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Integrating CRM and Marketing Automation Platforms
eMarketer / August 9, 2013
Kevin Quiring, managing director of sales and customer service in North America for Accenture, works with the business management and technology firm’s clients on multiple initiatives including performance management and customer data management. Quiring spoke with eMarketer’s Lauren Fisher for the B2B Perspective series about aligning customer relationship management (CRM) tools and marketing automation platforms and the inevitable integration of the two.
eMarketer: What are some of the trends you’ve seen in business-to-business (B2B) lead management among clients?
Kevin Quiring: Overall, lead management is a hot topic right now. Businesses are placing renewed emphasis on generating new business—something that started with the 2008 recession—either through acquiring new customers or growing existing customers.
They’re introducing new products, and they’re trying to do acquisitions—not nearly as many as they had done prior to the recession—and expand into new markets. To do this, they’re taking a closer look at their lead management programs, which in good times are fairly ignored at major organizations. So, they’ve really started to drill down on that.
But when you focus specifically on lead nurture, particularly with some of the largest enterprises, the left hand doesn’t know what the right hand is doing. There are four main challenges for B2Bs looking to manage their leads.