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Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Yesterday, Demandbase announced a new software suite to help marketers harvest passive traffic visiting Web sites. I would put the lead management automation crop here: Eloqua, Loopfuse, Manticore Technologies, Market2Lead, Marketo, and Vtrenz. I would also put another group — one more focused on helping marketing align with, support, and enable sales: firms like BrightMarket, einsof, Longwood Software, and Salesforce.com with their Saleforce Content offering, to name a few. In fact, 88% said Web sites were important in helping them decide what to buy. Among other stuff.

B2B Lead Management Market Heats Up

delicious b2bmarketing

problem: 1) Web analytics – typically the stronghold of companies like Coremetrics, Omniture, and WebTrends, the analytics area bleeds over into lead management as companies go online to generate demand. Many of the marketing automation companies have added some fairly sophisticated analytics to monitor prospect’s online behavior and help marketers qualify and score them based on Web site visits, registrations, and downloads. The tools/technology area seems like it's farther along on that front than the services/solutions area (despite my web analytics example), IMHO.