SOURCE: Aberdeen Group

Aberdeen Group

February 09, 2010 11:00 ET

Crossing the Chasm With Automated Lead Management

Forward Trends in Lead Management Adoption and Strategies for the Use of Lead Management Technologies

BOSTON, MA--(Marketwire - February 9, 2010) - Automated lead management technology can help identify prospects with a higher propensity to purchase based on individual behavior that is pre-defined in scoring methodologies. Over the past five years, this emerging technology sector has seen tremendous growth and validation. According to a new research study, Crossing the Chasm with Automated Lead Management, published by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), 71% of Best-on-Class organizations were using an automated lead management solution and 63% saw measurable ROI as a result of the investment. The study examined 205 organizations, where the Leaders represent the top 30% achieving the highest performance in revenue growth, lead to sales conversion, and click through rates.

"By late 2009, the benefits of automating customer engagement based on behavior increasingly started to cause B2B, B2C, and hybrid B2B2C companies to evaluate automated lead management," says the report's author Ian Michiels, Research Director, Customer Management Technology, Aberdeen Group. "We continue to see validation and acceptance of automated lead management tools. Of course, it's never as easy as investing in a tool," says Michiels, "it's really about the processes and organizational culture that are enhanced by the technology. Nevertheless, the capabilities these tools deliver are differentiating factors between Leading and all other companies. Today it's about personalization, relevance, and quality over quantity. The tools help deliver more engaging experiences for customers which lead to thicker pipelines at the top and bottom of the funnel."

A complimentary copy of this report is made available due in part by the following underwriters: Eloqua, Marketo, Silverpop, SmartLeads visit:

Visit 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.

© 2010 Aberdeen Group, Inc., a Harte-Hanks Company
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