The report was based on data from a survey of 200 B2B marketing professionals in the United States who have experience with demand generation channels, tactics, and metrics.
Overall, tradeshows were cited by respondents as the channel that generates both the most and the best leads: 77% of marketers say shows generate a "somewhat" or "very high" quantity of leads, and 82% say they generate leads of "good" or "excellent" quality.
Below, additional key findings from the report.
Cost per Lead
Respondents ranked email, organic search, and social media as the demand generation channels with the lowest cost per lead on average.
Tradeshows, though considered very effective in generating many high-quality leads, are also viewed as being expensive.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji