Lead Management Analyst Reports

2009 SiriusDecisions Vendor Profile: Neolane
This SiriusDecisions vendor profile features Neolane, an enterprise marketing management (EMM) platform that provides folder and lead management applications, as well as marketing resource management (MRM) and data management tools.

SiriusDecisions Research Brief – Lead Scoring: A Phased Approach
B2B marketers have been using many different methods to score the leads they generate, some more sophisticated than others. This SiriusDecisions research brief discusses six core components of b-to-b lead scoring approaches, and examines how these variables roll up into evolving levels of sophistication.

Neolane and Aberdeen Group: The Convergence of Sales and Marketing Technologies
This report, conducted by the Aberdeen Group, explores the integration of marketing and sales technologies (CRM, marketing automation, email marketing, web analytics, etc.) This research reveals that Best-in-Class companies leverage integration to achieve superior performance in annual revenue, return on marketing investment, and lead conversion rates.

Lead Management Articles

The Rules of Social Engagement for Sales
1to1 Media – November 28, 2011
According to Brian Serino, Neolane's vice president of North American sales, the fundamental aspect of selling still applies to the world of social prospecting. This article takes a look at social media as a marketing tool and offers some rules for sales in social engagement.

The New Social Marketing Paradigm: Converting Anonymous Fans and Followers into Profitable Relationships
CustomerThink – September 20, 2011
This article explores how social media has grown from a seemingly pop culture trend to becoming a critical marketing tool for both B2C and B2B organizations. It also analyzes the current goal of turning unknown users into profitable relationships.

B2B Success Depends on Social, Data Clarity
Direct Marketing News – August 1, 2011
This article discusses data governance, the need for social media training within an organization, the importance of integrating data, and the challenge of list hygiene for B2B marketers.

7 Reasons to Embrace MAM for ‘Glocal’ Marketing
CRM Buyer – July 18, 2011
Marketing Asset Management (MAM) allows you to track where website visitors originate, track their clicks through your site, and assemble in real-time a set of content that responds to their needs well enough to satisfy their information requirements. This article offers seven reasons to embrace MAM.

Sales Lead Management Association Radio Interviews Neolane VP of Marketing – Kristin Hambelton
Sales Lead Management Association – May 25, 2011
This article announces an interview with Kristin Hambelton as well as some key topics that were to be covered, including the meaning behind the name conversational marketing technology and a look at the 'Crack the Code' webinar.

Lead Generation Demands Grow
BtoB Online – May 24, 2011
In addition to integrating social media with existing communication channels, marketers also know that strong content drives prospect engagement. This is a look at what lead generation is demanding in addition to the integration of social media with existing communication channels.

MRM & MAM: Marketing Technology's Dynamic Duo
CMO.com – May 17, 2011
This article focuses on Neolane's Marketing Resource Management (MRM) and the success Rainer Gawlick has had with it, specifically in that it helps them market the right things to the right people at the right time.

One-to-one marketing: Making the conversation vital
BtoB – April 11, 2011
Many b2b direct marketers are charged with deploying effective demand-generation tactics to target the right individuals with relevant marketing offers that initiate or, in some cases, reinforce interest in their products and services. This is a look at conversational marketing as the next form of customer engagement for marketers.

Integrate Marketing Automation, Sales Force Automation, and E-mail Marketing
Direct Marketing News – March 23, 2011
This article focuses on how integrating marketing automation, sales force automation, and e-mail marketing can help you get the most out of the information you collect.

From Cross-Channel to Conversational: What's Next in Customer Engagement
1to1 Media – March 22, 2011
Over the past several years global marketers have realized the core advantages that the fully integrated approach of conversational marketing provides. This article takes a look at how conversational marketing enhances both personalization and real-time interaction potential.

Latin American Hotel Operator Turns Data Into Customer Loyalty
MediaPost – January 31, 2011
Conversational marketing technology facilitates the creation of a 360-degree marketing view of the customer. This article explores how one Latin American hotel operator achieved great success in leveraging conversational marketing technology.

Transition from Social Listening to Customer Engagement
DM News – December 20, 2010
Every year the number of businesses using social media as a marketing tool continues to grow. This is a look at how social media as a marketing tool is no longer simply about listening but also about conversing.

Lead Management Blogs

6 Industries (Beyond High Tech) Where Lead Management is Essential
Ed Hadley - May 18, 2013
Over the last decade, adoption of lead management technologies has blossomed across a wide variety of industries including Business-to-Business (B2B), Business-to-Consumer (B2C), and Business-to-Business-to-Consumer (B2B2C).

