Content marketing earmarked for higher investment for lead generation

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The online survey of 200 marketers from small to mid-sized companies, commissioned by Salesfusion and conducted by Demand Metric Research Corporation, found that less than 10% believe their approaches to lead generation were effective.

Furthermore, more than half (58%) said their lead generation efforts did not yield enough leads.

“The study verified what we’ve been hearing,” says Christian Nahas, CEO of Salesfusion. “Marketers need an easier way to accurately identify leads as interested and qualified and they need to deliver those leads to their sales teams at the right time. Marketing professionals are being held increasingly more accountable for budgets and business impact. As the demand for data on marketers continues to increase, smarter tools and more accurate and easy-to-read data will also be increasingly important.”

The study findings reveal that the most-used lead generation tool is email – cited by 78% of respondents – closely followed by event marketing and tradeshows (73%) and content marketing (67%). Of the three, content marketing has been earmarked by 70% as being targeted for the greatest increase in investment.

Other findings include:

– 40% of companies said the biggest budget decreases will come from event marketing;
– Web forms are the most popular method of capturing leads (73%);
– 45% of companies store leads in a CRM system while 17% use spreadsheets.



Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with, NBC News,, DisasterNewsNetwork, and many more publications.