Recent Survey Shows E-mail, Telemarketing and Direct Mail to Be Most Important B2B Sales Lead Generation Efforts

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Of all business-to-business marketing professionals who responded, 27.1% chose telemarketing as the single most important direct marketing activity for B-to-B sales lead generation, followed closely by e-mail at 26.6%. Direct mail was chosen as the number one sales lead generation tactic by 22.3% of the participants, and 12.2% chose SEO as their top choice.

Mac McIntosh, a business-to-business sales lead expert and publisher of Sales Lead Report, today released the results of a survey that showed what business marketers chose as the most and least important direct marketing tactics for B2B sales lead generation.

The survey was sent to nearly 900 subscribers to the e-version of Sales Lead Report and included separate questions regarding most and least important direct marketing activities for business-to-business sales lead generation efforts.

Which direct marketing lead generation tactics were chosen as the most important?

Of all survey respondents, 27.1% chose telemarketing as the single most important direct marketing activity for B-to-B sales lead generation, followed closely by e-mail at 26.6%. Direct mail was chosen as the number one sales lead generation tactic by 22.3% of the participants, and 12.2% chose Search Engine Optimization (SEO) as their top choice.

Which of these direct marketing activities is the MOST important one for your business-to-business sales lead generation efforts?

  • Direct mail 22.3%
  • Direct response advertising - broadcast 0.4%
  • Direct response advertising – print 5.2%
  • E-mail 26.6%
  • Online advertising (other than your own Web site) 1.7%
  • Pay-per-click advertising 4.4%
  • SEO 12.2%
  • Telemarketing 27.1%

Which direct marketing sales lead generation tactics were chosen as the least important?

Direct response broadcast advertising was chosen as the least important direct marketing activity for b-to-b sales lead generation efforts by 33.6% of the respondents. Online advertising (excluding their own Web sites) was chosen as the least important business-to-business lead generation activity for 18.8% of the respondents, followed by pay-per-click advertising at 12.7%.

Which of these direct marketing activities is the LEAST important one for your business-to-business sales lead generation efforts?

  • Direct mail 10.5%
  • Direct response advertising - broadcast 33.6%
  • Direct response advertising – print 8.7%
  • E-mail 3.9%
  • Online advertising (other than your own Web site) 18.8%
  • Pay-per-click advertising 12.7%
  • SEO 3.1%
  • Telemarketing 8.7%

Sales Lead Report, a newsletter for B2B marketing professionals, includes strategies, tactics, tips and techniques related to business-to-business demand generation and business development. The e-version is sent to subscribers approximately eight times a year.

Mac McIntosh Inc., the Business-to-Business Sales Lead Experts™, is a sales and marketing consulting company located in North Kingstown, Rhode Island. For more information, visit http://www.sales-lead-experts.com.

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Mac McIntosh