The document analyzes lead generation best practices used by over 1,400 small and medium businesses. It found four significant correlations with increased leads: 1) having more pages indexed by Google, 2) ranking for more keywords in Google's top 100 results, 3) blogging more and having larger blog sizes, and 4) using Twitter more and having more followers. The document provides analysis on each of these factors and how businesses can improve their lead generation by focusing on these inbound marketing techniques.

1. The State of Inbound Lead Generation
Analysis of lead generation best practices used by over 1,400 small- and
medium sized businesses.
Rick Burnes (@rickburnes) & Sophie Schmitt (@sophielouvel)
April 7, 2010

2. Agenda
I. About HubSpot & Inbound Marketing
II. Deep Dive on Four Significant Correlations with Leads:
1. Research Objective/Methodology
2. Google Indexed Pages
3. Keywords Ranking in Top 100 Google Results
4. Blog Usage and Size
5. Twitter Usage and Followers

3. What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,500+ customers; 130+ employees
3

4. Traditional Marketing (Outbound)
4

5. Marketing Today (Inbound)
5

6. Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee

7. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Landing Pages
• Target
• Email
• Nurture • Lead Intelligence
• Lead Mgmt
• Analytics
Customers
7

8. New Research Focuses on Top of the Funnel
Content SEO Blogging Twitter
Leads
Customers
8

9. Agenda
I. About HubSpot & Inbound Marketing
II. Deep Dive on Four Significant Correlations with Leads:
1. Research Objective/Methodology
2. Google Indexed Pages
3. Keywords Ranking in Top 100 Google Results
4. Blog Usage and Size
5. Twitter Usage and Followers

10. Research Objective & Methodology
• Key question: What are the most effective inbound
marketing techniques for growing leads?
• Methodology:
10+ inbound
Sample of
1,400 HubSpot
Customers
 marketing
metrics; 3 mos
of data
 Statistical
analysis
Four most
significant
relationships to
leads
10

11. #1: Grow Google Indexed Pages
 Growing the number of pages indexed in Google’s database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
80 Median Monthly Leads by Range of 74
Google Indexed Pages
60 236%
Median Monthly Leads**
40
22
20
12
5 7
0
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google – Ranges*
*Each range includes an equal number of customers
**Includes 3 months of lead data (11/09 – 1/10)
11

12. Any Type of Business Can Grow Indexed Pages
 Customer size is not a critical factor for growing the number of pages that
make it into Google
Customer Size Mix by Range of
Google Indexed Pages
100%
15% 12% 19% 23%
80% 43%
Large Customers
60%
(51+ employees)
Medium Customers
40% (11 - 50 employees)'
53% 54% Small Customers
20% 45% 39% (1-10 employees)
24%
0%
Less than 60-120 121-175 176-310 311+
60
Indexed Pages in Google – Ranges
12

13. #2: Focus on Top 100 Search Rankings
 Increasing the number of keywords ranking in Google’s top 100 results
starts to matter for leads once marketers achieve double digit keywords
6 Median Leads Over 7 Days by Range of 6
Keywords Ranking in Google’s Top 100
Median Leads Over 7 Day Period**
4 4
3
2 2 2
1
0
0 1-5 6-13 14-25 26-50 51+
Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days*
Sample size: 1,400 customers.
•Each range consists of six equal groups of customers.
**Includes lead data over a 7 day period for 3 months (11/09-1/10).
13

14. #3a: Blog to Generate More Interesting Content
 Customers who blogged generated 67% more leads over a 3 month period
vs. customers who don’t blog.
Companies who don't Blog 15
16
Companies who Blog
Median Monthly Leads*
12
9
8
4
-
Sample size: 1,400 customers.
* Includes 3 months of lead data(11/09– 1/10).
14

15. #3b: Create enough Blog Content
 Blogs need to reach a critical mass of articles before they start to generate leads;
on the order of 20-50
30 Impact of Blog Size* on Monthly Leads
This group does no 23
Median Monthly Leads
better than customers
20
without blogs
13
10 10
9
0
0-11 12-23 24-51 52+
# of Blog Articles Ranges**
Sample size: 762 customers.
*Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10)
**Each range includes article data for approximately 25% of customers.
15

16. #4a: Use Twitter to Promote Content
 B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Impact of Twitter on Monthly Leads- B2C Customers
100
86
Without Twitter
80
Median Monthly Leads*
Using Twitter
60
43
40 31
20 15
10
5
0
1 to 10 11 to 50 51 or More
Size of Company by # of Employees
Sample size: 570 B2C firms.
*Includes 3 months of lead data (11/09-1/10).
16

17. #4b: Grow Reach and Leads will Follow up to a Point
 Once customers gather a hundred or so followers, leads start to grow
significantly, but this relationship starts to wane as reach exceeds 500
Impact of Twitter Followers on Monthly Leads -
40 B2C Customers
35
146% 32
Median Leads (Month)*
30
20
14
10 11
0
1-20 21-100 100-500 501+
Range of Twitter Followers
*Includes 3 months of lead data (11/09-1/10).
17

18. Final Thoughts …
18

19. Build Leverage
19

20. Too Many Pieces to Put Together!
d.j.k. on flickr
20

21. HubSpot Puts the Pieces Together
21

22. Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with us:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
LinkedIn: www.linkedin.com/in/sophielouvelschmitt
Twitter: www.twitter.com/sophielouvel