Inbound Leads Cost 62% Less than Outbound [New Data]

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Melissa Miller
Melissa Miller



HubSpot's latest 2011 " State of Inbound Marketing " report is now available for download. The report is based on data from a recent survey of 644 professionals familiar with their business’ marketing strategy.

The research indicates that inbound marketing dominated organizations experience a 62% lower cost per lead than outbound marketing dominated organizations. This finding is remarkably consistent from year to year.

Avg Cost per Lead resized 600

Previous studies conducted in 2009 and 2010 showed strikingly similar results: the 2009 survey showed that inbound marketing dominated organizations experienced a 61% lower cost per lead; in 2010 the delta was 60%.

Other key takeaways include:

  • The gap between spending on inbound v. outbound continues to widen: In 2009, inbound marketing had a 9% greater share of the lead generation budget; in 2011 inbound’s share was 17% greater.
  • Blogs and social media channels are generating real customers: 57% of companies using blogs reported that they acquired customers from leads generated directly from their blog.
  • More and more business are blogging: Businesses are now in the minority if they do not blog.  From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%.
  • Businesses are increasingly aware their blog is highly valuable: 85% of businesses rated their company blogs as “Useful”, “Important” or “Critical”; a whopping 27% rated their company blog as “Critical” to their business.

Download the 2011 State of Inbound Marketing report now .


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