Paid search most effective lead-gen tactic

Sherman Oaks, Calif.—Paid search (pay-per-click) campaigns are considered the most effective method of lead generation and cold calling the least effective, according to a poll of lead-generation professionals conducted by search and display advertising company Advertise.com.

According to the online study, conducted earlier this month with 200 responding, 35.9% said PPC campaigns were most effective in generating leads, followed by online display campaigns (17.9%), opt-in email campaigns (11.3%), trade shows (7.7%), direct mail (6.5%) and cold calling (5.9%).

Respondents nevertheless expressed confidence in email, with the largest number (20.3%) indicating that it is the most underutilized channel for lead generation.