B2B Lead Management Market Heats Up

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4) “Pure play” lead management – this group is lead by Eloqua , but there are a LOT of firms throwing their hat into this ring including Vtrenz, Hubspot, Manticore, Market2Lead, Marketo, LoopFuse, einsof, iHance, Precience, among many others. I think the lead management platforms hit directly on these problems and will shift marketing’s role from filling the pipeline to managing the customer lifecycle. Customer-centricity is essential to lead management maturity.

Demandbase: A New Twist In The Lead Management Automation Market

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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. Starting to see providers team up with data aggregators (Jigsaw’s name comes up here) to provide new sources of business contacts. Moreover, this approach to marketing will shatter whatever trust we might have with our customers and prospects.