Social Media Tools Overused, Search Marketing Underused in Lead Generation
Other underused tools for lead generation and business awareness include webinars and executive events.Businesses are failing to leverage the most effective technologies and methods for generating leads and driving business awareness, with social media tools overused and executive events, telemarketing, webinars and search marketing underused, according to a lead-generation methods report by cloud-based sales acceleration technologies and solutions provider InsideSales. The report found inside sales was the highest rated method for generating leads and driving brand awareness, followed by executive events and telemarketing. Company Websites, email or e-newsletters, and tradeshows were also highly effective at generating leads and were used broadly among the 423 survey respondents. Despite their effectiveness, executive events and telemarketing are only used by one-third of the study respondents. Other underused tools for lead generation and business awareness include webinars and search marketing, which are used by less than half of companies in the study. The report also indicated generating leads and improving the quality of those leads are the most common challenges faced in business-to-business (B2B) marketing, yet salespeople and marketers are giving priority to channels with more perceived than actual value, such as social media strategies like Twitter accounts and Facebook pages.
"Social media showed very poor lead-generating effectiveness. Even though LinkedIn was rated the most effective social media tool in the survey, it barely reached above the bottom quartile in marketing method effectiveness," the report noted. "LinkedIn, Facebook and Twitter are all overutilized considering their poor effectiveness."