Table of Contents

How to Use These Slides..Slide 3

Inbound Basics...Slide 5
Methodology, ROI, Inbound vs. Outbound, Adoption

Top of the Funnel...Slide 29

Blogging, SEO, Social Media

Middle of the Funnel....Slide 64

Landing Pages, Calls-to-Action, A/B Testing

Bottom of the Funnel..Slide 80

Email, Lead Nurturing, Marketing Automation

How to Use These Slides

Flip 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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YOUR PRESENTATION

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INBOUND
BASICS
In this section, youll find stats, charts, and graphs that pertain to

The Inbound Methodology

Inbound Marketing ROI
Inbound Marketing vs. Outbound Marketing
Inbound Marketing Adoption Trends

The Inbound Methodology

The best way to turn strangers into customers
and promoters of your business

Source: HubSpot

The Inbound Methodology

Along the top are the actions inbound companies
use to obtain and retain new customers.

Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must
take in order to obtain visitors, leads, and customers.

Source: HubSpot

The Inbound Methodology

Along the bottom are the tools inbound
companies use to accomplish these actions.

Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must
take in order to obtain visitors, leads, and customers.

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

Survey N = 3,339

Source: HubSpot

The ROI of Using HubSpots

Inbound Marketing Software
VISITORS

3.51x

HubSpot customers reached

more visitors per month within 1 year.

HubSpot customers reached

LEADS

6.12x more leads per

month within 1 year.

69% of HubSpot
CUSTOMERS

customers saw an
increase in sales
revenue.

Source: HubSpot

The ROI of Using HubSpots

Inbound Marketing Software
HubSpot customers enjoy exponential lead growth, averaging
more than 9,100 leads after 1.5 years of inbound marketing.

Download the Full

Inbound ROI Report

Right click > Hyperlink > Open Hyperlink

Source: HubSpot

Inbound Marketing VS. Outbound

Marketing: Lead Generation
Q: What percentage of your company's leads come
from each of the following sources?

Note: Graph excludes email and dont know/not applicable responses.

Survey N = 3,339

Source: HubSpot

Inbound

54%

marketing

delivers

more leads into the

marketing
funnel
than
traditional outbound leads.

Source: HubSpot

Inbound leads cost

61% LESS
than outbound leads.

Source: Search Engine Journal

Outbound Marketing Tactics

Are Losing Market Share
Q: Which sources of leads have become less
important to your company over the last six months?

Survey N = 3,339

Source: HubSpot

Inbound Marketing Channels Continue to Be

the Most Important Sources of Lead Generation
Q: Which sources of leads have become more important
to your company over the last six months?

Survey N = 3,339

Source: HubSpot

Nearly 60% of Marketers Have Already

Adopted Inbound Strategies
Q: Does your company
do inbound marketing?

Survey N = 3,339

Source: HubSpot

Majority of CEOs Report

Inbound Marketing Adoption
*Q: Does your company do inbound marketing?

*Graph only shows responses from executives.

Survey N = 195

Source: HubSpot

Nearly 50% of CEOs Report

Complete Inbound Integration

*Graph only shows responses from executives.

Survey N = 195

Source: HubSpot

Inbound Marketing Budgets Are on the Rise

Q: Specific to inbound marketing, how

does your companys 2013 budget
compare to your 2012 budget?

Survey N = 3,339

Source: HubSpot

Annual Inbound Marketing Budget

Growth Remains Strong
Q: Specific to inbound marketing, how does last
years budget compare to this years budget?

Survey N = 3,339

Source: HubSpot

CEOs Investing More in Inbound

*Graph only shows responses from executives.

Survey N = 195

Source: HubSpot

Marketers Allocate 1/3 of Overall Lead

Generation Budget to Inbound Tactics
Q: What percentage of your companys annual lead
generation budget will be spent on the following?

Survey N = 3,339

Source: HubSpot

Inbound Marketing Touches Nearly

Every Major Industry
Start at the top, then move
clockwise around the circle

Survey N = 3,339

Source: HubSpot

TOP
OF THE

FUNNEL
In this section, youll find stats, charts, and graphs that pertain to

Blogging
Social Media
SEO

62% of Marketers Have a Blog

Q: Does your company publish a blog?

Survey N = 3,339

Source: HubSpot

Companies That Blog Generate 126%

More Leads Than Those That Dont

Survey N = 2,300

Source: HubSpot

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

Survey N = 3,339

Source: HubSpot

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

Survey N = 3,339

Source: HubSpot

57% of Marketers Who Blog Monthly

Acquire Customers From Their Blog

Survey N = 3,339

Source: HubSpot

82% of Marketers Who Blog Daily

Acquire Customers From Their Blog

Survey N = 3,339

Source: HubSpot

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
Q: What percentage of your companys annual lead
generation budget will be spent on the following?

Note: Graph excludes email and dont know/not applicable responses.

Survey N = 3,339

Source: HubSpot

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

Survey N = 3,339

Source: HubSpot

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

2X

produces

the
marketing
leads
of
tradeshows,
telemarketing,
direct mail, or PPC.

Source: HubSpot

Social
media
conversion
rates

lead
are

13% higher
than average conversion rates.

Source: HubSpot

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 Conversions

Q: Please estimate your companys 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 (topranked) search result.

Source: Search Engine Watch

SEO Leads Have a 14.6% Close Rate

Outbound Leads (e.g. Direct Mail, Print Ads): 1.7%

Source: Search Engine Journal

MIDDLE
OF THE

FUNNEL
In this section, youll 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 Leads

Than Those With 1 to 5 Landing Pages

Source: HubSpot

Companies With 40+ Landing Pages

Generate 12 Times More Leads

Than 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 Arent Using

Calls-to-Actions on Their Home Pages

Source: Online Marketing Coach

72% of Small Businesses Dont Use

Calls-to-Actions on Their Interior Pages

Source: Online Marketing Coach

More than 90% of visitors

who read your sites headline
also read your CTA copy.

Source: Unbounce

Targeted CTAs Convert 42% More

Visitors Than Untargeted CTAs

Learn More
About

HubSpots Smart CTAs

HubSpot study of 93,000 CTAs over 12-month period

Right click > Hyperlink > Open Hyperlink

Source: HubSpot

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
Q: What kind of testing does your company use to support your
marketing efforts / did your company prove inbound ROI?

Survey N = 3,339

Source: HubSpot

1 in 8 A/B Tests Drive

Significant Change

Source: Conversion XL

BOTTOM
OF THE

FUNNEL
In this section, youll find stats, charts, and graphs that pertain to

Email
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 leads information

14% higher click-through rates

and 10% more conversions.
get

Source: Aberdeen Group

Lead Nurturing Emails Have Higher

Click-Through-Rates Than General Emails

Source: HubSpot

Only 25% of Leads Are Sales-Ready

The Other 75% Need to Be Nurtured

Source: Gleanster Research

79% of Leads Never Convert into Sales

Lack of Lead Nurturing Contributes to This Problem

Source: MarketingSherpa

Executives Say Lead Scoring Is Critical

to Driving Bottom Line Results

*Graph only shows responses from executives.

Survey N = 195

Source: HubSpot

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 the 2 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
marketing

that
use
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

#1

ranked

the

marketing automation software vendor

in a Venture Beat survey.

See Venture Beats

Marketing Automation
Survey

Right click > Hyperlink > Open Hyperlink

Source: VentureBeat

Average Ratings by Vendor for Website Content

Optimization & Web Content Targeting

Source: VentureBeat

Free Inbound Marketing

Assessment