1. Sharing a customer’s story

    I’m just back from a client review meeting. We assist our customer with lead management and content. This week they started a campaign, here is their story. As a result of our customer’s ability to track and score buyer consumption of content, initially delivered through an outbound campaign, and supported by a content microsite, our customer identified several people whose content consumption behavior indicated heightened interest. This triggered a move of this “lead” in their (Marketo) lead management system from the initial “inquiry” status to “marketing qualified lead” (MQL). The lead scoring algorithm also triggered their inside sales person to conduct an immediate phone follow up. All of this was communicated automatically within their Salesforce.com system, virtually in real time. The “buyer” turned out not to be the actual buyer at all, but the administrative assistant for the President of the company. She indicated they found the content so valuable they...

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