state of inbound lead generation
DESCRIPTION
Slides from a presentation on findings from the 2010 State of Inbound Lead Generation report released by HubSpot in March 2010. Provides a highly quantitative look at best practices for lead generation via SEO, blogging, and Twitter.TRANSCRIPT
The State of Inbound Lead Generation
Rick Burnes (rickburnes) amp Sophie Schmitt (sophielouvel)
April 7 2010
Analysis of lead generation best practices used by over 1400 small- and
medium sized businesses
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Whatrsquos HubSpot
bull Founded in July 2006 grew out of research at MIT
bull Sells inbound marketing software
bull 2500+ customers 130+ employees
3
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
Budget vs Brains
Flickr Refracted Moments Flickr Gaetoan Lee
7
What Is Inbound Marketing
Leads
Get Found
bull Publish
bull Promote
bull Optimize
Process Tools
Get Found
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Analytics
Convert
bull Test
bull Target
bull Nurture
Website Visitors
Customers
Convert
bull Offers CTAs
bull Landing Pages
bull Email
bull Lead Intelligence
bull Lead Mgmt
bull Analytics
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Whatrsquos HubSpot
bull Founded in July 2006 grew out of research at MIT
bull Sells inbound marketing software
bull 2500+ customers 130+ employees
3
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
Budget vs Brains
Flickr Refracted Moments Flickr Gaetoan Lee
7
What Is Inbound Marketing
Leads
Get Found
bull Publish
bull Promote
bull Optimize
Process Tools
Get Found
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Analytics
Convert
bull Test
bull Target
bull Nurture
Website Visitors
Customers
Convert
bull Offers CTAs
bull Landing Pages
bull Email
bull Lead Intelligence
bull Lead Mgmt
bull Analytics
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Whatrsquos HubSpot
bull Founded in July 2006 grew out of research at MIT
bull Sells inbound marketing software
bull 2500+ customers 130+ employees
3
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
Budget vs Brains
Flickr Refracted Moments Flickr Gaetoan Lee
7
What Is Inbound Marketing
Leads
Get Found
bull Publish
bull Promote
bull Optimize
Process Tools
Get Found
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Analytics
Convert
bull Test
bull Target
bull Nurture
Website Visitors
Customers
Convert
bull Offers CTAs
bull Landing Pages
bull Email
bull Lead Intelligence
bull Lead Mgmt
bull Analytics
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
Budget vs Brains
Flickr Refracted Moments Flickr Gaetoan Lee
7
What Is Inbound Marketing
Leads
Get Found
bull Publish
bull Promote
bull Optimize
Process Tools
Get Found
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Analytics
Convert
bull Test
bull Target
bull Nurture
Website Visitors
Customers
Convert
bull Offers CTAs
bull Landing Pages
bull Email
bull Lead Intelligence
bull Lead Mgmt
bull Analytics
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Marketing Today (Inbound)
5
Budget vs Brains
Flickr Refracted Moments Flickr Gaetoan Lee
7
What Is Inbound Marketing
Leads
Get Found
bull Publish
bull Promote
bull Optimize
Process Tools
Get Found
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Analytics
Convert
bull Test
bull Target
bull Nurture
Website Visitors
Customers
Convert
bull Offers CTAs
bull Landing Pages
bull Email
bull Lead Intelligence
bull Lead Mgmt
bull Analytics
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Budget vs Brains
Flickr Refracted Moments Flickr Gaetoan Lee
7
What Is Inbound Marketing
Leads
Get Found
bull Publish
bull Promote
bull Optimize
Process Tools
Get Found
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Analytics
Convert
bull Test
bull Target
bull Nurture
Website Visitors
Customers
Convert
bull Offers CTAs
bull Landing Pages
bull Email
bull Lead Intelligence
bull Lead Mgmt
bull Analytics
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
7
What Is Inbound Marketing
Leads
Get Found
bull Publish
bull Promote
bull Optimize
Process Tools
Get Found
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Analytics
Convert
bull Test
bull Target
bull Nurture
Website Visitors
Customers
Convert
bull Offers CTAs
bull Landing Pages
bull Email
bull Lead Intelligence
bull Lead Mgmt
bull Analytics
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
8
New Research Focuses on Top of the Funnel
Leads
Content SEO Blogging Twitter
Customers
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Agenda
I About HubSpot amp Inbound Marketing
