MarketFirst Inc. will bolster its marketing automation offering with the addition of two new "E-marketing blueprints" focusing on lead management and seminar management.
Unveiled today, the blueprints, which are essentially bolt-on applications for the company's core automation engine, follow three blueprints released earlier this fall. The blueprints allow companies to implement modules for discrete processes, the company says. "The reason marketing's never been automated before is because there is no single process," says MarketFirst CEO Pete Tierney, adding that the blueprints can focus on processes that may vary by company.
Lead management is one of the most critical new areas of marketing automation, Tierney says, because many leads never reach the appropriate destination in sales or, if so, take too long to get there. "The connection between sales-force automation and marketing is fundamentally critical," he says. "We're trying to shorten the marketing cycle, which in turn shortens the sales cycle." The lead-management blueprint helps marketers to qualify leads, distribute them to salespeople, and follow up on leads that didn't pan out.
Seminar management walks marketers through event and seminar tasks such as setup, pre-registration, event management, and follow-up, and ties leads from the show into the overall lead-management system. The company claims the blueprint is important because marketing departments sink extensive resources into events but often have a difficult time capitalizing on the leads generated by them.
The blueprints will be released by year's end.