LeadLife Sponsors CSO Insights Survey on Lead Management and Optimization Trends

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LeadLife Solutions, a provider of on-demand marketing automation software that generates, scores and nurtures leads for B2B marketers, today announced the availability of an industry survey entitled, “Lead Life Cycle Optimization: 2008 Analysis.” The survey was conducted by CSO Insights and looks at how companies are leveraging processes and technology to increase the quantity and quality of leads. To download a complimentary copy of the full report, please visit LeadLife’s website at www.leadlife.com.

Research firm CSO Insights, whose studies have been featured in the Harvard Business Review, benchmarks the challenges faced by today’s sales and marketing organizations. Marketing professionals at 298 B2B firms provided data for the survey. Among the broad findings:

• Web-based marketing is taking on more importance. 75 percent of firms are using email marketing, 53 percent online advertising, 31 percent search marketing and 27 percent paid search.
• Technology is playing a larger role in managing the life cycle of a lead. 51 percent of firms surveyed are currently leveraging lead management systems.
• Lead scoring is being utilized by more companies. 60 percent of marketing groups are assessing leads before passing them on to sales.
• Marketing is applying more science to tracking leads and determining ROI. Still, nearly one in five is unable to measure the return on their marketing investments.
• Sales and marketing alignment issues still need to be addressed. Even with improvements, marketing is still only generating 38 percent of leads that are being turned into sales.

“The survey revealed that low-tech to no-tech approaches – such as attempting to track and manage leads through spreadsheets or manual processes – are still being widely used,” said Jim Dickie, managing partner at CSO Insights. “Unfortunately, these archaic methods are putting many companies in challenging positions when it comes to properly cultivating leads and proving the value of marketing programs.”

He added that, “A large number of respondents also indicated that their sales organization owns lead nurturing processes instead of the marketing department. Having sales reps qualify and nurture leads, instead of focusing on closing sales, can be an expensive and inefficient use of their time. As more companies recognize the importance of marketing automation for generating, scoring and nurturing leads until they are ready to be turned over to sales, vendors such as LeadLife are well-positioned.”

According to LeadLife President Lisa Cramer, “Now more than ever, marketing is feeling pushed to show demonstrable ROI for marketing dollars spent. The survey’s findings will help marketers understand industry trends and ongoing challenges, while also enabling them to better evaluate where their organization is compared to these trends. It helps put them in a better position to evaluate technology which can maximize their marketing dollars by knowing what features and capabilities to look for in lead management systems.”

The survey report further offers three recommendations for helping B2B companies optimize marketing programs and keep their marketing and sales operations in sync. These include agreeing on the common definition of a lead so that marketing can meet the expectations of sales; implementing lead life cycle management to accurately track leads at every stage and ensure they receive proper attention; and increasing the use of analytics to support decision-making.

About LeadLife
LeadLife Solutions, Inc. is a provider of on-demand marketing automation software that generates, scores and nurtures leads for B2B marketers. LeadLife offers flexible and intuitive marketing software that enables marketers to automatically track, score, prioritize and nurture leads, thereby increasing the value of lead generation dollars (online and offline). LeadLife enables organizations to work smarter, not longer, increasing marketing ROI while maximizing sales resources. For more information on LeadLife Solutions, visit www.leadlife.com or call 1-800-680-6292.

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