Addressing new customer demands for more scalability and marketing automation, TreeHouse Interactive has added new capabilities for its Marketing View product. New to the six month old on-demand lead gen system are demand generation capabilities and improved ROI tracking.
“We think it’s the biggest, most quantifiable application of demand generation tracking to date,” says Erich Flynn, TreeHouse CEO. “This enables sales and marketing personnel to directly tie a whole campaign or specific parts of a campaign to the revenue that will be realized from it. And in today’s environment if you can’t tie lead gen to sales, you’re not going to get any more money for it.”
TreeHouse’s product suite has included on-demand Partner Relationship Management (PRM), Channel Sales Force Automation (CSFA) and demand generation solutions since its inception. The new version ties them together more closely, even integrating the TreeHouse system into the Salesforce.com App Exchange. The new version allows users to predict demand generated from a prospect or an existing customer, regardless of whether it is launched from an internal sales tracking system, CRM system, or marketing automation system.
The results from Marketing View will include dollars generated by the campaign, irrespective of whether a company sells B2B, through partners or online. Revenue can be attributed to campaigns to gauge their effectiveness and secure future marketing dollars or, in the case of online sales, attributed to individuals for more highly targeted marketing in the future.
Flynn says the TreeHouse system is fed by a new system of lead distribution that attributes sales dollars to campaigns regardless of whether leads were given to direct sales teams, indirect sales teams or driven to an ecommerce site for online purchasing. “Going into the internal financial system of any company is a problem,” he says. “But you can measure purchase activity and customer value. And you should be able to integrate a lead regardless of whether it came from a reseller or internal team.”
Flynn also believes the compatibility between BtoB and BtoC lead management systems will make the TreeHouse product more competitive in the marketplace.
blog comments powered by Disqus
CMOs are busy tinkering with their marketing budgets. With this comes the responsibility of choosing from countless technologies promising to improve efficiency, ROI, and conversions. How can marketers leverage data to inform financial decisions?
According to Gartner analyst Laura McLellan, the top three challenges marketers face are growing profitable revenue, connecting more effectively with customers, and standing out amidst serious competition. What amount should CEOs be doling out to overcome these hurdles?
Demand Gen Report’s 2014 B2B Buyer Behavior Survey provides insights into how B2B buyers make their decisions. Buyers are waiting longer to engage with sales, but they are more satisfied with the process than in years past. For an in-depth look at this research, download the report now!
The B2B Content2Conversion Conference brings together the top thought leaders and practitioners in both content and demand generation. The combined agenda provides real-world case study examples, as well as actionable takeaways on how marketers can better target, engage and convert prospects into customers. Taking place in Scottsdale, Arizona, the B2B Content2Conversion Conference provides you with a playbook to optimize your 2015 marketing plans.
Discover how-to details and strategies for fast, measurable digital marketing success. All of it is real-world experience grounded in rigorous research and taught by successful marketers who face your same challenges. Learn how to make your email campaigns — and your career — more successful than ever and do it within a world-class venue. It's no wonder leading organizations consider Email Summit a priority investment year after year.
Social Media Marketing World 2015 is the world's largest social media marketing conference. By attending, you'll make connections with 100+ of the world's top social media pros (plus 2500 of your peers) and you'll discover amazing ideas that'll transform your social media marketing strategies.