Lead generation is important. IDG's B2B Lead Generation Marketing Trends survey reports that the best lead generation strategies in effect today are a brand's website, email campaigns, and attending conferences and tradeshows. According to the same report, direct marketing campaigns rank as the least effective.
With the above in mind, marketing departments are now allocating more of their budget to explore online lead generation methods. Inbound marketing spending is especially on the rise as companies are finding more innovative ways to cut through the noise and earn the customer's attention.
Email marketing has become the cornerstone of most marketing campaigns. It should be a communication focus for events, releasing new content, promoting a product or service, or staying in touch with customers and prospects.
To learn more about an creating an effective lead generating email campaign, see Marketo's eBook 10 Tips for Successful Email Marketing Campaigns.