13 Critical Inbound Marketing Statistics for B2B in 2019

Critical Inbound Marketing Statistics for B2B in 2019

While the methodology behind inbound marketing is evergreen, the tactics used to grow and stay relevant are always evolving year to year. It’s important to follow the data and see where customers — and competitors — are heading. Here are ten fresh inbound marketing statistics that highlight a changing landscape. Video, targeted advertising and selling, and value-driven content marketing will be more important than ever this year.

Video

  1. Using videos on landing pages will increase conversions by 86%. (Source: WordStream, 2018)
  2. If video and text are both available on the same page, 72% of people will watch the video to learn about a product or service rather than read the text. (HubSpot, 2018)
  3. Video drives a 157% increase in organic traffic from search engine results pages, or SERPs. (WordStream, 2018)
  4. 45% of marketers plan to add YouTube to their content strategy in the next year. (HubSpot, 2018)

As you might have guessed, videos should become a more important part of your content mix this year. Video content doesn’t have to be an expensive, high-tech production. In fact, video content can be as simple as a short product demo, a webinar, or a homemade recorded interview with an industry expert.

Videos should find a place on your landing pages. Ideally, these videos will summarize your solution or product and speak to your value proposition. Videos should also be optimized for SEO, so choose keywords for your title and meta tags. Make sure to optimize your videos to be found in searches.

By uploading videos to a service like YouTube or Vimeo, you broaden your reach even further. You can also create short clips of your videos to use in advertising — in fact, video is a growing ad channel within the Google Ads ecosystem. Videos can be tailored and shared with specific audience segments, increasing their relevance and your chances to drive conversions with high-value prospects. You can choose to share your video ads on YouTube as pre-roll or as suggested/related videos, and also make them searchable to the right people by using optimized keywords.

Read more: B2B Marketing Videos – Trends and Tips

Content Marketing + SEO

  1. 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot, 2018)
  2. 90% of searchers haven’t made their mind up about a brand before starting their search. (Status Labs, 2018)
  3. Over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone. (Google, 2018)

As the stats report, many customers still rely on online searches to make a B2B purchase decision. Companies are realizing that search engine optimization, or SEO, is a vastly important strategy for B2B business to capture market share and drive lead generation.

This year, companies should invest in a content cluster strategy, moving away from individual keyword targets in favor of broader thought leadership on relevant topics. Publishing new content — and optimizing that content for search — is important as it has always been. But the importance of mobile on search is growing.

Your website needs to be optimized for mobile search traffic for two reasons: One, your visitors expect it, and two, Google will ding your SEO authority if you are not mobile optimized. A mobile-optimized site might include special content that displays differently on mobile. For example, you might shorten your content to only a critical message and conversion offer for mobile devices.

Technology and Targeting in Advertising

  1. 66% of buyer-intent keywords are paid clicks. (Clever Clicks, 2018)
  2. 40% of LinkedIn members are checking into the platform each day. (Omnicore Agency, 2018)
  3. Eighty-seven percent of marketers measuring ROI say that account-based marketing, or ABM, outperforms other marketing investments. (ITSMA)

Targeted advertising is the name of the game in 2019. While inbound marketing usually casts a wide net, account-based marketing is the perfect pairing with inbound because it relies on high-quality content to target specific leads or lead segments. You can use the same content you already have, but adapt it for unique buyers based on their job title, role, industry type, company size, or something else.

With ABM, you campaign to specific lead groups or buyers across different channels, creating demand generation. It’s all about identifying your target personas, finding messaging that resonates with their pain points and goals, and sharing that content across channels. Digital ABM channels often include LinkedIn and other paid social, remarketing ad networks like PPC and programmatic, email, blogs, third-party content and more.

Sales Strategies

  1. In 2018, 70% of marketers say their demand gen budgets will increase and 34% say their spending will grow by more than 20%. (Demand Generation Benchmark Survey, 2018)
  2. Only 18% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot, 2018)
  3. Using social selling tools can increase win rates and deal size by 5% and 35%, respectively. (HubSpot, 2018)

Outbound — the act of cold emailing and cold calling — is on its way out. Well, it has been for several years, but with the rise of new privacy laws like GDPR (which are expected to slowly trickle to other regions) it is becoming crucial for businesses to adopt other selling strategies. Those mentioned earlier are great starts: SEO-optimized content, social selling, and account-based marketing campaigns. Social selling is also a proven way to engage and nurture leads.

The strategies of sales enablement and demand generation are entwined: Use insights from your sales team to ideate new content ideas and campaigns for demand gen. For example, do most people in the sales pipeline mention a unique pain point? Get ahead of the pain and create content and campaigns that speak candidly to the problem, and educate about solutions.

Inbound marketing, especially when supplemented with ABM tactics, is clearly an effective methodology for companies to grow qualified leads and sales. Not only are more marketers relying on inbound tactics, but more are also reporting on its effectiveness and relation to an increased ROI. As outbound marketing tactics decline in performance, marketers should continue focusing on inbound strategies like content marketing, SEO, and new advertising technology for the new year.

Sources

HubSpot, WordStream, Omnicore, Google, Status Labs, Demand Generation; “Marketing Statistics” by HubSpot, 2018

ITSMA and the ABM Leadership Alliance, “Like Fine Wine, ABM Improves with Age”, August 2017




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