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