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Www.hubspot.com

Www.hubspot.com

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11/08/2013

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The State
www.HubSpot.com
f Inbound Mar2010eting
February 2010
 
 THE STATE OF INBOUND MARK 
HubSpot.com
Contents
Introduction
..........................................Summary ............................................Overview of Inbound Marketing .......
The 2010 State of Inbound Marketing
.Inbound Marketing Channels ContinMarketing Channels Do .....................Three Out of Four Inbound ChannelsThe Gap Widens: Inbound MarketinDecreasing .........................................Inbound Marketing Channels ContinInbound Marketing Budgets Are IncrInbound Marketing Budgets Are GoiSmall Companies Continue to Focus
Blogs and Social Media
.........................Fastest Growing Marketing CategoryBlogs Remain Most Important SocialSocial Media and Blogs Generate ReFacebook Is More Effective for B2C;Customer Acquisition Through BlogsBlog Post Frequency Relatively Stead
Conclusion and Additional Resources
..
Appendix
...............................................Best Things People Did in MarketingWorst Things People Did in MarketinRespondent Profiles ..........................Sample Questions Asked ................... TING............................................................................................................................................................................................................................................................................................................................................e to Deliver Dramatically Lower Cost Per Sales Lea...................................................................................Are Lower Cost Than Any Outbound Channel ..........Budgets Are Increasing While Outbound Marketin...................................................................................e to Grow in Importance ..........................................asing .........................................................................g Up Based on Past Success .....................................n Inbound Marketing More Than Medium & Large...................................................................................Is Blogs/Social Media - Budgets Are Up 67% ............Media Channel ..........................................................l Customers ...............................................................inkedIn Is More Effective for B2B .............................is Directly Related to Frequency of Posts .................y .......................................................................................................................................................................................................................................................Last Year ....................................................................g Last Year .......................................................................................................................................................................................................................................
2
..................................3..................................3..................................3..................................4Than Outbound..................................4..................................4g Budgets Are..................................6..................................6..................................7..................................8Companies Do ..........8..................................9..................................9............................... 10............................... 11............................... 11............................... 12............................... 12............................... 13............................... 14............................... 14............................... 14............................... 15............................... 15
 
 THE STATE OF INBOUND MARK 
HubSpot.com
Introduction
Summary
 
This report is based on a survey of 231(for more information about the surve
(1)
 
Inbound Marketing ChannelOutbound Channels Do
Businesses spending 50% or m
less per lead 
than businesses sThis number is remarkably con
inbound marketing channels a
(2)
 
Social Media and Blogs AreBudget
 
Social media and blogs are beclead generation budgets and thaddition, more than any othermore important in the last six
(3)
 
Businesses Are Generating
Some organizations are still unreally reading Twitter? Does F“Yes”! For Twitter, Facebook, Lservices for marketing have acust for brand awareness; it can
Overview of Inbound Marketing
This report is designed to help businessmarketing. Inbound marketing is a setprospects and customers towards a bubecause it complements the way buyermedia to learn about the products andInbound marketers offer their audiencsite, while also interacting and developinclude blogging, content publishing, seInbound marketing contrasts with tradiconsumers. With techniques that inclubecome less effective over time as buynot-call’ lists) tuned these interruptiveTINGprofessionals involved or familiar with their busineplease see the appendix). Three of the key takea
s Continue to Deliver Dramatically Lower Cost
re of their marketing budget on inbound marketinending 50% or more of their marketing budget onistent with the 61% lower cost businesses reporte
e maintaining their low-cost advantage
.
 he Most Rapidly Expanding Category in the O
ming marketing powerhouses. They are the
 faste
ey continue to be ranked as the lowest cost lead-ghannel, social media was ranked as a source of leaonths.
 
eal Customers With Social Media and Blogs
 ure about the utility of social media and blogs. Arecebook do anything more than build brand awareninkedIn, and company blogs, over 40% of our respouired a customer through each of those channels.be used to directly generate leads that translate ines and marketers understand the current usage anf marketing strategies and techniques focused oniness and its products. Inbound marketing is becos make purchasing decisions today -- using the Inteservices that best meet their needs.s useful information, tools and resources to attracting relationships with customers on the web. Inbouarch engine optimization, social media and social ntional outbound marketing, in which businesses pue direct mail, telemarketing and trade shows, outbrs have behaviorally and technologically (e.g., TIVcampaigns out.
3
s’ marketing strategyays are:
Per Lead Than
activities spent
60%
outbound channels.a year ago. Clearly,
erall Marketing
t growing category 
inneration channel. Ins that has becomepotential customersess? The answer is,ndents who use thoseSocial media is notto customers.
 
results of inboundulling relevanting widely acceptedr
 
net and relatedthese people to theirnd marketing toolsetworks.sh their messages atound marketing has, spam filters, ‘do-

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