1. MARKETING
BENCHMARKS
from
7,000+
Businesses

2. Good inbound marketing
takes work, but how much
more work will it take to
tip the scale?
If I increase my blogging
frequency from once a
month to twice a week,
what impact will I see?

3. This report will dive into how you can
increase both traffic and leads
by improving a variety of different
marketing assets---think web pages,
blogging, landing pages, Twitter & more.

4. By dissecting each benchmark by target
market (B2B vs. B2C) and company size,
you’ll walk away with an idea of what it
takes to get the results you seek.
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5. ABOUT THIS STUDY
This study is based on real results from HubSpot’s
7,000+ customers.
In order to get you comparable data to support your
marketing investment decisions, we analyzed the
relationships between key inbound marketing
activities and the volume of traffic and leads that
correlate with those activities.
We specifically looked at website pages, landing
pages, blogging, Twitter reach, and Facebook reach.

6. ABOUT THE DATA
The graphs in this presentation provide index
numbers for either traffic and lead volume. We
used index numbers to standardize results across
the 7,000 businesses and make them more
comparable for you.
(If you’re curious, the index numbers are based on a
base level of 100 times the ratio to the base value.)
Finally, the underlying growth was calculated using
median values of HubSpot’s customer base.
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7. CONTENT
IMPACT
How will increasing the
amount of content
impact my
incoming traffic?

8. IMPACT OF WEBSITE CONTENT
ON INBOUND TRAFFIC
2,500
2,000
1,500
TRAFFIC
INDEX
1,000
500
-
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WEBSITE PAGES

9. IMPACT OF WEBSITE CONTENT ON
INBOUND TRAFFIC FOR B2B & B2C COMPANIES
4000
3500
3000
2500
TRAFFIC 2000
INDEX
1500 B2B
B2C
1000
500
0
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WEBSITE PAGES

10. IMPACT OF WEBSITE CONTENT
ON INBOUND TRAFFIC BY COMPANY SIZE
1,600
1,400
1,200
1,000
LEADS 800
INDEX 1 to 10 employees
600
11 to 50 employees
400 51 or more employees
200
-
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WEBSITE PAGES

11. COMPANIES WITH 51 TO 100 PAGES
GENERATE
48%
MORE TRAFFIC COMPANIES WITH OVER 50
THAN COMPANIES EMPLOYEES AND 1,000+
WEB PAGES SEE
9.5X
WITH 1 TO 50 PAGES.
MORE TRAFFIC
THAN COMPANIES
WITH UNDER 51 PAGES.
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12. CONTENT
IMPACT
How will increasing
the amount of content
impact my lead
generation?

13. IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS
1,600
1,400
1,200
1,000
NEW
LEADS 800
INDEX
600
400
200
-
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WEBSITE PAGES

14. IMPACT OF WEBSITE CONTENT ON
INBOUND LEADS FOR B2B & B2C COMPANIES
1600
1400
1200
1000
NEW
LEADS 800
INDEX B2B
600
B2C
400
200
0
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WEBSITE PAGES

15. IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS BY COMPANY SIZE
1200
1000
800
LEADS 600
INDEX 1 to 10 employees
11 to 50 employees
400
51 or more employees
200
0
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WEBSITE PAGES

16. BOTH B2B & B2C
COMPANIES WITH
101 TO 200 PAGES
2.5x
GENERATE
MORE LEADS
THAN THOSE WITH
50 OR FEWER PAGES.
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17. LANDING PAGE
IMPACT
How many more
landing pages do I need
to increase my
leads?

