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Survey: B2B Marketers to Focus on SEO, Social and Email Marketing in 2013

Posted by Ashley Verrill on January 4th, 2013 at 1:30 pm

Digital channels - particularly those related to search and social - will be a top priority for business-to-business demand generation in 2013, according to the results of a recent Software Advice report.

The 2012 B2B Demand Generation Benchmark Survey showed direct mail, print and television advertising falling out of favor in lieu of newer methods such as social media and search engine advertising. The report also revealed that marketers favor email marketing to house list most, saying the channel produces the highest quality and quantity of leads. It is also among the lowest cost per lead.

Full charts from the poll are included below. To help break down the numbers, I interviewed Eloqua Marketing Programs Director Elle Woulfe. We discuss the survey group’s opinions about channel, content and offer performance, as well as other factors that impact lead quality and quantity.

Here's several charts representing the results of the survey.

Channel Popularity
This chart shows the percentage of marketers that use each channel.

Quantity of Leads by Channel
The chart ranks channels from highest to lowest percentage of marketers identifying the channel as producing a high volume of leads.

Quality of Leads by Channel
The chart ranks channels from highest to lowest percentage of marketers identifying the channel as producing high quality leads.

Lead Cost by Channel
The chart below is ranked from highest to lowest percentage of marketers identifying the channel as low cost-per-lead.

Quantity of Leads by Content or Offer
This chart is ranked from the highest to lowest percentage of marketers viewing the content or offer as high volume.

Quality of Leads by Content or Offer
This chart is ranked from the highest to lowest percentage of marketers viewing the content or offer as producing high quality leads.

Content or Offer Popularity
This chart is ranked from the highest to lowest percentage of marketers viewing the content or offer as producing a high volume of leads.



Spend Plans by Channel in 2013

This graph shows how marketers will adjust their spending plans by channel in 2013 from 2012.

About the Sample

Software Advice collected 155 responses from primarily c-level marketings in smaller businesses. Below is a breakdown of the sample by industry, business size, marketing budget and seniority.

Demographics by Industry


Demographics by Number of Employees

Demographics by Marketing Budget


Demographics by Seniority


4 Responses to “Survey: B2B Marketers to Focus on SEO, Social and Email Marketing in 2013”

  1. Remy Bergsma says:

    Interesting to see that the interest for 'classic' channels like display, TV and radio are really at the bottom. Even so, the money going into online channels like email marketing is still limited - it seems like budgets are just being tightened mostly, instead of shifting from channel to channel.

    • Hi Remy,

      Thanks for reading. Definitely, we learned that all of the traditional channels came in at the bottom as far as performance for demand generation, with the exception of trade shows. I would have to disagree with you, however, that most will be spending less overall this year. One question not included here asked about overall spending plans this year. About 94% said they will spend more or the same amount on demand generation this year.

      Thanks again for the interest!

      Best,

      Ashley Verrill
      CRM Analyst
      Software Advice

  2. Hi Pauline,

    Thanks for reading. Your priorities are definitely right in line with our sample. I think marketers are still trying to really get a handle on the ROI for social, but the cost is so low and the hype so high it's still a priority for most.

    Thanks again for your input!

    Best,

    Ashley Verrill
    CRM Analyst
    Software Advice

  3. Awesome!!
    Cheers for your ideas on the write up Survey: B2B Marketers to
    Focus on SEO, Social and Email Marketing in 2013

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