Lead management is complicated. Today, audiences prefer to educate themselves and engage with content at their own pace. And that takes time and consistently on-point experiences. But siloed systems and manual workflows lead to misunderstandings about who a prospect is, what they want and where they are in the customer journey. And that leads to disjointed experiences and fumbled hand offs to sales teams.
Marketers need a better way to identify who really is a lead and where they are in the sales cycle. They need a way to personalise content and deliver it on any channel as they nurture each prospect and they need to know when that prospect turns from a marketing qualified lead to a sales qualified lead.