18. IMPACT OF NUMBER OF LANDING PAGES
ON LEAD GENERATION
600
500
400
NEW
LEADS 300
INDEX
200
100
0
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LANDING PAGES

19. IMPACT OF NUMBER OF LANDING PAGES ON
LEAD GENERATION FOR B2B & B2C COMPANIES
600
500
400
NEW
LEADS 300
INDEX B2B
200 B2C
100
0
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LANDING PAGES

20. IMPACT OF NUMBER OF LANDING PAGES
ON LEAD GENERATION BY COMPANY SIZE
600
500
400
LEADS 300
INDEX 1 to 10 employees
11 to 50 employees
200
51 or more employees
100
0
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LANDING PAGES

21. COMPANIES SEE A
55%
INCREASE
IN LEADS
FROM INCREASING
LANDING PAGES
FROM 10 TO 15.
MOST COMPANIES DO NOT SEE
AN INCREASE IN LEADS WHEN
INCREASING THEIR TOTAL NUMBER
OF LANDING PAGES FROM 1-5 TO 6-10.
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22. BLOGGING
IMPACT
How much more do
I need to blog per month
to increase my
website traffic?

23. IMPACT OF MONTHLY BLOG ARTICLES
ON INBOUND TRAFFIC
600
500
400
TRAFFIC 300
INDEX
200
100
0
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MONTHLY BLOG POSTS

24. IMPACT OF MONTHLY BLOG ARTICLES ON
INBOUND TRAFFIC FOR B2B & B2C COMPANIES
800
700
600
500
TRAFFIC 400
INDEX
B2B
300 B2C
200
100
0
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MONTHLY BLOG POSTS

25. IMPACT OF MONTHLY BLOG ARTICLES ON
INBOUND TRAFFIC BY COMPANY SIZE
18,000
16,000
14,000
12,000
10,000
TRAFFIC
INDEX 8,000 1 to 10
11 to 50
6,000
51 or more
4,000
2,000
-
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TOTAL BLOG POSTS

26. COMPANIES THAT BLOG
15 OR MORE TIMES
PER MONTH GET
5x
MORE TRAFFIC
THAN COMPANIES
THAT DON’T BLOG. SMALL BUSINESSES
(1 TO 10 EMPLOYEES)
TEND TO SEE THE BIGGEST GAINS
IN TRAFFIC WHEN THEY POST
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MORE ARTICLES.

27. BLOGGING
IMPACT
How much more do I
need to blog per month
to increase my
leads?

28. IMPACT OF MONTHLY BLOG ARTICLES
ON INBOUND LEADS
1200
1000
800
NEW
LEADS 600
INDEX
400
200
0
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MONTHLY BLOG POSTS

29. IMPACT OF MONTHLY BLOG ARTICLES ON
INBOUND TRAFFIC FOR B2B & B2C COMPANIES
1800
1600
1400
1200
NEW 1000
LEADS
INDEX 800 B2B
600 B2C
400
200
0
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MONTHLY BLOG POSTS

30. IMPACT OF MONTHLY BLOG ARTICLES ON
INBOUND TRAFFIC BY COMPANY SIZE
160
140
120
100
NEW
LEADS 80
INDEX 1 to 10
60 11 to 50
51 or more
40
20
-
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TOTAL BLOG POSTS

31. COMPANIES THAT
INCREASE BLOGGING
FROM 3-5X/MONTH
to 6-8X/MONTH
ALMOST DOUBLE
THEIR LEADS.
B2B COMPANIES THAT BLOG ONLY
1-2X/MONTH GENERATE
70% MORE LEADS
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THAN THOSE WHO DON’T BLOG.

32. BLOGGING
IMPACT
How many more total
blog posts do I need
to impact my
traffic?

33. IMPACT OF TOTAL PUBLISHED BLOG POSTS
ON INBOUND TRAFFIC
700
600
500
400
TRAFFIC
INDEX
300
200
100
0
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TOTAL BLOG POSTS

34. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON
INBOUND TRAFFIC FOR B2B & B2C COMPANIES
1200
1000
800
TRAFFIC 600
INDEX
B2B
400 B2C
200
0
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TOTAL BLOG POSTS

35. IMPACT OF TOTAL PUBLISHED BLOG POSTS
ON INBOUND TRAFFIC BY COMPANY SIZE
900
800
700
600
500
TRAFFIC
INDEX 400 1 to 10 employees
11 to 50 employees
300
51 or more employees
200
100
-
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TOTAL BLOG POSTS

36. AN AVERAGE COMPANY
WILL SEE A
45%
GROWTH
IN TRAFFIC B2C COMPANIES SEE A
WHEN INCREASING TOTAL
BLOG ARTICLES FROM 11- 59% INCREASE
20 TO 21-50 ARTICLES. IN TRAFFIC
AFTER GROWING TOTAL
BLOG ARTICLES
FROM 100 TO 200
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37. BLOGGING
IMPACT
How many more total
blog posts do I need
to impact my
leads?

