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BtoB

Study: ‘Inbound’ marketing rates high in lead-gen results

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Cambridge, Mass.—Inbound marketing, including techniques such as blogging, social media, search engine optimization and pay-per-click, which pull relevant prospects toward a business and its products, realize lower costs-per lead than outbound marketing efforts, according to a new report by Internet marketing company HubSpot. The company’s report, “State of Inbound Marketing,” is based on an online survey performed late last year among 167 executives and business owners, 71% of whom work at b-to-b companies. The survey found that respondents who spent 50% or more of their lead-generation budget on inbound marketing averaged $84 per lead, while businesses spending half or more of their budgets on such outbound marketing techniques as direct mail, telemarketing and trade shows averaged $220 per lead. Search leds the pack in lead-generation efficiency. Survey respondents said they devoted an average of 12% of their budgets to search but gained 16% of their leads from their search marketing efforts. —Christopher Hosford
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