Lead Generation and Social Media Channels Survey Results

One of the lag points between B2B and B2C is in the area of content marketing.  A recent study by

the folks at Chief Marketer indicates 67% of B2B marketers said they would use content marketing this year, compared to only 53% for 2013. The rise in website registrations or opt-ins goes hand-in-hand with the increased reliance on content marketing: 70% will rely on online registrations this year, compared to only 58% last year.

I can't imagine an organization not encouraging online registration for membership or an event, but I do run into them here in Portland, mostly in terms of neighborhood associations in the context of their membership recruitment (non) efforts.  The use of social media in lead generation rose in 2014 from 68% in 2014 and it is noted, "the channel is still tricky for B2B marketers, says the report." Here again my experience with clients is they are wary of social marketing, an obstacle cited in the study, second only to the chief obstacle being the content requirements of social (see my blog post on Sustainability Advocate for more detail).

An important takeaway is email remains a strong and preferred channel along with the growth of online registration/opt-in.  What are your channel priorities for Q3 and Q4 and how are they reflected in your marketing spend?

Download study here.