I have always thought that inbound marketing is the natural evolution of marketing; it is web marketing; it is content marketing; it is digital marketing; it is partially social media marketing; it is simply marketing, evolved to meet changing consumer behavior. Simply put: as buyers change how they buy, marketers have always evolved how they market.
That said, my everlasting kudos goes out to those who had the foresight to first coin, create, and come to own the phrase “inbound marketing” and demonstrate a coup in the category. They have created zealots around the ways in which business is done – creating fans both for and against certain channels or tactics.
Research demonstrates that a true marketing mix of inbound and outbound is required to achieve results, after all, if we aren’t proactive about impacting revenue, we simply don’t have a job tomorrow. But in the big apple pie of marketing (it’s fall… and Americuh!), inbound’s slice is a big one, and an important one.
Just in time for what is likely the largest event dedicated to inbound marketing anywhere, Inbound 2014, I’ve culled through the dusty shelves of the Aberdeen library (digital dust?) and aggregated 15 research statistics on inbound marketing. They demonstrate the prevalence of inbound tactics and their proliferation among leading organizations.
You can feel free to use them in your next meeting to sound smart, as all reports noted here are free to read with an Aberdeen membership. However, if you want to use any of these reports in your own marketing material, that requires special permission from Aberdeen. Reach out via email should you have any questions, and enjoy!
Report: Alchemy of Intent: Content Marketing in the Lead-to-Revenue Cycle, Aberdeen Group, July 2013
1. On average, 60% of marketing leads are generated through direct/outbound marketing, and 40% through digital/inbound channels. (Source)
2. Leaders are 184% more likely to be “Effective” or “Very Effective” at generating social mentions of content than Followers (37% vs. 13%). (Source)
3. Leaders are 33% more likely than Followers to have a process to align development of marketing content with search engine optimization strategy (52% vs. 39%). (Source)
4. Leaders are 42% more likely than Followers to capture web activity of visitors in a marketing automation platform (64% vs. 45%). (Source)
5. 95% of Leaders measure inbound/referral traffic (vs. 76% of Followers). (Source)