We have long been proponents of online tools and apps for our clients. Online tools/apps come in a number of forms and can include sales support tools like CRMs, business data software that provides insights into your prospects, and sales enablement tools that help provide the content needed to close sales, just to name a few. In fact, the use of online tools is rated in the top ten of marketers’ inbound marketing priorities, according to HubSpot's annual research report of 4,500 marketers worldwide.
Did you know the average person is exposed to almost 10,000 branded messages per day? From the moment they wake up and brush their teeth to when they end the day snuggling up on the couch to their favorite TV show, consumers are being bombarded with brands starving for their attention. And in this digital age, it's getting even easier for "them" to reach their audience anywhere, any time. Whether it be pop-up digital banners, an autoplaying video, or sponsored social media posts, more and more consumers are getting more and more agitated with the ever growing presence of online ads. And we hate to be the bearer of bad news, but it's only getting worse.
HubSpot's annual research report of 4,500 marketers worldwide reveals a lot of good news for inbound marketing practitioners. Most notably, it once again shows that inbound marketing is growing in both prominence and effectiveness. Interestingly, those who self-identify as outbound marketers largely acknowledge many of the shortcomings that have led to the growth of inbound marketing. Only 17% of marketers say outbound practices (e.g. cold calling, TV/outdoor ads, trade shows, purchased lists) provide the highest quality leads for their sales team. But as outbound marketers begin to shift priorities to more inbound techniques, it is apparent that there is still a gap between outbound marketers' priorities and the priorities of accomplished inbound marketers.
HubSpot’s State of Inbound report is always enlightening. The just-released 2016 edition is no exception. It’s filled with insights from more than 4,500 survey respondents, the majority of whom are not HubSpot customers. And as an acknowledged fan of the company, I have to say it’s very much like them to seek the opinions of customers and non-customers alike. HubSpot wants to continue to have the most effective marketing platform possible, and that means they have to look at the big picture and not simply focus on the people currently using their system.