In its annual B2B Lead Generation Survey, Chief Marketer reports that email remains the most popular lead generation channel for business-to-business marketers. Nearly 9 out of 10 marketers responded that they plan to use email marketing for lead generation this year.
While the effectiveness of email marketing is sometimes debated, it appears B2B marketers are still experiencing a good return on their email marketing investment. Of the survey respondents using email, the most common reasons for doing so were the relatively low cost, the ability to track responses, and the ability to personalize offers and content.
Fast-growing lead generation channels in 2014 include content marketing, online registrations, webinars and retargeted ads.