Forrester Research, Inc. Principal Analyst Lori Wizdo will join ExactTarget (NYSE:ET) for a live webcast at 1 p.m. (Eastern) Feb. 20 to share new research on how business-to-business marketers can boost revenue with marketing automation.
Sponsored by ExactTarget, the webcast will feature data from Forrester’s “ Pinpoint the Actions and Outcomes that Elevate Leads to Revenue” research and will provide exclusive advice on how to improve lead management processes and programs to drive marketing return on investment. “Lead-to-revenue management is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment,” wrote Wizdo in the Nov. 2012 report entitled “ Pinpoint the Actions and Outcomes that Elevate Leads to Revenue.” “You, as the B2B marketing executive leading the L2RM initiative, need to identify and address processes and practices that are the most effective in accelerating inquiries and leads toward a revenue event and beyond.”
Key recommendations from the research include:
- Balance structure and flexibility: Encourage structure and process through alternative techniques that support marketers’ strategic, creative and visual capabilities
- Integrate and complement: Integrate project deliverables that complement existing campaigns across various departments
- Demonstrate value: Emphasize early wins to gain acceptance and momentum throughout the organization
“The growth of marketing automation – much like other fast growing digital marketing channels like social and mobile – requires marketers to take a new approach that integrates various marketing touch points and point solutions into a single platform to power a cross-channel customer experience,” said Adam Blitzer, ExactTarget’s vice president of b-to-b marketing automation. “Mastering the process for a single lead will enable your sales and marketing teams to better scale your process thousands of times, leading to a more efficient sales cycle and better overall ROI.”