Solutions Marketing Success Story: Leveraging Marketing Technology to Generate More Qualified Leads - IBM
A number of recent B2B studies have indicated that marketing’s primary role is to generate qualified leads for the sales force. Given the importance of this activity, do you think your company would be interested in applying new marketing technology that would increase your funnel of qualified leads six-fold within a one-year period?
This is exactly what IBM was able to do by adopting a new marketing automation (MA) platform two years ago. Now that enough time has gone by that they’ve been able to measure the results of implementing the new MA platform, a compelling story has emerged about the role of technology in marketing and selling complex solutions. By having a more structured, systems-driven approach to lead generation and management, the number of real solutions opportunities that they handed over to the sales force went through the roof in a short period of time.