In a study [pdf] using data from 5,048 customers and surveys from 236 professionals knowledgeable about their company’s marketing strategy, HubSpot has found that virtually all of its customers experienced an increase in traffic since using HubSpot, with a plurality (25.1%) attributing that increase to blogging. SEO (18.9%) social media (16.9%) and email marketing (13.5%) also got the nod for traffic increases, although few said paid search ads (5.6%) were behind their gains.
When it came to analyzing what factors drove an increase in leads (for the 93% who reported them), other inbound marketing techniques such as landing pages and calls to action were most often cited (22.8%), with blogging (21.6%) close behind. Following were SEO (17.3%), social media (14.7%), and email (14.1%), while paid search ads (6.7%) again were not seen as vital to lead gains.
In a study released last year, Webmarketing123 revealed that when comparing SEO, PPC, and social media, B2C and B2B companies both rated SEO best for lead generation, far ahead of the other sources.
Meanwhile, among the 1 in 2 HubSpot customers who reported an increase in sales, other inbound marketing (18.7%) was the most commonly cited factor, ahead of better lead intelligence (16.8%), blogging (15.7%), and email (15.5%). SEO (12.9%) once again tabbed by more respondents than social media (10.8%) and paid search (4.7%).