IBM Unica Leads

In today's results-driven marketing environment, marketers must do more than just generate leads and throw them over the fence to the sales team.  Leads must be qualified, enriched, prioritized and tracked.

But how can marketers improve their lead management process? How can they get better visibility into the performance of leads after they are handed off to the sales team or partners? How can marketers improve the routing of leads to ensure leads are timely and delivered to the right person for quick action? 

The answer is Unica Leads, which improves the end-to-end lead management process and fills the critical gap between marketing and sales:

• Lead creation: capture leads from campaign responses, inbound calls, Web inquiries and all sources so nothing falls through the cracks
• Lead enrichment: add additional internal and external data such as key contact, selling, and competitive information to enhance lead quality and reduce sales preparation time
• Lead qualification: rank leads using unlimited criteria to maximize sales productivity
• Lead prioritization: determine priority level so that highest value leads are handled first
• Lead assignment: automatically assign the lead to the best individual/partner and monitors lead capacity to ensure that nobody is overloaded
• Lead notification: alert the sales rep that a new lead is waiting, ensuring prompt action
• Lead delivery: seamlessly delivers the lead to existing SFA/CRM tools to drive sales rep adoption
• Alerts: provides management with the visibility to take action and reassign leads that are not acted upon within specified time frames
• Lead tracking: provides lead status in real time from capture through closure, guaranteeing leads are followed up on
• Measurement: Track results and close the loop on every lead generated to determine the most effective partners and the most qualified lead sources

With Unica Leads, marketers can more effectively qualify, prioritize, and assigns leads, notify and deliver leads to sales teams and qualified agents, and more accurately measure the effectiveness of marketing-generated leads. 

Unica Leads helps marketers improve lead management effectiveness by:

• Enhancing lead quality and conversion rates by consolidating, cleansing, enriching, scoring, prioritizing and automatically assigning leads to the best qualified and available salesperson or other representative
• Improving lead distribution and assignment using easily defined, flexible business rules that incorporate sophisticated analytics, capacity constraints, regional overlays, and product group or segment hierarchies
• Reducing lead follow-up time by immediately alerting staff that a new lead is waiting to ensure prompt action, delivering leads to the best channel for each user, such as email, SFA or a call center system
• Increasing lead generation effectiveness by providing marketing and sales with real-time visibility into the disposition of leads, from capture through closure, offering an effective method for garnering valuable feedback on lead quality and helping understand the return on marketing initiatives

To learn how Unica customers achieve these benefits, watch a webcast that shows how Owners.com uses Unica Leads as part of their overall demand generation and lead nurturing process.

Unica Leads bridges the gap that exists between most marketing and sales organizations with critical lead management capabilities:

• Leads are collected from any source, including marketing campaigns and programs executed by other Unica products.
• Leads are enriched by any supplemental data source.
• Leads are qualified and prioritized automatically, then assigned to the right person, be it a member of the sales team, a partner, a store or branch or call center.
• Recipients are notified of lead delivery using either the Unica Leads user interface or any existing system, such as a sales force automation (SFA) system.
• The status of each lead is monitored and, if a lead is not acted upon, it can be rerouted or managers can be alerted, to ensure adequate follow-up occurs.
• The final outcome of each lead is tracked, so that those closing leads are appropriately compensated and the results of lead generation programs can be more effectively measured.

Product Sheet

Download a Unica Leads product sheet.

White Paper

Read a Unica white paper on lead management best practices: Helping Insurers Drive More Value from Every Step of the Lead Management Process.

Analyst Report

See what the analysts say about the role lead management plays in a complete campaign management solution: read Gartner Research, Magic Quadrant for CRM Multichannel Campaign Management.

Case Study

Watch a webcast to learn how Owners.com uses Unica Leads as part of their overall demand generation and lead nurturing process.

Companion Products

The Unica Marketing Platform: Learn more about the powerful technology foundation for Unica products