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Inbound Marketing |

4 MIN READ

Facts and Stats from HubSpot's State of Inbound 2017 Survey

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LeadG2
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Each year, HubSpot conducts a survey of 6000+ executives in companies across the globe to learn their marketing challenges and priorities. The State of Inbound 2017 report is chock-full of stats and facts that will inform your own marketing, making you more effective. Here's a summary.

Top Marketing Priorities

  • 70% say converting leads to customers is a priority (top priority)
  • 55% say growing traffic to website is a priority (2nd highest priority) 

The Most Overrated Marketing Tactics

  • 32% say paid advertising is overrated (highest response)
  • 13% say social media organic is overrated (2nd highest response)

Company’s Top Sales Priorities

  • 72% say closing more sales is a priority (highest response)
  • 54% say Improving the efficiency of the sales funnel is a priority (2nd highest response)

Company’s Top Marketing Challenges

  • 61% say generating traffic and leads is a challenge (highest response)
  • 45% say proving the ROI of marketing activities is a challenge (2nd highest response) 

Company’s Top Sales Challenges

  • 49% say getting a response from prospects is a top challenge (highest response)
  • 36% say connecting via phone is a top challenge (2nd highest response - tie)
  • 36% say engaging multiple decision makers at a company is a top challenge (2nd highest response - tie) 

Top Struggles of Sales Representatives

  • 38% say prospecting is a top struggle of sales reps (highest response)
  • 28% say closing is a top struggle of sales reps (2nd highest response)

Biggest Challenges in Using Company’s Existing CRM

  • 23 % say manual data entry is a big challenge relative to CRM (highest response) 
  • 17% say lack of integration with other tools is a big challenge relative to CRM (2nd highest response)  

Most Successful Channel to Connect with Prospects Used by Sales Representatives

  • 36% say telephone is the most successful way to connect with a prospect (highest response)
  • 26% say email is the most successful way to connect with a prospect (2nd highest response)

Effectiveness of Company’s Marketing Strategy

  • Across all levels, 61% say their company’s marketing strategy is effective.

Sales and Marketing Relationship

  • 44% say that marketing and sales are generally aligned (highest response)
    • 66% of these respondents say that their marketing is effective
  • 22% say that marketing and sales are tightly aligned (2nd highest response)
    • 81% of these respondents say that their marketing is effective

Top Sources of Sales for the Sales Organization

  • 38% say leads sourced by sales is the top source for leads (highest response)
    • 56% rate leads from sales sources as being very high or high
  • 33% say leads from referrals are the top source for leads (2nd highest response)
    • 45% rate leads from referrals as being very high or high
  • 25% say leads from marketing are the top source for leads (3rd highest response)
    • 27% rate leads from marketing as being very high or high

Best Marketing Approach for ROI

  • 46% say that inbound marketing gives them the highest ROI (highest response)
  • 23% could not calculate their ROI (2nd highest response)
  • 12% say that outbound marketing gives them the highest ROI

Source Providing the Highest Quality Leads for the Sales Team

  • 59% say that leads from inbound marketing practices are the highest quality (highest repose)
  • 66% of tightly aligned sales/marketing organizations say that inbound delivers the highest quality leads
  • 26% say that leads sourced by sales are the highest quality (2nd highest response)
  • 16% say that leads from outbound marketing practices are the highest quality (3nd highest response)

B2B Communications Preferences

  • 86% say they prefer email as their top communication preference (highest response)
  • 60% say they prefer face to face as their top communication preference (2nd highest response)
  • 56% say they prefer phone as their top communication preference (3rd highest response)
  • 39% say they prefer social as their top communication preference (4th highest response)

Armed with this new information, you should be able to create more effective strategies and campaigns!

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LeadG2

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