Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. However, many tech buyers visit vendor Web sites many times to learn about and compare products, yet few register or leave evidence of their activity. MORE >>

learned the right way fast, becoming a demand generation machine!). Don’t believe me- go check out terms like B2B Marketing, Marketing Automation, Lead Scoring and Demand Generation.  The biggest of these includes keeping Google aware of your site.  The more new content you add, the more Google will visit your website. . This means Google visits our website and not just our blog, which we consider much higher-value traffic.   . A couple details about this post: I mentioned vendors because I am often asked about what services I use.  Makes sense, right?  MORE >>

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. My point: B2B marketers are looking elsewhere for help generating demand. Recently, I’ve heard from companies like Bulldog Solutions, InsideView, Jigsaw, netFactor, Reachforce, PointClear, Genius, Leads360, among others. The lead management vendors are developing one-to-one email capabilities that help sales people be more consistent and productive. Exciting times. MORE >>

but in my opinion it is just traditional lead generation, demand creation and marketing with some new twists. The best lists we've seen for the money are from Jigsaw hands down. You can go the next step too, even with a good Jigsaw list, by doing list validation and cleaning. Bring Value - More executives have stated that they tend to buy from vendors that bring value to them in the marketing and sales process. Reach Them - Don't wait for them to learn about twitter or find you with a google search, find them. Call it Lead Gen 2.0, Plan targeted campaigns. MORE >>

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Replacing the relationship-building is more difficult, but demand generation systems can help somewhat by responding appropriately to prospect behaviors. MORE >>