marketing fact vs fantasyWe hear a ton of marketing myths everyday that have no basis on research or facts. They're simply made-up fantasies that people have come to believe. But let's face it, we marketers can't afford to live in a fantasy world. Instead, we need to rely on cold, hard facts to guide us in the right direction toward inbound marketing success.

That's why we've released our newest ebook to help you separate marketing fact from fantasy. Download your copy here, and tweet some of your favorite facts below! Some of them might surprise you.

Inbound Marketing

Fantasy: Inbound marketing focuses exclusively on top-of-the-funnel objectives like attracting prospects & leads.

Fact: Inbound marketing helps attract leads & also helps convert those leads into paying customers. (Tweet This)

Social Media

Fantasy: B2B companies don't need to waste their time on Twitter, Facebook & LinkedIn.

Fact: 39% of B2B companies using Twitter & 41% using Facebook have acquired new customers from it. (Tweet This)

Fantasy: Facebook may be great for building buzz, but it has yet to prove itself as an effective channel for generating sales.

Fact: 41% of B2B companies & 62% of B2C companies using Facebook have acquired a customer from it. (Tweet This)

Fact: 51% of Facebook fans are more likely to buy brands they 'like.' (Tweet This)

Fantasy: Social networks are only for youngsters.

Fact: 40% of Facebook's active users are over the age of 35. (Tweet This)

Fact: 52% of 55-64 year old internet users have joined a social network. (Tweet This)

Fact: 93% of US adult internet users are on Facebook. (Tweet This)

Fantasy: Social media may be helping big brands w/ big bucks extend their reach & influence online, but it doesn't to squat for small businesses.

Fact: 57% of small businesses say social media is beneficial to their business. (Tweet This)

Fantasy: Twitter is an annoying, pointless waste of time with no real business value.

Fact: Companies that use Twitter average 2x more leads than those that don't. (Tweet This)

Fact: Companies with 1,000+ Twitter followers get 6x more traffic. (Tweet This)

Fact: 42% of companies that use Twitter for marketing have acquired a customer through it. (Tweet This)

Fantasy: Saying "please retweet" in a tweet only annoys people.

Fact: Saying "Please ReTweet" in a tweet leads to more tweets. (Tweet This)

Content, Blogging & SEO

Fantasy: If you give your content away for free, prospects will never buy your full-fledged offering.

Fact: "Free trials" are an excellent way to demonstrate the value of your product & increase conversion. (Tweet This)

Fact: Sharing free, relevant content online helps search engines & prospects find you. (Tweet This)

Fantasy: Blogging is overrated & not particularly effective for marketing. 

Fact: Companies that blog get 55% more web traffic & 70% more leads than those that don't. (Tweet This)

Fact: 57% of companies have acquired a customer through their blog. (Tweet This)

Fantasy: Nobody reads blogs.

Fact: 65% of daily internet users read blogs. (Tweet This)

Fact: 46% of daily internet users read >1 blog/day & 36% read 5-10 blogs/day. (Tweet This)

Fantasy: Blogging has no impact on a company's Twitter reach.

Fact: Blogging can increase your Twitter reach by 75%. (Tweet This)

Fantasy: Blogging occasionally has the same impact on traffic & lead gen as blogging constantly.

Fact: Businesses that blog at least 20 times/month generate 5x more traffic & 4x more leads. (Tweet This)

Fantasy: Blogs are nice, but hardly a must-have for businesses.

Fact: 2/3 of marketers say their company blog is "critical" or "important" to their business. (Tweet This)

Email Marketing & Lead Nurturing

Fantasy: You can rely on email to be the workhorse of your online marketing efforts.

Fact: Your email database expires at a rate of 25% per year. (Tweet This)

Fact: Gmail Priority Inbox & other tools are pushing your automated emails to the bottom of inboxes. (Tweet This)

Fantasy: Email is still one of the most effective ways of communicating with prospects.

Fact: Email usage is declining by as much as 59% across all age groups. (Tweet This)

Fact: US internet users spend 3x more minutes on blogs & social networks that on email. (Tweet This)

Fantasy: Lead nurturing email campaigns should be automated based on each lead's activity on your company website.

Fact: Sending automated emails to leads without a complete understanding of their experience across channels is more like SPAM than lead nurturing. (Tweet This)

(Not Actually A) Fact: Every time you send SPAM, a kitten dies. (Tweet This)


Fantasy: Television ads continue to be one of the most effective forms of advertising.

Fact: 86% of people skip TV ads. TiVo, DVRs, Hulu, YouTube & thousands of cable/satellite networks have fragmented TV audiences. (Tweet This)

Fantasy: Online advertising is not effective for local businesses.

Fact: 89% of US internet users search online before they make a purchase, even when the purchase is made at a local business. (Tweet This)

Marketing Budget

Fantasy: Most companies are increasing their investments in traditional, outbound marketing programs.

Fact: 54% of companies increased their investments in social media & blogs in 2011. (Tweet This)

Fact: Leads generated via inbound marketing tactics like blogging & social media cost 62% less. (Tweet This)

Outbound Marketing

Fantasy: People like to receive telemarketing calls.

Fact: 200 million Americans are on the FTC's Do Not Call list. (Tweet This)

Fantasy: Tradeshows are a great, cost-effective way to generate a ton of new leads and customers.

Fact: Tradeshows are one of the most costly ways to generate leads & customers. (Tweet This)

Mobile Marketing

Fantasy: Optimizing your website & email for mobile phones is not that important.

Fact: 35% of Americans own a smartphone. By YE2011, that figure will rise to 50%. (Tweet This)

Fact: 86% of C-level executives have a smartphone, the majority of whom say it's their primary communication tool. (Tweet This)

Fantasy: Optimizing for mobile devices isn't worth the effort.

Fact: 74% of smartphone users have made a purchase from their smartphone. (Tweet This)

Fact: 78% of business people use their mobile device to check email. (Tweet This)

Fact: 40% of US smartphone owners compare prices on their mobile device while in-store, shopping for an item. (Tweet This)

Landing Pages & Lead Generation

Fantasy: Websites with numerous landing pages confuse people.

Fact: Businesses with 31-40 landing pages get 7x more leads than those with only 1-5 landing pages. (Tweet This)

Fact: Businesses with >40 landing pages get 12x more leads. (40+landing+pages+get+12x+more+leads.+" title="Tweet This" target="_blank">Tweet This)

Fantasy: Web traffic is the most important measure of online marketing success.

Fact: Traffic is nice, but if those visitors are leaving immediately, who cares? Conversion matters. (Tweet This)

Marketing Automation

Fantasy: Marketing automation software is all you need to generate boatloads of quality sales leads.

Fact: Marketing automation can help streamline nurturing leads, but it doesn't do jack squat to help generate them. (Tweet This)

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Marketing isn't all rainbows and unicorns. Don't let unicorns fool you. Get the facts.

Originally published Aug 30, 2011 3:30:00 PM, updated July 28 2017


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