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.
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... Read more