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Social Media is the most used channel in B2B marketing but Email still delivers the most quality leads

By Patrick Kelly 17 Feb, 2017
Essential

Chart of the Day: Delivering quality leads is the #1 objective for B2B marketers in 2017

Todays, Chart of the Day is actually compilation of charts from DemandWave's State of B2B digital marketing report 2017. They asked nearly 200 B2B marketers what they saw as the pressing issues and trends for this year. When asked what the #1 objective of their digital marketing was the top answer was "deliver quality leads". This is unsurprising, but also an important issue for B2B marketers who need to provide enough leads to keep the sales team busy, while also not having them chasing prospects that will never convert.

The respondents were also asked which channels were a part of their marketing mix and Social media came out top with 95% saying they used Social to deliver their objectives with Email and Organic Search making up the top 3.

But, when asked which channels drive the leads into the sales funnel the top 3 remain the same but in a totally different order. Now we see Email drives the most leads followed by Organic Search and then Social. Which makes sense when you consider where these channels sit within the conversion funnel. Social media tends to sit at the engagement end of the funnel, Organic Search particularly brand at the top and Email near the bottom at the convert stage, as they tend to be the people who are more engaged with your brand.

 

By Patrick Kelly

I have spent many years working with both B2B and B2C brands to implement data-driven marketing strategies covering paid search, SEO, Social media and marketing automation. You will also find me catching up on the latest Marvel releases or playing the latest RPG.

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