HubSpot's newest collection of 100 Awesome Marketing Stats, Charts & Graphs, based on original research and data from a variety of sources, including analysis of our 4,500 customers, surveys with hundreds of small and medium-sized businesses, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more.

2. Table of Contents
How to Use These Slides……..Slide 3
Inbound Basics………………..….Slide 5
Methodology, ROI, Inbound vs. Outbound, Adoption
Top of the Funnel………………...Slide 29
Blogging, SEO, Social Media
Middle of the Funnel…………....Slide 64
Landing Pages, Calls-to-Action, A/B Testing
Bottom of the Funnel…………..Slide 80
Email, Lead Nurturing, Marketing Automation

3. How to Use These Slides
Flip through this presentation and feel free to copy and paste charts,
graphs, or even entire slides into your own presentations.
The slides are organized according to the different stages of the marketing
funnel they address. (Keep in mind, however, that most inbound marketing
tactics can be applied to multiple stages of the funnel!)
THIS PRESENTATION YOUR PRESENTATION
COPY PASTE

4. Pssst … Want to Customize Colors?
Double click on a colored portion of a graph or chart,
then select a new fill color from the pop-up menu.
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5. INBOUND
BASICS
In this section, you’ll find stats, charts, and graphs that pertain to …
•The Inbound Methodology
•Inbound Marketing ROI
•Inbound Marketing vs. Outbound Marketing
•Inbound Marketing Adoption Trends

6. The Inbound Methodology
The best way to turn strangers into customers
and promoters of your business
Source: HubSpot

7. The Inbound Methodology
Along the top are the actions inbound companies
use to obtain – and retain – new customers.
Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must
take in order to obtain visitors, leads, and customers.
Source: HubSpot

8. The Inbound Methodology
Along the bottom are the tools inbound
companies use to accomplish these actions.
Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must
take in order to obtain visitors, leads, and customers.
Source: HubSpot

9. Proving ROI for Marketing Activities
Is a Major Challenge for Marketers
Survey N = 3,339 Source: HubSpot

10. Inbound Marketing Delivers on ROI,
but Marketers Face Calculation Struggles
Survey N = 3,339 Source: HubSpot

11. Inbound Marketing Improves
Lead Acquisition Margins
Survey N = 3,339 Source: HubSpot

12. Inbound Strategies Deliver
Below-Average Cost per Lead
Survey N = 3,339 Source: HubSpot

13. Inbound Strategies Show Positive
Cost per Lead vs. Effort
Survey N = 3,339 Source: HubSpot

14. The ROI of Using HubSpot’s
Inbound Marketing Software
HubSpot customers reached 3.51x
more visitors per month within 1 year.
HubSpot customers reached
6.12x more leads per
month within 1 year.
VISITORS
LEADS
CUSTOMERS
Source: HubSpot
69% of HubSpot
customers saw an
increase in sales
revenue.

15. The ROI of Using HubSpot’s
Inbound Marketing Software
HubSpot customers enjoy exponential lead growth, averaging
more than 9,100 leads after 1.5 years of inbound marketing.
Source: HubSpot
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16. Inbound Marketing VS. Outbound
Marketing: Lead Generation
Q: What percentage of your company's leads come
from each of the following sources?
Note: Graph excludes “email” and “don’t know/not applicable” responses.
Survey N = 3,339 Source: HubSpot

17. Inbound marketing delivers
54% more leads into the
marketing funnel than
traditional outbound leads.
Source: HubSpot

18. Inbound leads cost
than outbound leads.
Source: Search Engine Journal
61% LESS

19. Outbound Marketing Tactics
Are Losing Market Share
Source: HubSpot
Q: Which sources of leads have become less
important to your company over the last six months?
Survey N = 3,339

20. Inbound Marketing Channels Continue to Be
the Most Important Sources of Lead Generation
Source: HubSpot
Q: Which sources of leads have become more important
to your company over the last six months?
Survey N = 3,339

21. Nearly 60% of Marketers Have Already
Adopted Inbound Strategies
Q: Does your company
do inbound marketing?
Survey N = 3,339 Source: HubSpot

22. Majority of CEOs Report
Inbound Marketing Adoption
*Q: Does your company do inbound marketing?
Source: HubSpot
*Graph only shows responses from executives.
Survey N = 195

23. Nearly 50% of CEOs Report
Complete Inbound Integration
*Graph only shows responses from executives.
Survey N = 195 Source: HubSpot

24. Inbound Marketing Budgets Are on the Rise
Q: Specific to inbound marketing, how
does your company’s 2013 budget
compare to your 2012 budget?
Survey N = 3,339 Source: HubSpot

25. Annual Inbound Marketing Budget
Growth Remains Strong
Source: HubSpot
Q: Specific to inbound marketing, how does last
year’s budget compare to this year’s budget?
Survey N = 3,339

