Email marketing is just one of the campaigns marketers are actively looking to improve measurement of.

Small businesses using email marketing as part of a multichannel campaign have found it is among the best lead generators for their company, according to a BtoB Magazine report relayed by eMarketer. Fifty-seven percent of respondents said it was the top source of qualified prospects among their current marketing campaigns.

Email’s value continues to grow as more consumers and B2B buyers rely on content delivered to their accounts to inform purchase decisions. Additionally, the growth of smartphones has contributed to open rate increases, as prospects have access to their inboxes and the web at all times.

Other channels that SMBs have found help lead generation include social media marketing and paid search.

In general, small businesses using integrated web marketing campaigns that target prospects on several different channels often see lead generation increase. While crediting one channel for each lead or eventual conversion is a common practice, viewing each channel as one part of the process is critical to success on the web.

ContentLEAD recently reported that small businesses often undervalue the role of certain media in web conversions. More than 70 percent of SMBs, for example, only focus on the channel that drives traffic that immediately converts, while a strong multichannel presence is often responsible for driving repeat traffic that converts.