Did you know that 77% of internet users regularly read at least one company blog, and 79% of companies that have a blog report a positive ROI? Or that 85% of customers do research on the web before making a purchase?

πŸ€·β€β™€οΈ What does this mean? It means that inbound marketing is looking more and more appealing as consumers take the wheel and actively search for the information they need.

On top of that, the lead acquisition cost for inbound marketing is at least 67% less than that of outbound marketing (#winning)!

Don’t just take our word for it, check out the stats below and see for yourself.

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Inbound marketing is the winning strategy of creating and distributing relevant content that draws customers into your website.

  • Top Inbound Marketing Statistics To Know In 2022 πŸŽ‰
  • Inbound Marketing And Lead Generation Statistics πŸ•΅οΈβ€β™‚οΈ
  • B2B Inbound Marketing Statistics πŸ‘¨β€πŸ’ΌπŸ‘©β€πŸ’Ό
  • B2C Inbound Marketing Statistics πŸ›’
  • SaaS Inbound Marketing Statistics πŸ‘©β€πŸ’»
  • Email Marketing Statistics πŸ’»
  • Blogging Statistics πŸ“
  • Video Marketing Statistics πŸ‘€
  • Conclusion πŸ™Œ
  • Top Inbound Marketing Statistics To Know In 2022 πŸŽ‰

    Being exposed to millions of adverts daily, it's no surprise that consumers are no longer as enticed by the flashy posters and annoying pop-ups.

    Inbound marketing costs less and is proving to be far more effective as consumers seek out the information they want using search engines or by following accounts and hashtags talking about their special interests.

    Check out these top inbound marketing stats that prove more subtle and personalized marketing is on the rise.

    • Inbound Marketing costs $14 less than traditional marketing for each newly acquired customer. 1
    • Content marketing can save marketers up to 62% more and bring three times more leads compared to traditional marketing. 1
    • Inbound leads acquired after five months of consistent inbound marketing are 80% less expensive than outbound leads. 1
    • The cost per lead generated by inbound marketing is on average a massive 60% less than outbound generated leads. 4
    • According to inbound marketing stats, the cost for lead acquisition for inbound is at least 67% less than that of outbound. 2
    • Businesses that apply inbound marketing tactics can generate as high as 126% more leads than those that don’t. 2

    Marketers shifting from traditional advertising or sales campaigns to inbound techniques has surged by 12%. 5

    • A properly executed inbound marketing strategy is 10x more effective for lead conversion than outbound. 5
    • Only 18% of marketers believe outbound practices generate high-quality leads. 5
    • 88% of video marketers say that video increased their inbound marketing ROI. 1
    • The top new marketing investments for 2022 include Twitter spaces, YouTube Shorts, Instagram Living Rooms, Facebook Live Shopping, and Spotify Green Room. 3
    • Building brand awareness is the primary goal for 49% of businesses that implement inbound marketing strategies. 2
    • Almost half (48%) of marketing teams expect their budget to increase in 2022. 3
    πŸ””
    Inbound marketing not only costs less but has a far greater return on investment due to generating more, and higher-quality, leads.

    Marketers are aware of the greater success of inbound vs outbound marketing tactics and are investing far more in video marketing, SEO, and social media.

    The number one reason for doing this is to build brand awareness. If consumers are actively searching for what they want, then it pays to be visible to the right people at the right time.
    • Content marketing ranks as the most effective tactic for almost 20% of marketers worldwide. 5
    • For over 80% of marketers, social media is the primary approach to inbound marketing.5
    • More than 70% of search engine users are only interested in organic search results. 1
    • 48% of the companies that use a content marketing technique give priority to blog content creation. 1
    • According to surveys, preferred content strategies include business blogging (86% ), emails (67% ), and infographics (45% ). 1
    • Blogs cover a quarter of all the websites on the internet. 1
    • The preferred form of media for a content strategy is video content, out-ranking blogs and infographics. 1
    • 53% of marketers indicated that email marketing had been their most effective channel for early-stage lead generation. 1
    • More than 70% of search engine users are only interested in organic search results, and 80% of business executives prefer getting information about a company organically rather than through search engine ads. 1
    • 77% of internet users regularly read at least one company blog, and 79% of companies that have a blog report a positive ROI. 1
    • Leads gained through SEO have a close rate of 14.6% as opposed to just 1.7% with outbound. 2
    • Search engines are now the leading source of referral traffic (34.8 percent), overtaking social media (25.6 percent). 2
    • Instagram, YouTube, and Facebook are the top 3 social media platforms marketers are using in 2022. 3
    • 83% of marketers believe it’s more effective to create higher quality content less often. 3 Β 
    • Top website traffic sources include organic search at 27% and direct search at 22%. 3
    πŸ’­
    An effective inbound marketing strategy incorporates content, social media, and SEO.
    • The top media formats being used by marketers include videos 59%, blogs 48%, images 46%, Β and infographics 45%. 3
    • Interactive content is at the top of the content marketing trends to watch in 2022. 3
    • Marketers are investing the most in live streaming and short-form video content. 3
    • Marketers should focus on making the highest quality content possible, even if it means posting less often (83%) vs posting on social media as often as possible, even if it means lower quality content (17%). 3
    • 53% of marketers optimize photos or videos for visual search engines with 49% finding it to be one of their most effective strategies. 3
    • In 2018, the percentage of web pages that were accessed on a mobile device tipped over the 50% mark. 4
    • More than half of mobile page visitors will leave the site if it takes more than 3 seconds to load. 4
    • The best inbound marketers are using content to their advantage and experiencing 20% annual growth in website traffic. 4

