Lead management software has become a must-have for B2B marketers who want to automate demand generation, lead scoring and routing, as well as ROI measurement. However, early versions were simplistic, allowing for basic "if / then" automation and lead routing but little else. Though buyers were led to believe that they would be able to objectively measure the impact of marketing program results, in reality early lead management solutions were capable of tracking only the last touch — not very helpful for B2B marketers who typically touch prospects multiple times during lengthy sales cycles.
This paper describes how second-generation lead management solutions — or "lead management optimization" solutions — enable organizations to link demand generation, lead management and measurement in order to:
