Post on 17-Dec-2015
100 Stats, Charts & Graphs to Help You Get
Inbound Marketing Buy-in
How to Use These Slides……..Slide 3
Inbound Basics………………..….Slide 5
Top of the Funnel………………...Slide 29
Middle of the Funnel…………....Slide 64
Bottom of the Funnel…………..Slide 80
Table of Contents
Methodology, ROI, Inbound vs. Outbound, Adoption
Blogging, SEO, Social Media
Email, Lead Nurturing, Marketing Automation
Landing Pages, Calls-to-Action, A/B Testing
How to Use These SlidesFlip through this presentation and feel free to copy and paste charts, graphs, or even entire slides into your own presentations.
The slides are organized according to the different stages of the marketing funnel they address. (Keep in mind, however, that most inbound marketing tactics can be applied to multiple stages of the funnel!)
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INBOUND BASICS
In this section, you’ll find stats, charts, and graphs that pertain to …
•The Inbound Methodology
•Inbound Marketing ROI
•Inbound Marketing vs. Outbound Marketing
•Inbound Marketing Adoption Trends
The best way to turn strangers into customers and promoters of your business
The Inbound Methodology
Source: HubSpot
Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers.
Along the top are the actions inbound companies use to obtain – and retain – new customers.
The Inbound Methodology
Source: HubSpot
Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers.
Along the bottom are the tools inbound companies use to accomplish these actions.
The Inbound Methodology
Source: HubSpot
Proving ROI for Marketing Activities Is a Major Challenge for Marketers
Survey N = 3,339 Source: HubSpot
Inbound Marketing Delivers on ROI, but Marketers Face Calculation Struggles
Survey N = 3,339 Source: HubSpot
Inbound Marketing Improves Lead Acquisition Margins
Survey N = 3,339 Source: HubSpot
Inbound Strategies Deliver Below-Average Cost per Lead
Survey N = 3,339 Source: HubSpot
Inbound Strategies Show Positive Cost per Lead vs. Effort
Source: HubSpotSurvey N = 3,339
The ROI of Using HubSpot’s Inbound Marketing Software
HubSpot customers reached 3.51x more visitors per month within 1 year.
HubSpot customers reached
6.12x more leads per month within 1 year.
VISITORS
LEADS
CUSTOMERS
Source: HubSpot
69% of HubSpot customers saw an increase in sales
revenue.
FYI: FYI: PDEdit PDEdit is a is a HubSpot partnerHubSpot partner
The ROI of Using HubSpot’s Inbound Marketing Software
HubSpot customers enjoy exponential lead growth, averaging
more than 9,100 leads after 1.5 years of inbound marketing.
Source: HubSpot
Download the Full Inbound ROI Report
Inbound Marketing VS. Outbound Marketing: Lead Generation
Survey N = 3,339 Source: HubSpot
Note: Graph excludes “email” and “don’t know/not applicable” responses.
Q: What percentage of your company's leads
come from each of the following sources?
Inbound marketing delivers
54% more leads into the
marketing funnel than
traditional outbound leads.
Source: HubSpot
Inbound leads cost
than outbound leads.
Source: Search Engine Journal
61% LESS
Outbound Marketing Tactics Are Losing Market Share
Source: HubSpot
Q: Which sources of leads have become less important to your company over the last six months?
Survey N = 3,339
Inbound Marketing Channels Continue to Be the Most Important Sources of Lead Generation
Source: HubSpot
Q: Which sources of leads have become more important to your company over the last six months?
Survey N = 3,339
Nearly 60% of Marketers Have Already Adopted Inbound Strategies
Survey N = 3,339 Source: HubSpot
Q: Does your company do inbound marketing?
Majority of CEOs ReportInbound Marketing Adoption
Source: HubSpot
*Graph only shows responses from executives.
*Q: Does your company do inbound marketing?
Survey N = 195
Nearly 50% of CEOs ReportComplete Inbound Integration
Source: HubSpotSurvey N = 195*Graph only shows responses from executives.
Annual Inbound Marketing Budget Growth Remains Strong
Source: HubSpot
Q: Specific to inbound marketing, how did your 2013 budget compare to prior years?
Survey N = 3,339
CEOs Investing More in Inbound
Source: HubSpotSurvey N = 195*Graph only shows responses from executives.
Marketers Allocate 1/3 of Overall Lead Generation Budget to Inbound Tactics
Source: HubSpot
Q: What percentage of your company’s annual lead generation budget will be spent on the following?
