Welcome to the seventh annual State of Inbound report. We’re glad you’re here. Whether this is your first time reading this report, your seventh time, or you just downloaded it on a whim, you’re bound to have some questions.
“What is State of Inbound?”
Every year, HubSpot surveys thousands of the world’s foremost marketers and salespeople -- HubSpot customers and non-customers alike. We poll them on their most pressing priorities, the challenges they face, and the tactics they’ve used to meet those challenges head-on. We track our respondents’ quantitative answers, collate and consolidate their anecdotal answers, and put the polished result into a master report: State of Inbound.
For the last seven years, the report has tracked the practice and adoption of “inbound marketing.” Instead of blasting out interruptive ads and trying to pull people to your company, inbound marketing uses helpful content to attract visitors and get them to engage of their own volition.
Last year, we added sales to the mix to provide a more complete view into the entire lead-to-customer lifecycle. Our research found that salespeople struggle with a lack of information about their leads and manual data entry -- two challenges that necessarily reduce their effectiveness at converting leads to customers. Just like Marketing’s lead generation is of prime interest to salespeople, marketers would be wise to take the problems sapping Sales’ efficacy to heart.
Considering that aligning marketing and sales practices is critically important to a company’s success, this report contains both marketing- and sales-specific results -- as well as areas where the two intersect.
[Editor's note: The 2015 State of Inbound Report is available for historical comparisons. For the most up to date report, please see StateofInbound.com]