eTrigue has just announced the release of eTrigue 3.0, an enterprise marketing application that dovetails lead generation and campaign management. They call it intelligent demand generation:

[eTrigue is] designed to align marketing and sales efforts to develop and identify leads and close sales faster. eTrigue 3.0 creates, executes and tracks powerful multi-channel campaigns, email and online activities with real-time lead alerts, automatic 3-D prospect scoring/reporting and search-based profiling without requiring dedicated staff or IT integration.

eTrigue integrates with Salesforce.com to accelerate sales and marketing coordination. One of the features I like about the application is that it separates lead generation and lead processing, which means you don’t clog up your CRM system with a lot of unqualified leads that sit there forever.

eTrigue integrates with Salesforce.com

Other highlights for the 3.0 release include “3D Lead Scoring”, which allows marketing and sales to qualify prospects based on demographics, activity and buy time (who, what, when). All measures are customizable, and can be used to dynamically adjust prioritization of qualified leads. The new release also includes real-time email alerts, which can be set to notify sales and marketing teams whenever a prospect triggers certain qualification thresholds–such as a prospect with a certain job-title visiting a particular page on your Web site. Marketers need to be smart about how they use such features–you don’t want to creep prospects out by stalking them the moment the pull up your web page–but being in tune with customer behavior and how it triggers sales opportunities is a major competitive advantage in a tough economic environment.

For more information about eTrigue, check out their online information center. They’ve got a good collection of case studies and whitepapers, along with some decent content on how to tune demand generation programs.