Survey N = 3,339
Inbound Marketing Touches Nearly Every Major Industry
Survey N = 3,339 Source: HubSpot
Start at the top, then move clockwise around the circle
TOP OF THE
FUNNELIn this section, you’ll find stats, charts, and graphs that pertain to …
•Blogging
•Social Media
•SEO
62% of Marketers Have a Blog
Source: HubSpot
Q: Does your company publish a blog?
Survey N = 3,339
Companies That Blog Generate 126% More Leads Than Those That Don’t
Source: HubSpotSurvey N = 2,300
The average company
that blogs generates 55% more website visitors
Source: HubSpot
The average company
that blogs generates 97% more inbound links
Source: HubSpot
The average company
that blogs generates 434% more indexed pages
Source: HubSpot
Blogging Regularly Linked to Higher ROI
Source: HubSpotSurvey N = 3,339
Blogging Improves ROI.
80% of marketers with a
company blog could prove
inbound ROI in 2013.
Source: HubSpot
43% of Marketers Generate Customers From Their Blog
Source: HubSpotSurvey N = 3,339
57% of Marketers Who Blog Monthly Acquire Customers From Their Blog
Source: HubSpotSurvey N = 3,339
82% of Marketers Who Blog Daily Acquire Customers From Their Blog
Source: HubSpotSurvey N = 3,339
Blogging = Business.
61% of U.S. consumers have
made a purchase based on a
blog post.
Source: Ignite Spot
Marketers Continue to Dedicate More Budget to Blogging & Social Media
Source: HubSpot
Q: What percentage of your company’s annual lead generation budget will be spent on the following?
Survey N = 3,339Note: Graph excludes “email” and “don’t know/not applicable” responses.
82% of Consumers Enjoy Reading Relevant Content from Brands
Source: Content Marketing Association
81% of Consumers Trust Information and Advice From Blogs
Source: BlogHer
70% of Consumers Prefer Getting to Know a Company Via Articles (Not Ads)
Source: Content Plus
Social Media & Blogging Cost Marketers Time, Not Money
Source: HubSpotSurvey N = 3,339
16% of Marketers Allocate a Full-time Employee to Social Media
Survey N = 3,339 Source: HubSpot
84% of B2B Marketers Use Social Media in Some Form
Source: Aberdeen Group
More Than Half of Marketers Dedicate 6+ Hours to Social Media Each Week
Source: Social Media Examiner
Social media produces
the marketing leads of
tradeshows, telemarketing,
direct mail, or PPC.
Source: HubSpot
2X
Social media lead
conversion rates are
than average conversion rates.
Source: HubSpot
13% higher
Facebook Is the Top Social Channel for Generating Leads
Survey N = 3,339 Source: HubSpot
52% of All Marketers Found a Customer via Facebook in 2013
Source: HubSpot
43% of All Marketers Found a Customer via LinkedIn in 2013
Source: HubSpot
36% of All Marketers Found a Customer via Twitter in 2013
Source: HubSpot
46% of online consumers
count on social media when
making a purchase decision.
Source: Nielsen
89% of online consumers
use search engines when
making a purchase decision.
Source: Fleishman-Hillard
SEO, Social Media Play Key Roles in Customer Acquisition
Survey N = 3,339 Source: HubSpot
95% of Marketers Say That SEO Is an Important Source of Inbound Leads
Source: Forrester Research
SEO Produces Solid Annual Lead ConversionsQ: Please estimate your company’s cost per lead for each of the channels listed vs. your overall average cost per lead.
Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot
SEO Is the Best Inbound Strategy in Terms of Sales Conversion vs. Effort
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?
Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot
54% of U.S. adults are
more likely to discover
websites via organic search
results vs. paid results.
Source: Forrester Research
53% of organic search
clicks go to the #1 (top-
ranked) search result.
Source: Search Engine Watch
SEO Leads Have a 14.6% Close RateOutbound Leads (e.g. Direct Mail, Print Ads): 1.7%
Source: Search Engine Journal
MIDDLEOF THE
FUNNELIn this section, you’ll find stats, charts, and graphs that pertain to …
•Landing Pages
•Calls-to-Action
•A/B Testing
67% of Medium-Size Companies Implement Unique Landing Pages
Source: MarketingSherpa
48% of Marketers Build a New Landing Page for Each Marketing Campaign
Source: MarketingSherpa
Companies With 30+ Landing Pages
Generate 7 Times More LeadsThan Those With 1 to 5 Landing Pages
Source: HubSpot
Companies With 40+ Landing Pages
Generate 12 Times More LeadsThan Those With 1 to 5 Landing Pages
Source: HubSpot
52% of Companies That Use Landing Pages Test Them
to Find Ways to Improve Conversions
Source: MarketingSherpa
Only 22% of Businesses Are Happy With Their Conversion Rates
Source: Econsultancy
Adding videos to your
landing pages can increase
conversions by up to 86%.
