lead scoring | Internet Marketing Blog

Marketing automation gains momentum, but are companies making the most of it?

One of the B2B roundtables at this year’s Digital Cream London event focused on marketing automation, the findings of which have just been released in our free-to-access Marketing Automation Trends Briefing, sponsored by Oracle Eloqua.

According to Econsultancy calculations, major marketing automation vendors have secured more than $150 million in additional venture capital funding in the last few months.

Coupled with the consolidation spree we’ve witnessed lately, the market shows strong growth and potential, with some analysts predicting 50% industry revenue increase in 2013.

Five steps for improving lead generation ROI

Most companies involved in lead generation spend a considerable amount of time thinking about, well, lead generation, with an emphasis on generation.

Unfortunately, the truth of the matter is that far more organizations have mastered the art of generating leads than have mastered the science of converting leads into sales.

How B2B digital marketers are using lead nurturing and automation

In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.

Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).

The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.