Track customer engagements and qualify the best leads for sales

January 28th, 2010 by Sean Dwyer

Last week, we released 5 Ways Marketing Automation Provides Job Security for Marketers, and we have received very positive feedback from B2B marketers.  So, I’ve decided to share more sections of the white paper to help marketers be more effective within their organizations.  Here is an excerpt of the first way marketing automation provides job security for marketers:

“1. Track customer engagements and qualify the best leads for sales:

The process of engaging with customers and prospects across one or more channels is complex, and marketers simply can not realistically build relevant, timely, personalized relationships with every prospect unless they can automate this engagement. Marketers need to realize, it’s not about the quantity of leads, rather it’s about quality of leads.  Marketing automation can help marketers review their pipeline and find out the attributes of the best opportunities and then automate prospect nurturing so only the most qualified and educated prospects are passed to sales as “sales-ready” leads backed by qualified and verified data.

Marketing automation tools integrate email marketing, web analytics, landing page creation, and other marketing channels for a comprehensive account-by-account view of the customer engagement.  By tracking the number of “sales-ready” leads that are passed to sales over time, marketers can literally demonstrate how effective marketing collateral has been at converting prospects into qualified opportunities.  Marketers gain credibility with sales and executive stakeholders when they can demonstrate exactly how the marketing budget translated into top-line opportunities for the organization.

Job Security Scorecard:

  • Identify the number of qualified opportunities that are passed from marketing to sales
  • Real-time visibility into the sales pipeline for the C-suite, marketing, sales, finance, and operations”

Download a free copy of 5 Ways Marketing Automation Provides Job Security for Marketers

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