Taking the Lead in Lead Management

Growing a business can be difficult. Attracting the right kind of customer to your products and services takes considerable time and effort on the part of a company’s marketing department.

Most business-to-business organizations rely on targeted sales efforts to help identify those who may be interested in their offerings. However, obtaining and contacting sales leads can exhaust the resources of a small marketing department.

Fortunately, new marketing software applications are helping to facilitate the interaction between business-to-business organizations and their potential clients. Companies both large and small are beginning to realize marketing ROI with the implementation of lead generation software.

Acteva, an online event registration and payment management service provider, was looking for a lead management solution to help its small marketing department obtain the necessary leads to reach niche markets and grow their overall business. The company focused efforts to launch two new initiatives with the aid of marketing automation software: a referral program and a new vertical strategy targeting wineries.

Acteva was extremely thorough in its software selection process. Having previously been dissatisfied with a lead management software provider, they had a number of specific criteria that needed to be met:
Cost effective
Increase customer demand
Easily track interest
Measure e-marketing activity

Lead management software provider Marketo proved to be the solution Acteva sought. Their marketing solution met Acteva’s criteria with its ease-of-use, comprehensiveness and superior customer support.

With the help of Marketo’s marketing software, Acteva was able to meet and exceed many of its business growth goals. The company saw a 300% increase in the volume of their marketing programs. Acteva was also able to deploy its winery strategy successfully and grow its customer base within their niche market.

Acteva and other companies like it are able to stretch their marketing departments further with lead management solutions. The marketing automation process makes contacting and solidifying leads as well as tracking results quick and easy.

With the aid of new lead management software, marketing department’s of any size can compete in the marketplace and grow their business.