    85% of customers perform research on the web before buying. 4

    • Email marketing averages a return of $42 for every $1 spent - a 4200% return on investment. 4
    • Lead nurturing helps companies generate 50% more sales-ready leads at 33% lower costs. 5
    • Omni-channel campaigns result in nearly 20% better engagement rates and 250% better purchase frequency than single-channel campaigns. 5
    • An integrated inbound strategy can drive up to 1270% return on investment. 5
    • 81% of consumers will unfollow creators if they post sponsored content more than a few times a week. 8
    • Each month, approximately 409 million people view more than 20 billion pages. 14

    Inbound Marketing And Lead Generation Statistics πŸ•΅οΈβ€β™‚οΈ

    • 53% of marketers indicated that email marketing had been their most effective channel for early-stage lead generation. 1
    • 28% of marketers say using additional account-level fields helps improve their lead scoring. 1
    • Leads generated through inbound marketing cost 61% less than outbound leads. 5
    • According to our marketers, 27% attributed the majority of their leads to organic search. 6
    • 68% of marketers say social media marketing has helped them generate more leads. 7

    76% of companies reported using inbound marketing automation in 2021. 1

    • The most engaging types of in-feed social content are 66% short-form video, 61% images, and 37% live video. 8
    • 66% of marketers generate leads from social media after spending only six hours per week on social marketing. 9
    • Leads are 9x more likely to convert when businesses follow up within 5 minutes. 9
    • 80% of B2B leads come from LinkedIn and 45% of marketers having gained a customer through this platform. Β 9
    • Content marketing generates 3x as many leads as outbound marketing at less than half the cost. 9
    • Effective blog headlines drive 500% more traffic and marketers with blogs are 13x as likely to drive positive ROIs. 9
    • 56% of marketers who leverage blogging say it's effective and 10% say it generates the biggest return on investment. 3
    • Publishing 2-4 times a week offers the highest inbound marketing returns. 11
    • Optimizing old blog posts amounts to twice the number of SaaS leads. 11
    • SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. 14
    πŸ””
    Looking at inbound lead generation statistics, it is clearly more effective than outbound marketing strategies.

    In fact, content marketing generates three times as many leads as outbound and at less than half the cost. It's estimated that companies are saving up to $14 per newly acquired customer.

    B2B Inbound Marketing Statistics πŸ‘¨β€πŸ’ΌπŸ‘©β€πŸ’Ό

    • Marketers from B2B companies focus on three specific content types the most: Blog Articles, eBooks, and whitepapers. 1
    • 80% of business decision-makers prefer getting information about a company from a series of articles rather than search ads. 1
    • Two-thirds of B2B marketers prefer outsourcing their blog content. 1
    • The top investment for B2B companies in 2022 is expected to be video. 1
    • The use of content creation, collaboration, and workflow tools as marketing tools in B2B rose from 45% to 58%. 1
    • 80% of business executives prefer getting information about a company organically rather than search engine ads. 1
    • B2B marketers actually see higher engagement and better ROI on TikTok than marketers for B2C brands. 3
    • 58% of B2B marketers plan on increasing their investment in TikTok in 2022. 5
    • B2B inbound marketing statistics note a significant increase in content creation, workflow, and collaboration tools, jumping from 45% to 58%. 5
    • LinkedIn dominates lead generation for B2B businesses, with 80% of B2B leads coming from the platform. 9
    • 80% of B2B companies use content marketing for lead generation. 9
    πŸ’‘
    88% of the respondents cited analytical tools, like web analytics or dashboards, as the leading technology they use to assist their marketing efforts, followed by social media publishing, email marketing software, content creation, collaboration, and workflow technologies. 5

    B2C Inbound Marketing Statistics πŸ›’

