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Survey: B2B Marketers to Focus on SEO, Social and Email Marketing in 2013

Survey: B2B Marketers to Focus on SEO, Social and Email Marketing in 2013 Ashley Verrill
Digital channels - particularly those related to search and social - will be a top priority for business-to-business demand generation in 2013, according to the results of a recent Software Advice report.



The 2012 B2B Demand Generation Benchmark Survey showed direct mail, print and television advertising falling out of favor in lieu of newer methods such as social media and search engine advertising. The report also revealed that marketers favor email marketing to house list most, saying the channel produces the highest quality and quantity of leads. It is also among the lowest cost per lead.



Full charts from the poll are included below. To help break down the numbers, I interviewed Eloqua Marketing Programs Director Elle Woulfe. We discuss the survey group’s opinions about channel, content and offer performance, as well as other factors that impact lead quality and quantity.



Here's several charts representing the results of the survey.



Channel Popularity

This chart shows the percentage of marketers that use each channel.







Quantity of Leads by Channel

The chart ranks channels from highest to lowest percentage of marketers identifying the channel as producing a high volume of leads.







Quality of Leads by Channel

The chart ranks channels from highest to lowest percentage of marketers identifying the channel as producing high quality leads.







Lead Cost by Channel

The chart below is ranked from highest to lowest percentage of marketers identifying the channel as low cost-per-lead.







Quantity of Leads by Content or Offer

This chart is ranked from the highest to lowest percentage of marketers viewing the content or offer as high volume.







Quality of Leads by Content or Offer

This chart is ranked from the highest to lowest percentage of marketers viewing the content or offer as producing high quality leads.







Content or Offer Popularity

This chart is ranked from the highest to lowest percentage of marketers viewing the content or offer as producing a high volume of leads.







Spend Plans by Channel in 2013


This graph shows how marketers will adjust their spending plans by channel in 2013 from 2012.



About the Sample


Software Advice collected 155 responses from primarily c-level marketings in smaller businesses. Below is a breakdown of the sample by industry, business size, marketing budget and seniority.



Demographics by Industry









Demographics by Number of Employees



Demographics by Marketing Budget










Demographics by Seniority





Ashley Verrill is a market analyst for Software Advice. She provides expert reporting on topics related CRM, sales, marketing, customer service and more.

View full biography

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