Inbound Marketing Insights From Hubspot’s State Of Inbound 2016 Report

The Boston-based automation software provider of inbound marketing HubSpot recently published the 8th installment of the State of Inbound 2016 Report.


In the report, the majority of the respondents (85%) from 132 countries were non-HubSpot customers who have marketing backgrounds in small, mid-sized, B2B and B2C businesses.


Moreover, almost a quarter (24%) of the respondents of the survey named “outbound marketing” their company’s primary marketing approach. This particular methodology gives SMBs and marketers unbiased insights into prevalent inbound marketing best practices and norms worldwide and how they match with the more traditional outbound practices.


The maturation of inbound marketing


The top 3 sales and marketing priorities of those companies represented by the respondents suggested that organizations are starting to recognize the importance of popular inbound marketing objectives for each stage in a customer lifecycle.


  • Lead Generation/Conversion – 74% of the respondents named converting leads/contacts into customers as a primary sales/marketing priority.
  • Growing Web Traffic – 57% of the respondents reported that growing traffic to their websites is the leading focus.
  • Upselling – 46% of the respondents listed that increase in revenue comes from existing customers.


In the early days of inbound marketing, it was the primary focus. Practitioners worked on leveraging SEO and web-based content to propel website traffic to generate leads. Throughout the years, inbound marketing has gradually shifted its emphasis from merely drawing in prospects to leading them down towards the sales funnel to having them being lifelong advocates and satisfied customers which crewdo does an excellent job at.


The effectiveness of inbound marketing


The report cited that respondents are four times more likely to rate their marketing strategies highly for those from inbound organizations.


Lead quality has always been a problem for companies. When marketers were asked which strategy provides them the highest quality of leads for their sales team, 59% named inbound practices and only 17% named outbound.


Inbound adoption varies per industry


The report suggested that there is still a wide variance in adopting to inbound marketing among the industry sectors. HubSpot released a graphic break down of inbound adoption on different levels per industry. Tech-centered industries like IT, e-Commerce and software tend to be the top invested industry in inbound marketing. Traditional industries like financial services, industrial & manufacturing and healthcare & medical tend to be behind.