New 2014 Survey Indicates, Which Online Channels Do Businesses Find Best for Generating and Converting Leads?

In a recent study done by Ifbyphone in May of 2014, businesses were asked which of 14 online channels was tops for acquiring high-value leads for their business, and had the highest potential to convert leads into sales?

Which Online Channels Do Businesses Find Best for Generating and Converting Leads?About the Data: The survey garnered 551 respondents.

More than 1 in 5 are president/owner of their organization, and another 35% hold a marketing management position.

A majority 57% of respondents come from organizations with less than $5 million in revenue.

Agencies, technology firms and consulting organizations represent just over half the respondent community, with healthcare and financial groups making the top five sectors.


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Interestingly, email led all channels for sourcing leads (57% preferring), followed by SEO and PPC (55%) and social media (44%).
Each of those channels saw an increase in share of respondents from last year.

By contrast, the next-most preferred lead generation channels, conferences, trade shows and events (39%) and direct mail (26%) were relatively flat from last year.

Fewer respondents this year (23%) see PR as a preferred channel for generating high-value leads.

And while slightly more recognized print ads (16%) and TV (9%) as valuable, those channels are still solidly in the minority. (It’s also worth noting that these results may correlate with actual usage, as marketers are likely much more apt to be using email marketing and social media than to be buying print or TV ads.)

In other results from the survey, three-quarters of respondents indicated that their CEO is either totally (38%) or significantly (37%) committed to marketing, up from 67% responding that way last year.

Respondents are also providing marketing measurements to their CEOs and leadership more frequently this year: 6 in 10 do so daily (8%), weekly (25%) or monthly (27%), up from 55% doing so at that frequency last year.

Across 12 metrics, 10 are being used by a greater share of respondents this year, with the top metrics – increase in sales/revenue – seeing a big uptick in use from 49% last year to 69% this year.

Despite an increase from last year, only a minority 45% are measuring marketing ROI.
Respondents indicated that they need more attention to the measurement process (42%) and more budget (39%) in order to be more successful in measuring marketing ROI this year.