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	December 28, 2006 How Technology Improves Lead Management B2B Marketers Should Exploit Technology To Improve Process Maturity by Laura Ramos with Elana Anderson, Jennifer Joseph, Julie M. Katz

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Executive Summary

Business-to-business (B2B) marketers rely on technologies built for sales — not marketing. To improve effectiveness of lead management activities, B2B marketers should take advantage of technologies built specifically for marketing. Used appropriately, these technologies can automate resource-heavy activities, support more targeted campaigns, and help engage prospects. And, as marketing uses technology to increase the maturity of its lead management processes, marketing and sales productivity goes up and selling costs go down.

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