"Inbound continues to evolve, and this year we’re seeing two major shifts take place: Marketers are making the leap into visual content creation while salespeople are slowly shifting from the hard-seller stereotype to a more trusted advisor." - HubSpot, "State of Inbound 2017"
HubSpot recently released the "State of Inbound 2017," a comprehensive report surveying more than 6,000 marketing and sales professionals across 141 countries worldwide. The analysis identifies common challenges and priorities, outlines emerging trends and channels, and provides helpful insights, so marketers, salespeople and executives alike can better strategize for the future.
So, what lies ahead in the world of inbound?
Visual content is the undisputed future of inbound marketing. When done right, visual content, such as livestreams and videos, are powerful channels to help companies connect better with their target market.
Social media is in full force. As soon as we think we’ve mastered a platform, there’s a new algorithm to deal with, a new type of content offering to understand, or even a new social network to learn. As inbound marketers, we must stay on top of these ever-changing social channels and be prepared to evolve along with them.
Artificial intelligence, augmented reality, and virtual reality are all dominating the technology and marketing communities. With so many potential applications, but a lack of availability, we’re not quite sure what to expect–so keep them on your radar.
Though we suggest you download the "State of Inbound 2017" to dig into the most current inbound marketing information, here are some of our favorite stats:
- 48% of marketers plan on adding YouTube to their marketing efforts in the next 12 months.
- 70% of companies say converting contacts/leads into customers is their top marketing priority over the next 12 months.
- 67% of companies identify their company’s top inbound marketing priority as growing their SEO/organic presence.
- 63% of marketers say their top challenge is generating traffic and leads.
- 46% of marketing respondents found inbound campaigns yielded higher ROI compared to outbound campaigns.