Email Rated As Top B2B Lead Generation Tool

Email is the most popular B2B marketing channel for both senders and recipients in the UK, according to The State of Prospecting 2023, a new study from Sopro.

Among marketers, 59% believe email is more than twice as effective at generating leads than PPC and paid social media. Next  are referrals (42%) and webinars or face-to-face events (24%)

Moreover, 77% of B2B buyers prefer to be contacted by email, more than double any other channel. 

Perhaps alarmingly, 23% utilize bought lists to conduct prospecting, although Sopro cautions against it. Of the companies polled, 32% do not do any form of email prospecting.

And anticipating a recession, 23% of B2B companies plan to make budget cuts over the next 12 months, and 20% are considering it. Overall, 88% of UK companies expect a recession. 

Of the companies that conduct prospecting, 53% use manual search and outreach. 

Overall, the report shows that “the personal touch is still very much valued, whether that is a bespoke email, a face-to-face meeting or hosting a webinar or event to share information and knowledge,” says Ryan Welmans, CEO and co-founder of Sopro.

Sapro surveyed 359 marketing decision makers, and analyzed nearly 50 million emails. 

 

 

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