5 Important Inbound Marketing Facts From the “State of Inbound” Report
How well do you know inbound marketing? Inbound marketing is a way of attracting individuals to your brand and converting them into customers through content creation, social media, and other strategies that demonstrate relevance to their lives. It’s been increasingly adopted by marketers over more traditional, outbound techniques like cold-calling and paid advertising because of its lower cost and its ability to draw in more qualified prospects.
Every year, Hubspot, a leading marketing and sales software platform, surveys thousands of marketers to generate research on the use of inbound marketing. The company’s 2015 “State of Inbound Marketing” report reveals new insights on how marketers around the world are practicing inbound marketing and what kind of results it gives them.
The new report gives a great snapshot of trends and themes in inbound marketing. Here are five important inbound marketing facts that B2B marketers should know:
- Outbound marketing is decreasing in popularity. Many small companies are no longer using outbound marketing, because the cost is far exceeding the returns, and they have learned that they can compete with larger companies in the same industry if they use inbound marketing tactics. 84% of companies with 25 or fewer employees and 71% of companies with 26 to 200 employees use inbound marketing as their primary marketing strategy. And while larger companies (those with 200 or more employees) are still using outbound marketing, they’re increasingly dissatisfied with the results. 32% of respondents whose companies use outbound marketing said they felt paid advertising was the most overrated marketing tactic.
- Inbound marketing works for every type of company. Hubspot surveyed a wide range of companies, big and small, B2B and B2C. 75% of all companies surveyed used inbound marketing in some form. And companies keep using inbound marketing because it works: they are three times more likely to see a higher ROI on an inbound marketing campaign than an outbound marketing campaign.
- Inbound marketing is international, too. The companies included in the 2015 State of Inbound report are located all over the world. In all 5 international regions the survey covered, inbound marketing was 3 times as popular as outbound marketing. Inbound marketing is increasingly a global phenomenon. Although every region has its own particular marketing concerns, all are convinced of the effectiveness of inbound to help reach their goals.
- Analytics are a key part of inbound success. The marketers who saw results from inbound had one important thing in common: they were monitoring their analytics. Marketers with greater ROI from year to year were 20% more likely to check their analytics 3 times a week or more. By monitoring and understanding their data, marketers were better able to see what was working and what wasn’t, and adjust their tactics accordingly.
- Monitoring ROI leads to results. Understanding the ROI of your marketing techniques helps justify further marketing growth and strategic planning. According to the 2015 State of Inbound report, marketers who tracked ROI and reported on it to their companies’ leadership were 20% more likely to receive a higher budget the next year. And if that ROI was positive, they were twice as likely to see an increase in their budgets.
The 2015 State of Inbound report demonstrates that inbound marketing is growing, global and effective. As inbound marketing takes off, consider how it might be able to help your company meet its marketing goals.