Demandbase: A New Twist In The Lead Management Automation Market

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In fact, 88% said Web sites were important in helping them decide what to buy. Yesterday, Demandbase announced a new software suite to help marketers harvest passive traffic visiting Web sites. I worry that this tool only ends up helping sales pick out cold calls to make, and is not used by marketers enough to segment, collect, and improve their prospecting databases. Stuff to help sales management get the new guys/gals up to speed.

B2B Lead Management Market Heats Up

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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. My point: B2B marketers are looking elsewhere for help generating demand. Positioning yourselves as “lead management” does not help differentiate what you REALLY do.