I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Highlighted by the launch of Salesforce’s own analytics cloud, the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns.
Just look at the sudden influx of companies boasting so-called “predictive analytics” solutions – software that allows marketers to better score leads, acquire new names, target market sectors, and even refine message and content, based on highly sophisticated algorithms.
In reality, however, things aren’t quite so convoluted. The simple act of generating leads – primarily through online means – has never been easier. However, the new wave of marketing technologies may be signaling a growing acknowledgment that simply “feeding the funnel” isn’t enough – marketers need to do a better job a) generating the right kind of leads, and b) increasing the rate at which all leads convert into opportunities and deals.
This sentiment was borne out in a recent survey on lead generation strategy conducted by Ascend2 Research. In results based on responses from more than 400 business leaders and marketing professionals, Ascend2 reported that marketers’ concerns about lead generation have veered away from lead volume and towards lead quality. Read More