The resilience of email as a marketing medium, at least for B2B marketers, is impressive. A very recent survey of B2B marketers conducted by Chief Marketer indicates that email is ranked as the top lead producer and responsible for the highest ROI leads. Second on the list for lead generation is live events, third is SEO, and fourth is content marketing.
Other interesting data points from this survey of over 240 B2B marketers in companies of all sizes:
- Over half of the respondents (54 percent) said social media plays a role in lead nurturing, but it is not a major source of generating leads
- Only half of respondents feel that sales and marketing teams communicate effectively
- Data hygiene and standardization are a challenge for B2B marketers; 25 percent do data hygiene quarterly and 29 percent do data standardization quarterly, but 13 percent never do data hygiene, and 22 percent never perform data standardization
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