13 Inbound Marketing Stats Your CFO Will Love

Adrienne Wilkerson May 8, 2017

“67% of the buyers journey is now done digitally.” -Sirus Decisions

The value of Inbound Marketing is unequivocal, and there is no denying the preponderance of evidence the data shows us (channeling my inner Law & Order here). When done correctly, inbound marketing is far and away the ROI champion in the marketing arena.

There are several reasons no one can even come close to competing for the ROI crown. One big reason is that consistently doing inbound marketing creates company assets that grow even without any additional investments. Each and every piece of published content  (i.e. blog, landing page, white paper, video, etc.) continues to build value even over time.

Blogs deliver compounding returns over time

Graph courtesy of Tomasz Tunguz at Redpoint

One great example is this blog by Tomasz Tunguz on “The Compounding Returns of Content Marketing”. His data shows a steady and consistent growth rate of 8% per month from core readers and 10%
per month from spikes (when a post becomes intriguing to a larger group). That is 18% per month with no additional investment of resources over a 12 month period!

In another example from HubSpot, we can see that over 90% of the leads from their blogs come from old posts and 56% of the leads they generate come from marketing they are no longer actively participating in.

But let’s get down to the stats you really came to this blog for.

  1. Last year, 67% of surveyed B2B companies said Inbound Marketing was a top three or very high priority in their marketing strategy. (Kapost)
  2. 67% of B2B marketers see a 10% or more increase in sales opportunities throughout the sales funnel when lead nurturing is used. (DemandGen)
  3. 32% of surveyed brands have decided to reallocate marketing budget from outbound to Inbound Marketing. (Inbound Marketing Agents)
  4. Of the surveyed marketers, 23% of their overall marketing budgets was earmarked for outbound marketing and 34% for Inbound Marketing practices. (Gannett Local)
  5. Businesses who focus primarily Inbound Marketing save more than $14 per each new customer. (State of Inbound Marketing)
  6. When compared to paid search, mid-sized businesses save on average 31% on Inbound Marketing costs. (Eloqua)
  7. B2B buyers seek out to the following top 3 sources while researching a purchase decision: Whitepapers (78%), Case Studies (73%), and Webinars (67%). (DemandGen)
  8. Inbound leads cost 61% less on average than outbound leads. (HubSpot)
  9. B2B companies that blog at least 1 or 2 times per month generate 70% more leads than the companies who don’t blog. (HubSpot)
  10. After five months of consistent inbound marketing, the average cost per lead drops 80%. (Eloqua)
  11. Inbound Marketing yields 3 times more leads per dollar than traditional methods. (Kapost)
  12. Nurtured leads will most often make 47% larger purchases than non-nurtured leads. (The Annuitas Group)
  13. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)

If any of these stats catches your eye and you would like to know how if Inbound Marketing could work for your company, I would love to chat with you. You can even see some of the results we have gotten for our current clients on our portfolio page. You can reach me at 907-563-6008 or via email. I look forward to hearing from you.

This blog was originally published in August 2016 and has been updated and republished.

AUTHOR BIO

Adrienne Wilkerson, President of Beacon Media + Marketing

Adrienne Wilkerson, President

Adrienne is an owner and the president of BEACON. She specializes in training on Inbound Marketing techniques and is a co-founder of the Beacon Digital University and the Alaska Inbound Marketing Summit. Together with her Jennifer Christensen, she was recognized as a 2015 Marketing Visionary by the American Marketing Association's Alaska Chapter.

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