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Marketing-automation solutions integrate marketing and lead-management programs to improve their effectiveness. Criteria for determining the strength of leads can be combined with tools for permission-based emails, direct mail, customer surveys and market-research solutions to ensure that you're targeting the right customers. According to Seth Trachtman, Web-marketing account manager for The Net Impact, management should "Require marketing to take on more responsibility to nurture both prospects and existing customers," rather than have the sales team waste time trying to find leads on its own.
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