    • Around one out of two customers would like to receive promotional emails from their preferred brands each week. 1
    • More than 70% of search engine users are only interested in organic search results. 1
    • 77% of internet users regularly read at least one company blog. 1
    • Short-form video content is becoming more popular with marketers who are targeting a much younger audience. 2
    • 95% of marketers found that their email marketing strategy was effective in meeting business goals in 2021 with B2C brands more likely to find email marketing to be impactful. 3
    • B2C brands have found a better return on investment from short-form content and native advertising. 3
    • B2C marketers are more likely to use brand partnerships over SEO. 3
    • B2C brands are seeing success with SEO tactics like pillar pages, optimizing page load speed, and using topic clusters. 3
    • 85% of customers perform research on the web before buying. 4
    • 89% of marketers find influencer marketing ROI comparable or superior to other marketing channels. 5
    • 70-80% of users ignore sponsored search results. 5
    πŸ’‘
    71% of consumers say it's important for brands to raise awareness and take a stand on social issues. Similarly, 48% of marketers say for brands to be culturally relevant on social, they speak out on social issues and embrace brand activism.8
    • 74%of consumers think the publishing sweet spot is for brands to post 1-2x per day. 7
    • Company alignment with personal values is 74% more important to consumers than it was in 2021. 8
    • 81% of consumers will unfollow creators if they post sponsored content more than a few times a week. 8

    SaaS Inbound Marketing Statistics πŸ‘©β€πŸ’»

    • 68% of online and SaaS buyers spend time reading the content by brands that they are interested in. 1
    • 90% of surveyed start-up founders indicated that SEO & Content Marketing is the main element of creating brand awareness and high-quality leads for their business. 1
    • 85% of the biggest SaaS businesses own an active blog. 1
    • 18% of the best SaaS businesses also have podcasts of their own that they use for marketing efforts. 1
    • High-quality content marketing can generate a ROI of 448% or more for SaaS brands. 11
    • The average SaaS business spends $24,000 to $48,000 per year on basic SEO, which often includes content marketing.11
    • SaaS companies that use educational blogs receive 14% more organic traffic than PR/news-focused blogs.

    Feature announcements (22%), tech walkthroughs (18%), and landing pages (15%) are the most popular types of SaaS content. 11

    • 89% of SaaS companies use content types besides blogs, like webinars (65%) and case studies (62%). 11
    • Out of 300 surveyed companies, 79% have blogs and nearly 20% of those companies that have blogs have no call to action in any of their blog posts. 12
    • The most common blog CTA for SaaS was to read other content on the site, and the second most common was a CTA inviting the reader to view product details. 12
    • According to surveys, 89% of SaaS companies have other marketing content besides blogs on their websites. 12
    • The most common content type for SaaS is webinars (65%), followed by case studies (62%) and e-books (43%). 12
    • 18% of SaaS companies have their own podcast. 11

    Email Marketing Statistics πŸ’»

    • Global email users amounted to 3.9 billion users in 2019. This number is expected to grow up to 4.48 billion global users by 2024. 1
    • Email marketing averages a return of $42 for every $1 spent, a whopping 4200% return on investment. 4
    πŸ’­
    Email can provide access to zero and first-party data which, as we near the end of third-party cookies in 2023, is becoming increasingly important.
    • Personalized subject headers generate 1/2 times higher open rates in email marketing. 1
    • Almost half of customers would like to receive emails about promotions from their preferred brands each week. 1
    • 95% of marketers felt that email marketing efforts were effective in meeting business goals. 3
    • 79% of marketers ranked email in their top three channels for effectiveness. 3
    • The top two email clients in 2022 are Apple and Gmail. 3
    • Nearly 50% of brands don't track email interactions down to conversions and fewer than a fifth measure their email marketing ROI. 3
    • Just 12% of brands measure subscriber lifetime value. 3
    • Audience segmentation is one of the top three tactics used by marketers in email marketing. 3
    • Businesses that blog experience twice as much email traffic as businesses that don’t. 14

    Blogging Statistics πŸ“

    • The percentage of companies that have a blog and report a positive return on investment for inbound marketing is 79%. 1
    • The average blog post length in 2022 is around 1376 words.
    • Long-form blogs (+2k words) generate nine times more leads than short-form. 1

    4% of bloggers write long-form posts of 3000 words or more and these tend to be B2B bloggers.13

