There’s a Social Evolution Happening in LATAM According to HubSpot’s State of Inbound 2016 Report

by Henry Franco

Date

Sep 13, 2016 7:00:00 AM

All week long, we’re taking an in-depth look at regional data collected from HubSpot’s State of Inbound 2016 report.

Earlier this week, HubSpot released its 8th annual State of Inbound (SOI) report. The study delivers insights into the biggest challenges and top priorities for marketers and salespeople based on trending data from thousands of the world’s foremost marketers and salespeople.

We’re releasing a SOI report that examines another key region of inbound marketers and salespeople: Latin America (LATAM). The State of Inbound 2016 LATAM report draws from 4,500 global respondents, with a specific focus on the over 1,800 respondents from LATAM, where social connection is at the heart of inbound’s evolution.

The data shows that marketers in LATAM are looking to invest in socially-savvy content channels. In the next year, 56% of marketers plan to add YouTube to their content strategy. Additionally, 33% of marketers plan to add messaging apps to their content strategy in the next year.

A hardline focus on developing video and social channels is hardly new territory for marketers and salespeople in LATAM. In fact, 77% of people say they use Facebook for professional purposes -- a significant amount compared to the rest of the globe. Continuing to diversify and decentralize their content, 50% of LATAM marketers plan to add Facebook video to their content strategy this year.

“As we look to the future of inbound marketing, we have to consider how new technologies and habits are changing the way people buy. Then, as marketers it’s our responsibility to evolve along with them so we can continue to be helpful to our customers,” says Carolina Samsing, Marketing Director Latin America, HubSpot.

Additionally, data from the report reveals opportunities for marketing and sales professionals in LATAM to benefit from the inbound methodology:

  • 78% of marketers say converting leads is their top priority, along with 66% of marketers who say generating traffic and leads is their top challenge this year.
  • 64% of marketers say improving SEO is their top inbound priority.
  • Only 21% of salespeople said marketing was their best source of leads, likely having to do with only 20% of respondents having a formal SLA between marketing and sales.
  • Inbound organizations are 6x as likely to rate their marketing strategy as effective, compared to their outbound marketing counterparts.

For more on HubSpot’s findings from LATAM, check out the full State of Inbound LATAM report for free. And for more on how LATAM compares to the rest of the world, check out the global report here.

Written by Henry Franco

Henry is a Brand Marketing Associate at HubSpot. Prior to joining the company, he attended Dartmouth College, where he learned to love the outdoors (except when it's really, really ridiculously cold).

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