State of Inbound 2018

state of inbound

There are many reasons to love HubSpot if you’re a content marketer…the analytics, the ease of use, the fantastic support and the content they create. But there’s a new reason. HubSpot Research just put out the State of Inbound Marketing 2018, a comprehensive project in which they surveyed thousands of marketers & salespeople, asking them about what’s working and what’s not.

Where is marketing headed?

Getting a feel for what marketing teams are prioritising is an effective way of gauging what’s happening, both in business and in the overall consumer marketplace. From what HubSpot has gathered, marketing teams are bringing in the leads but are struggling with converting them to customers.

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And as all marketers know, getting traffic and leads is one challenge that never goes away. What’s the point of creating all that amazing content if no one ever sees it? Also interesting that proving ROI is second on the list of challenges. It’s not enough to bring in the leads, marketing teams also need to be able to justify why they’re doing what they’re doing and how they’re spending their budget.

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Finally, in terms of what channels marketing is planning on adding, is anyone surprised that video is the #1 answer? We’ve talked about the importance of video many times, both for hungry customers and for B2B initiatives.

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Let’s not forget Sales…

Sales and marketing work hand-in-hand. Performance across both departments improve when these two teams are aligned. We’ve written about why sales enablement is important and the HubSpot report has many sections dedicated to marketing & sales alignment. However, the question we found very interesting was what part of sales is more difficult now than it was 2-3 years ago. Surprisingly, it’s simply getting a response.

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These next two findings around sales are not at all surprising, especially if you’ve talked to any salespeople recently or spent any time on LinkedIn.

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This next bit is apparent to anyone working in almost any industry today, but it’s good to see the numbers. Email is here to stay.

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In terms of customers, this insight is something we’ve known through the research we’ve done through eumom with the parents in Ireland. The majority of people want recommendations from people they know and will ask their friends/family for help with making a purchasing decision.

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The results of this project are very interesting and we only shared the most relevant findings here. There is loads more research that we didn’t cover, but if interested, you should download the entire report. Many thanks to HubSpot for the hard work and insights about inbound marketing!



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