The State of Inbound 2015

Over each of the past seven years, HubSpot has set about surveying marketers, sales teams, business owners, enterprise c-suite and virtually every other related title in between. Their findings have captivated readers around the globe. Why? Because the subject of their studies has always been about reaching superior business success, not simply marketing success. The State of Inbound is the annual study that tracks findings from survey respondents across industry and around the world. The newly released 2015 State of Inbound shares many now-expected findings, but also reveals some rather impressive new data that sheds light on ways companies can overcome entrenched behaviors, and long-standing barriers to success.

The previous years’ State of Inbound reports directed readers’ attention to the definition of Inbound Marketing. Many charts in those books cite Inbound’s ever-increasing inclusion to many firm’s marketing mix, and, more appropriately, a shift from inbound-as-a-tactic, to operating as a truly inbound oriented business. The emphasis on describing “inbound” is missing from this year’s bundle of valuable charts, tables and observations because for the first year, HubSpot has determined, correctly, that “the principles are now well-entrenched.” This leaves room for much more valuable findings. One of the most interesting threads throughout the 80-plus pages of charts, reports and summaries, is the focus on what leading companies are doing well, but more importantly, what laggards are reporting as dogging them. This invaluable data helps frame common issues facing firms into meaningful and actionable “to-dos.”

Included in this reporting is an emphasis on “trending sales data that reveals how salespeople’s pressing challenges and priorities have shifted since last year…” and throughout the last seven years.
“The State of Inbound survey has always been comprehensive, but this year’s report is truly a global document, with more than 150 countries represented.” The survey represents the findings from over 4000 respondents who own or are part of business-to-business (B2B), business-to-consumer (B2C) small to medium sized firms (SMBs). The sampling represents businesses of all stripes with fully half of the concerns represented generating less than $1 million in revenue a year. Respondents truly are a slice of the business landscape in terms of both revenues generated, and experiences cited. And while the findings from this years’ State of Inbound are revealing on many levels, two trends deserve close attention of senior leadership struggling to improve sales:

The 7 Most Important Takeaways

Three out of 4 marketers across the globe prioritize an inbound approach to marketing.
Both inbound and outbound marketers rank paid advertising as the #1 most overrated marketing tactic.
Proven marketing ROI unlocks budget. But you have to be tracking ROI in the first place, which not everyone is doing.
Leading marketers recognize that inbound is a long game. Both past success and past failure with inbound correlates with an inbound marketing budget increase.
Inbound is the preferred marketing strategy regardless of company type. B2B, B2C, nonprofit -- everyone’s implementing inbound tactics.
Inbound campaigns achieve higher ROI than outbound. This holds true across different company sizes and budgets.
Establishing a Marketing-Sales service level agreement (SLA) leads to higher ROI. The presence of an SLA also correlates with budget and staff increases

There Is So Much More

The State of Inbound, 2015 Edition, is packed with valuable findings and actionable data that helps you and your team craft winning strategies. A report like this is certainly worth paying for, but having access to this material for free, well that is almost too good to be true. And yet, for the 7th year in a row, that is precisely what HubSpot has done. Do not miss this chance to explore the marketing and sales landscape with insights from over 4000 respondents world-wide. Inbound is not only the most cost-effective approach to marketing, it also helps bridge the gaps and silos that often develop inside companies. Look closely at the findings inside this bundle. You’ll surely be inspired and amazed.