B2B Survey: Online-Offline Mix Used to Corral Leads

As a B2B lead seeker, you may want to check out what's working for fellow marketers. According to a November survey by Eloqua, CMO.com and Software Advice consulting, B2B marketers are saying it takes a mix of tactics, digital and offline, to maximize lead capture. While nearly all B2B marketers in the survey reported maintaining e-mail lists and doing search engine optimization (SEO), most also reported experimenting with nearly every marketing tactic listed in the poll — from trade shows, to telemarketing, to social media ads, to behavioral re-targeting. Among the tactics best suited to high volumes, B2B marketers most frequently (34%) cited the work of third-party lead generators. Other trusted sources for maximizing lead generation included paid search advertising and e-mail marketing. But in-person marketing, such as trade shows and events, came in fourth, with 66% of B2B marketers saying such events brought in a high or medium quantity of leads. When it came to the quality of leads, in-house e-mail marketing and search engine optimization were favored, with 40% saying e-mail campaigns produced high-quality leads and 36% citing SEO as a high-quality lead source.  If you are disappointed in your social media marketing results, you are not alone. Only 10% in the survey reported getting a high quantity of leads through social media posting, and just 5% saw a high quantity of leads from social media ads. For more detail on the survey results, see the emarketer.com article athttp://www.emarketer.com/Article/Mix-of-Digital-Offline-Tactics-Yields-High-Quality-B2B-Leads/1009664