2016 HUBSPOT ROI REPORTThe Return on Investment from Inbound Marketing Through Implementing HubSpot Software
Every year, HubSpot takes a look at real customer data andcommissions an MIT Sloan student to crunch the numbers. This
report captures the return on investment HubSpot customers haveexperienced from conducting inbound marketing with HubSpot
software.

The analysis comes from customer survey responses andcustomer web data over a 24-month period for each customer,
spanning 2013 and 2015. It is focused on three fundamental
pieces of the marketing methodology, as you can see in the
diagram below:

1) Attracting strangers to become website visitors
2) Converting website visitors to leads
3) Closing leads into customers

Through our analysis, we have determined the following key
takeaways:• Attracting Site Visitors: Customers reached 4.1 times
more visitors per month within 1 year.

• Converting Visitors to Leads: Customers reached 3.0
times more leads per month within 1 year.

• Turning Leads into Customers: 79% of customers who
responded to the survey saw an increase in sales
revenue, 67% of which experienced this increase within 7months of using HubSpot. Meanwhile 83% of thecustomers experienced an increase in the conversion
rate of leads to customers.

Additional Benefits of HubSpot and Inbound Marketing• 96% of customer respondents agree that HubSpot hashelped them meet their marketing goals.
• 68% of customer respondents felt they generated better
quality leads, since using HubSpot.
• 46% of customer respondents saw an increase in theircustomer satisfaction since using HubSpot.

HubSpot customers of all sizes saw significant increases in sitetraffic and lead conversion rates. The following tables break thedata down by customer groups:

Significantly Higher Rate (50-100%+)!
Significantly
SignificantlyHigher
HigherRate
Rate(50-100%+)!
(50-100%+)!

GAINS IN ATTRACTING WEBSITE VISITORS:AFTER ACTIVE USE OF HUBSPOT FOR:
Customer Group

6 MONTHS

1 YEAR

INCREASES IN LEAD TO CUSTOMER RATE AND SALESREVENUE SINCE USING HUBSPOT

2 YEARSAll

3.5x more
visitors

4.1x morevisitors

5.6x morevisitors

11 to 499 starting visitors

5.3x

6.3x

8.8x

500 to 2,499 starting visitors

3.0x

3.7x

4.9x

2,500 to 9,999 starting visitors

2.3x

2.7x

3.8x

10,000+ starting visitors

2.1x

2.4x

3.1x

A Much Higher Rate (25-50%)!
AAMuchMuchHigher
HigherRate
Rate(25-50%)!
(25-50%)!

11.30%
11.20%
11.30%
11.30%
11.20%
11.20%
19%
19%
19%
25.50%
25.50%
25.50%A Slightly Higher Rate (1-25%)!
AASlightly
SlightlyHigher
HigherRate
Rate(1-25%)!
(1-25%)!
The Same Rate!
TheTheSame
SameRate!
Rate!
Lower Rate (1-100%+)!
Lower
LowerRate
Rate(1-100%+)!
(1-100%+)!

3.10%2%
3.10%
3.10%
2%
2%

17.40%
15.30%
17.40%
17.40%
15.30%
15.30%

49.20%
45.90%
49.20%
49.20%
45.90%
45.90%

Change in Sales Reveneue Changes in Lead to Customer Conversion Rates
ChangeChangeininSales
SalesReveneue
Reveneue Changes
ChangesininLead
LeadtotoCustomer
CustomerConversion
ConversionRates
Rates

GAINS IN GENERATING LEADS:AFTER ACTIVE USE OF HUBSPOT FOR:
Customer Group

6 MONTHS

1 YEAR

2 YEARSAll

2.1x more
visitors

3.0x more
visitors

5.0x more
visitors

Less than 10 starting leads

4.8x

6.9x

11.1x10 to 49 starting leads

3.1x

4.2x

5.7x

50 to 199 starting leads

1.9x

2.7x

4.5x

200 to 999 starting leads

1.0x

1.3x

2.2x

Regardless of the starting volume of visitors or leads, this study
indicates that customers across various segments experience afairly significant increase in their marketing metrics. HubSpot’sproducts have consistently provided a quick and high return on
investment for a large majority of its customers.

Find the full ROI report, with more stats and customer testimonials,
at www.hubspot.com/roi

AUTHOR DISCLOSURESteven Chang is an MBA candidate in the Class of 2017 at the MIT Sloan
School of Management. He graduated from National Chengchi University withbachelor degrees in Management Information Systems. Prior to attending MITSloan, Steven was the Regional Marketing Manager for a leading aerospace
manufacturer. He has prior experience in market research and marketing analytics.

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