26. CEOs Investing More in Inbound
*Graph only shows responses from executives.
Survey N = 195 Source: HubSpot

27. Marketers Allocate 1/3 of Overall Lead
Generation Budget to Inbound Tactics
Source: HubSpot
Q: What percentage of your company’s annual lead
generation budget will be spent on the following?
Survey N = 3,339

28. Inbound Marketing Touches Nearly
Every Major Industry
Start at the top, then move
clockwise around the circle
Survey N = 3,339 Source: HubSpot

29. TOP
OF THE
FUNNEL
In this section, you’ll find stats, charts, and graphs that pertain to …
•Blogging
•Social Media
•SEO

30. 62% of Marketers Have a Blog
Source: HubSpot
Q: Does your company publish a blog?
Survey N = 3,339

31. Companies That Blog Generate 126%
More Leads Than Those That Don’t
Survey N = 2,300 Source: HubSpot

32. The average company
that blogs generates
55% more website visitors
Source: HubSpot

33. The average company
that blogs generates
97% more inbound links
Source: HubSpot

34. The average company
that blogs generates
434% more indexed pages
Source: HubSpot

35. Blogging Regularly Linked to Higher ROI
Survey N = 3,339 Source: HubSpot

36. Blogging Improves ROI.
80% of marketers with a
company blog could prove
inbound ROI in 2013.
Source: HubSpot

37. 43% of Marketers Generate
Customers From Their Blog
Survey N = 3,339 Source: HubSpot

38. 57% of Marketers Who Blog Monthly
Acquire Customers From Their Blog
Survey N = 3,339 Source: HubSpot

39. 82% of Marketers Who Blog Daily
Acquire Customers From Their Blog
Survey N = 3,339 Source: HubSpot

40. Blogging = Business.
61% of U.S. consumers have
made a purchase based on a
blog post.
Source: Ignite Spot

41. Marketers Continue to Dedicate More
Budget to Blogging & Social Media
Source: HubSpot
Q: What percentage of your company’s annual lead
generation budget will be spent on the following?
Survey N = 3,339
Note: Graph excludes “email” and “don’t know/not applicable” responses.

42. 82% of Consumers Enjoy Reading
Relevant Content from Brands
Source: Content Marketing Association

43. 81% of Consumers Trust Information
and Advice From Blogs
Source: BlogHer

44. 70% of Consumers Prefer Getting to
Know a Company Via Articles (Not Ads)
Source: Content Plus

45. Social Media & Blogging Cost
Marketers Time, Not Money
Survey N = 3,339 Source: HubSpot

46. 16% of Marketers Allocate a
Full-time Employee to Social Media
Survey N = 3,339 Source: HubSpot

47. 84% of B2B Marketers Use
Social Media in Some Form
Source: Aberdeen Group

48. More Than Half of Marketers Dedicate
6+ Hours to Social Media Each Week
Source: Social Media Examiner

49. Social media produces
the marketing leads of
tradeshows, telemarketing,
direct mail, or PPC.
Source: HubSpot
2X

50. Social media lead
conversion rates are
than average conversion rates.
Source: HubSpot
13% higher

51. Facebook Is the Top Social Channel
for Generating Leads
Survey N = 3,339 Source: HubSpot

52. 52% of All Marketers Found a Customer
via Facebook in 2013
Source: HubSpot

53. 43% of All Marketers Found a Customer
via LinkedIn in 2013
Source: HubSpot

54. 36% of All Marketers Found a Customer
via Twitter in 2013
Source: HubSpot

55. 46% of online consumers
count on social media when
making a purchase decision.
Source: Nielsen

56. 89% of online consumers
use search engines when
making a purchase decision.
Source: Fleishman-Hillard

57. SEO, Social Media Play Key Roles
in Customer Acquisition
Survey N = 3,339 Source: HubSpot

58. 95% of Marketers Say That SEO Is an
Important Source of Inbound Leads
Source: Forrester Research

59. SEO Produces Solid Annual Lead Conversions
Q: Please estimate your company’s cost per lead for each of
the channels listed vs. your overall average cost per lead.
Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot

60. SEO Is the Best Inbound Strategy
in Terms of Sales Conversion vs. Effort
Q: How does your company dedicate its full-time marketers to the following channels (as a
percent of total time) / What is the average percentage of leads your company converts to sales?
Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot

61. 54% of U.S. adults are
more likely to discover
websites via organic search
results vs. paid results.
Source: Forrester Research

62. 53% of organic search
clicks go to the #1 (top-ranked)
search result.
Source: Search Engine Watch

63. SEO Leads Have a 14.6% Close Rate
Outbound Leads (e.g. Direct Mail, Print Ads): 1.7%
Source: Search Engine Journal

64. MIDDLE
OF THE
FUNNEL
In this section, you’ll find stats, charts, and graphs that pertain to …
•Landing Pages
•Calls-to-Action
•A/B Testing

65. 67% of Medium-Size Companies
Implement Unique Landing Pages
Source: MarketingSherpa

