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BizReport : Advertising archives : September 08, 2011

LeadMD platform pushing 34% lift in lead volume

Since the beginning of 2011, LeadMD's clients have seen an average 34% increase in lead volume, an important statistic when businesses of all sorts are working hard to generate more engaged traffic. How do they do it? Marketing automation, the ability to create content that is then delivered at the right time and in the right way.

by Kristina Knight

leadmdj.jpgMarketing automation combines software with a marketing process - so the software helps to build the content and the marketing process ensures that brands follow a set of best practices or campaign goals to deliver the correct content to the correct consumer at the correct time.

Kristina: Why is lead generation such a struggle for businesses in the online space?

Justin Gray, CEO, LeadMD: The way many businesses market is just no longer relevant. In the online space, marketers are responsible from interest to sales to revenue to retention - it's a truly homogenous process. Traditional practices of simply finding 'names' is dead, marketing has evolved to an actual quota-carrying department. To respond marketers need tools and expertise. We find with a great number of companies they simply haven't been able to measure good lead sources; in other instances, companies are just mass-blasting [emails] based on lists but no other data. Effective marketing automation will mean you're actually sending less email.

Kristina: Social marketing is coming into its own, are these avenues helping to improve lead generation?

Justin: The reason 'social' has taken off and become where most people spend their digital lives (the average Facebook user spend 4 hours per day on the site) is conversation. People want to know about their friends, their activities and ultimately what's going on. Most of those people have jobs, and at their jobs they buy things. [Social] becomes another way to engage our buyer. Just like most marketing, there is the right way and there's a wrong way to do it.

Tomorrow, Justin's top tips for using social networks to generate legitimate leads.

Tags: Justin Gray, lead generation, leadmd, online advertising, online leads

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