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The State of Inbound Marketing

Domains of influence to consider when planning intervention activities for reaching a target audience from multiple perspectives. These four domains, known as the “Four P’s of Marketing,” include: product, price, place, and promotion. (See also, Policy.) Market Research Research designed to enhance your understanding of the target audience’s characteristics, attitudes, beliefs, values, behaviors, determinants, benefits, and barriers to behavior change in order to create a strategy for social marketing programs. Also called consumer or audience research. (See also Barriers, Benefits, and Determinants of Behavior.). | The State of Inbound Marketing HubSp t www.HubSpot.com January 2009 Table of Contents Introduction.3 Summary of Findings.3 Overview of Inbound Marketing.3 Respondent Profiles.4 Sample Questions Asked.4 The State of Inbound Marketing.5 Inbound-Driven Businesses Report Significantly Lower Cost-Per-Lead Than Outbound.5 SEO Drives Disproportionately Higher Percent of Leads.7 Blogging Leads All Social Media Channels in Importance.7 B-to-B vs. B-to-C.9 B-to-B and B-to-C Businesses Report Similar Budget Allocation.9 Sales Leads Align with Budget Spend.11 Small Businesses vs. Larg er Businesses.13 Small Businesses Spend More on Blogging and SEO.13 Small Businesses Analyzing Sources of Sales Leads.13 Conclusion and Additional Resources.14 Appendix Online Marketing in Pictures.15 t Page 2 of 16 www.HubSpot.com Introduction Summary of Findings The State of Inbound Marketing offers readers three key findings 1 Inbound marketing channels deliver a dramatically lower cost-per-sales lead than outbound channels. Respondents that spent more than 50 of their marketing budget on inbound marketing consistently reported a lower cost-per-sales lead than those that spent 50 or more on outbound marketing. In fact inbound marketing-dominated organizations experience a 61 lower cost-per-lead than outbound marketing-dominated organizations. Businesses are responding by allocating a greater portion of their budget to inbound marketing. Currently 37 of business lead-generation budget is dedicated to inbound marketing whereas 30 is dedicated to outbound marketing efforts. We expect this gap to widen significantly over time. 2 Blogs lead other social media categories in terms of importance to business. Blogs are frequently cited as the most useful type of social media marketing with 75 of those familiar with their business blogging efforts saying they are useful important or critical to their business. MySpace finished last in terms of importance of those that use the service for business .