Search-engine optimization (SEO) is the digital marketing channel with the biggest impact on lead generation for both B2B and B2C companies, according to August 2012 survey results from Webmarketing123. 59% of B2B marketers said SEO has the biggest impact on their lead generation goals, with social media (21%) and pay-per-click (PPC – 20%) trailing distantly. Their B2C counterparts also ranked SEO (49%) first for impact on lead generation, followed by PPC (26%) and social media (25%).
These figures represent a significant shift from 2011. Compared to last year, 20% more B2Cs now identify SEO as the channel with the most impact. Also, almost 50% more B2B marketers identify social media as having the greatest impact on lead generation. This may be a result of greater knowledge and training: in November 2011 survey results, Webmarketing123 found that45.9% of marketers wanted to learn more about social media marketing. Read the rest at MarketingCharts.