Source: Eyeview
Testing different versions of
landing pages against each
other can result in conversion
rate increases of up to 264%
Source: ion interactive
70% of Small Businesses Aren’t Using Calls-to-Actions on Their Home Pages
Source: Online Marketing Coach
72% of Small Businesses Don’t Use Calls-to-Actions on Their Interior Pages
Source: Online Marketing Coach
More than 90% of visitors
who read your site’s headline
also read your CTA copy.
Source: Unbounce
Targeted CTAs Convert 42% More Visitors Than Untargeted CTAs
Source: HubSpotHubSpot study of 93,000 CTAs over 12-month period
Gmail Once A/B Tested 50 Shades of Blue in Order to Find the
Highest-Converting Color for a CTA
Source: Quick Sprout
Marketers That Conduct A/B Tests Are 80% More Likely to Show Inbound ROI
Source: HubSpot
Q: What kind of testing does your company use to support your marketing efforts / did your company prove inbound ROI?
Survey N = 3,339
1 in 8 A/B Tests Drive Significant Change
Source: Conversion XL
BOTTOMOF THE
FUNNELIn this section, you’ll find stats, charts, and graphs that pertain to …
•Lead Nurturing
•Marketing Automation
66% of Consumers Have Made an Online Purchase as a Result of a Marketing Email
Source: Direct Marketing Association
68% of Marketers Believe E-newsletters Are the Best Email Messages for Helping to
Achieve Their Business Goals
Source: Direct Marketing Association
76% of Marketers Say They Use Email More Today Than They Did 3 Years Ago
Source: Direct Marketing Association
The Top 2 Reasons People Unsubscribe From Business Emails: Frequency & Relevancy
Source: Chadwick Martin Bailey
Emails that are personalized
using a lead’s information …
get 14% higher click-through rates
and 10% more conversions.
Source: Aberdeen Group
Lead Nurturing Emails Have Higher Click-Through-Rates Than General Emails
Source: HubSpot
Only 25% of Leads Are Sales-ReadyThe Other 75% Need to Be Nurtured
Source: Gleanster Research
79% of Leads Never Convert into SalesLack of Lead Nurturing Contributes to This Problem
Source: MarketingSherpa
Executives Say Lead Scoring Is Critical to Driving Bottom Line Results
Source: HubSpotSurvey N = 195*Graph only shows responses from executives.
Companies that excel at
lead nurturing generate
50% more sales-ready
leads at a 33% lower cost.
Source: Forrester Research
Nurtured leads make 47%
larger purchases than
non-nurtured leads.
Source: The Annuitas Group
How Frequently B2B Companies Send Lead Nurturing Messages
Source: MarketingSherpa
Companies that automate
lead management see a
10% or greater increase
in revenue in 6-9 months.
Source: Gartner Research
The adoption of marketing
automation technology is
expected to increase by
50% by 2015.
Source: Sirius Decisions
Only 33% of Companies Who Use Both CRM and Marketing Automation Say they Integrate Well.
Source: The Experts Bench
64% of CMOs Have Either an Informal or No Process for Managing Marketing Automation
Source: The Annuitas Group
Businesses that use
marketing automation
experience a 451% increase in qualified leads.
Source: The Annuitas Group
Businesses that use
marketing automation see a
10% or greater increase in
revenue in 6-9 months.
Source: Gartner Research
HubSpot was ranked the
marketing automation software vendor
in a Venture Beat survey.
Source: VentureBeat
#1
See Venture Beat’s Marketing Automation Survey Right click > Hyperlink > Open HyperlinkRight click > Hyperlink > Open Hyperlink
Average Ratings by Vendor for Website Content Optimization & Web Content Targeting
Source: VentureBeat
Ready to get started with inbound marketing? Right-click below and
open the link for a free Inbound Marketing Assessment
Ready to get started with inbound marketing? Right-click below and
open the link for a free Inbound Marketing Assessment