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The Most Effective B2B Lead Generation Tactics

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B2B marketers say tradeshows, search engine marketing, and email are the best channels for generating large numbers of high-quality leads, according to a recent report from Software Advice.

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.

2015 Spend

Search engine advertising is the most commonly cited demand generation channel for additional investment in next year: 12% of respondents plan to spend "much more" on SEM in 2015, and 30% plan to spend "somewhat more."

About the research: 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.


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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

Twitter: @ayaznanji

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Comments

  • by Ashley Gelineau Tue Nov 4, 2014 via web

    This is some super awesome information....I'm totally stealing some of these charts for client presentations (with source credit documented of course!). These numbers support a lot of what we find at Digital Bungalow form a lead gen perspective.

    In house we actually use LinkedIn groups a lot to target B2B companies with appropriate content and get leads. We find that a large portion of our site traffic and conversions come form there. It happens so often that we wrote an eBook about it that has tips and tricks that everyone in the B2B space could benefit from.

    http://www.digitalbungalow.com/7-secrets-to-success-using-linkedin-groups-for-marketers

    Keep the good content coming!

    Ashley

  • by Bob London Tue Nov 4, 2014 via web

    Good info, thanks.

    The problem is that this data is from the marketers' perspective. Another recent study--from Spiceworks--compared what marketers think is effective vs. what is important to IT buyers. And there's a big disconnect there.

    Also, I wonder why the 2015 spending priorities don't mirror what was most effective in 2014 in terms of lead quality and cost per lead?

  • by TR Gregg Mon Nov 10, 2014 via web

    It is interesting that Tradeshows have made it to the top of the list. It seemed in the last couple of years (according to survey data) that Tradeshows were decreasing in effectiveness. I am not surprised by the print advertising numbers.

  • by Frank Gambino Fri May 6, 2016 via web

    Great information, thanks.

  • by Judy Caroll Thu May 26, 2016 via web

    This is great. Well every company has its own tactic on how to generate leads. What I like about your post is that you presented it using graph which is very pleasing into the eye. The data are accurate and I just find it helpful. Very informative as well. Thanks for this one.

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