There are specific channels and tactics which are performing relative to different stages of the funnel, at the top of the funnel marketers identified events (69%), webinars (62%) and lead nurturing campaigns (60%) as their most successful tactics.
However, white papers declined from 66% last year to 49% this year as a successful funnel tactic, while content bundles climbed from 11% last year to 19%.
This survey was conducted from December 2016 through early January 2017, and the report is based on responses from the highest percentage of respondents (39%) were midmarket from organizations in the $100 million range. The respondents represent a range of different industries. The largest sector is software/technology (53%), followed by business services/consulting (19%).