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Multiple touches raise lead-generation stakes


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Hayward is pleased with the ROI of her marketing efforts to date. She indicated that about 91% of marketing qualified leads become sales-accepted leads, well above the average of 67% as estimated by marketing consultancy SiriusDecisions. Her outsourcing of lead-generation tasks to PointClear has had a return on investment of 12 to 1, she said, “and that doesn't count other things in the pipeline I hope to close.” For the future, Hayward wants to do much more video focusing on CenterBeam products and services, and will ramp up the company's outreach to its channel partners. “Our channel partners are all trying to figure out how to get into the cloud business,” Hayward said. “With the CenterBeam solutions, we have a broad offering, we have a collaboration suite and a help desk for end users.
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