Talk to the average marketing executive, attend a digital marketing conference, and you're going to hear about advanced lead generation, which uses technology to score and nurture online leads. It's one of the hottest trends in marketing, and it explains why companies who provide these online services have scored such big wins in the capital markets. Back in May, for example, marketing automation software company Marketo raised $78 million in a highly successful initial public offering, and about six months earlier Eloqua was bought by Oracle for $871 million.

SourceMedia currently employs Marketo as part of the multi-million-dollar web seminar business we manage for our financial services clients. One of the things it helps us track is which registrants are most engaged with related content, which is important when determining how and when to approach leads. Intuitively, a customer who registers for a web seminar on disaster recovery software and then reads four stories on that topic is a better lead than the average registrant.

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