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2014 Edition 
Revealing Inbound 
Marketing Insights 
From the U.K. 9 
A Publication of
HubSpot surveyed 
Marketing Leaders and Practitioners 
in the U.K. …
… to find out what’s trending,
and to enable you to benchmark your 
company against others in the U.K.
We created our first annual U.K. report: 
INBOUND INSIGHTS U.K. - 2014
Here are of the 
report’s most 
remarkable 
discoveries.
Adoption of inbound in the 
U.K. is growing at a similar 
rate to that in the U.S. (Fast.)
79% of U.K. companies 
implemented inbound 
inbound marketing 
strategies in 2014.
This is a year over year 
growth of 25%
WHAT THE EXPERTS SAY: 
Inbound services have certainly increased. To be frank, we are seeing most 
businesses go for content provision rather than a cohesive strategy as they think 
content publishing without a purpose is enough to generate results, but the 
execution needs to be revisited for many businesses. The main thing missing is the 
focus on ensuring the content production is aligned to the media instead of what the 
organisations think the target audience & media require. Think channel first, then 
about what you have to say. Combining that with a creative experience to cut 
through the content ‘white noise’ will stand you in good stead. 
Alistair Norman, @AlistairNorman 
CEO, Tomorrow People, Internet Marketing Agency
Lead generation is the 
number one marketing 
goal in the U.K.
1 in 4 
Companies under 200 
employees selected lead 
generation as their 
top priority.
WHAT THE EXPERTS SAY: 
B2B marketers are using inbound or content marketing to address both the brand 
and demand generation challenges, but they’re also increasingly using it to address 
other marketing-related challenges. In any instance where an organisation needs to 
communicate specific information to a specific audience or group of stakeholders, 
like recruitment and HR or customer service, there is the potential for inbound to 
play a role. In this day and age, we expect the information (of any kind) that we want 
to be freely available and accessible via search engines. The challenge for B2B 
brands is to present it in an attractive and digestible format. 
Joel Harrison, @Joel_B2BEditor 
Editor-in-Chief, B2B Marketing
Successful inbound 
marketers are 
focusing on SEO.
Of respondents who already see 
positive ROI from inbound are 
focusing on SEO and growing their 
organic traffic as top priority. 
43%
WHAT THE EXPERTS SAY: 
Despite the fact there is a lot of noise around ‘content marketing’ or ‘data’ right now, 
the inescapable fact is that organic search is still THE most important channel for 
almost all brands and industries in ROI terms. Social is catching up relatively quickly 
and paid search is a profitable tactic but long term, brands need to grow an ‘owned’ 
audience if they have any ambition to truly grow value. Speak to any brand 
spending big across all digital ‘channels’ and they will always tell you that organic 
search is the most profitable for them if the strategy and execution is right. 
Simon Penson, @simonpenson 
MD & Founder, Zazzle Media
Hiring top talent is 
not a priority for 
marketers in the U.K.
3% 
Only of marketing 
leaders placed hiring top talent as 
a top priority.
WHAT THE EXPERTS SAY: 
Hiring talent is essential for the on-going success of a marketing team and should be a 
strategic priority. The team needs to be made up of key players who work together to 
achieve results and individuals with varied talents, from writing to PPC and SEO. Building a 
network of talented employees attracts other talented individuals to want to become a part 
of the business and networks. It can be a difficult process but the key is not to be narrow in 
the recruitment funnel as you run the risk of rejecting talented people. It’s better to ask 
‘killer’ questions and make sure that you’re getting the right people in the right roles. Hiring 
right the first time can save a lot of pain further down the line. 
Hiring 
talent 
is 
essen,al 
for 
the 
on-­‐going 
success 
of 
a 
marke,ng 
team 
and 
should 
be 
a 
strategic 
priority. 
The 
Team 
needs 
to 
be 
made 
up 
of 
key 
players 
who 
work 
together 
to 
achieve 
results 
and 
individuals 
with 
varied 
talents, 
from 
wri,ng 
to 
PPC 
and 
SEO. 
Building 
a 
network 
of 
talented 
employees 
aDracts 
other 
talented 
individuals 
to 
want 
to 
become 
a 
part 
of 
the 
business 
and 
networks. 
Bryan Adams, @Bryan_phc 
CEO & Co-founder, PH Creative
Proving ROI is a 
challenge, but not a 
priority.
Proving the ROI of inbound marketing 
activities was rated as the 
29% 
top 
challenge 
for of U.K. marketers.
BUT …
Only rated it as a top priority 
for their company. 13%
The majority of content is 
being created internally.
Companies in the U.K. who have 
been successful with inbound 
marketing place content creation 
responsibility with their staff. 
