Newton, MA
November 6, 2008
Show Me the Money: Neolane Whitepaper Describes How B2B Marketers Can Defend Their Budgets Through Better Lead Management Practices
Neolane to Share Details in November 13 Webinar with BtoB Magazine and Research Firm SiriusDecisions
Enterprise marketing software provider Neolane, Inc. today announced the availability of a new whitepaper: "Show Me the Money: How B2B Marketers Can Defend Their Budgets Through Better LeadManagement." The paper outlines the intensifying economic pressures facing B2B marketers, the failures of first-generation lead management tools, and the emergence of second-generation solutions that are better equipped to automate and measure all the critical steps of the lead management cycle.
In conjunction with the launch of this whitepaper, BtoB Magazine, Neolane and featured guest SiriusDecisions are joining forces for a webinar focused on helping marketers capitalize on the latest advances in lead management. The webinar, entitled "Advances in Lead Management: New Ways to Drive Growth, Justify Budgets," will be conducted on Thursday, November 13, 2008 at 10:00 a.m. PST/1:00 p.m. EST. To register, visit the BtoB Webcasts page.
The Rise of Lead Management Optimization Solutions
The Neolane whitepaper asserts that the adoption of second-generation systems, or "lead management optimization" solutions, will become the backbone for objectively measuring ROI of B2B marketing programs. Early lead management tools were simplistic, allowing for basic "if/then" automation and lead routing, but little else. Compared to these first-generation tools, lead management optimization solutions enable organizations to link demand generation, lead management and measurement in order to:
- Easily segment audiences to improve relevance and conversion rates;
- Automate programs dynamically using a myriad of triggers and/or profile data;
- Improve scoring accuracy to increase lead quality;
- Objectively measure marketing ROI and justify budgets; and
- Drive revenue growth.
"With longer sales cycles and multiple touch points, B2B lead management can be a more complex undertaking than in the B2C world. While similar principles regarding personalization and pushing consistent, coordinated messaging apply, lead tracking and measurement have been daunting processes for B2B marketers," said Stephan Dietrich, president, Neolane, Inc. "With this whitepaper, our goal is to help B2B marketers better understand the barriers to more effective lead management, and how they can be empowered to defend current budgets and demonstrate the revenue impact of lead management programs."
To download the full whitepaper, "Show Me the Money: How B2B Marketers Can Defend Their Budgets Through Better Lead Management," visit Neolane's online resource center.
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