Finding new prospects is critical for B2B companies and seen as their biggest online marketing challenge. Social media is among the most challenging lead gen tactics, while email marketing, SEO and content marketing get the best results.
Where B2Bs struggled was in utilizing social media marketing for lead gen purposes. Nearly half said this was one of the most difficult strategies to execute. Content marketing came in second, yet further evidence of the stock B2Bs put in this tactic—but the challenge they face putting out enough quality material.