- Inbound Marketing
Fantasy: Inbound marketing focuses exclusively on top-of-the-funnel objectives like attracting prospects & leads.
Fact: Inbound marketing helps attract leads & also helps convert those leads into paying customers.
- Social Media
Fantasy: B2B companies don’t need to waste their time on Twitter, Facebook & LinkedIn.
Fact: 39% of B2B companies using Twitter & 41% using Facebook have acquired new customers from it.
Fantasy: Facebook may be great for building buzz, but it has yet to prove itself as an effective channel for generating sales.
Fact: 41% of B2B companies & 62% of B2C companies using Facebook have acquired a customer from it.
Fact: 51% of Facebook fans are more likely to buy brands they ‘like.’
Fantasy: Social networks are only for youngsters.
Fact: 40% of Facebook’s active users are over the age of 35.
Fact: 52% of 55-64 year old internet users have joined a social network.
Fact: 93% of US adult internet users are on Facebook.
Fantasy: Social media may be helping big brands w/ big bucks extend their reach & influence online, but it doesn’t to squat for small businesses.
Fact: 57% of small businesses say social media is beneficial to their business.
Fantasy: Twitter is an annoying, pointless waste of time with no real business value.
Fact: Companies that use Twitter average 2x more leads than those that don’t.
Fact: Companies with 1,000+ Twitter followers get 6x more traffic.
Fact: 42% of companies that use Twitter for marketing have acquired a customer through it.
Fantasy: Saying “please retweet” in a tweet only annoys people.
Fact: Saying “Please ReTweet” in a tweet leads to more tweets.
- Content, Blogging & SEO
Fantasy: If you give your content away for free, prospects will never buy your full-fledged offering.
Fact: “Free trials” are an excellent way to demonstrate the value of your product & increase conversion.
Fact: Sharing free, relevant content online helps search engines & prospects find you.
Fantasy: Blogging is overrated & not particularly effective for marketing.
Fact: Companies that blog get 55% more web traffic & 70% more leads than those that don’t.
Fact: 57% of companies have acquired a customer through their blog.
Fantasy: Nobody reads blogs.
Fact: 65% of daily internet users read blogs.
Fact: 46% of daily internet users read >1 blog/day & 36% read 5-10 blogs/day.
Fantasy: Blogging has no impact on a company’s Twitter reach.
Fact: Blogging can increase your Twitter reach by 75%.
Fantasy: Blogging occasionally has the same impact on traffic & lead gen as blogging constantly.
Fact: Businesses that blog at least 20 times/month generate 5x more traffic & 4x more leads.
Fantasy: Blogs are nice, but hardly a must-have for businesses.
Fact: 2/3 of marketers say their company blog is “critical” or “important” to their business.
- Email Marketing & Lead Nurturing
Fantasy: You can rely on email to be the workhorse of your online marketing efforts.
Fact: Your email database expires at a rate of 25% per year.
Fact: Gmail Priority Inbox & other tools are pushing your automated emails to the bottom of inboxes.
Fantasy: Email is still one of the most effective ways of communicating with prospects.
Fact: Email usage is declining by as much as 59% across all age groups.
Fact: US internet users spend 3x more minutes on blogs & social networks that on email.
Fantasy: Lead nurturing email campaigns should be automated based on each lead’s activity on your company website.
Fact: Sending automated emails to leads without a complete understanding of their experience across channels is more like SPAM than lead nurturing.
(Not Actually A) Fact: Every time you send SPAM, a kitten dies.
Fantasy: Television ads continue to be one of the most effective forms of advertising.
Fact: 86% of people skip TV ads. TiVo, DVRs, Hulu, YouTube & thousands of cable/satellite networks have fragmented TV audiences.
Fantasy: Online advertising is not effective for local businesses.
Fact: 89% of US internet users search online before they make a purchase, even when the purchase is made at a local business.
- Marketing Budget
Fantasy: Most companies are increasing their investments in traditional, outbound marketing programs.
Fact: 54% of companies increased their investments in social media & blogs in 2011.
Fact: Leads generated via inbound marketing tactics like blogging & social media cost 62% less.
- Outbound Marketing
Fantasy: People like to receive telemarketing calls.
Fact: 200 million Americans are on the FTC’s Do Not Call list.
Fantasy: Tradeshows are a great, cost-effective way to generate a ton of new leads and customers.
Fact: Tradeshows are one of the most costly ways to generate leads & customers.
- Mobile Marketing
Fantasy: Optimizing your website & email for mobile phones is not that important.
Fact: 35% of Americans own a smartphone. By YE2011, that figure will rise to 50%.
Fact: 86% of C-level executives have a smartphone, the majority of whom say it’s their primary communication tool.
Fantasy: Optimizing for mobile devices isn’t worth the effort.
Fact: 74% of smartphone users have made a purchase from their smartphone.
Fact: 78% of business people use their mobile device to check email.
Fact: 40% of US smartphone owners compare prices on their mobile device while in-store, shopping for an item.
- Landing Pages & Lead Generation
Fantasy: Websites with numerous landing pages confuse people.
Fact: Businesses with 31-40 landing pages get 7x more leads than those with only 1-5 landing pages.
Fact: Businesses with >40 landing pages get 12x more leads.
Fantasy: Web traffic is the most important measure of online marketing success.
Fact: Traffic is nice, but if those visitors are leaving immediately, who cares? Conversion matters.
- Marketing Automation
Fantasy: Marketing automation software is all you need to generate boatloads of quality sales leads.
Fact: Marketing automation can help streamline nurturing leads, but it doesn’t do jack squat to help generate them.