"Closing the loop" between marketing and sales will be the most powerful use of Big Data for lead generation, Thad Kahlow predicts. "[M]arketing campaigns are still interacting with people into the late stages of the buying process. Connect your data from lead to sale; and directly tie marketing activity to revenue," Kahlow writes. That will yield key insights on, for example, sales conversion rates, e-mail engagement, and the value of lead-nurturing, purchased affiliate leads and pay-per-click ads.
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