Marketing and Leads

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  • Topic: Marketing, Business-to-consumer, Internet marketing
  • Pages : 18 (4752 words )
  • Download(s) : 125
  • Published : December 11, 2012
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Return on Investment from Inbound Marketing through Implementing HubSpot Software

August 2011
Prepared By: Kendra Desrosiers M.B.A. Class of 2013 Sloan School of Management Massachusetts Institute of Technology Mathew Paisner M.B.A. Class of 2012 F.W. Olin Graduate School of Business Babson College

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Table of Contents
Executive Summary....................................................................................................................................... 3 Key Findings from User Data Analysis........................................................................................................... 4 Gains in Volume of Traffic ......................................................................................................................... 4 Gains in Volume of Leads .......................................................................................................................... 6 Summary of User Data Analysis ................................................................................................................ 8 Key Findings from User Survey ..................................................................................................................... 8 Traffic: 88 percent Increased Traffic ......................................................................................................... 9 Leads: 83 percent Increased Leads ......................................................................................................... 12 Sales: Majority Report Revenue Increase ............................................................................................... 14 Resource Allocation ................................................................................................................................ 16 Satisfaction with the Software ................................................................................................................ 18 Summary of User Survey Results ................................................................................................................ 19 Appendix A: Additional Survey Results by Company Size ........................................................................... 21 Appendix B: Additional Survey Results by Company Type ......................................................................... 22 Appendix C: Additional Survey Results by Leads ........................................................................................ 23 Appendix D: Methodologies ....................................................................................................................... 24 Web Analytics ......................................................................................................................................... 24 User Survey ............................................................................................................................................. 24 Appendix D: Author Disclosure ................................................................................................................... 26

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Executive Summary
This study examines the effectiveness of conducting inbound marketing through the use of HubSpot’s all-in-one inbound marketing software. Findings were based on two data sources: 1) User website data: Data collected from customer accounts by HubSpot. 2) Survey of customers: Questions were sent to current HubSpot users who use the product’s lead tracking tool. Analyses of data from both sources indicated substantial returns from implementing the software and using inbound marketing techniques.1 Metrics observed include volume of sales, volume of leads, and website traffic. Some key findings from this study are listed below. User Website Data Analysis In terms of traffic, after 12 months of active use:  Customers starting with 1 to 199 monthly website visitors experienced 7.8 times more traffic.  Those starting with 200-499 visitors per...
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