Evaluating Your Lead Management Process: 15 Questions to Ask
Ed Hadley - April 28, 2013
At times, it might seem like marketing moves at the speed of light. Just when you think it’s safe to stop and take a breath, you realize you’re actually behind in 10 other areas. It’s easy to set things on the back burner and rely on “the way it’s always been”.

Using Data Hygiene to Enhance Lead Managment Strategies
Ed Hadley - March 25, 2013
According to research from the Social Media Examiner (April 2012, n=3800) 93% of B2B marketers used social media to market their business. In fact, in a growing trend, over half of B2B respondents reported using social media for demand generation efforts.

Using Data Hygiene to Enhance Lead Managment Strategies
Daniela Basile - December 3, 2012
According to one definition, customer loyalty is "the extent to which your customers continue with key loyalty behavior when competitors offer more attractive prices, products, and/or services." This blog is about cultivating customer loyalty and includes 11 statistics about loyalty programs.

Lead Managment Basics: 5 Steps for Switching to Mass Marketing to Micro
Daniela Basile- October 29, 2012
Too often, marketers are delivering messages via old fashioned "batch and blast" system, which can lead to inaccurate or irrelevant messages for the recipients. In this post, we will walk through 5 steps to switch from mass marketing to micro.

Lead Managment Lessons: How to Get a Hole- in - One with Lead Scoring
Lead scoring is an effective way to objectively rank the relative quality of one prospect over another; it helps everyone on the team see quickly which potential clients are likely to become long-term relationships.

11 Startling Statistics about Customer Loyalty and Loyalty Programs
Ed Hadley – February 22, 2012
According to one definition, customer loyalty is "the extent to which your customers continue with key loyalty behavior when competitors offer more attractive prices, products, and/or services." This blog is about cultivating customer loyalty and includes 11 statistics about loyalty programs.

Lead Management Questions with Answers from the Experts
Ed Hadley – February 20, 2012
At Neolane, we understand the complexities of an advanced lead management system. This blog explores a Q&A about lead management with answers from experts.

Leveraging Cross-Channel Messaging to Market to the Customer, Not the Channel
Alexis Karlin – February 1, 2012
In recent Forrester research, 93% of email marketers run welcome messages at least monthly with little effort towards coordinating email with mobile. This blog post focuses on leveraging cross-channel messaging and using it towards a customer-centric marketing approach.

Tear Down the Walls: Learn How to Implement Customer-Centric Messaging with Principal Analyst, Shar VanBoskirk
Kristin Hambelton – January 10, 2012
This post focuses on Neolane's 2012 webinar series, "Unraveling the Complexity of Cross-Channel Messaging." In this webinar Kristin Hambelton presents alongside Shar VanBoskirk, Vice President, Principal Analyst at Forrester Research.

Lead Management Case Study & Webinars

Case Study

• F5 Networks Turns Greater Sales and Marketing Alignment into Customer Buying Cycle Intelligence and Improved Lead Quality

Webinars

• Archived Webinar: Unraveling the Complexity of Cross-Channel Messaging
  This webinar gives viewers the insight they need to “tear down the walls” and implement a customer-centric (not channel-centric) approach that increases share of mind and wallet.
• IBM and Neolane Webinar: Overcoming Data Management Challenges in Marketing to Achieve Strong ROI
  In this webinar, John Gairhan, IBM Worldwide Product Marketing Manager, Infosphere, discusses the importance of having timely, accurate data and how to best leverage it to create a single view of the customer.
• Neolane and 1to1 Magazine webinar: Breaking Down Channel Silos to Get Breakthrough Results
  In this on-demand presentation, industry expert David Raab joins Editorial Director Ginger Conlon to provide a roadmap for evaluating and prioritizing marketing channels.
• Lead Conversion 2.0 for a Recovering Economy Webinar
  Join lead conversion and marketing consultant M.H. (Mac) McIntosh and direct marketing consultant and Columbia Business School Professor Ruth Stevens, for a discussion in converting leads in a recovery economy.
• How zavvi/Virgin Megastores took control to drive marketing effectiveness Webinar
  This webinar shows how Zavvi Entertainment Group and Neolane built a centralized customer datamart to segment customers, create campaign templates, manage content, personalize communications, automate recurring campaigns, and analyze outcomes.

Lead Management White Paper

Conversational Marketing: What’s Next in Customer Engagement
Are you looking to surpass the challenge of channel fragmentation and move toward better personalization and interactivity? This whitepaper will give you an in-depth look at conversational marketing and how it is changing the future of customer engagement.