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What Worked for B2B Marketers Last Year?

 

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Of all the things you did as a B2B marketer last year, what worked best?

HubSpot recently surveyed 231 B2B marketers and asked exactly that question. The results, released this week in the 2010 State of Inbound Marketing Report, are summarized in the word cloud below.

marketing worked 

So that's what worked. What didn't?

The word cloud below summarizes those projects. 

The top word cloud -- the one that represents things that worked -- closely matches the channels that marketers reported spending more on this year: blogging, social media, seo. The bottom cloud reflects the channels that marketers reported spending less money on: trade shows, direct mail, advertising.

Here are a few other key findings from the State of Inbound Marketing report:

 

  • Inbound marketing-dominated organizations average 60% lower cost per lead than outbound-dominated organizations. 
  • Over 40% of customers using Twitter, Linkedin, Facebook and company blogs have generated a customer from that channel.  

 

Live Webinar: The 2010 State of Inbound Marketing

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Date and time: Thursday, February 18, 2010 at 1:00pm ET

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comments Comments

Posted by Rick Burnes on Wed, Feb 17, 2010 @ 07:30 AM

COMMENTS

Is it just me, or does SEO actually show up more prominently in what doesn't work than in what does? I would assume that SEO in the "doesn't work" category is more of an attempt to "outsmart the algorithms" while the SEO in the "works" category is actually an indication of what people are really searching for. 
 
Thoughts?

posted on Wednesday, February 17, 2010 at 8:54 AM by Michael Mallory

Great research but I concur with the comment above, is SEO large in both? How can a solid dot i's cross t's seo strategy be bad? 
 
dave

posted on Wednesday, February 17, 2010 at 10:15 AM by Dave Finkelstein

Great information. Content creation and blogging are the two of the best things B2B companies can do. Businesses must use SEO principles so people will find their content and blogs. 
 
Mark

posted on Thursday, February 18, 2010 at 8:24 AM by Mark Kilens

To answer most of the questions... I would like to see what markets they were working in and then segment it just a little bit further. I feel that if you are going to say that this type of marketing worked in one realm or business section well it might not always work in others... Which is why you will notice SEO appears on both lists.

posted on Thursday, February 18, 2010 at 2:50 PM by Brian

Very informative blog 
 
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posted on Tuesday, February 23, 2010 at 5:28 AM by Reckoner

Very informative blog 
 
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posted on Tuesday, February 23, 2010 at 5:30 AM by Reckoner

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