The Forward Observer

Expert Sales and Marketing Advice to Help You
Generate Better Leads and Close Sales Faster
All Posts

HubSpot's 2014 State of Inbound Marketing Report: 21 Tweetable Pearls

Got leads? HubSpot's State of Inbound Marketing Report has the data you need to budget, plan, execute and measure inbound marketing and selling.

HubSpot 2014 State of Inbound Marketing Report resized 600

For the past five years, Internet marketing software company HubSpot has published findings from its annual survey on marketers' challenges, priorities, tactics and results in its "State of Inbound Marketing" report.

2014 State of Inbound Marketing resized 600

The report tracks the practice of inbound marketing which it describes as "a methodology that focuses on creating quality content that pulls people toward your company and product. In other words, inbound is the superset of quality content and other 'magnetic' tactics."

The study was a voluntary sample of 3,570 respondents comprised primarily of marketers and sales peope from a variety of vertical industries, company sizes and countries around the world. About one half were HubSpot users.

Inbound continues to enjoy growing understanding and adoption. And it's not just marketing. The era of "inbound selling" has arrived. In fact, sales people are generally quicker to understand the benefits of inbound selling than their outbound marketing colleagues.

If you only read a few marketing research reports each year, read this one. The report is a snapshot of the seismic changes occurring in marketing as marketers change from interrupting peple with irritating messages to attracting them with helpful content.

Until you are able to read the full 54-page report, here are 21 tweetable pearls that you can shout from the rooftop (or tweet to your followers).

Start With The Numbers

1.) Data is objective; immune to the feelings and instincts of the previous era of “arts & crafts” marketing. Tweet this!

2.) Data should be invited to every marketing meeting. After all, art may be subjective; science isn’t. Tweet this!

3.) If inbound marketing were a sports team, data would be the coach. Tweet this!

Budgeting for Inbound

4.) The #1 factor impacting growing inbound marketing budgets is previous success with inbound. Tweet this!

5.) Inbound marketing budgets are up: 5x as many marketers report higher budgets than those with reduced budgets. Tweet this!

6.) As marketing budgets approach $100K/year, the priority begins to flip from outbound to inbound. Tweet this!

7.) More than 80% of companies with an annual marketing budget below $25K are practicing inbound. Tweet this!

8.) Inbound budgets positively correlate to the presence of an SLA between marketing and sales. Tweet this!

Planning for Inbound

9.) Getting found online is the #1 objective of the most successful, high-performing inbound marketers. Tweet this!

10.) Nearly six of ten marketing professionals consider content marketing to be a subset of inbound marketing. Tweet this!

11.) The #1 marketing challenge companies continue to have is proving the ROI of marketing activities. Tweet this!

12.) The top marketing priorities for companies are lead generation (24%) followed by lead conversion (21%). Tweet this!

Executing for Inbound

13.) The number of marketers practicing inbound has risen from 60% to 85%. Tweet this!

14.) 61% of salespeople vs. 9% of outbound marketers value inbound leads from social media, blogs and SEO. Tweet this!

15.) 25% of sales people are now using inbound marketing tactics. Tweet this!

16.) Half of marketers rank inbound as their primary lead source, exceeding all other channels combined. Tweet this!

17.) More than twice as many marketers cite inbound (45%) as their primary source of leads versus outbound (22%). Tweet this!

Measuring for Inbound

18.) Leads sourced through inbound practices are consistently less expensive than outbound leads. Tweet this!

19.) Marketers who prioritize blogging are 13x more likely to enjoy positive ROI. Tweet this!

20.) Marketers who measure inbound ROI are 17x more likely to see the same or greater ROI over the previous year. Tweet this! 

21.) Only slightly more than half (53%) of marketers are measuring ROI. Tweet this!

photo credit: rosmary via photopin cc

Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

Related Posts

How to Find More Qualified Sales Prospects and Stop Chasing Your Tail

Not all sales prospects are created equal, and the better you’re able to quickly spot the differences, your prospecting and sales efforts will become more efficient and pay greater dividends.

Of the 3 Sales Prospecting Attitudes, 2 Guarantee Failure. Which One Do You Have?

The number one reason for failure in sales is the failure to prospect. And the most important ingredient for success is having the right, realistic, practical attitude about prospecting.

Your Customers Are Calling You. Are You Picking Up?

  In today’s world, there are many easy ways to connect with others -- you can text, email, or video chat someone on your phone all with a click of a button. Even with all of these easy ways to communicate, old habits die hard when people want to reach a company. Believe it or not, people still pick up the phone and call companies ... but not all companies have someone there to answer their calls.