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The Top Online Lead Generation Tactics and Metrics

by Ayaz Nanji  |  
July 23, 2015
  |  3,181 views

Marketing, sales, and business professionals say email is the most effective digital tactic they use to generate leads, according to a recent report from Ascend2.

The report was based on data from a July 2015 survey of 300 professionals from around the world (80% working at B2B-focused companies; 20%, B2C).

Some 48% of respondents say email is among the most effective tactics they use to generate sales leads; creating websites/landing pages ranked second (cited by 44% of respondents), followed by content marketing (43%) and search engine optimization (37%).

Below, additional key findings from the report.


Most Difficult Tactics

Content marketing ranks as the hardest online lead generation tactic, with 43% of respondents citing as being among the most difficult.


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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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  • by Scott Olivares Thu Jul 23, 2015 via web

    Thanks for putting this together Ayaz. It's very interesting.

    This may actually be a clue in explaining all the irrelevant email spam we get: Apparently marketers think email is the most effective and easiest lead generation tool while assuming that A/B Testing is the least effective and very difficult. This perception probably leads to low quality messaging without the A/B testing needed to improve and get rid of the stuff that's not resonating.

    A/B testing is not a lead generation tool. It's an optimization tool for your lead generation tactics. According to your the survey you share, too many people don't understand this.

  • by Barbara McKinney Mon Aug 3, 2015 via web

    Email marketing might be the most effective lead generation tool according to others, but there are some instances that can lead to issues like spamming. For me, Iíll consider content marketing as the most effective lead generation tool.

  • by SeoHawk.com Sun Aug 16, 2015 via web

    Thanks for the interesting information. Email marketing has emerged as a king of marketing. However, search engine optimization and marketing is also one of the leading marketing strategy.

  • by Kevin Wed Apr 27, 2016 via web

    Rightly said!! Email marketing is the most effectual channel to rightly represent your product. The survey clearly shows that email marketing is the most effective tactic marketers use to successfully generate quality leads. Thanks for putting through all the information.

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