1. THE
2012
State of
Inbound
Marketing Blogging
Social media
#SOIM

2. MIKE VOLPE MELISSA MILLER
HubSpot Chief Marketing Officer Inbound Marketing Manager
@mvolpe @mcdmiller
#SOIM

3. State of Inbound Study
• Survey conducted in Jan 2012
• 972 marketing professionals

4. SEO
Blogging
Social Media
VS.
Email
Telemarketing
Direct Mail
Trade shows
4

5. Agenda
1 Marketing costs & budgets
2 Lead quality & sales
3 What’s important to marketers?

6. 1 Costs &
2012
Budgets

7. How much is your average
COST PER LEAD?

8. Inbound Consistently Yields Lower Cost Leads

9. Blogs cited as least expensive

10. Trade shows ranked as most expensive

11. The worst thing we
did in marketing
last year was attend
several trade shows
and events with low
yield and ROI.
Marketing Professional
Professional Services/Consulting
26 to 50 Employees

12. Direct mail is
very expensive
and ineffective
for new leads.
Marketing Professional
Hardware Technology
11 to 25 Employees

13. 89% are maintaining or increasing their
inbound budgets

14. Increases Driven by Past Success;
Decreases Driven by the Economy

15. Budgets Shift to Inbound

16. Budget Growth within Inbound

17. Outbound Budgets Remain Stagnant

18. SMALL V. BIG
BUSINESSES

19. Small Businesses Level the Playing Field

20. 2 Lead Quality
& Sales

21. Inbound converts leads into customers
Data pulled from
analytics tracking
of a sample of over
1,000 HubSpot
customers.

22. Social Media & Blogs Generate Real
Customers

23. The best things we’ve done
to drive leads and sales
this past year is embrace
social media, establish a
blog, and convince
ownership to accept
inbound marketing
strategy.
Marketing Professional
Manufacturing Industry
201 to 500 Employees

24. Blog Frequency and Customer Acquisition

25. 70% of Businesses Blog At Least Weekly

26. Facebook Is More Effective for B2C; LinkedIn Is for
B2B

27. LinkedIn is the best
social media channel
by far for us as we are
in B2B… Facebook is
not getting much
traction.
Marketing Professional
Hardware Technology
11 to 25 Employees

28. 3 What’s
important to
marketers?

29. Which sources of
leads have become
MORE important to
you over the last
six months?

30. Social Media & SEO Growing in Importance

31. Direct Mail Declining in Importance

32. This past year we
spent a few hundred
dollars on a door-
hanger marketing
piece and got no
response—at all.
Business Owner
Professional Services/Consulting
1 to 5 Employees

33. 25% indicated their company blog is CRITICAL

34. 81% rated their blog as USEFUL OR BETTER

35. Company Blogs are Increasingly Valued

36. THANK
MIKE VOLPE
HubSpot Chief Marketing Officer
@mvolpe
YOU.
www.linkedin.com/in/mikevolpe
MELISSA MILLER
Inbound Marketing Manager
@mcdmiller
www.linkedin.com/in/mdibellamiller

37. 3 2000 7 50+ 6 15 0
days inbound learning breakout inspiring small reasons
marketing tracks sessions keynotes group not to
professionals workshops GO!
REGISTER TODAY!
http://inbound2012.eventbrite.com/
www.InboundConference.com

38. Q&A
Receive a complimentary marketing
assessment from HubSpot:
WWW.HUBSPOT.COM/IMA