36% of Marketers Now Claim Webinars Are Helping to Convert Leads

While many marketers are still leveraging email to drive leads, new research indicates that they are also finding success utilizing webinars to connect with customers.

DemandGen recently published its “2022 Demand Generation Benchmark Survey” report, and statistics indicated that in 2021, most marketers (36%) claimed that webinars were most successful in helping them convert and accelerate leads. This was specifically at the middle and late stages of the funnel. Case studies (33%), virtual events (28%) and videos (23%) were also cited as particularly beneficial.

At the moment, however, the majority of marketers (49%) still claim that they are primarily using email to drive leads into their pipeline. This was followed by website (36%) and social media (34%).

Reaping the Benefits of Email Marketing

As marketers continue to use email to grow their customer base, previous research has suggested that it remains one of their most effective channels.

Litmus conducted its “2021 State of Email Report,” and data indicated that email marketing is still marketers’ most effective channels. It is followed by paid search/ads, organic search, and social media.

In the coming months, marketers also intend to increase the amount of money they allocate to email. Nearly 29.7% indicated that they will be increasing their email marketing budget by up to 15%, while 7% claimed that they would be doing so by more than 15%. The majority of respondents (43.1%) said that they would at least be keeping their email budget the same throughout 2022.

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