HubSpot's 2013 State of Inbound Marketing Report: The Good, The Bad & The Ugly

Posted by Douglas Burdett

HubSpot has released its fifth annual review of inbound marketing trends and tactics. The report confirms the wild west nature of the current marketing world. And as with any change, it's accompanied by the good, the bad and the ugly.

HubSpot 2013 State of Inbound Marketing Report

For the 2013 State of Inbound Marketing Report, HubSpot surveyed over 3,300 marketers from 128 countries. Inbound marketing, as defined in the report is not a channel, tactic or technology, but rather "a holistic approach to marketing that attracts individuals to your brand and creates lasting relationships with them."

According to the report, inbound marketing is gaining traction, is effective, costs less than outbound and the demand for inbound marketers is increasingly dramatically.

Click here to download the 164-page report. Until you have the opportunity to read it, here are a few observations about the current state of inbound marketing.

The good

  • 58% of marketers practice inbound marketing
  • 54% more leads are generated by inbound than outbound
  • 48% of marketers will increase inbound spending in 2013 - the third year in a row inbound budgets have grown substantially
  • 100% more website conversions result from inbound marketing vs. outbound tactics

The bad

  • 17% of marketers say both traditional advertising and direct mail have become less important in the past six months
  • Traditional advertising and PPC will deliver the least amount of leads for marketers this year, with just 6% originating from each of these categories
  • Confusion persists: 19% of marketers are unsure if their marketing is inbound or outbound

The ugly

  • 34% of businesses cannot or do not calculate overall inbound ROI.
  • When it comes to allocating resources to support inbound efforts, only 11% of company executives and 17% of sales teams lend their full support
  • Only 24% of marketers report any concrete agreements between sales and marketing teams with respect to defining lead responsibilities
  • IT teams are the greatest internal barrier to inbound efforts (24%)
photo credit: Loren Javier via photopin cc
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