1. THE STATE OF ECOMMERCE
MARKETING REPORT, 2014
Analyzing industry trends and data
Sam Mallikarjunan

2. Sam
@Mallikarjunan
Head of Ecommerce Marketing
@HubSpot

3. 1
Inbound Marketing

4. Inbound Marketing is…
Instead of interrupting
experiences people love…
Inbound marketing focuses
on creating them.

5. How Inbound Marketing Works
… and what tools you can use.

6. Inbound Marketing Adoption Is On The Rise
Does your company do inbound marketing?”
60%
55%
50%
40%
30%
22%
20%
10%
0%
Yes
No

7. B2B Leads In Inbound Marketing Adoption
Does your company do inbound marketing?”
70%
60%
60%
54%
50%
40%
IM - Yes
IM - No
30%
24%
21%
20%
10%
0%
B2B
B2C

8. Blogging Adoption Is Rising
Does your company have a blog or similar content channel?
33%
Yes
No
67%

9. Frequent Blogging Is Critical
72% of people who saw ROI from Inbound Marketing blog at least once a week, and people who blog are
155% more likely to see ROI from Inbound Marketing.
28%
Blogging - Yes
Blogging - No
72%

10. Blogging Drives More Customers From
Organic & Direct Traffic
69% of companies whose major source of customers was from organic & direct traffic blog at least once
a week
80%
70%
69%
60%
50%
40%
31%
30%
20%
10%
0%
Blogging - Yes
Blogging - No

11. Companies that blog have an easier time
proving ROI than SEO/PPC-only companies
30.00%
26%
25.00%
24%
22%
20.00%
15.00%
13%
14%
14%
Blog Focused
SEO & PPC Focused
10.00%
5.00%
0.00%
Proving the ROI of our marketing
activities
Securing enough budget
Understanding my contacts
database

12. Educational Content Leads To Higher ROI
80%
76%
70%
60%
50%
40%
Coupons
Educational Content
30%
20%
12%
10%
0%
IM ROI - Yes

13. 2
Lifecycle Marketing

14. The Conventional Linear
Buying Process
So easy, pretty, and simple to understand, ain’t it?

15. It’s not an end-state
It’s an infinite loop

18. More marketers are adopting
pre-transactional conversions
17%
12%
Coupons
Educational Content (Guides, Feature
Sheets)
9%
Aspirational content
No non-transactional offers
58%

19. Research Phase
Marketers are not just building a contact
list, they’re generating predictable future
sales revenue that they can analyze.

20. Marketers Aren’t Measuring
60% of ecommerce marketers don’t know their abandoned cart rate
6%
6%
26%
7%
0 – 10%
11 – 20%
21 – 30%
9%
31 – 40%
41 – 50%
51 – 60%
11%
18%
61 – 70%
Greater than 70%
19%

21. Abandoned Cart Nurturing Effectiveness
Majority of ecommerce marketers that do measure cart abandonment don’t effectively recover them
2% 4%
2%
7%
0 – 10%
11 – 20%
7%
43%
21 – 30%
31 – 40%
41 – 50%
12%
51 – 60%
61 – 70%
Greater than 70%
23%

22. B2C Marketers More Likely To Nurture Carts
B2C companies are 128% more likely to nurture abandoned carts than B2B marketers
90%
84%
80%
70%
63%
60%
50%
Yes
40%
No
37%
30%
20%
16%
10%
0%
B2B
B2C

23. Email Still Most Popular Cart Nurturing Channel
Social Media and Direct Phone Call are surprisingly high
8%
4%
Email
14%
Social Media
Blog
Direct Phone Call
5%
59%
Direct Mail
Other
11%

24. Cart Abandonment May Not Be Such A Bad Thing
Spending After Cart Nurturing
9%
14%
More than original amount spent
46%
Less than original amount spent
Don't spend at all
Other
31%

25. Educational Content Leads To More Spending
45%
40%
38%
35%
29%
30%
25%
20%
16%
15%
15%
10%
5%
0%
Educational Content
Coupon Codes

26. But Coupons Are Still Most Popular Content
10%
7%
7%
Ebooks
14%
Webinars
18%
Customer Reviews
Coupon Codes
Newsletter
13%
Direct Mail
Other
31%

27. Timing Matters In Abandoned Cart Value Recovery
100%
90%
80%
56%
11%
4%
70%
4%
60%
50%
4%
40%
30%
70%
10%
3%
20%
3%
10%
0%
0%
1 – 24 hours
25 – 48 hours
49 – 72 hours
More than original amount spent
3 - 7 days
Less than original amount spent
After 1 week

28. Product-related Content Helps Consumers Decide
To Buy
60%
52%
50%
40%
37%
30%
20%
17%
13%
10%
6%
8%
5%
5%
0%
Description of the product (Text
and/or Text & Pictures)
Additional product
recommendations
More than original
Product how-to videos
Less than original
Product Guides / Ebooks

29. Communication Personalization Is On The Rise
65% of businesses are investing in some form of customer-specific personalization in their marketing
40%
37%
36%
35%
30%
30%
27%
25%
20%
Email
Website
15%
11%
10%
8%
10%
7%
5%
0%
Important
Somewhat Important
Somewhat Unimportant
Not Important

30. 3
Customer Centricity

31. Now focus shifts to increasing The
Customer Life Time Value

33. “But I get my business through
word-of-mouth…”
…there’s a math for that!
On a scale of 1 to 10 (one being very unlikely and 10 being very
likely), how likely are you to recommend the Fakasonic VT30 to a friend
looking to purchase a new TV?

34. Customer Centricity Is On The Rise
How would you describe your company?
8%
20%
Sales focused
25%
Customer focused
Product focused
Marketing focused
40%

35. Customer Centricity = Customer Happiness Obsession
100%
95%
90%
80%
70%
69%
60%
50%
Sales focused
Customer focused
40%
30%
26%
20%
10%
4%
0%
Very important
Somewhat important

36. Smaller Businesses Are More CustomerCentric
How would you describe your company?
45%
42%
40%
40%
35%
35%
30%
29%
27%
25%
25%
23% 23%
Small (1 - 50)
Medium (51 - 200)
19%
20%
Large (More than 200)
15%
11%
10%
8%
5%
5%
0%
Customer focused
Product focused
Sales focused
Marketing focused

37. Customer Centric Companies See Higher ROI
Companies that saw ROI by company focus
50%
44%
45%
40%
35%
30%
25%
21%
21%
20%
15%
9%
10%
5%
0%
Sales focused
Customer focused
Product focused
Marketing focused

38. Customer LTV Is A Profitable Focus
Companies that saw ROI by LTV focus rating
4%
26%
Very important
Somewhat important
Somewhat unimportant
69%

39. THANK YOU

41. QUESTIONS?