A very useful report on inbound marketing in 2013 has been published by inbound experts Hubspot.
At a weighty 175 pages there’s quite a lot to wade through – so here in the blog, there is a quick summary of some of the key points.
Update 2017 – There are now more recent reports from Hubspot that hold newer and more up-to-date information.
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Just before going into detail though – as inbound practitioners and Hubspot users for almost a year now – the Toast Inbound Team can only say that we have found each one of these to be true – and can site sales we have made through our inbound campaigns that fit the findings.
Highlighted Benefits of Inbound Marketing:
- More leads generated: inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound techniques
- Cost of lead generation is lower: cost per lead on average 13% lower. Average saving on cost per customer won = $14/ £9.30.
- Better quality leads to current requirements: website conversion rates have doubled from 6% to 12% when using inbound marketing activities.
- Holistic approach around all marketing channels: 52% of respondents cite leads from Facebook; 43% from LinkedIn; 43% from the company blog; and 36% from Twitter.
- Integrated messaging/campaigning: 57% of marketers who blog at least once a month has won new customers this way. If you blog once per day that goes to 82%.
- More measurable Return on Investment (RoI): 41% of marketers confirm a firm, measurable RoI from inbound activities and 82% of marketers that blog as part of the inbound state a positive ROI for inbound marketing campaigns. Note: 34% of companies still say they can’t calculate RoI at all.
To this list we would certainly add:
- Shorter sales cycle and a higher conversion rate: When people find relevant content and follow our inbound campaign funnel, we find a very rapid decision process once we actually make contact with the enquirer. This should be no surprise really, as that contact has not only identified the area they are interested in but, by the fact they are searching, shows they are engaged in a purchasing process.
- Prospects coming to you from outside your traditional base: We have found much larger than usual opportunities through inbound marketing which, by definition, means that we are reaching new prospects that we simply haven’t managed to reach through traditional outbound methods. We have also attracted enquiries from business areas that we haven’t traditionally targeted. So inbound has taken us broader and bigger.
We have two good places to start if you want to engage inbound marketing in your organisation – running a content strategy workshop (if you aren’t sure of your messages online) or running a fixed-price ‘proof-of-concept’ inbound marketing campaign (if you know what you want to communicate and to whom).
Note on Study: 3,300 executives submitted data – based across the world – only 9% Hubspot (in case you wondered).
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