Attivio's lead-nurturing through video and Marketo's "buyer-centric lead scoring" exemplified the best B2B tactics used in 2011, writes David Kirkpatrick. Attivio took a 28,000-lead database and re-engaged 13%, adding 500 qualified leads. Marketo segmented its leads into "fit" and "interest" then subdivided into engagement and buying intent to create a list of "super-target" leads.

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