In 2017, MIT Sloan MBA students completed a research study on the ROI of HubSpot Marketing Automation. Here is the average findings:
Educational content allows you to attract new web traffic, turn web visitors into leads, and/or nurture leads to become customers. Below are our recommended steps for running a content marketing campaign.
- Close the loop on your reporting by understanding the revenue generated based on sources or pages on your website.
- Understand what marketing efforts generate the most revenue in your database.
- Report on revenue based on contacts or companies in your database.
The marketing software market has exploded over the last few years from 150+ solutions in 2011, to almost 4000 solutions in 2016. An important software category is Marketing Automation - these are solutions or platform designed to generate more traffic, leads and customers. Research by Mintigo in 2015 found the following leaders for Marketing Automation solutions:
Marketing Automation solutions like Salesforce Pardot, ClickDimensions, Marketo, and Hubspot allow you to generate more and better leads, but many companies mess up the implementation. Therefore, the net-promoter score for Marketing Automation software is minus 15.1 according to recent AIIM research among IT solution and service providers. Many companies do not realize that success is 80% about people, 15% about processes, and 5% about the technology.
Every year, HubSpot takes a look at real customer data and commissions an MIT Sloan student to crunch the numbers. The analysis comes from customer survey responses and customer web data over a 24-month period for each customer, spanning 2013 and 2015. Here are the average findings: