New York, NY
BtoB Magazine
May 27, 2008
by Rich Karpinski
Marketing departments are more than ever being asked to develop and manage processes for nurturing that most valuable of marketing commodities, the lead.
While many b-to-b marketers have tapped their creative backgrounds to become experts at using online to generate demand, that's just the entry point. Lead management is all about process—a required skill that successful b-to-b marketers must learn, and fast.
To aid in this evolution, marketing platform vendors—some old names with new tricks, others entering the market with a clear focus on the lead-management problem—are delivering an array of software tools to help.
Vendor Neolane, for instance, touts an open-data architecture and a marketing process management engine built to allow marketers to define highly sophisticated work flows and rules. "Marketers need to move lead generation from batch-and-blast to a much more systematic, continuous interaction strategy," said Patrick McHugh, exec VP of Neolane.
"Neolane's lead-management solutions enable marketers to build rules for lead scoring and qualification (and ongoing requalification) as well as define interaction strategies that automatically escalate hot leads to the appropriate systems and people," McHugh said.
"I have customers in the b-to-b midmarket where they've defined hundreds of different communications events across hundreds of customers," he said. "The only way to manage that is with a rules-driven approach."
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