I am working with a b2b startup, which is a marketplace that connects clients and freelancers. They have a strong value proposition, and I want to help them generate leads through PPC. We ran one campaign and generated 60+ leads via ebook downloads (in 48 hours). The problem is that we don't have the bandwidth to followup with all of these leads, and they all slipped through the cracks. What ends up happening are zero conversions. Two questions: (1) how can we deal with this pipeline/follow-up issue and (2) are we at a stage where we need a CRM immediately? Or should we continue to deploy marketing campaigns?
I've been working with B2B for over 4 years now. Check out http://rankpop.com. (I don't work for them, but like what they offer) They might provide the solutions you need, and help you set up a lead scoring and nurturing program.
You definitely don't want to do email campaigns without properly understanding your sales leads and a good CRM + automation tool will help you do this.