Demand Generation

Leads360, a provider of cloud-based sales automation technology, announced the availability of Performance-Based Distribution and Lead Scoring features.

Performance-Based Distribution continuously learns and self-tunes based on real-time sales representative performance to optimize lead assignment, according to company officials. Lead Scoring gives Leads360 customers the ability to quickly differentiate leads based on their quality score and uses the score to improve lead distribution and sales follow-up; helping sales reps prioritize leads that have a greater chance of converting.

Overall email volume increased 5% in Q4 2012 compared to the same period the previous year, according to a recent Experian Marketing Services benchmark report. In addition, the Experian study found that unique open rates increased 12% year over year in Q4 2012.

Additional key findings from the report include:

• The revenue per email increased 8% in Q4 2012 compared to the same time last year, an increase from 13 cents to 14 cents per email year over year;
• The email volume among different industries shows that travel emails reported the largest increase with 21.4%; and
• The revenue per email in Q4 2012 was 30% higher than in Q3 2012, an increase from 11 cents per email to 14 cents.

Just a few years ago, marketers were trying to grab as many new customers as they could. While no one is turning away new business today, the focus is shifting to customer retention and building loyalty, according to speakers at the Automating Customer Lifecycle Management event, which was recently held in New York and sponsored by Eloqua.

Andrew Gaffney, Editor of Demand Gen Report, kicked off the meeting with a discussion of the recent report, The Next Generation Of Customer Lifecycle Marketing. “Two to three years ago, marketers would have said that lead generation was their top priority,” he said. “Now they are focused on improving loyalty and doing better job of selling additional products and services to their existing customers.”

One third of B2B marketers say their demand generation budgets will grow by more than 20% in 2013, lead quality is getting increased scrutiny and social media as a B2B marketing tactic is on the rise. Those are just some of the results shared in this preview of the 2013 Demand Gen Report Benchmark Survey.

The survey was designed to gauge marketers’ demand generation spending plans for 2013 and how those budgets compare to the overall marketing budgets. The survey also looked at how marketers will allocate their demand generation dollars in the coming year.

Demandbase, which offers a real-time targeting and personalization platform, received a U.S. Patent that protects the processes used to identify businesses visiting web sites through the use of network Internet Protocol (IP) addresses.