B2B marketing relies heavily on its ability to generate high-quality leads. Whether using search engine optimization (SEO), search engine marketing or social media, campaigns need careful thought and evaluation if they're to achieve preferable results. What's interesting is the growing confidence gap between the previously mentioned promotional techniques. In a recent digital marketing survey reported by Search Engine Land, industry experts weighed in on which lead generation avenue they credit more of their business growth to, and organic search beat out all of the rest.
According to the survey, 59 percent of B2B marketers credit SEO with having the biggest impact on lead generation, which is significantly higher than both PPC and social media. The survey's respondents said they associated 21 percent of their leads to social media and 20 percent to PPC ads.
The fact is, SEO continues to develop and adapt to industry standards. With Google attempting to predict user intent, marketers also have to sit down and brainstorm how their written content can be discovered organically online. The best way to deploy a lead generation campaign is for a company to create a content calendar and update its blog regularly. Online marketing teams struggle to produce the volume and type of leads that transition into life-long buyers when they don't manage their blogs constantly.