As a B2B marketer, you're likely quite familiar with the lead generation funnel, but you may not think about the fact that there are different strategies that apply to top-of-funnel vs. mid-funnel lead generation.
According to recent research cited in MarketingProfs, B2B marketers in North America and the United Kingdom said that, in 2021, the top three most successful tactics for generating quality leads at top-of-funnel were social media, email and live/virtual events. However, when it came to generating or progressing leads at mid-funnel, the top three most successful tactics were webinars, live/virtual events and white papers/eBooks. Not surprisingly, this suggests that mid-funnel leads have a deeper interest in more substantive information.
Read more here (free subscription required): https://www.marketingprofs.com/charts/2022/47055/the-top-tactics-for-generating-quality-b2b-leads?
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