Eleanor Bowman

For marketers struggling to keep the prospecting process organized, a marketing automation system can help eliminate the time-consuming need to coordinate lead management manually—an outdated approach that usually results in missed opportunities. By integrating an automation system from San Mateo, Calif.-based marketing automation solutions firm Marketo with contact management/CRM tool Salesforce.com, Eleanor Bowman, director of marketing communication at Austin, Texas-based, educational services provider CompassLearning, was able to increase efficiency and return for her company’s lead generation and lead nurturing activities. Target Marketing: What were your goals in automating your lead management process? Eleanor Bowman: We really wanted to develop a pipeline for our sales

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