Paid Social, Email Top Lead Gen For U.S. And U.K. Lead Generation
B2B marketers in the US report moderate success in lead generation, with lead quality receiving higher ratings than lead quantity, according to a Pipeline360 study in partnership with Demand Metric. While 53% of respondents rate their average lead quality as high or very high, only 12% feel they generate more than enough leads. Nearly half (45%) believe they are generating fewer leads than needed, highlighting a common challenge in balancing quality and volume.
To generate leads, marketers rely heavily on paid social (65%) and email marketing (64%), with display advertising (54%), events (49%), and paid search (49%) also widely used. Content syndication, while utilized by fewer marketers (23% across the US and UK), is associated with greater satisfaction in meeting lead generation goals—52% of US marketers using content syndication express satisfaction with lead quality. However, research suggests that fewer B2B marketers plan to increase investment in content syndication in the coming year.
Despite ongoing challenges in lead quantity, US B2B marketers appear largely satisfied with their lead generation efforts. About half of respondents report being either satisfied (38%) or very satisfied (11%) with their processes, while only 10% express dissatisfaction. These findings indicate that while improvements in lead volume are needed, many marketers feel they are generating high-quality prospects that contribute to their pipeline goals.
With the continued importance of lead generation, B2B marketers should focus on refining lead quality strategies while testing new channels to increase volume. Optimizing paid social, email marketing, and display advertising, while reassessing the role of content syndication, will help marketers strengthen their pipeline performance.
Key Actionable Takeaways:
Prioritize Lead Quality Over Quantity – Ensure lead generation strategies focus on high-value prospects rather than just increasing volume.
Optimize Paid Social and Email Marketing – With both being the top lead generation channels, refine targeting, messaging, and automation for better engagement.
Experiment with Display Advertising and Paid Search – These channels remain widely used but may require further optimization for higher lead conversion rates.
Evaluate Content Syndication's Effectiveness – If using content syndication, measure its impact on lead quality and conversion before increasing investment.
Strengthen Lead Nurturing Strategies – Since lead quantity is a challenge, focus on nurturing existing leads to maximize conversions.
Test Multi-Channel Lead Generation Approaches – Diversify lead acquisition by combining inbound (SEO, content marketing) and outbound (paid ads, email) strategies.
Increase Focus on Event Marketing – With events ranking as a strong lead source, leverage webinars, conferences, and trade shows for networking and prospecting.
Measure and Improve Lead Scoring – Implement data-driven lead scoring models to prioritize high-intent leads and improve sales efficiency.
Invest in Marketing Automation – Use automation to enhance lead segmentation, personalized outreach, and follow-ups for higher conversion rates.
Continuously Optimize Campaign Performance – Regularly analyze lead gen data to refine targeting, messaging, and channel effectiveness.
