B2B Marketers Remain Dedicated to Email and Content Marketing

When it comes to lead generation, B2B marketers are still connecting a significant amount of progress back to email marketing, according to recent research.

The “2018 B2B Lead Gen Outlook” report from Chief Marketer recently looked at how activities, such as content and email marketing, are helping marketers generate leads. The study found that out of all channels, email (53 percent) is still the largest source of leads for marketers. In addition, email (58 percent) produces the highest ROI leads.

b2b marketing, content marketing, email marketing

When it comes to the top tactics for lead nurturing, marketers cited in-person meetings (65 percent), email marketing (62 percent) and content marketing (58 percent).

Content marketing and search optimization and marketing also made the list of channels that produce the largest amount of leads, 44 percent of B2B marketers named these tactics. Approximately 81 percent of respondents claim that their marketing team creates content in-house. Nearly 21 percent have an editorial team dedicated to producing content.

Marketers’ Growing Dedication to Content Marketing

By the end of 2017, research shows that marketers will have dedicated a large amount of time and money to content marketing.

The “2017 Content Insights from Tech Marketing Execs” report discovered that 75 percent of marketers will generate at least three times more content than last year. About 32 percent are already releasing content daily or hourly. By the end of the year, 42 percent of marketers will spend at least $250,000 on content.

To track the effectiveness of their content, 80 percent of respondents claimed that they are using Web analytics. Approximately 56 percent are relying on customer feedback, while the same percentage is using sales feedback.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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