38. IMPACT OF TOTAL PUBLISHED BLOG POSTS
ON INBOUND LEADS
600
500
400
NEW
LEADS 300
INDEX
200
100
0
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TOTAL BLOG POSTS

39. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON
INBOUND LEADS FOR B2B & B2C COMPANIES
700
600
500
NEW 400
LEADS
INDEX 300
B2B
B2C
200
100
0
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TOTAL BLOG POSTS

40. IMPACT OF TOTAL PUBLISHED BLOG POSTS
ON INBOUND LEADS BY COMPANY SIZE
700
600
500
400
NEW
LEADS
INDEX 300
1 to 10 employees
11 to 50 employees
200 51 or more employees
100
0
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TOTAL BLOG POSTS

41. THE AVERAGE COMPANY WITH
100 OR MORE
TOTAL BLOG ARTICLES
IS MORE LIKELY TO EXPERIENCE
CONTINUED
LEAD GROWTH.
COMPANIES WITH OVER
200 BLOG ARTICLES HAVE
>5X THE LEADS
THAN THOSE
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42. TWITTER
IMPACT
How much will growing
my Twitter following
improve my
website traffic?

43. IMPACT OF COMPANY TWITTER REACH
ON INBOUND TRAFFIC
800
700
600
500
TRAFFIC 400
INDEX
300
200
100
-
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TWITTER FOLLOWERS

44. IMPACT OF COMPANY TWITTER REACH ON
INBOUND TRAFFIC FOR B2B & B2C COMPANIES
2000
1800
1600
1400
1200
TRAFFIC 1000
INDEX
800 B2B
600 B2C
400
200
0
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TWITTER FOLLOWERS

45. IMPACT OF COMPANY TWITTER REACH
ON INBOUND TRAFFIC BY COMPANY SIZE
900
800
700
600
500
TRAFFIC
INDEX 400 1 to 10 employees
300 11 to 50 employees
51 or more employees
200
100
-
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TWITTER FOLLOWERS

46. COMPANIES WITH
51 TO 100
FOLLOWERS GENERATE
106%
MORE TRAFFIC
THAN THOSE WITH 25 OR
FEWER.
B2C COMPANIES EXPERIENCE
A LARGER INCREASE IN TRAFFIC THAN
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B2B COMPANIES AFTER CROSSING
1,000 TWITTER FOLLOWERS.

47. FACEBOOK
IMPACT
How much will growing
my Facebook reach
improve my
website traffic?

48. IMPACT OF COMPANY FACEBOOK REACH
ON INBOUND TRAFFIC
1,400
1,200
1,000
800
TRAFFIC
INDEX
600
400
200
-
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FACEBOOK LIKES

49. IMPACT OF COMPANY FACEBOOK REACH ON
INBOUND TRAFFIC FOR B2B & B2C COMPANIES
2,500
2,000
1,500
TRAFFIC
INDEX
1,000 B2B
B2C
500
-
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FACEBOOK LIKES

50. IMPACT OF COMPANY FACEBOOK REACH ON
INBOUND TRAFFIC BY COMPANY SIZE
2,000
1,800
1,600
1,400
1,200
TRAFFIC 1,000
INDEX
1 to 10 employees
800
11 to 50 employees
600
51 or more employees
400
200
-
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FACEBOOK LIKES

51. THE AVERAGE COMPANY SAW A
185%
INCREASE
IN TRAFFIC
AFTER CROSSING
1,000 FACEBOOK LIKES.
COMPANIES WITH
>50 EMPLOYEES
SAW THE BIGGEST TRAFFIC GAINS
FROM GROWING
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52. Ready to beef up
your marketing?
Learn how HubSpot’s
tools can help you grow
and scale your
marketing to be a more
powerful business tool.
http://bitly.com/HubSpot-Demo