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B2B Marketing Tactics Not Driving Enough Sales Leads

March 20, 2012

Some 61% of B2B marketers say generating more leads is their biggest marketing challenge in 2012; however, nearly two-thirds say their marketing mix does not meet sales pipeline demands (32%) or they are unsure of whether their marketing mix is effective (31%), according to a new report by BtoB Online and Bizo.

Nearly three in ten B2B marketers (31%) say they have an adequate supply of leads, and 6% say their lead efforts exceed sales pipeline demands.

Below, additional findings from Online Marketing: The Next Frontier, a report based on a survey of 326 B2B marketing professionals, by BtoB Magazine and Bizo.

Email Most Widely Adopted, Most Effective Tactic

Asked to rank various marketing tactics in terms of the amount of time and resources spent on each activity, B2B marketers rank email first (49%) (i.e., 49% say they spend more time and resources on email than other channels).

Similarly, paid search (36%) is ranked second among B2B marketers, followed by display ads (35%), and social media (29%).

Email is also cited as the most effective channel among B2B marketers:

  • 59% say email is the most effective channel for generating leads.
  • 88% say they are using email marketing as a branding channel.

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  • by Jonathan Crowe Fri Jul 20, 2012 via web

    Thanks for sharing the survey! Lots of interesting results here. Have to admit I'm a little surprised email marketing is the top tactic on the list, but it's not surprising marketers are looking to diversify.

    We recently shared a report identifying 10 examples of companies having success with some really creative B2B marketing tactics -- unique approaches to promo offers, online assessment tools, gamificaiton models, content marketing and more:

    Anyone have creative marketing tactics working for them they can share?

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