Intent to buy

Why You Should Think About Lead Management Optimization for 2011

BuyerSphere Search is the first stepI just finished reading a great post titled “Tailwinds for Marketing Automation Software” from Lauren Carlson, CRM Market Analyst at Software Advice. She outlines the macro trends that pushes adoption of marketing automation platforms as followed:

  • Buyers want content of real value
  • Buyers are increasingly wary of the phone
  • Desire for marketing accountability
  • Sales cycles are longer in a down economy
  • B2B sales processes are becoming “consumerized“
  • Marketing channels have changed and grown
  • SaaS systems are greasing the skids

I would also add that the buyers behavior have dramatically changed in the past few years. For example, when is the last time you heard someone considering buying a product over 1000$ say that he got on a plane to attend a trade show or that he responded to a direct mail advertisement? In today’s world, it is all about search. Everyone of us starts by searching on-line to narrow his need and than move on to talk to users and finally reaches out to vendors (see above chart, from The BuyerSphere Project book).

That new sequence puts additional pressure to Marketers as they now, more than ever, need to match their content with the buyers intent. The content needs to be relevant and the timing need be right. And the only way to lean toward that goal is by running a fully optimized lead management process relying on good marketing automation implementation.

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Wednesday, November 3rd, 2010 Lead Management, Marketing, Technology 4,738 Comments