Successful lead-gen programs depend on metrics, integration and cooperation

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

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The lead-gen process relies on multiple factors, and ideally many channels. Like never before, marketing integration, using ever-more sophisticated tools and metrics, along with sales/marketing alignment is helping perfect lead-gen efforts.

The end goal for any integrated marketing platform is to generate leads by engaging marketers in dialogues with their audiences. As a result, successful integration has a profound impact on the number and quality of leads being fed into the sales pipeline, said Paige O’Neill, VP-marketing at Aprimo.

“Marketing needs to lead organizations in this area,” O’Neill said. “By creating a marketing environment that incorporates all channels—from Web and social to direct mail, and call centers and everything in between—lead-gen efforts perform better because marketers can tie every aspect of a campaign back to a single overarching strategy.

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