IDG Enterprise, a media company comprising CIO, CIO Executive Council, Computerworld, CSO, DEMO, InfoWorld, ITworld and Network World (News - Alert), announced LeadAccel, enhanced online reporting and lead nurturing services.

"Marketing and sales work closely together to determine the best processes and methods for lead follow-up to drive additional sales," said Gregg Pinsky, SVP/GM of Online Operations at IDG Enterprise. "Technology is making this process easier. LeadAccel will provide the knowledge needed to determine the next stages in communication or sales engagement to accelerate the purchase process."

Available January 2011, company officials said, LeadAccel “will provide insight in topic specific engagement of customers and prospects, and nurture them through the purchase process based on interests.”

LeadAccel includes “three lead-focused services to assist marketers in understanding how their leads are engaging with their campaigns and educational assets,” company officials said.

The first service is lead reporting, reports qualified lead demographic data and topic-specific assets accessed by source – advertiser, all vendors, and editorial content – creating a topic engagement profile. Lead scoring combines campaign goals and criteria, with prospects' interest in a specific topic, to create an actionable score for each lead. And lead nurturing creates a nurture path to move prospects through the purchase process by serving assets in an ordered sequence, timed to deliver leads that have reached the scoring target.

In addition to the programs listed above, LeadAccel includes Lead Consulting Services and Real Time CRM integration services. Lead Consulting Services provides expert guidance on best practices to ensure a successful campaign, ongoing campaign analysis to guide leads through the nurturing program, and campaign analysis/reporting for recommendations on future programs. Real Time CRM Integration allows campaigns to synch with customers CRM system in real time, allowing immediate follow up.