II Deep Dive on Four Significant Correlations with Leads
1 Research ObjectiveMethodology
2 Google Indexed Pages
3 Keywords Ranking in Top 100 Google Results
4 Blog Usage and Size
5 Twitter Usage and Followers
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Research Objective amp Methodology
bull Key question What are the most effective inbound
marketing techniques for growing leads
bull Methodology
10
Sample of
1400 HubSpot
Customers
10+ inbound
marketing
metrics 3 mos
of data
Statistical
analysis
Four most
significant
relationships to
leads
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google ndash Ranges
Each range includes an equal number of customers
Includes 3 months of lead data (1109 ndash 110)
Me
dia
n M
on
thly
Le
ad
s
236
1 Grow Google Indexed Pages
11
Growing the number of pages indexed in Googlersquos database on the order of 50-100
pages brings double digit lead growth and triple digit growth post several hundred
pages
Median Monthly Leads by Range of Google Indexed Pages
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Any Type of Business Can Grow Indexed Pages
12
Customer size is not a critical factor for growing the number of pages that
make it into Google
Indexed Pages in Google ndash Ranges
53 5445 39
24
15 12 19 2343
0
20
40
60
80
100
Less than 60
60-120 121-175 176-310 311+
Large Customers (51+ employees)
Medium Customers (11 - 50 employees)
Small Customers (1-10 employees)
Customer Size Mix by Range of
Google Indexed Pages
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
2 Focus on Top 100 Search Rankings
13
Increasing the number of keywords ranking in Googlersquos top 100 results
starts to matter for leads once marketers achieve double digit keywords
Ranges of of Keywords Ranking in Googlersquos Top 100 Results over 7 Days
Sample size 1400 customers
bullEach range consists of six equal groups of customers
Includes lead data over a 7 day period for 3 months (1109-110)
Me
dia
n L
ea
ds O
ve
r 7 D
ay P
erio
d
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of
Keywords Ranking in Googlersquos Top 100
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
3a Blog to Generate More Interesting Content
14
Customers who blogged generated 67 more leads over a 3 month period
vs customers who donrsquot blog
Me
dia
n M
on
thly
Le
ad
s
Sample size 1400 customers
Includes 3 months of lead data(1109ndash 110)
9
15
-
4
8
12
16 Companies who dont Blog
Companies who Blog
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
3b Create enough Blog Content
15
Blogs need to reach a critical mass of articles before they start to generate leads
on the order of 20-50
910
13
23
0
10
20
30
0-11 12-23 24-51 52+
of Blog Articles Ranges
Me
dia
n M
on
thly
Le
ad
s
Sample size 762 customers
Based on Blog articles available at the beginning of the month over a 3 month period (12109 ndash 2110)
Each range includes article data for approximately 25 of customers
Impact of Blog Size on Monthly Leads
This group does no
better than customers
without blogs
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
4a Use Twitter to Promote Content
16
B2C customers who use Twitter generated 2x more leads than B2C customers
who do not use Twitter
Size of Company by of EmployeesSample size 570 B2C firms
Includes 3 months of lead data (1109-110)
Me
dia
n M
on
thly
Le
ad
s 5
15
43
10
31
86
0
20
40
60
80
100
1 to 10 11 to 50 51 or More
Without Twitter
Using Twitter
Impact of Twitter on Monthly Leads- B2C Customers
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
1114
3532
0
10
20
30
40
1-20 21-100 100-500 501+
4b Grow Reach and Leads will Follow up to a Point
17
Once customers gather a hundred or so followers leads start to grow
significantly but this relationship starts to wane as reach exceeds 500
Range of Twitter FollowersIncludes 3 months of lead data (1109-110)
Media
n L
eads (M
onth
)
146
Impact of Twitter Followers on Monthly Leads -B2C Customers
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
18
Final Thoughts hellip
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Build Leverage
19
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Too Many Pieces to Put Together
20
djk on flickr
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
HubSpot Puts the Pieces Together
21
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial
Connect with us
LinkedIn wwwlinkedincominrickburnes
Twitter wwwtwittercomrickburnes
LinkedIn wwwlinkedincominsophielouvelschmitt
Twitter wwwtwittercomsophielouvel
Thank You
Sign up for a free trial of HubSpot
wwwhubspotcomfree-trial