Has the Inbound Marketing world changed?
In the world of Inbound Marketing, consumer habits are the driving force. What customers wanted 15 years ago is different to what they want now. This means it’s important to evolve and change the marketing strategies we use to
sell products and align them with the way people buy. The key is to keep in mind that consumer habits can change drastically over time.
Luckily, you don’t have to start tracking these shifts. In this article, you’ll learn the top insights from HubSpot's 2017 State of Inbound report.
Leads Generation and Inbound Marketing
From 2016 to 2017, the source of leads in organizations changed in slight ways. Leads generated by marketing went up from 23% to 25%, while leads generated by referrals dropped from 36% to 33%. The leads from the sales team remained at 38%.
It's also important to point out the source that provides the highest quality leads, since many are bound to believe that the sales team produces the best leads, but they are wrong. In 2016 56% of the best leads were generated by marketing, whereas sales leads stood at 26%.
What are the top marketing challenges?
If you’ve been working in Inbound Marketing for a while, you know how valuable web traffic, leads, and ROI are. You might think you concern yourself too much with them, but you’re not alone: 63% of marketers worry about generating web traffic and leads; while 40% worry about generating ROI.
Other key points for marketers are:
- Securing enough budget (28%).
- Identifying the right technologies (26%).
- Managing their website (26%).
- Targeting content for an international audience (21%).
- Training the team (19%).
- Hiring top talent (16%).
- And finding an executive sponsor (7%).
Understanding the modern buyer:
Trying to track and understand your target consumers across multiple channels is a challenging work. Therefore, you need to find the right channel to connect with them.
1) What are buyers trusted sources of information?
A business’s most valuable marketing asset is their customer base. Word-of-mouth tops the list of clients trusted sources of information with 54%, followed by client's references with 45%.
Next in line comes written information: media articles (39%), vendor-authored materials (39%), analyst reports (33%), and crowdsourced review (23%). Salespersons are rated last with only 19%..
2) How do people like to communicate?
Communication channels can vary from person to person. Nonetheless, email is the clear winner here with 86% of acceptance. Next, come face-to-face with 60%, and phone calls with 56%. However, relatively newer channels such as social media (39%), video conferencing (38%), and messaging (31%) are gaining ground fast. With those percentages, they account for over a third of responses in people’s life.