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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 leadgeneration budget on inbound marketing averaged $84 per lead, while businesses spending half or more of their budget on such outbound marketing techniques as direct mail, telemarketing and trade shows averaged $220 per lead.