1 in 2
WHAT THE EXPERTS SAY: 
Small businesses should aim for content self-sufficiency. I believe that, and I’m the 
chairman of a content agency. Clever content marketing can really accelerate 
business growth but to crack this, you have to build an internal culture for content; 
one where everyone contributes. You want people generating great ideas every 
day and being committed and competitive about their input. You want an 
environment where your owned media are seen as valuable business assets, and 
people are proud to be part of the publishing process. What SMEs should look to 
outsource in the early stages, however, is some content strategy support, to help 
them establish guiding principles, set up editorial processe,s and determine content 
guidelines. 
Catherine Toole, @CatherineToole 
Chairman, Sticky Content
Social and email are the 
top lead sources for UK 
marketers. 7
Of Marketers said that email has 
become more important as a lead 
source over the last 6 months. 71%
Of Marketers said that social has 
become more important as a lead 
source over the last 6 months. 82%
WHAT THE EXPERTS SAY: 
With 1.8 billion active social network users and the number growing rapidly by the 
day, social media has transitioned to a mature and essential marketing channel. 
Social media is such a rich source of information about what potential customers 
really need, their interests, and what motivates them. I don’t think any other channel 
provides such actionable intelligence. In the same way analytics revolutionised 
planning and deployment of PPC campaigns, data and insights gathered from social 
media are now the game changer in the industry. Social media enables a new level 
of dynamic targeting. Marketers can identify opportunities and act on them 
immediately, not just through social channels, but right across the marketing mix. 
Javier Buron, @JavierBuron 
CEO & Co-founder, SocialBro
Sales values inbound lead 
sources more than 
outbound sources. 78
Of salespeople believe social 
media has become a more 
important lead source in the 
last 6 months. 64%
Salespeople believe that 
tradeshows have become a 
LESS important lead source in 
the last 6 months. 1 in 2
WHAT THE EXPERTS SAY: 
Although it’s refreshing to see social media playing a key role in sourcing leads, we 
still have a long way to go with brands and marketers using social media effectively. 
There is still far too much broadcasting and explicit selling, which will not convert 
your target audience into customers. Businesses need to be a lot smarter. Social 
media takes time; building trust and loyalty doesn’t happen overnight. It’s about 
connecting with your target audience and showing a brand’s human side. People 
buy from people after all. 
Lilach Bullock, @LilachBullock 
Co-founder & Director, Comms Axis
Better alignment is 
required between 
Sales and Marketing. 9
Of companies in the U.K. did not 
have a formal agreement 
between sales and marketing to 
determine responsibilities. 1/3
BUT …
There is a clear correlation 
between having an SLA in place 
and having a larger budget for 
inbound marketing.
Of companies who have an SLA 
in place also have a higher 
inbound marketing budget than 
last year. 63%
Download the full 
report for more 
insights on the 
inbound marketing 
trends in the U.K.:

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9 inbound marketing insights revealed 2014

  • 1. 2014 Edition Revealing Inbound Marketing Insights From the U.K. 9 A Publication of
  • 2. HubSpot surveyed Marketing Leaders and Practitioners in the U.K. …
  • 3. … to find out what’s trending,
  • 4. and to enable you to benchmark your company against others in the U.K.
  • 5. We created our first annual U.K. report: INBOUND INSIGHTS U.K. - 2014
  • 6. Here are of the report’s most remarkable discoveries.
  • 7. Adoption of inbound in the U.K. is growing at a similar rate to that in the U.S. (Fast.)
  • 8. 79% of U.K. companies implemented inbound inbound marketing strategies in 2014.
  • 9. This is a year over year growth of 25%
  • 10. WHAT THE EXPERTS SAY: Inbound services have certainly increased. To be frank, we are seeing most businesses go for content provision rather than a cohesive strategy as they think content publishing without a purpose is enough to generate results, but the execution needs to be revisited for many businesses. The main thing missing is the focus on ensuring the content production is aligned to the media instead of what the organisations think the target audience & media require. Think channel first, then about what you have to say. Combining that with a creative experience to cut through the content ‘white noise’ will stand you in good stead. Alistair Norman, @AlistairNorman CEO, Tomorrow People, Internet Marketing Agency
  • 11. Lead generation is the number one marketing goal in the U.K.
  • 12. 1 in 4 Companies under 200 employees selected lead generation as their top priority.
  • 13. WHAT THE EXPERTS SAY: B2B marketers are using inbound or content marketing to address both the brand and demand generation challenges, but they’re also increasingly using it to address other marketing-related challenges. In any instance where an organisation needs to communicate specific information to a specific audience or group of stakeholders, like recruitment and HR or customer service, there is the potential for inbound to play a role. In this day and age, we expect the information (of any kind) that we want to be freely available and accessible via search engines. The challenge for B2B brands is to present it in an attractive and digestible format. Joel Harrison, @Joel_B2BEditor Editor-in-Chief, B2B Marketing
  • 14. Successful inbound marketers are focusing on SEO.
