Skip to main content

Save or Share this Report

For B2B Marketing Professionals

B2B Lead Management Automation Market Overview

Multiple Vendor Choices And Confusing Claims Slow Adoption

September 22, 2009

Primary author headshot


  • By Laura Ramos
  • with Suresh Vittal,
  • Peter Burris,
  • Zachary Reiss-Davis

Why Read This Report

Lead management automation (LMA) requires a degree of process maturity many business-to-business (B2B) firms don't possess, resulting in underachievement by vendors and users alike. Yet, the benefits of adopting LMA are clear: B2B marketers that successfully carry out lead management practices enjoy more predictable conversions, faster sales cycles, and real alignment between marketing activity and sales results. While leading vendors like Eloqua, Marketo, and Silverpop drive results through improved marketing and sales productivity, no technology supplier is yet in a breakaway position. As the market strives to reach maturity, B2B marketers should pick partners that can help mature their processes, as well as come up with innovation and easy-to-use features.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($2995 USD).


Table of Contents

  • B2B Marketers Turn To Lead Management Automation
  • Limited Experience And Confusing Vendor Claims Slow Adoption
  • Many Vendors Vie To Win The Lead Management Pole Position

  • Focus On Usability And Expertise To Navigate LMA Offerings Today

  • The LMA Market Must Converge To Elevate Best Practices
  • Supplemental Material
  • Related Research Documents

Recommended Research