Email Remains Top Demand Gen Tactic
B2B Buyers Prefer Email for Discovery
Email may seem like an old tactic, but it continues to deliver strong value and ROI for demand generation marketers.
The median ROI of email is “more than four times higher than other marketing formats…including social media, direct mail and paid search,” according to eMarketer. Further, DemandWave’s latest research ranks email as the top lead gen channel for 73% of B2B marketers.
We talked to thousands of B2B technology buyers across the U.S. as part of our 2016 Survey to find out what they think. We learned:
- 74% of buyers get more than 100 tech marketing emails per week.
- 43% of buyers say email is their preferred way to learn about new technologies.
It appears that despite receiving many marketing emails, technology buyers still see their inbox as the best place to discover new solutions. With this in mind, smart marketers are staying the course with email as a top tactic in their marketing mix.