Only a bare majority of inbound marketers are measuring ROI, according to HubSpot’s latest annual “State of Inbound” report, with that result continuing a theme from past studies. But that doesn’t appear to be stunting their confidence: a significant share of inbound marketers are reporting higher ROI than last year – perhaps as previous success is the top reason given for increasing inbound budgets. Interestingly, more inbound marketers this year identify the proof of ROI as their top marketing challenge, while fewer are worried about securing enough of a budget. In fact, some 47% of B2B companies surveyed report increased inbound budgets this year, with another 27% keeping their budgets steady.
Although they feel that proving ROI is their top challenge, marketers don’t identify it as a leading priority, instead being more concerned with improving their lead generation and lead conversion efforts. Read the rest at MarketingCharts.