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3 Powerful B2B Lead Generation Channels for 2017

3 non-intrusive lead generation tactics to use in 2017

Email, organic search and social media are the three most lucrative B2B lead generation channels, according to a recent study. Seventy-three percent of B2B marketers said email drove leads — more than any other platform. Moreover, 70 percent of B2B marketers stated that organic search increased leads — making it a more lucrative platform than paid search and display advertising — while 55 percent said social media proved fruitful. But how exactly do these channels identify and nurture prospects? And how do they benefit businesses?

1. Email

Email is a powerful lead generation channel and forms the foundation of many marketing campaigns. Email is such a popular digital marketing tool because it’s so simple. Marketers can deliver personalized content to prospects to increase awareness about goods and services, showcase promotions and suggest products based on a client’s purchasing habits.
Organic search lets marketers connect with clients online. In 2012, 43 percent of marketers said organic search generates more traffic than any other platform. This type of digital marketing is cheaper than paid search, adds credibility and provides a return on investment. Organic search engine optimization — a marketing tactic that increases a company’s rankings on a search engine results page — increases lead generation even further. Companies that appear on the first page of Google results, for example, receive more leads.

3. Social Media

Social networks have hundreds of millions of users — Facebook alone has 1.86 billion monthly active users — and attract a broad range of businesses. This is why social media marketing is so useful for generating leads. Social media platforms let marketers target business clients at every stage of the sales funnel. Through a medium like Twitter or Instagram, companies can expose their brand to a global audience and attract high-value leads. As a result, more marketers plan to increase their social media advertising usage in 2017.
Email, organic search and social media are three lead generation tactics that really deliver. These strategies acquire more leads and help companies in every niche achieve their marketing goals.
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