2014 State of Inbound Marketing

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1 Accelerate Search Results 01 State of Inbound Marketing Elements of Success Nowspeed Marketing Survey Results

2 Elements of Success In order to be successful with Inbound Marketing, you need to master 5 critical elements of your organization. Nowspeed surveyed organizations to determine how successful they were in each of these areas in order to allow companies to compare themselves to their peers and improve their results. Results Brand Strategy People Technology

3 Inbound Marketing Programs The following report provides the survey results and highlight the areas that were strongest and weakest in each of the following areas of inbound marketing. Website Organic Search Engine Optimization Digital advertising and Paid Search Advertising Marketing Marketing Automation Social Media Marketing Mobile Marketing

4 Strategy A solid strategy means that there is clear understanding of the goals of the program, and that there is strong alignment with the resources, people and tactics employed. Successful inbound campaigns are fully integrated to leverage the content, offers, creative designs and messaging used by other programs. Some channels reported that they were fully integrated, while others reported very little integration. Results Brand Strategy Technology People

5 Inbound Marketing Strategy and SEO strategies were ranked the strongest. Mobile and Marketing Automation strategies were ranked as weakest. How confident are you of your Inbound Marketing Strategy in each area? No Strategy Solid and Powerful Strategy

6 Integration Website and teams reported the highest integration with others. Search, Social media and mobile departments were most often reported as silos. How Integrated is each area with other areas of Marketing? This area is a silo that does not communicate well with other areas This area is completely integrated with all other relevant marketing areas

7 People Some organizations have strong internal teams, while others tend to outsource their programs to agencies and consultants. This question highlights where organizations have decided to invest in internal skills. An organization can be successful with a strong set of partners and vendors who have the skills necessary to manage their key programs. Results Brand Strategy Technology People

8 Internal Team Internal Website and teams were ranked the strongest. Internal Mobile and Digital Advertising teams were ranked the weakest. How competent is your Internal Team in each area? Few skills in this area World Class Experts

9 External Team Website and SEO External teams were ranked the strongest. Mobile, Social and External teams were ranked the weakest. How competent is your External Team of Agencies and Partners in each area? Few skills in this area World Class Experts

10 Technology and Innovation Marketing Technology is changing rapidly and organizations must learn to take advantage of the best tools and software available. Results Strategy People In the rapidly changing world of Internet Marketing, it's critical to be innovative in your use of content, tools and technology. Brand Technology

11 Tools and Technology marketing and Marketing Automation reported the best technology. Digital Advertising and Mobile reported the weakest technology. How good are the tools and technology you are using in each area? The tools we use are terrible Best-in-Class Tools and Technology

12 Innovation Marketing Automation and Social Media marketing teams reported the highest levels of innovation. Search and Mobile marketing teams reported the least innovation. How Innovative is your organization in each area? Not Innovative: We've been doing the same thing for years We use the Latest and Most Innovative Techniques

13 Brand Content and Design Successful organizations have strong brands with good design throughout their campaigns. Good design will build the brand and result in more effective campaigns. Results Strategy People Every inbound marketing program requires content, whether its for a web page, an advertising landing page or a blog post. High quality content can make the difference between a successful campaign and poor results. Brand Technology

14 Brand and Design Website and teams reported the best brand and design. Mobile and Digital Advertising reported the weakest brand and design. How Powerful is your Brand and Design in each area? Inconsistent and Weak Powerful Design with Strong and Consistent Branding

15 Content Website and Digital Advertising reported the best content. Social media and mobile marketing reported the weakest content. How strong is the Content (Video, White Papers, Blog, etc.) you have for each area? Very Little Good Content Excellent content and clear editorial calendar

16 Results All marketers want to deliver a strong ROI, but many campaigns are difficult to measure. Several channels reported strong results with good reporting and metrics in place, while other channels struggled to show a clear ROI. Several areas reported rapid budget growth which is a vote of confidence on that channel. Other areas were growing more slowly, and only two areas, digital advertising and marketing automation, reported a modest slowdown in spending. Results Brand Strategy Technology People

17 Budget Allocation Budgets are increasing fastest in SEO, Digital Advertising and Marketing Automation. Social Media and Mobile Marketing budgets are not increasing as fast. How has your budget allocation changed in each area? We are lowering our investment in this area 3 - Budget will remain the same 5 - We are increasing our investment in this area

18 Return on Investment (ROI) marketing and Website investments showed the highest ROI. Social Media Marketing and Mobile Marketing showed the lowest ROI. How good is your Return on Investment (ROI) in each area? Not great or difficult to measure Strong Results and Clear ROI with Good Reporting