Today's marketing organizations face a growing number of lead generation challenges. How to "improve lead quality" and "more effectively engage buyers" are common concerns. ON24 eMedia Center is designed to address such marketing issues. The solution is a fundamental part of a comprehensive lead generation process.
eMedia Center offers sales and marketing teams a number of important benefits.
- Accelerates lead generation and improves lead quality
- Automatically "scores and ranks" leads to distinguish solid opportunities from unqualified leads
- Provides greater visibility into prospects' decision-making process
- More effectively engages decision makers, influencers, and other members of the buying process.
- Improves the efficiency and productivity of the sales organization
Demand Generation:
The first step in the lead generation process is demand (or audience) generation. Search marketing, webcast, e-mail campaigns, and banner advertising are some of the methods commonly used to attract viewers.
Engaging Viewers:
Providing compelling, educational content is critical to engage new prospects. eMedia Center aggregates your rich media and lead generation assets - webcasts, podcasts, video, white papers and more - to create interesting "landing pages" for your demand generation programs (click here to see eMedia Center).
Lead Qualification:
Most lead generation programs breakdown with respect to lead qualification. It is critical to determine whether your viewers are casual browsers or interested buyers. The integrated LeadVantage Registration and Reporting system enables marketers to evaluate lead quality by analyzing each viewer's activity and scoring each opportunity.
SFA Integration:
For effective follow-up sales calls, leads need to be categorized and quickly passed to your sales team. LeadVantage Reporting generates one-page "user scorecards" - which provide lead priorities, contact information, and activity summaries - that can automatically be exported to SFA systems, such as SalesForce.com.
Repeat Visits:
An indicator of interest is the number of times a prospect returns to your website. The LeadVantage Alerts module fosters repeat visits by informing viewers of new eMedia Center content updates and additions. LeadVantage Reporting tracks these return trips and revises the lead quality analysis to include this new information.
|
