This year, many marketers’ lead prospecting aims are focused primarily on finding new customers, while relatively few are looking only to retain current or reactivate former customers, according to Chief Marketer‘s 2013 Prospecting Survey. Marketers are ramping up their use of prospecting tools across the board, and while email remains the most common prospecting channel (86.7% using this year), some of the biggest changes are reserved for content marketing, retargeted ads, and website registration/opt-in.
Specifically, 60.2% plan to use content marketing this year, up 31% from 46.1% last year. About two-thirds are expecting to use website registration/opt-in, up almost 20% from 56.3% last year, and 29.7% are planning to use retargeting, up almost 50% from 20.3% last year. Read the rest at MarketingCharts.