Inbound Marketing benchmarks & stats B2B

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7,000+ Businesses from MARKETING BENCHMARKS
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    13-May-2015
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Kengetallen en benchmarks, op basis van input van meer dan 7.000 (MKB) bedrijven. Inbound marketing en sales zijn effectief, maar hoef effectief precies? En wat zijn ervaringscijfers als het gaat om bijvoorbeeld bloggen, sociale media en online lead generatie in B2B? Doe jullie voordeel met deze ervaringscijfers vanuit diverse branches.

Transcript of Inbound Marketing benchmarks & stats B2B

  • 1.MARKETINGBENCHMARKS from7,000+ Businesses

2. Good inbound marketing & sales takes work, but how much more work will it take to make thedifference for us as small or medium sized business? If I increase my blogging frequency from once a month to twice a week, what impact will I see? 3. This report will dive into how you can increase both traffic and leads by improving a variety of different marketing assets---think web pages, blogging, landing pages, Twitter & more. Note: report based on information from North America, Europe incl Netherlands. 4. By dissecting each benchmark by target market (B2B vs. B2C) and company size, youll walk away with an idea of what it takes to get the results you seek. 5. ABOUT THIS STUDY This study is based on real results from HubSpots 7,000+ customers. In order to get you comparable data to support your marketing investment decisions, we analyzed the relationships between key inbound marketing activities and the volume of traffic and leads that correlate with those activities.We specifically looked at website pages, landing pages , blogging, Twitter reach, and Facebook reach. 6. ABOUT THE DATA The graphs in this presentation provide index numbers for either traffic and lead volume. We used index numbers to standardize results across the 7,000 businesses and make them more comparable for you. (If youre curious, the index numbers are based on a base level of 100 times the ratio to the base value.)Finally, the underlying growth was calculated using median values of HubSpots customer base. 7. CONTENTIMPACT How will increasing the amount of contentimpact my incoming traffic? 8. IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC 2.5002.0001.500TRAFFIC INDEX 1.000500-WEBSITE PAGES 9. IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 4000 3500 3000 2500TRAFFIC INDEX2000B2B1500B2C 1000 500 0WEBSITE PAGES 10. IMPACT OF WEBSITE CONTENT ON INBOUND TRAFFIC BY COMPANY SIZE 1.600 1.400 1.200 1.000LEADS INDEX8001 to 10 employees 60011 to 50 employees40051 or more employees200 -WEBSITE PAGES 11. COMPANIES WITH 51 TO 100 PAGESGENERATE48% MORE TRAFFIC THAN COMPANIES WITH 1 TO 50 PAGES.COMPANIES WITH OVER 50 EMPLOYEES AND 1,000+ WEB PAGES SEE9.5XMORE TRAFFICTHAN COMPANIES WITH UNDER 51 PAGES. 12. CONTENTIMPACT How will increasing the amount of contentimpact my lead generation? 13. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS 1.600 1.400 1.2001.000NEW LEADS INDEX800 600 400 200 -WEBSITE PAGES 14. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS FOR B2B & B2C COMPANIES 1600 1400 1200 1000NEW LEADS INDEX800B2B600B2C 400 200 0WEBSITE PAGES 15. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS BY COMPANY SIZE 12001000800LEADS INDEX6001 to 10 employees 11 to 50 employees40051 or more employees2000WEBSITE PAGES 16. BOTH B2B & B2C COMPANIES WITH 101 TO 200 PAGES GENERATE2.5xMORE LEADS THAN THOSE WITH 50 OR FEWER PAGES. 17. LANDING PAGEIMPACT How many morelanding pages do I needto increase my leads? 18. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION 600500400NEW LEADS INDEX3002001000LANDING PAGES 19. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION FOR B2B & B2C COMPANIES 600500400NEW LEADS INDEX300B2B B2C2001000LANDING PAGES 20. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION BY COMPANY SIZE 600500400LEADS INDEX3001 to 10 employees 11 to 50 employees20051 or more employees1000LANDING PAGES 21. COMPANIES SEE A55%INCREASE IN LEADS FROM INCREASING LANDING PAGESFROM 10 TO 15. MOST COMPANIES DO NOT SEE AN INCREASE IN LEADS WHEN INCREASING THEIR TOTAL NUMBER OF LANDING PAGES FROM 1-5 TO 6-10. 22. BLOGGINGIMPACT How much more do I need to blog per monthto increase my website traffic? 23. