If your B2B company is like most, you care about lead generation, return on investment (ROI), or brand awareness when developing marketing strategies. In fact, 67% of B2B marketers cite lead generation as the number one priority of their marketing spend, but only 39% of those same companies have a formal marketing plan in place in 2018.

How are your tactics measuring up? In 2017, 205 respondents representing business-to-business marketing professionals named email as their top lead generation tactic.

Efforts Named Most Effective For Lead Generation

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With pay-per-click (PPC), print, retargeting and “other” representing the bottom of the list.

With the top three tactics correlating directly with content development (or enhancing the search path to that content), and 31% responding that email was the single channel driving the most revenue growth, developing relevant and engaging content should top your list of priorities.

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