|[February 15, 2013]
ExactTarget Executive, Leading Industry Analyst to Discuss Future of Lead Management in Live Webcast
INDIANAPOLIS --(Business Wire)--
Forrester (News - Alert) Research, Inc. Principal Analyst Lori Wizdo will join
ExactTarget (NYSE:ET) for a live webcast at 1 p.m. (Eastern) Feb. 20 to
share new research on how business-to-business marketers can boost
revenue with marketing automation.
Sponsored by ExactTarget, the webcast will feature data from Forrester's
"Pinpoint the Actions and Outcomes that Elevate Leads to Revenue"
research and will provide exclusive advice on how to improve lead
management processes and programs to drive marketing return on
investment. "Lead-to-revenue management is all about optimizing
processes and practices to ensure that every scintilla of potential
revenue is realized from your marketing investment," wrote Wizdo in the
Nov. 2012 report entitled "Pinpoint the Actions and Outcomes that
Elevate Leads to Revenue." "You, as the B2B marketing executive
leading the L2RM initiative, need to identify and address processes and
practices that are the most effective in accelerating inquiries and
leads toward a revenue event and beyond."
Key recommendations from the research include:
Balance structure and flexibility: Encourage structure and
process through alternative techniques that support marketers'
strategic, creative and visual capabilities
Integrate and complement: Integrate project deliverables that
complement existing campaigns across various departments
Demonstrate value: Emphasize early wins to gain acceptance and
momentum throughout the organization
"The growth of marketing automation - much like other fast growing
digital marketing channels like social and mobile - requires marketers
to take a new approach that integrates various marketing touch points
and point solutions into a single platform to power a cross-channel
customer experience," said Adam Blitzer, ExactTarget's vice president of
b-to-b marketing automation. "Mastering the process for a single lead
will enable your sales and marketing teams to better scale your process
thousands of times, leading to a more efficient sales cycle and better
Marketers may register for the complimentary webinar at http://www2.pardot.com/leadstorevenue.
The news of the webcast follows ExactTarget's October acquisition of
business-to-business marketing automation provider Pardot,
a move that extended ExactTarget's ability to serve both
business-to-business and business-to-consumer marketers worldwide.
Pardot enables marketing and sales departments to create, deploy, and
manage online marketing campaigns that increase revenue and maximize
efficiency. Featuring certified integrations with salesforce.com,
NetSuite, Microsoft (News - Alert) Dynamics CRM and SugarCRM, Pardot powers lead
nurturing and lead scoring to generate and qualify sales leads, shorten
sales cycles, and demonstrate marketing accountability.
ExactTarget is a leading global provider of cross-channel interactive
marketing software-as-a-service solutions that empower organizations of
all sizes to communicate with their customers through email, mobile,
social media, Web and marketing automation. ExactTarget's suite of
integrated applications enable marketers to plan, automate, deliver and
optimize data-driven digital marketing and real-time communications to
drive customer engagement, increase sales and improve return on
marketing investment. Headquartered in Indianapolis, Indiana with
offices in North America, Europe, South America and Australia,
ExactTarget trades on the New York Stock Exchange under the ticker
symbol "ET." For more information, visit www.ExactTarget.com.
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