66. 48% of Marketers Build a New Landing
Page for Each Marketing Campaign
Source: MarketingSherpa

67. Companies With 30+ Landing Pages
Generate 7 Times More Leads
Than Those With 1 to 5 Landing Pages
Source: HubSpot

68. Companies With 40+ Landing Pages
Generate 12 Times More Leads
Than Those With 1 to 5 Landing Pages
Source: HubSpot

69. 52% of Companies That Use
Landing Pages Test Them
to Find Ways to Improve Conversions
Source: MarketingSherpa

70. Only 22% of Businesses Are Happy
With Their Conversion Rates
Source: Econsultancy

71. Adding videos to your
landing pages can increase
conversions by up to 86%.
Source: Eyeview

72. Testing different versions of
landing pages against each
other can result in conversion
rate increases of up to 264%
Source: ion interactive

73. 70% of Small Businesses Aren’t Using
Calls-to-Actions on Their Home Pages
Source: Online Marketing Coach

74. 72% of Small Businesses Don’t Use
Calls-to-Actions on Their Interior Pages
Source: Online Marketing Coach

75. More than 90% of visitors
who read your site’s headline
also read your CTA copy.
Source: Unbounce

76. Targeted CTAs Convert 42% More
Visitors Than Untargeted CTAs
Learn More
About
HubSpot’s Smart CTAs RRigighht tc cliclickk > > H Hyyppeerlrinlinkk > > O Oppeenn H Hyyppeerlrinlinkk
HubSpot study of 93,000 CTAs over 12-month period Source: HubSpot

77. Gmail Once A/B Tested 50 Shades
of Blue in Order to Find the
Highest-Converting Color for a CTA
Source: Quick Sprout

78. Marketers That Conduct A/B Tests Are
80% More Likely to Show Inbound ROI
Source: HubSpot
Q: What kind of testing does your company use to support your
marketing efforts / did your company prove inbound ROI?
Survey N = 3,339

79. 1 in 8 A/B Tests Drive
Significant Change
Source: Conversion XL

80. BOTTOM
OF THE
FUNNEL
In this section, you’ll find stats, charts, and graphs that pertain to …
•Email
•Lead Nurturing
•Marketing Automation

81. 66% of Consumers Have Made an Online
Purchase as a Result of a Marketing Email
Source: Direct Marketing Association

82. 68% of Marketers Believe E-newsletters
Are the Best Email Messages for Helping to
Achieve Their Business Goals
Source: Direct Marketing Association

83. 76% of Marketers Say They Use Email More
Today Than They Did 3 Years Ago
Source: Direct Marketing Association

84. The Top 2 Reasons People Unsubscribe
From Business Emails: Frequency & Relevancy
Source: Chadwick Martin Bailey

85. Emails that are personalized
using a lead’s information …
get 14% higher click-through rates
and 10% more conversions.
Source: Aberdeen Group

86. Lead Nurturing Emails Have Higher
Click-Through-Rates Than General Emails
Source: HubSpot

87. Only 25% of Leads Are Sales-Ready
The Other 75% Need to Be Nurtured
Source: Gleanster Research

88. 79% of Leads Never Convert into Sales
Lack of Lead Nurturing Contributes to This Problem
Source: MarketingSherpa

89. Executives Say Lead Scoring Is Critical
to Driving Bottom Line Results
*Graph only shows responses from executives.
Survey N = 195 Source: HubSpot

90. Companies that excel at
lead nurturing generate
50% more sales-ready
leads at a 33% lower cost.
Source: Forrester Research

91. Nurtured leads make 47%
larger purchases than
non-nurtured leads.
Source: The Annuitas Group

92. How Frequently B2B Companies
Send Lead Nurturing Messages
Source: MarketingSherpa

93. Companies that automate
lead management see a
10% or greater increase
in revenue in 6-9 months.
Source: Gartner Research

94. The adoption of marketing
automation technology is
expected to increase by
50% by 2015.
Source: Sirius Decisions

95. Only 33% of Companies Who Use Both CRM and
Marketing Automation Say the 2 Integrate Well.
Source: The Experts Bench

96. 64% of CMOs Have Either an Informal or No
Process for Managing Marketing Automation
Source: The Annuitas Group

97. Businesses that use
marketing automation
experience a 451%
increase in qualified leads.
Source: The Annuitas Group

98. Businesses that use
marketing automation see a
10% or greater increase in
revenue in 6-9 months.
Source: Gartner Research

99. HubSpot was ranked the
marketing automation software vendor
in a Venture Beat survey.
Source: VentureBeat
#1
See Venture Beat’
s Marketing Automation Survey Right click > Hyperlink Right click > Hyperlink >> O Oppeenn H Hyyppeerlrinlinkk

100. Average Ratings by Vendor for Website Content
Optimization & Web Content Targeting
Source: VentureBeat

101. See Why 10,000+ Customers
Love HubSpot
Get the Full ROI Report:
HubSpot.com/ROI
Get the Full ROI Report:
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