Many marketers could be suffering from leaky funnels, as the majority (82%) of businesses have zero to moderate integration of funnel sections, while only 2% say they have complete integration of their funnel sections.
To make matters worse, according to a report from GetResponse and Demand Metric, 7 in 10 of the more than 250 respondents surveyed report they either don’t know or have an imprecise understanding of funnel ROI.
Despite this, what marketers have been able to figure out is that some tactics work better than others, depending on which part of the funnel buyers are in.
That being said, the majority of tactics that marketers employ tend to be most effective in the beginning stages of the funnel.
Respondents rated referral marketing (76%), events marketing (73%), content marketing (64%), search marketing (59%), owned and paid media (59% and 57%, respectively) and social media marketing (57%) either better or best when used at the top of the funnel.
The use of events marketing as a top-of-the-funnel tactic is supported by prior research (also by Demand Gen Report), finding that in-person events were the top-rated demand gen tactic used by B2B marketers.
More specifically, a recent report from Bizzabo revealed that B2B tech marketers found in-person events to be the most effective channel overall. Read the rest at Marketing Charts.