6 Truths from Hubspot’s State of Inbound 2015

As an ever-evolving industry, inbound marketing experts absolutely must keep an eye on emerging trends and shifts that occur from year to year. One of the largest reviews conducted on the sector as a whole is HubSpot’s “State of Inbound”. Their just-released report for 2015 takes a hard look at some of the ways that inbound trends developed throughout the past 10 months and highlights some of its most surprising truths. Learn more about how perceptions and patterns shifted by checking out the following 6 facts:

1. Companies Want Improved Lead Generation, But Without the Spending

The study revealed that businesses throughout the nation and all over the globe are increasingly interested in increasing leads and conversion rates. In fact, most companies that were surveyed listed these as their top priorities. This, in itself, isn’t too surprising, but these very same businesses also listed that adjusting the costs associated with accomplishing these objectives is their lowest priority. In other words, businesses want to have their cake and eat it, too, which means that a higher rate of precision and success is expected from inbound marketing tactics.

2. Businesses are More Interested in Executive Sponsor and Training Teams

In the past year, proving ROI has decreased in its perceived importance. While it still remains high on the priority list, the task of finding an executive sponsor and training teams is one that has really exploded in terms of its value to surveyed enterprises. In fact, obtaining an executive sponsor was seven times more likely to be listed as a challenge this year than in 2014, while training teams was two times more likely to be cited as such. This makes sense, as businesses are looking to get the most bang for their buck in terms of inbound marketing spending and results.

3. Outbound Marketing is Universally Viewed as a Waste

In recent years, those who have embraced inbound marketing tactics have come to believe that outbound strategies like print ads, billboards, TV ads, etc. are a poor investment. What’s really surprising, though, is that even those who are still employing these outbound tactics feel that it’s a waste. As a result, we can expect that a growing number of businesses will turn away from old marketing plans and put their money entirely on inbound.

4. Inbound Works for Everyone

Do you feel like inbound marketing just isn’t right for your marketing needs? You might want to rethink that. The results of HubSpot’s reports indicate that, regardless of what type of industry you’re working in, inbound marketing has a 75% likelihood of being the marketing strategy of choice. This was true across company types ranging from B2B, to B2C, to nonprofit and everything in-between.

5. Senior Executives Love Inbound Most

The data produced in the report shows that the higher up you go in company rankings, the more likely it is that you’ll prefer the inbound marketing approach. VPs, directors, and executives perceive inbound to be the best marketing strategy. In other words, if you’re hoping to impress the big boss, you should be pushing towards all that inbound has to offer.

6. Content Sourcing is On the Rise

Gone are the days when companies had to rely solely on in-house writers to develop content. Today, more and more businesses are turning to the help of agency partners and freelancers to speed up the process of generating content without sacrificing quality or industry relevance.

HubSpot’s findings about the emerging inbound marketing trends of 2015 revealed a lot of insight into what makes today’s marketers tick. Inbound is continuing to grow in terms of its importance, and businesses need to be fully on board. Interested in improving your inbound strategy? Give Madison Taylor Marketing a call to start improving your marketing model today.


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