Business to business marketers rated telemarketing as the most important source for B-to-B lead generation, according to a new survey.

Just over 27% of subscribers to the e-mail version of Sales Lead report named it the most important channel, compared with just under 27% who cited e-mail. Direct mail was named by 22%, followed by search engine optimization (12%); print direct response advertising (5%); and pay-per-click advertising (4%). Bringing up the rear were online advertising other than the marketer’s own Web site (2%) and broadcast direct response advertising (less than 1%).

As might be expected, broadcast direct response advertising was cited as the least-effectie channel by nearly 34%, followed by online advertising other than the marketer’s own site (19%) and pay-per-click advertising (13%).