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Subscribe in a readerInbound Marketers Report a 60% Lower Cost Per Lead
Galen De Young ( @GalenDY ) | B2B Research | February 16th, 2010Internet marketing technology provider Hubspot recently released a study entitled The 2010 State of Inbound Marketing. The study included 231 marketing professionals, 69% of whom worked for B2B companies in a wide variety of industries. The largest industries were professional services (22% of respondents) and technology (15%).
Inbound Marketing refers to marketing strategies and tactics designed to help companies get found when searching for potential product or service providers or when researching issues or problems. Think search engine optimization, paid search, and social media. Outbound Marketing refers to push-type marketing like trade shows, advertising, telemarketing, email marketing, etc.
Respondents who spent more than 50% of their budgets on inbound marketing channels reported an average cost per lead of $134, while those who spent the majority of their budget on outbound marketing channels had an average cost per lead of $332. That’s a 60% difference. (more…)
Your B2B Customer Might be a Whole Different Animal
Mike Marn | B2B Research | May 30th, 2008
We all probably know a wine snob or two. (Perhaps you are one.) But we’ve all observed the aura of sophistication and faux pageantry that seems to accompany the selection of the proper wine.
(You know, the selection usually made by the suave movie hero just before leaps to a chandelier and swings across the room to disarm an evil spy who is about to bump off the guest of honor.)
Chances are, he chose his wine by carefully perusing the wine list, examining an elegant bottle, checking its vintage and place of origin, and swishing a small sample around his educated palate.
As it turns out, quite a few folks out there in the real world use a significantly simpler method of choosing a wine. They look for the gorilla on the label. Or the frog. Perhaps even the dinosaur. (more…)
