eMarketer recently released an article entitled: “Company Website Top Source for B2B Leads” that reveals an interesting data piece that we want to share with you, today:
“According to research from Demandbase, in conjunction with Focus Research, the corporate website was a top source of lead generation for B2B marketers, second only to personal connections and referrals.”
Marketing automation has completely redefined the way we approach the contacts and leads in our database.
Once upon a time, when companies were applying traditional marketing tactics to their business processes (like telemarketing and direct mail) success was measured by the quantity of leads that were produced, quality was a mere luxury. The more leads marketing was able to deliver to sales the better marketing looked in front of the CIO. Sales, however, was always struggling to close more business because prospects were unprepared to commit. Success was measured by the number of leads produced, which always resulted in unaligned workflow between marketing and sales: leads were being generated, but sales weren’t closing.
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