In 2013, B2B marketers are focusing their lead prospecting efforts largely towards finding new leads through various online media channels such as email, content, and website registrations. This is according to results from Chief Marketer’s “2013 Prospecting Survey” which analyzed where marketers are investing acquisition dollars in 2013.
Email marketing is experiencing increased adoption, and remains the most common lead generation tactic, cited by 88.8% of B2B respondents compared to 81.1% in 2012. Content marketing will be used by 68.1% of respondents in 2013, up from 53% in 2012, and 68.7% will use website registrations and opt-ins as a lead generation tactic this year.
Frank Dale, President and CEO, Compendium, says about content marketing’s importance in B2B lead generation: "In a sense, content marketing is the purest form of marketing, because it allows companies and their customers to tell stories that are true and to educate prospects so they can make a choice. This approach works well for B2B marketing because it focuses on knowing the customer, understanding the pain points, and developing good information that answers questions."
The Chief Marketer survey results also show nearly three-qaurters (74.2%) of B2B marketers are taking lead generation efforts to social media, with 41.6% using social networks specifically to build relationships that would convert to transactions over time.
B2B-focused enterprises appear to be turning to more towards online media channels as a means to support their primary objective of finding new leads. Email, content, and registrations appear to lead the way in these endeavors.