    • Two-thirds of B2B marketers prefer outsourcing their blog content. 1
    • Content marketing ranks as the most effective tactic for almost 20% of marketers worldwide. 5
    • 48% of companies that have a content marketing strategy leverage blogging. 10
    • 85% of the biggest SaaS businesses own an active blog. 1
    • Companies who blog get 97% more links to their websites. 14
    πŸ’‘
    Out of 300 companies surveyed, it was found that 79% have blogs but that about 15% of these companies are spending budget and time producing blog posts that create a dead-end for their customers.12
    • Blogs cover a quarter of all the websites on the internet with the average blog post averaging 1,150 words. 1
    • Approximately one in four bloggers use gates, requiring blog readers to enter an email address to get access to the second piece of content. 13
    • Bloggers who update old posts are 2.8x more likely to report strong results. 13
    • Bloggers who conduct and publish original research are 41% more likely to report strong results. 13
    • 43% of people admit to skimming blog posts with 36% of readers preferring list-based headlines. 14
    • Websites that also have a blog are shown to have 434% more indexed pages. 14
    • 59% of people will share an article without reading it first, or ever. 14

    Video Marketing Statistics πŸ‘€

    • The most favored form of media for a content strategy is video content, preferred over blogs and infographics. 1
    • 85% of businesses include video marketing as a tool in their strategy. 1
    • Among marketers that use video, 92% state that it’s an important element of their inbound marketing tactics. 1
    • 88% of video marketers say that video increased their inbound marketing ROI. 1
    • Video is expected to be the top investment for B2B companies in 2022. 1
    • 87% of marketers that include videos in their strategy confirmed that video helped increase their website traffic. 1
    • Short-form video is the most engaging content type and has the highest ROI compared to any other content format. 3

    37% of marketers plan to increase their investment in live video in 2022 while 29% of marketers plan to increase their investment in long-form video content in 2022. 3

    • 87% of marketers say they use video in their content strategy and are satisfied with its ROI. 2
    • 35% of marketers plan to use video in marketing for the first time this year. 3
    • Only 6 out of 10 marketers claim to be using video in content marketing. 3
    • 76% of respondents agreed that video helps them reach their goals more than other media types. 3
    • 1 in 3 marketers plan to invest the most in video marketing in 2022. 3
    • 30% of marketers plan to use YouTube for the first time in 2022 and 24% of marketers plan to use TikTok for the first time in 2022. 3
    • We clocked 14.6 billion minutes of video watched in 2021. That’s up 20% from the 12.2 billion minutes watched the previous year. 3
    • Uploads for videos over 60 minutes passed the one million mark, representing a 43% increase year-over-year and a nearly 4x jump from 2019 numbers. 3
    • 58.6% of businesses surveyed said that they made long-form videos last year. They also said that out of these videos, webinars received the most engagement from viewers.3
    • 22.4% of marketers say that their main goal for video content is driving brand awareness with 21.6% saying product education is their goal. 3
    πŸ””
    If there is one blindingly obvious change we've observed in content marketing, it's that video formats are taking the lead.

    From short-form to live, consumers are less interested in static content and far more interested in short-form videos and interactive content.

    Marketers are keen to hop on board and many say that they will be expanding into video for the first time, launching content on YouTube and/or TikTok as the top two video platforms.

    Conclusion πŸ™Œ

    It's seems the days of outbound marketing are numbered. Okay, maybe not entirely, but stats show that consumers are far more likely to respond to inbound marketing strategies these days.

    We're seeing more high-quality leads at a fraction of the cost and a rising interest from consumers in brands that speak out about relevant topics and really stand out from the crowd with authenticity (#woke and all).

    At the end of the day, it's well worth investing in inbound marketing with particular focus on video, SEO, and email marketing.

    Sources

    1. 54 Inbound Marketing Statistics and Trends 2022, by User Guiding
    2. Inbound Marketing Statistics You Should Know in 2022 by Thrive
    3. State of Marketing Trends Report 2022 The Ultimate List of Marketing Statistics for 2022 by HubSpot
    4. Why Inbound Marketing Is The Future Of Lead Generation by Roketto
    5. Inbound Marketing Statistics by 99Firms
    6. 35 Lead Generation Statistics and Trends for 2022 by Ruler Analytics
    7. 77+ Lead Generation Statistics & Trends (2022) by Exploding Topics
    8. Social Media Trends for 2022 & Beyond by Sprout Social
    9. 30+ Lead Generation Statistics, Facts & Trends For 2022 by Startup Bonsai
    10. 20 SaaS Content Marketing Statistics that Lead to MRR Growth in 2022 by Zenpost
    11. Study: Content Marketing Practices of 300 Top-Growing SaaS and IT Companies by Business 2 Community
    12. New Blogging Statistics: What Content Strategies Work in 2022? We asked 1016 Bloggers by Orbit Media Studio
    13. Ultimate List of Blogging Statistics and Facts (Updated for 2022) by Optinmonster