The internet has matured to become a highly competitive landscape. Sales teams rely on marketers to produce even more, and better-qualified leads, while marketers rely on designers and developers to bring their vision and content to life. It is an endless cycle that loops from month to month, and from quarter to quarter, always on, always trying to move the needle just that little bit further...
As marketers, our primary objective is to identify and reach potential customers, and to nurture those customers from interest and awareness stage, all the way through to becoming paying customers. But how do we get their attention at the optimum time, in a way that resonates?
According to a survey produced by Ascend2 and its Research Partners, a sample of 255 marketing influencers revealed that research reports not only produce the highest number of leads but also has the highest conversion rate.
The second most effective content type for driving leads is video and motion graphics.
Videos are 12 times more likely to be watched than text is to be read. That’s in part because movement is known to grab attention. Paying attention to motion is a skill that humans have always used to survive; it’s part of our DNA. - Vidyard
Surprisingly, social media content is still found to be effective in driving lead gen, despite algorithm changes and restrictions. What is unclear in the chart below is whether it refers to content on its own, or paid-for boosted content.
Fourth on the list is webinars. Webinars are an effective way to reach new customers, share your value and expertise, and have a reason to follow up after. For lead generation, its a highly effective content form, especially when the information shared in the webinar is from a credible and trusted source and contains valuable information, that is free.
By Nadine Burzler
Nadine is the Senior Marketing Executive at Smart Insights and is responsible for Business Memberships. Nadine is a multimedia content marketing specialist with extensive experience in startup and higher education marketing. Connect with her via LinkedIn
Start the discussion on our community and social networks
Recommended Blog Posts
Statistics exploding the myths that mobile marketing is less important in B2B sectors We have documented the ongoing growth of mobile adoption in our mobile statistics compilation. Yet most of our stats are based on consumer surveys and panels. It’s rare for B2B …..
How to boost business results by recognizing cognitive biases In the 1970’s two young psychologists named Daniel Kahneman and Amos Tversky pioneered a new field of study, which eventually became known as behavioural psychology. They were interested in understanding whether …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Our compilation of the latest social media statistics of consumer adoption and usage Social networks are now so well established, that there is a core ‘top 5’ social networks that don’t change much from year-to-year. But, as we’ll see in …..
Amazon’s business strategy, revenue model and culture of metrics: a history I’ve used Amazon as a case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy. From startups …..