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.”
Marketers may register for the complimentary webinar at http://www2.pardot.com/leadstorevenue.
The news of the webcast follows ExactTarget’s October acquisition of business-to-business marketing automation provider Pardot, a move that extended ExactTarget’s ability to serve both business-to-business and business-to-consumer marketers worldwide. Pardot enables marketing and sales departments to create, deploy, and manage online marketing campaigns that increase revenue and maximize efficiency. Featuring certified integrations with salesforce.com, NetSuite, Microsoft Dynamics CRM and SugarCRM, Pardot powers lead nurturing and lead scoring to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.
ExactTarget is a leading global provider of cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media, Web and marketing automation. ExactTarget’s suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven digital marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices in North America, Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com.