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Crossing the Chasm With Automated Lead Management
Forward Trends in Lead Management Adoption and Strategies for the Use of Lead Management Technologies
| Source: Aberdeen Group
BOSTON, MA--(Marketwire - February 9, 2010) - Automated lead management technology can help
identify prospects with a higher propensity to purchase based on individual
behavior that is pre-defined in scoring methodologies. Over the past five
years, this emerging technology sector has seen tremendous growth and
validation. According to a new research study, Crossing the Chasm with Automated Lead Management,
published by Aberdeen Group, a
Harte-Hanks Company (NYSE : HHS ), 71% of Best-on-Class organizations were
using an automated lead management solution and 63% saw measurable ROI as a
result of the investment. The study examined 205 organizations, where the
Leaders represent the top 30% achieving the highest performance in revenue
growth, lead to sales conversion, and click through rates.
"By late 2009, the benefits of automating customer engagement based on
behavior increasingly started to cause B2B, B2C, and hybrid B2B2C companies
to evaluate automated lead management," says the report's author Ian
Michiels, Research Director, Customer Management Technology, Aberdeen
Group. "We continue to see validation and acceptance of automated lead
management tools. Of course, it's never as easy as investing in a tool,"
says Michiels, "it's really about the processes and organizational culture
that are enhanced by the technology. Nevertheless, the capabilities these
tools deliver are differentiating factors between Leading and all other
companies. Today it's about personalization, relevance, and quality over
quantity. The tools help deliver more engaging experiences for customers
which lead to thicker pipelines at the top and bottom of the funnel."
A complimentary copy of this report is made available due in part by the
following underwriters: Eloqua, Marketo, Silverpop, SmartLeads visit:
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Visit Research.Aberdeen.com for
additional access to complimentary Customer
Management Research.
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