BOSTON, MA -- (MARKET WIRE) -- April 5, 2007 -- A recent survey conducted by Aberdeen, a
Harte-Hanks Company (NYSE: HHS) determined that over two-thirds of
companies that have implemented a marketing solution within the last two
years have seen a 10 percent improvement in the lead-to-sales conversion
rate. Companies that have implemented marketing automation solutions are
seeing improvements in key performance indicators.
Marketing departments are looking at marketing automation solutions as a
means to improve the return-on-investment (ROI) of marketing campaigns.
Currently 53 percent of companies are using Marketing Automation solutions
for lead management, with 83 percent planning on implementing a marketing
automation solution within the next 24 months. As accountability for
marketing departments continues to increase and the pressure to demonstrate
a positive ROI on campaigns mounts, these solutions provide the automation
and analytics marketers need. Marketers have realized the impact of these
solutions and over one-third of survey respondents are increasing their
budget for marketing automation solutions by more than 10 percent.
"In order for companies to drive a larger number of high quality leads
through the pipeline, lead management solutions must be used not only to
filter out the high quality leads, but also nurture those leads that
currently cannot be acted upon," says Alan Hubbard Senior Vice President of
the Sales and Marketing practice, Aberdeen. Forty-three percent of
respondents indicated that lead scoring and lead prioritization is one of
the strategic actions they are considering when implementing a marketing
automation solution for lead management. Additionally, 51 percent plan on
using the workflow automation features of marketing automation solutions.
Automation and quality are critical to the end-user.
The research, underwritten by Aprimo, Eloqua, Entellium, FrontRange and
Market2Lead provides readers with those factors, which contribute to the
success of automated lead management solutions. It also provides the
results that companies have seen across key metrics, after implementing a
marketing automation solution for lead management, and compares these
companies against those who have not persued a similar strategy. To
download a complimentary copy of this report please visit:
http://www.aberdeen.com/link/sponsor.asp?cid=3956
About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market
intelligence that delivers demonstrable results. Having benchmarked more
than 30,000 companies in the past two years, Aberdeen is uniquely
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 AberdeenTM 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 http://www.aberdeen.com or call (617) 723-7890, or to learn more
about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com.
Contact Information: Media Contact:
Alan Hubbard
Aberdeen Harte-Hanks
(617) 854-5301
Alan.hubbard@aberdeen.com