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The ROI of Inbound Marketing
2013 State of Inbound Marketing Annual Report

HubSpot’s 2013 State of Inbound Marketing Annual Report was published recently, and I was eager to see what insights it contained from the more than 3,300 executives, business owners, and marketers it surveyed.

For me, the biggest takeaway is the positive impact of inbound marketing from the ROI standpoint. But before we dive into some numbers, let’s first define inbound marketing.

According to HubSpot,

“Inbound marketing is a holistic, data-driven strategy that involves attracting and converting leads into customers through personalized, relevant information and content and following them through the sales experience with ongoing engagement.”

Inbound marketing activities and elements include:

  • Blogging
  • Social media
  • Keyword optimization
  • Calls-to-action
  • Landing pages
  • Email marketing

Basically, inbound marketing is about not disrupting or interrupting people (with a banner or pop-up ad) or pushing information at them in one broad stroke (with a TV ad). Email can be both – you can either send out a one-time, mass email to everyone, or send personalized emails to people who have opted in to receive them.

Here’s what the study found about inbound marketing.

More leads – and better ones at that

Not only does inbound marketing generate 34% of leads, it generates 54% more leads than traditional outbound leads.

Cheaper leads

Marketers in the U.S. who spend more than $25,000 per year saved an average of 13% in overall cost per lead and more than $14 for every new customer acquired.

Measurable ROI

Marketing can be hard to track, but 41% of marketers said inbound marketing produces measurable ROI – and 81% who blog said they see a positive ROI.

Social media delivers leads

Social media produces quality leads – 13% above average conversion rates. 52% of marketers got a lead from Facebook, 43% got a lead from their company blog, 43% from LinkedIn, and 36% from Twitter.

Blogs work

Of those companies with a blog, 79% have enjoyed positive ROI for inbound marketing. The case for blogging gets stronger, though: 82% of marketers who blog daily acquire customers through their blog, while 57% who blog monthly do.

Do you measure marketing ROI? Why or why not?

Web.com can help with many aspects of inbound marketing, including social media. Learn more.

Photo Courtesy: HubSpot


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