On the second day of the MarketingProfs B2B Forum, I greatly enjoyed the opportunity to sit on a panel led by Roy Young, President of MarketingProfs and including online marketing experts Chris Brogan, VP Strategy & Technology of CrossTech Media and Joel Granoff, Co-founder and CEO of Be Greeted.

We presented highlights from our recent research on how B2B marketers were using online media.

We discussed how webinars, search and email were widely deployed by B2B marketers (see chart `Lead Generation Goal by Medium`).

Although Chris was somewhat surprised that 49% of respondents are using blogs for lead generation, I noted that this in sync with other surveys. B2B marketers have leveraged blogging to boost their organic or natural search rankings. Higher rankings translate to more web inquiries.

Traditional content such as newsletters, press releases and case studies ranked highly for lead generation.

This chart pertains to a question asking marketers about content residing on their website.

Although media such as blogs, video and podcasts are ranked much lower, their ranking is signifcant given their newness.

Although these results were similar to previous studies, some marketers were confused by the findings. See Mike Stelzner`s blog for some comments.