HubSpot and Halligan: Content, Sponges and A Lifestyle of Learning


Among other things – eye glasses, sheet music, a good book or new bottle of wine to name a few:

I’m a geek about this whole inbound and content marketing movement, driven by HubSpot out of Cambridge, Massachusetts.

Here’s a brief rundown, according to HubSpot’s Marta Kagan:

1. 78% of Internet users conduct product research online.
Which means your website’s often the first and only impression a prospect will have of your brand/company.

And that your new business card isn’t a business card—it’s Google. (I used to think I was the only 25-year-old without one — but perhaps it’s the reverse now…)

2. In the past year, Web-based email usage dropped a staggering 59% among 12-17 year olds, who prefer to communicate via text, instant messaging, and social networks.

May not have an immediate impact for your business, but implications for the future and your target audience? Pretty crazy. Essentially they won’t be reading your emails.

To add to that, Millenials and Gen XY spend 60% less time watching television than their adult counterparts — and 600% more time online, according to Joe Pulizzi (Get Content, Get Customers).

The days of email blasts absent direction and interruption marketing continue to spiral into obscurity — people simply aren’t tuning in anymore.

The question is how are you reaching your audience, and — when you have their attention –how are you providing value and content that establishes loyalty and trust?

What is it that makes your network spend time on your site, blog, read new posts, subscribe or watch your videos? Content is your key differentiator.

3. 78% of business people use their mobile device to check email.

4. 40% of US smartphone owners compare prices on their mobile device while in-store, shopping for an item.

5. 200 Million Americans have registered on the FTC’s “Do Not Call” list.
That’s 2/3 of the country’s citizens. The other 1/3 likely don’t have a landline anymore.

6. 91% of email users have unsubscribed from a company email they previously opted-in to.
We’re more tech-savvy and less patient with unwanted solicitations. And it’s just so easy to hit ‘delete’ (or unfriend, unfollow).

7. 84% of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising.

8. 57% of businesses have acquired a customer through their company blog.

Once again, blogging’s great. Intrusive ads, nay.

9. 41% of B2B companies and 67% of B2C companies have acquired a customer through Facebook.
If this stat doesn’t poke a hole in the “Facebook is not useful for B2B companies” myth, Kagan says she’s not sure what will.

10. The number of marketers who say Facebook is “critical” or “important” to their business has increased 83% in just 2 years.
That’s right—critical or important. When a channel generates not only leads, but real revenue, you can’t call it “experimental” any longer.

11. Companies that blog get 55% more web traffic.
The more you blog, the more pages Google has to index, and the more inbound links you’re likely to have. The more pages and inbound links you have, the higher you rank on search engines like Google—thus the greater amount of traffic to your website. Again: Blogging is good.

PR 20/20’s Tracy DiMarino recently mentioned more than 90 percent of purchasing decisions begin online (Forrester Research), and there are 34,000 searches conducted on Google every second

Of those searchers, 75 percent never scroll past the first page of results (The Case for Content Marketing: Sources and Stats)

12. Inbound marketing costs 62% less per lead than traditional, outbound marketing.
That’s right—62% less. The average outbound lead costs $373. The average inbound lead costs $143.

A HubSpot mantra: “if it don’t make dollars, it don’t make sense.” Outbound marketing just don’t make sense anymore.

The startup’s bread and butter is equally transparent: Get Found, Convert and Analyze. These three actions are the fundamental tenants of any good internet marketing campaign.

The challenge – and opportunity, is getting started. In life and online, you truly get out of it what you put into it.

As Joe Pulizzi challenged us in the recent workshop at Hyland Software: What does success look like to you? 

I am Still Learning (Michelangelo)

2 thoughts on “HubSpot and Halligan: Content, Sponges and A Lifestyle of Learning

  1. Thanks Brian, pretty crazy eh? Also enamored with Twitter…but see the value in remaining up-to-speed with new tech, platforms that might subvert/disrupt the Twitters/Facebooks of today. Never know what’s next…large part of what makes all of this so fascinating.
    Funny you mention about email…I get so caught up playing on all my channels I often forget about hotmail completely…until I realize I haven’t checked it yet lol. Saturation for sure. Certainly can see where mobile and the next best thing will directly address, counter the NOISE.

  2. I found the data to be incredibly interesting. I would love to see how those numbers change over the next year. It is my feeling that Twitter will become as ubiquitous as email eventually. People didn’t understand the value of email for years and there are still people who don’t have email, but it is adopted and necessary now. As more and more people ‘GET’ Twitter, it will become the 1st place people check in, to reach an important contact. I leave Twitter up all day long, but only check my email periodically.

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