Which digital marketing technique works best for lead generation?

We asked over 130 digital marketing consultants which marketing techniques they consider better for driving awareness and lead generation. The results were surprising. Social media and content marketing...

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effective digital marketing techniques

We asked over 130 digital marketing consultants which marketing techniques they consider better for driving awareness and lead generation. The results were surprising.

effective digital marketing techniques

It was clear from the responses we received that email and PPC are used most often as lead generation techniques, while online advertising is very much an awareness-raising activity.

Social media and content marketing split our audience down the middle, with roughly half suggesting they are better for lead generation and the other half disagreeing, saying they are mainly for raising awareness.

Key points: lead generation

The only technique which seems genuinely multi-purpose is SEO, which is used more or less equally for lead generation and raising awareness, or for both.

As we admitted in the report (which is available for download here) we were surprised that content marketing and social media weren’t considered more effective for lead generation. As a social media agency we use both very actively in our lead generation campaigns for clients, along with blogging. Although neither can claim to be as direct as email or PPC advertising, for B2B organisations, especially, content marketing is often at the heart of their lead generation campaigns.

We were also a little surprised to see email categorised as a lead generation activity, but as Luke Brynley-Jones, founder of Our Social Times, explains in the report:

There may be confusion about the meaning of the question here. Most companies don’t actually use email for lead generation, but rather for nurturing existing contacts to generate more revenue. There’s a subtle but critical difference.

The full Digital Marketing Survey 2015 report, sponsored by Constant Contact, includes insights about the effectiveness of digital marketing techniques, average spend on each activity, factors that limit success and where digital marketers source information and advice. If you haven’t explored it yet, it’s well worth a read.

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2 comments

  1. jerome pineau Reply

    Those stages are just different touchpoints of the sales funnel aren’t they? And all these techniques should be deployed at each stage – not sure it makes sense to say use these for that stage and the others for another stage…

  2. Luke Brynley-Jones Reply

    Hi Jerome – Yes, you could look at it that way. I guess it comes down to what you prioritise and when. The study we did was probably more about examining priorities – based on objectives -than setting out a funnel.

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