Ascend2's report indicated that the quality of leads handed-off to sales significantly impacts an organization’s ability to achieve the next most important goal of acquiring new customers.
Email marketing and content marketing were cited as the most effective tools for lead generation, as 45% of respondents cited each method. Content was cited as an important factor for social media and websites.
While challenges remain, the majority of marketers are optimistic about the future of lead generation activities. Eighty-nine percent of marketers believe the effectiveness of lead generation is increasing, while the remaining 11% continue to struggle with lead generation effectiveness.
An increasing number of firms are choosing to outsource their content. Eighty percent of organizations outsource all or part of their lead generation tactics. The more time and resource intensive a lead generation tactic the more likely an organization is to require outside assistance.
Access the full 2016 State of Lead Generation Report.
