The one trend we have been following consistently in business to business marketing technology is how it's moving towards being able to identify prospects for your business even before you have spoken to them. Right from lead data capturing, lead nurturing to lead qualification, technology has been evolving to help automate the demand generation process and help marketing and inside sales work smarter.
Website lead capturing for building marketing data has been right at the forefront of the most marketers strategy to build in inbound leads this year. It's scalable, the leads are more qualified and often already partly educated on your offering. Whether they come from form fills, landing pages, RSS subscriptions, webinar registrations or downloads, these are now regarded as some of the most qualified and actionable kinds of leads that can be generated. But these are business visitors who have committed enough to give you their contact details and are ready to speak to you.
How about the more casual visitors who are interested in reading about your offering or company but perhaps not warmed up enough to fill in any information. Do you have to let these slip through? Not anymore. There are a few very useful applications which not only allow you to track the volume of visitors and their content viewing patterns but also go a step further to help you identify which company those visitors came from which effectively capture potential leads from a simple visit and not necessarily a form fill.
Netfactor's lead qualification service, these can be great ways for sourcing more leads which can be nurtured and then developed into actionable business leads. This is certainly a step in the right direction for marketing automation and online lead generation in making the process more intelligent.