Email and LinkedIn lead the way for B2B marketing

Email is the most successful form of lead generation for B2B marketers, while LinkedIn is the most popular social media platform, DemandWave research shows.

The agency's State of B2B Digital Marketing Report found that 73 per cent of B2b marketers gain leads from email, while 63 per cent see it as a source of revenue.

Organic search was close behind, with 70 per cent seeing leads from this channel. However, only 37 per cent of respondents said display advertising was effective for them.

The vast majority (89 per cent) cited LinkedIn as their go-to social media account for conducting B2B marketing, but this was closely followed by Twitter and Facebook on 86 per cent and 82 per cent respectively.

In terms of generating revenue from social media, 43 per cent said using LinkedIn was successful. However, almost a quarter (23 per cent) said that social platforms were not an effective way of generating revenue.