Inbound marketing is the way forward. It's not interruptive like traditional marketing methods and being more customer-focussed means you get a
But you know that already as a marketer don't you? It's your clients you need to sell on the idea.
Well, with the publication of HubSpot's State of Inbound 2015 Report, we've produced our top 10 statistics for you to bookmark to win over your clients on the idea of inbound marketing.
HubSpot's State of Inbound 2015 Report covers a range of data, all of it compiled from thousands of surveys from the world's foremost marketers and sales people - both HubSpot and non-HubSpot customers alike.
For seven years, the report has tracked the practice and adoption of marketing the inbound way. This year's report is just as exciting as the last and sees yet another a great leap in the uptake and adoption of the inbound methodology.
If you're like to know more about inbound and content marketing, we have a free guide available you can download whilst you reading the stats below.
Here are our 10 take-away statistics from the report.
1. 4000 took part in the surveys
That's right, a whopping 3957 respondents offered their thoughts, experiences and answers to the questions. The 2015 State of Inbound Report is truly comprehensive as you can see:
- nearly 4000 marketers responded
- only 33% of these are in any way affiliated with HubSpot
- Europe / Africa, and Central / South America comprised over two thirds of the companies responding to the surveys
- 65% of those companies sell their services and products B2B
2. 64% aren't HubSpot customers or partners
It would be very easy to raise a sceptical eyebrow in response to the report and see the bias towards HubSpot, but the answers from the almost 4000 responding companies shows that over two thirds of them don't even use HubSpot.
What it does show, however, is that HubSpot or not, the inbound approach to marketing is here to stay and is going from strength to strength.
3. 3/4 of marketers across the globe prioritise an inbound approach
A staggering three out of four marketers from 150 countries surveyed said that their approach to marketing has been prioritised in favour of inbound methodologies.
4. 100% business types can benefit from Inbound marketing
The results of the report cover a range of businesses and business types. What this highlights though is that regardless of company type - B2B, B2C, non-profit - everyone's moving towards inbound as a marketing strategy because it works for them.
5. 100% of marketers rate paid advertising as overrated
When asked, both inbound and outbound marketing executives said that paid advertising was the #1 most overrated marketing tactic. This is especially interesting because it comes from outbound marketers too (i.e. more traditional types).
6. 78% of companies with 200 employees or fewer prefer inbound over outbound marketing
Larger companies still prefer to have a blend of the two marketing approaches, but the figures for SMEs are quite interesting:
- 0-25 employees - 84% inbound, 13% outbound
- 25-200 employees - 71% inbound, 27% outbound
- 200+ employees - 49% inbound, 48% outbound
Even the larger companies, however, still prefer to spend over half their marketing efforts on an inbound approach.
7. 67% of budget increases are due to provable ROI
Seems obvious doesn't it? If you can prove a higher return on investment year over year then you will be entitled to a higher budget. Well the trick here is being able to prove the ROI, how do you do it? This is where using some kind of automated and centralised tool, such as HubSpot, is a win for any department wanting to access higher budgets each year.
Even without HubSpot, one of the cornerstones of the inbound way is setting SMART goals: marketing objectives and goals that are specific and measurable. However you choose to do it, simply being able to track and analyse the results of your activities and consequently prove a return on investment means that you will be 67% more likely to receive more funding to continue your work.
8. Increasing and converting leads forms 70% of company priorities
Across companies of all sizes (0-25, 25-200, 200+), being able to increase the number of leads and contacts and subsequently convert them forms the major part of their priority.
Of course, this means that inbound is a great fit - it's primarily concerned with attracting and converting visitors into leads and ultimately customers. If this is a major priority for companies, then inbound aligns neatly with this goal. Being able to prove great ROI is icing on the cake.
9. Nearly 40% of businesses' revenue is below £170,000
Sure, we've already discovered that inbound can work for businesses of any and all types, but it's not some special service that's only reserved for mega corporations turning over millions each year. In fact 37% of companies surveyed actually have relatively modest revenues of £170,000 or less.
10. Inbound campaigns are 3x more likely to yield higher ROI compared to outbound
Covering a range of marketing budgets from as little as £20,000, to over £3,500,000, inbound campaigns were heralded as returning far more on investment than on traditional outbound campaigns or other methods.
The State of Inbound Marketing and Sales 2015 Report, from HubSpot, shows yet again how the Inbound approach to marketing is continuing to change the way we attract and reach our customers and it's clear that's how our customers prefer it to be.
The stats in the report are impressive and will hopefully make it easier for you to convince your clients that inbound can work for them.
Here they are at a glance:
4000 took part in the surveys
64% aren't HubSpot customers or partners
3/4 of marketers across the globe prioritise an inbound approach
100% business types can benefit from Inbound marketing
100% of marketers rate paid advertising as overrated
78% of companies with 200 employees or fewer prefer inbound over outbound marketing
67% of budget increases are due to provable ROI
Increasing and converting leads forms 70% of company priorities
Nearly 40% of businesses' revenue is below £170,000
Inbound campaigns are 3x more likely to yield higher ROI compared to outbound