Behavioral Profiling & Targeting drives "Marketing and Sales Effectiveness"

Aberdeen Group and Yankee Group are starting to pick up on our category... realizing that both sales and marketing are hungry for data about the behavior of prospects on the web site and through email. CRMBuyer has coverage:

"While Web-analytics tools and CRM solutions are able to provide campaign response rates or pages browsed on a per customer basis, this insight is not immediately available to a salesperson," said Leslie Ament, director, customer intelligence research, Aberdeen Group.

Most of this is coming up with the PR investment that's generating some good coverage by a new startup, called "Genius" (or SalesGenius, their product). They monitor user's behavior through the web, just like the functionality that is available through LivePerson, WebEx and a number of other companies. The difference is that they aim it towards s the sales team to target higher value prospects.

This is just the start, guys! its great for sales to see every click that has happened, but how does that improve the number of qualified leads that make it into the funnel in the first place. SalesBuilder has been through this many times with customers... the personalization and targeting that drives increases in the number of qualified leads being sent to sales is the first step. Then comes helping improve conversion by enabling the real-time communications along with
helping reps "respond to queries with tailored marketing pitches."

"It is a new category that I call 'marketing and sales effectiveness.' It fills a very necessary need for qualifying prospects online," Yankee Group analyst Sheryl Kingstone told CRM Buyer.

Yes... Thank you.

Comments

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