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Posted on April 1st, 2013, 22:43


When it comes to B2B lead generation, most brands today are finding out new ways to scale personal attention. The great promise offered by marketing automation solutions today has enabled brands to trigger messages depending on a visitorís plan of action on the website. Ideally, done by sending messages when they are most significant, than spam. The promise of marketing automation software has contributed to it by offering the quickest growth of any CRM-related segment in the past five years according to a Forrester Research. However, despite its rapid growth marketing automation is still on its way to achieve higher prominence.

Back in the year 2011, in a Genius survey, more than 50 percent of the respondents revealed that they had not realized their investment in marketing automation. Going by its name, it still stays a robotic function, only reflecting a fraction of the consumerís interest and preferences. However, if marketing automation software or tools are to be productive use, then they need to offer value to consumers, fulfill their needs and support marketing strategies.

It has been observed that marketing automation does not add to the email list. Every year there is a natural decay that takes place in marketing email lists it minimizes the efficiency of the email marketing as an influence. In B2B marketing on an average after a year, listen have only shown to retain 75 percent of their members owing to the turnover at companies and other factors. Marketing lists have a tendency to expire at a rate of 25 percent a year. Furthermore, any email tool that is dependent too heavily on the list quality is restricted by its own overturn.

Also marketing automation does not take priority inbox or any other filters into consideration. The email recipients have more tools than before in order to filter out unwanted communications. The auto-filters and priority inboxes sift out the marketing emails and then push them out of immediate preview. Therefore, the deliverability statistics might not change, but the emails indeed get skipped.

Today companies specializing in lead generation solution offer enterprises with a powerful and simple to use marketing automation platform to manage the leads database. When you want to consolidate all the leads from various sources the solution makes it easy for you to view all types of leads coming in to the website, marketing campaign from email campaigns, fills, social media and even the offline leads in a single dashboard.

Furthermore, the marketing automation platform offers actionable intelligence with which users can have access to the entire lead data, from company details to the decision maker contact data. Simultaneously, the company level intelligence and buying intent makes it even easier to act upon the sales leads. Advanced marketing automation solutions offer seamless integration with the sales CRM system resulting in a streamlined transition of leads from marketing to sales.


Read more on - Lead Management System, marketing funnel

By Josephmax, in: General