StateOfInbound_V31

7/27/2019 StateOfInbound_V31

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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

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. 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


*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%


B2C Companies Lag in Inbound MarketingImplementation

38% more B2B firms embrace inbound strategies than B2C

companies for 2013

Overall

B2B

B2C

B2B2C


*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%


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%


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?


Survey

SegmentN =412


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21%

55%

8% 8%

0%

10%

20%

30%

40%

50%

60%


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 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?


Survey

SegmentN =1,917


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0%

20%

40%

60%


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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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%


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?


Survey

SegmentN =1,917


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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?


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


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?


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


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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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/
http://www.ducttapemarketing.com/http://www.ducttapemarketing.com/http://www.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


45/133

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?


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?


SurveySegment

N =560


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Internal Resistance to InboundWho is blocking the use of inbound activities?

Section 8


48/133

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?


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?


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


54/133

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


55/133

41%

15%

36%

8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Yes No Could not or did not calculateROI


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


56/133

41%

9%

34%

16%

51%

8%

28%

13%

0%

20%

40%

60%

80%

100%

Yes No Could not or did not calculateROI


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?


SurveySegment

N =412


57/133

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


58/133


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/


59/133

Cost per Lead and Cost per CustomerHow efficient is acquisition through inbound?

Section 2

Inbound Marketing Improves Lead Acquisition Margins


60/133

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


61/133

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


62/133

Inbound vs. Outbound LeadsExamining lead sources and costs in 2013

Section 3

Inbound Marketing Channels Are Lowest in


63/133

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


64/133

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


65/133

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%


66/133

Average Cost per LeadMarketers compare their acquisition costs

Section 4

Inbound Delivers Below Average Cost per Lead


67/133

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


68/133

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


69/133

Conversion by ChannelHow do various acquisition channels perform?

Section 5

S i l M di Pl K R l i C t


70/133

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


71/133

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


72/133

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


73/133

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


74/133

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


75/133

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


76/133

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?


77/133

Inbound Marketing SpendTracking budgets for inbound marketing

Section 6

Inbound Marketing Budgets Are on the Rise


78/133

49%

9%

28%

14%

g gNearly 50% of marketers plan to increase their inbound budgets

for 2013

Higher

Lower

No Change


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


79/133

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


Survey N=3,339

CEOs Show Faith in Inbound by Investing More


80/133



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


81/133


All of 2012 was inbound marketing,

too -- we just have more budget in

2013.

Marketer insight

2013 State of Inbound Marketing Survey


82/133

Inbound vs. Outbound BudgetsComparing spend on inbound to more traditional

marketing tactics

Section 7

Inbound Marketing Sees a Decent Share of


83/133

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?


Survey N=3,339

Blogs, Social Media Lead Inbound Marketing


84/133



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


85/133

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


*Chart shows only traditional outbound tactics

Survey N=3,339

B2B Budgets Most Likely to Be Influenced by


86/133

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


87/133

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


88/133

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



89/133


We want to move where the market

is going; not just where it has been.

Marketer insight2013 State of Inbound Marketing Survey


90/133

Tracking and MeasurementWhat do inbound marketers typically track?

Section 8

No Single Variable Dominates How Marketers


91/133

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


92/133

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


93/133

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


94/133

Inbound Lead ScoringHow marketers measure and prioritize leads

Section 1

A Clear Understanding of Incoming LeadsM M k


95/133

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


96/133

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


97/133


98/133

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


99/133

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


100/133

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



101/133


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/


102/133

Testing and OptimizationWho is testing their inbound marketing?

Section 3


103/133

A/B Testing Improves Bottom-Line PerformanceMarketers conducting A/B tests 80% more likely to show inbound


104/133

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


105/133

Q: What kind of testing does your company use to support yourmarketing efforts?


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


106/133

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


107/133

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


108/133

Technology ConcernsWhat are marketers key technology challenges?

Section 4

Among Many Tech Challenges, TroubleCalculating ROI Could Be the Result of Lacking


109/133

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


110/133

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?


SurveySegment

N =195

Google Analytics Tops Marketers SoftwareResources


111/133

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



112/133

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


113/133

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


114/133

Staffing ConsiderationsWho should be on your inbound marketing team?

Section 1

Inbound Marketing Teams Average One to FiveMembers


115/133

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


116/133

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


117/133

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



118/133

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/


119/133

Time AllocationWhere do inbound marketers spend their time?

Section 2

Companies Focusing Energy and PersonnelTime on Channel-Specific Marketing


120/133

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


121/133

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


122/133

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


123/133

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


124/133

Team GrowthHow many inbound marketers should you hire?

Section 3

Inbound Marketing Teams PlanFor Significant Growth


125/133

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


126/133

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


127/133

Growth by Segment & RegionWho is embracing inbound marketing?

Section 4

Small Companies Lead Inbound MarketingAdoption


128/133

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


129/133

46%

23%

24%

7%

B2B

B2C

B2B2C


Q: Which best describes your company's primary sales channel?Survey N=3,339

U.S. Remains the Frontrunner ofInbound Marketing Adoption


130/133

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


131/133

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


132/133

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


133/133

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WWW.STATEOFINBOUNDMARKETING.COM
http://http//WWW.STATEOFINBOUNDMARKETING.COMhttp://http//WWW.STATEOFINBOUNDMARKETING.COM

Date post:	02-Apr-2018
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