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC 600500400TRAFFIC INDEX3002001000MONTHLY BLOG POSTS 24. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 800700600500TRAFFIC INDEX400B2B 300B2C2001000MONTHLY BLOG POSTS 25. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE 18.00016.000 14.000 12.000TRAFFIC INDEX10.0001 to 108.00011 to 506.00051 or more4.000 2.000 -TOTAL BLOG POSTS 26. COMPANIES THAT BLOG 15 OR MORE TIMES PER MONTH GET5xMORE TRAFFIC THAN COMPANIES THAT DONT BLOG.SMALL BUSINESSES (1 TO 10 EMPLOYEES) TEND TO SEE THE BIGGEST GAINS IN TRAFFIC WHEN THEY POST MORE ARTICLES. 27. BLOGGINGIMPACT How much more do I need to blog per monthto increase my leads? 28. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS 12001000800NEW LEADS INDEX6004002000MONTHLY BLOG POSTS 29. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 1800 1600 1400 1200NEW LEADS INDEX1000800B2B600B2C400 200 0MONTHLY BLOG POSTS 30. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE 160 140 120 100NEW LEADS INDEX801 to 106011 to 50 51 or more40 20 -TOTAL BLOG POSTS 31. COMPANIES THATINCREASE BLOGGING FROM 3-5X/MONTH to 6-8X/MONTHALMOST DOUBLE THEIR LEADS.B2B COMPANIES THAT BLOG ONLY 1-2X/MONTH GENERATE70% MORE LEADSTHAN THOSE WHO DONT BLOG. 32. BLOGGINGIMPACT How many more total blog posts do I needto impact my traffic? 33. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC 700600500TRAFFIC INDEX4003002001000TOTAL BLOG POSTS 34. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 12001000800TRAFFIC INDEX600B2B 400B2C2000TOTAL BLOG POSTS 35. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC BY COMPANY SIZE 900 800 700 600TRAFFIC INDEX5001 to 10 employees40011 to 50 employees30051 or more employees 200 100 -TOTAL BLOG POSTS 36. AN AVERAGE COMPANY WILL SEE A45%GROWTH IN TRAFFICWHEN INCREASING TOTAL BLOG ARTICLES FROM 1120 TO 21-50 ARTICLES.B2C COMPANIES SEE A59% INCREASEIN TRAFFIC AFTER GROWING TOTAL BLOG ARTICLES FROM 100 TO 200 TOTAL. 37. BLOGGINGIMPACT How many more total blog posts do I needto impact my leads? 38. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS 600500400NEW LEADS INDEX3002001000TOTAL BLOG POSTS 39. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS FOR B2B & B2C COMPANIES 700600500NEW LEADS INDEX400300B2B B2C2001000TOTAL BLOG POSTS 40. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS BY COMPANY SIZE 700600500NEW LEADS INDEX4001 to 10 employees30011 to 50 employees 51 or more employees2001000TOTAL BLOG POSTS 41. THE AVERAGE COMPANY WITH100 OR MORE TOTAL BLOG ARTICLES IS MORE LIKELY TO EXPERIENCECONTINUED LEAD GROWTH.COMPANIES WITH OVER 200 BLOG ARTICLES HAVE>5X THE LEADS THAN THOSE WITH 10 OR FEWER. 42. TWITTERIMPACT How much will growing my Twitter followingimprove my website traffic? 43. IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC 800 700 600 500TRAFFIC INDEX400 300 200 100 -TWITTER FOLLOWERS 44. IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 2000 1800 1600 14001200TRAFFIC INDEX1000 800B2B600B2C400 200 0TWITTER FOLLOWERS 45. IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC BY COMPANY SIZE 900 800 700 600TRAFFIC INDEX500 4001 to 10 employees30011 to 50 employees 51 or more employees200 100 -TWITTER FOLLOWERS 46. COMPANIES WITH51 TO 100FOLLOWERS GENERATE106%MORE TRAFFICTHAN THOSE WITH 25 OR FEWER. B2C COMPANIES EXPERIENCE A LARGER INCREASE IN TRAFFIC THAN B2B COMPANIES AFTER CROSSING 1,000 TWITTER FOLLOWERS. 47. FACEBOOKIMPACT How much will growing my Facebook reachimprove my website traffic? 48. IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC1.400 1.200 1.000TRAFFIC INDEX800 600400 200 -FACEBOOK LIKES 49. IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES 2.5002.0001.500TRAFFIC INDEX B2B1.000B2C 500-FACEBOOK LIKES 50. IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC BY COMPANY SIZE 2.0001.800 1.600 1.400 1.200TRAFFIC INDEX1.0001 to 10 employees80011 to 50 employees60051 or more employees400 200 -FACEBOOK LIKES 51. THE AVERAGE COMPANY SAW A185%INCREASE IN TRAFFICAFTER CROSSING 1,000 FACEBOOK LIKES.COMPANIES WITH>50 EMPLOYEES SAW THE BIGGEST TRAFFIC GAINS FROM GROWING THEIR FACEBOOK REACH. 52. Ready to smarten up your marketing & sales in B2B? Learn how marketing automation solutions including HubSpot can help you attract more relevant traffic, better leads and enthusiastic customers.dutchmarq.nl/contact dutchmarq.nl/digital-business