Seeking the optimal digital channel

Christopher Hosford

Assesses the various digital channels marketers can use, with examples from Dell EMC and GES, and explains how helping the customer first and putting solutions second may be the answer to success.

Today's business-to-business marketers have a full panoply of lead-generation channel options from which to choose, including advertising, email, content marketing, search, events, and telemarketing. And they all have their personal favorites.

According to Chief Marketer's "2018 B2B Lead Gen Trend Survey," 53 percent of business marketers from 205 organizations said email is their most productive lead-gen channel, followed by search and content marketing (44 percent each), live events (40 percent), and social media marketing (20 percent). Multiple other studies return roughly similar results when the "best channel" question is asked.

Nevertheless, some business marketers dispute entirely the idea of...

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