Inbound Marketing Stats Every Enterprise Marketer Should Know
Why marketers love data intelligence so much? Elementary my dear Watson – stats are the incredibly efficient when demonstrating the ROI of your marketing efforts in front of upper management.
Finding a set of authoritative and relevant stats could be an overwhelming task on its own. Especially when it comes to a discipline as broad as Inbound Marketing. To ease your struggle and help you save some time, we’ve put together the most important and relevant statistics from the world of Inbound Marketing.
There’s no doubt that marketers are getting better at understanding inbound marketing as a holistic approach and are beginning to adopt measurable strategies. Successful inbound tactics can now be observed in a range of tangible results like the number of generated leads.
While outbound marketing hasn’t completely lost its relevance, the power of inbound in terms of lead generation is indisputable. Adopting inbound techniques has further important financial incentives for businesses.
One of Guy Kawazaki’s famous quotes supports those observations: “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing”.
Your company’s presence on search and social channels will greatly impact your awareness, reputation and consumers’ trust. Of course, it all comes down to what we can call the backbone of inbound marketing – high quality content.
Organisations produce different types of content in order to move their leads through the different stages of the buying cycle. Infographics, for example, have seen the largest year-over-year increase in usage: in 2013, 38% of B2B marketers were using infographics, compared with 51% this year.
Intelligence in content targeting naturally leads to the question of segmentation:
The most effective B2B marketers tailor content more often by categories like industry trend (65%), profile of individual decision makers (59%), company characteristics (55%), stage in the buying cycle (43%) and more.
One of the many perks of the inbound marketing methodology is the capabilities of effectively measure ROI.
Inbound marketing also enables businesses to close the loop between their marketing and sales efforts. Yet it seems like companies haven’t completely utilized their content collateral for sales enablement purposes.
Blogging remains one of the most powerful ways to distribute content, especially for search marketing purposes:
As Dan Lyons, Marketing Fellow at Hubspot summarizes “In that age of ambient intelligence – of information everywhere – Marketing will need to be contextual, and brands will have to align their interests with the interests of their prospects and customers”. The tremendous growth of Inbound Marketing is a positive proof that Marketers are ready to face the reality of our digital age, where customers are now in full control.