An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the “Playback” button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

Lead generation has become a top priority for marketers lately, but their results have been mixed. In this online briefing, find out what the lead generation high performers are doing, what the latest lead generation trends are, as well as hear from two companies who are excelling in their lead generation activities.

In an introduction by ITSMA President & CEO Dave Munn, learn about seven high performance practices identified in the Lead Generation Benchmark Report: How the Best Firms Fill the Pipeline, a 2010 ITSMA and RainToday.com Lead Generation Survey.

Next you will hear an overview of five current lead generation trends from Kathy Macchi, ITSMA Senior Associate and subject matter expert on lead generation, lead nurturing, target marketing, and Account-Based Marketing. Then Erin Cresta, director of Americas campaigns for HP Software, and Denise Giacoia, director of interactive marketing at TriZetto, share their programs and insights on lead nurturing, integrated marketing and sales campaigns, and lead tracking and measurement.