BOSTON, MA--(Marketwire - August 6, 2009) - A recent study, "
Lead Lifecycle Management: Building a Pipeline
that Never Leaks," conducted by
Aberdeen Group, a Harte-Hanks Company
(
NYSE:
HHS), explores how top-performing organizations holistically
approach lead management and demand generation. "The data reveals that
top-performing companies unify key processes and practices to extract more
value from sales and marketing efforts," explains Ian Michiels, Practice
Director of Aberdeen's Customer Management Technology Group and author of
the study. "The data also reveals that the complexities of nurturing and
driving sales opportunities across marketing, sales, and customer service
demand a more structured approach to lead management; this approach must
address every opportunity for an organization to collect revenue from
prospects and customers." The study identifies current trends in demand
generation and lead management technology adoption, the necessary
organizational competencies to support the technology initiative, and the
integrated capabilities that are most valuable to organizations that use
lead management tools.
The organizations that are thriving in this economy are more likely to
segment and target their customer database and most importantly use this
segmentation in nurturing campaigns. There is one important distinction to
make: "Best-in-Class don't just deploy lead nurturing campaigns; they have
formal 'nurturing programs,'" explains Michiels. "Lead nurturing focuses on
the front of the funnel, but nurturing campaigns can be used to drive
revenue in cross-selling and up-selling from existing customers."
This research report allows readers to validate their current performance
relative to peers and competitors and identify recommendations to increase
top-line revenue and lead-to-sales rates.
A complimentary copy of this report is made available due in part to the
following underwriters: Silverpop and LeadLife. Furthermore this research
is being disseminated to the market through the support of various media
outlets, such as the ECT News network and American Marketing Association.
To obtain a complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=6094.
Visit
Research.Aberdeen.com for
additional access to complimentary
Customer
Management Research.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers
demonstrable results. Having queried more than 30,000 companies in the
past two years, Aberdeen is positioned to educate users to action: driving
market awareness, creating demand, enabling sales, and delivering
meaningful return-on-investment analysis. As the trusted advisor to the
global technology markets, corporations turn to Aberdeen for insights that
drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen or call (617) 854-5200, or to
learn more about
Harte-Hanks,
call (800) 456-9748.
© 2009 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Ian Michiels
Aberdeen Harte-Hanks
(925) 264-1824
ian.michiels@aberdeen.com