Research: Marketing Automation Increases Lead-to-Sales Conversion


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Maureen Miller
Total Marketing Concepts, Inc.
[email protected]

Research: Marketing Automation Increases Lead-to-Sales Conversion

Market2Lead Co-Sponsors Study of Marketing Automation Results

SANTA CLARA, Calif. — April 30, 2007 — New research shows that more than two thirds of companies that have implemented a marketing automation solution within the last two years have seen a 10 percent improvement in their lead-to-sales conversion rates. Market2Lead, a software-as-a-service (SaaS) provider of B2B automated marketing solutions that accelerate demand and revenue growth, co-sponsored the study by Aberdeen, a Harte-Hanks Company (NYSE:HHS).

Market2Lead CEO and Co-Founder Geoff Rego said, “This study confirms the business value of applications such as ours by demonstrating improvements in several key performance indicators. It shows that marketing automation plays a significant role in increasing the return on investment companies receive from their marketing campaigns.”

According to the Aberdeen report, 43 percent of respondents indicated that lead scoring and lead prioritization are among the tasks they expect marketing automation to accomplish. Additionally, 51 percent plan to use the workflow automation features of marketing automation solutions.

Alan Hubbard, senior vice president of the Aberdeen sales and marketing practice, said, “In order for companies to drive a larger number of high quality leads through the pipeline, lead management solutions must be used not only to filter out the high quality leads, but also to nurture those leads that currently cannot be acted upon.”

Rego said Market2Lead excels at both tasks as well as progressively developing profiles on prospective customers over multiple contacts.

Individuals who wish to read the entire Aberdeen report, including detailed information about results companies have seen with marketing automation, may find it on the web at

About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market intelligence that delivers demonstrable results. Having benchmarked more than 30,000 companies in the past two years, Aberdeen is uniquely positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen™ for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen’s analytical and independent view of the “customer optimization” process of Harte-Hanks (Information – Opportunity – Insight – Engagement – Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to

About Market2Lead
Market2Lead, Inc. helps companies generate better qualified leads and close more sales. The company’s solutions enable leading enterprises and small businesses to progressively gather deeper insight into individuals, their needs, and their purchase intentions. Market2Lead is a privately held company headquartered in Santa Clara, California. For more information please visit

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© 2007 Market2Lead Inc., Market2Lead, Gold Edition, TurboWeb2Lead and the Market2Lead Logo are trademarks or registered trademarks of Market2Lead, Inc. in the United States and/or other countries. Other brand and product names are trademarks or registered trademarks of their respective holders. Information is subject to change without notice. All rights reserved.

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