  • 15. Of respondents who already see positive ROI from inbound are focusing on SEO and growing their organic traffic as top priority. 43%
  • 16. WHAT THE EXPERTS SAY: Despite the fact there is a lot of noise around ‘content marketing’ or ‘data’ right now, the inescapable fact is that organic search is still THE most important channel for almost all brands and industries in ROI terms. Social is catching up relatively quickly and paid search is a profitable tactic but long term, brands need to grow an ‘owned’ audience if they have any ambition to truly grow value. Speak to any brand spending big across all digital ‘channels’ and they will always tell you that organic search is the most profitable for them if the strategy and execution is right. Simon Penson, @simonpenson MD & Founder, Zazzle Media
  • 17. Hiring top talent is not a priority for marketers in the U.K.
  • 18. 3% Only of marketing leaders placed hiring top talent as a top priority.
  • 19. WHAT THE EXPERTS SAY: Hiring talent is essential for the on-going success of a marketing team and should be a strategic priority. The team needs to be made up of key players who work together to achieve results and individuals with varied talents, from writing to PPC and SEO. Building a network of talented employees attracts other talented individuals to want to become a part of the business and networks. It can be a difficult process but the key is not to be narrow in the recruitment funnel as you run the risk of rejecting talented people. It’s better to ask ‘killer’ questions and make sure that you’re getting the right people in the right roles. Hiring right the first time can save a lot of pain further down the line. Hiring talent is essen,al for the on-­‐going success of a marke,ng team and should be a strategic priority. The Team needs to be made up of key players who work together to achieve results and individuals with varied talents, from wri,ng to PPC and SEO. Building a network of talented employees aDracts other talented individuals to want to become a part of the business and networks. Bryan Adams, @Bryan_phc CEO & Co-founder, PH Creative
  • 20. Proving ROI is a challenge, but not a priority.
  • 21. Proving the ROI of inbound marketing activities was rated as the 29% top challenge for of U.K. marketers.
  • 23. Only rated it as a top priority for their company. 13%
  • 24. The majority of content is being created internally.
  • 25. Companies in the U.K. who have been successful with inbound marketing place content creation responsibility with their staff. 1 in 2
  • 26. WHAT THE EXPERTS SAY: Small businesses should aim for content self-sufficiency. I believe that, and I’m the chairman of a content agency. Clever content marketing can really accelerate business growth but to crack this, you have to build an internal culture for content; one where everyone contributes. You want people generating great ideas every day and being committed and competitive about their input. You want an environment where your owned media are seen as valuable business assets, and people are proud to be part of the publishing process. What SMEs should look to outsource in the early stages, however, is some content strategy support, to help them establish guiding principles, set up editorial processe,s and determine content guidelines. Catherine Toole, @CatherineToole Chairman, Sticky Content
  • 27. Social and email are the top lead sources for UK marketers. 7
  • 28. Of Marketers said that email has become more important as a lead source over the last 6 months. 71%
  • 29. Of Marketers said that social has become more important as a lead source over the last 6 months. 82%
  • 30. WHAT THE EXPERTS SAY: With 1.8 billion active social network users and the number growing rapidly by the day, social media has transitioned to a mature and essential marketing channel. Social media is such a rich source of information about what potential customers really need, their interests, and what motivates them. I don’t think any other channel provides such actionable intelligence. In the same way analytics revolutionised planning and deployment of PPC campaigns, data and insights gathered from social media are now the game changer in the industry. Social media enables a new level of dynamic targeting. Marketers can identify opportunities and act on them immediately, not just through social channels, but right across the marketing mix. Javier Buron, @JavierBuron CEO & Co-founder, SocialBro
  • 31. Sales values inbound lead sources more than outbound sources. 78
  • 32. Of salespeople believe social media has become a more important lead source in the last 6 months. 64%
  • 33. Salespeople believe that tradeshows have become a LESS important lead source in the last 6 months. 1 in 2
  • 34. WHAT THE EXPERTS SAY: Although it’s refreshing to see social media playing a key role in sourcing leads, we still have a long way to go with brands and marketers using social media effectively. There is still far too much broadcasting and explicit selling, which will not convert your target audience into customers. Businesses need to be a lot smarter. Social media takes time; building trust and loyalty doesn’t happen overnight. It’s about connecting with your target audience and showing a brand’s human side. People buy from people after all. Lilach Bullock, @LilachBullock Co-founder & Director, Comms Axis
  • 35. Better alignment is required between Sales and Marketing. 9
  • 36. Of companies in the U.K. did not have a formal agreement between sales and marketing to determine responsibilities. 1/3
  • 38. There is a clear correlation between having an SLA in place and having a larger budget for inbound marketing.
  • 39. Of companies who have an SLA in place also have a higher inbound marketing budget than last year. 63%
  • 40. Download the full report for more insights on the inbound marketing trends in the U.K.: