Whs

cr Aqiiin trn r 2011 - 2012

% channur whAqir Acr thrghtha chann

2011

2012

2011

2012

% channur whAqir Acr thrghtha chann

linIn tir fa bg


linIn tir fa bg

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CHapter 3

WHatSimportant to

marketerS?


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62%

52%

36%

20%14%

10% 9%

0%

20%

40%

60%

Social Media SEO (Organic

Search)

Blogs PPC (Paid

Search)

Trade Shows Direct Mail Telemarketi

mpor an o you over e as s x mon s

Inn maring chann

cnin Gr in IranN n ar r aqiiin rn hiing ar inn h, arr ar

a ing r aar h avanag inn aring.

In h a ix nh ia ia, seo, an g a r ra a r

iran vr 30% rnn.

sia ia i nining a rng grh rn. 62% rnn ra

i a r iran hih a nin ih h rnag in h 2011

rv.

Whch scs s hv c more

y v h s sx hs?



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51%

39%36%

25%

12%7% 7%

0%

20%

40%

60%

Direct Mail Trade Shows Telemarketing PPC (PaidSearch)

Blogs Social Media SEO (OrganicSearch)

Which sources of leads have become LESS

important to you over the last six months?

dir ai, ra h, an aring ar ing rain. th r jg iran vr 30% rnn.

Direct mail, trade shows, andtelemarketing are losing traction.

Whch scs s hv c leSS

y v h s sx hs?



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bg Rain h m

Iran mia chann

Rnn r a a ran h rvi ha h a riia, iran, r

. An iriv 25% r ra hir an g a riia hir in.

81% r ra an g a r r.

25% r

cRItIcAl useful

22% r

{bloGGING

ImpoRtANt

34% r


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linIn, yt, fa an tir r nir r r

vr 60%.

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% of useRs

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bin Inraing Va bg,

yt, fa an tir

th r h h 2009 an 2012 i rva ha rain hann ar gaining

iran vr i. th grah h h rnag r h ra h hann a

ihr riia r iran in 2009 an 2012. th r hi arin ar ia

:

% rss ic Ch Ws Cc i2009 Vs 2012

2009

2012


52%

36%

26%24%

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14%

25%

21%

60%

45%

39%42%

36%

14% 13%

8%

0%

20%

40%

60%

Company Blog LinkedIn YouTube Facebook Twitter Flickr StumbleUpon Digg

2009

2012

*LinkedIn was not collected in 2009. Historical value provided is from the 2010 study.


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can g ar inraing va. th

g i h hann rqn rr

a riia r iran, h in 2009 an

2012.

yt, fa, an tir ar

inraing iran. fa ha hn

h igg gain a 18%. I i

tir, ih a gain 15%.

+-

sun an digg, n h hr

han, hav r in iran.


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ConCluSion& additional

reSourCeS


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Businesses are transformingtheir marketing efforts to focusmore on inbound programs.

traiina n aring hniq ining ir ai, rin avriing an

telemarketing are becoming less effective. Buyers are not only nding ways to tune

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inbound programs that allow customers to nd them. The State of Inbound Marketing

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ra.

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moving more aggressively than others. Those who move rst are more likely to reap the

tremendous business benets of this new era of marketing.


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beCome a betterinbound marketerlarn h an a r aring r r inn.

Rq a r inn aring an ih n Hs xr.

www.HS.c/ima
http://www.hubspot.com/Inbound-Marketing-Assessment/?source=ebooks-ctashttp://www.hubspot.com/Inbound-Marketing-Assessment/?source=ebooks-ctashttp://www.hubspot.com/Inbound-Marketing-Assessment/?source=ebooks-ctashttp://www.hubspot.com/Inbound-Marketing-Assessment/?source=ebooks-ctashttp://www.hubspot.com/Inbound-Marketing-Assessment/?source=ebooks-ctashttp://twitter.com/intent/tweet?text=Reading%20The%202012%20State%20of%20Inbound%20Marketing%20-%20Check%20out%20the%20free%20report%20and%20webinar%20by%20@HubSpot%20:%20http://bit.ly/SOIM12http://www.linkedin.com/shareArticle?mini=true&url=http://www.hubspot.com/state-of-inbound-marketing/http://www.facebook.com/sharer/sharer.php?u=http://www.hubspot.com/state-of-inbound-marketing/


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Respondent Proles

th sa Inn maring rr i a n

rv n ah ar r 2009 2012.

th 2012 r ar a n rn r 972

rina h r aiiar ih hir in

aring rag. th rina in

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inri vari gra. Inri rrn in h a in rai, hng,

rina rvi, an niain & ia ang hr.

U


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Hw y - ys

s y cy hv?

my sss y ss h

ssss (b2b) css (b2C)?

Wh s scs y sy? Wh s scs y ?




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sa Qin Ath rv a ign aa n h aring rai an r r a i rang

in. thi i h rh niv ar in hih hi rv ha n n.

Rnn r a a ri qin ra hir in aring rgra

h r h hav n. m h qin ihin hr agri:

mARketING budGet ANd souRces of leAds, INcludING:

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r ah r a hann?

wha rn r a gnrain

g n n ah r

a hann?

eia h r a r ah r a hann.?


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tReNds IN ImpoRtANce ANd usefulNess of

mARketING cHANNels ANd leAds, INcludING:

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moRe iran vr a ix

nh?

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focus oN bloGs ANd socIAl medIA:

d ih a g?

H n ih a ?

Hav vr aqir a r r h

ing ia ia / g hann?

?

?

Date post:	05-Apr-2018
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Marketing KIT Inbound Marketing 2012

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