• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
955
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
18
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Automation and Technology: How to Choose Effectively
    How to Select the Right Technology to Grow Your Business
    Will Schnabel
    VP , International MarketsSilverpop
  • 2. Agenda
    The B2B Challenge
    Lead Management Technology Overview
    Keys to Successful Use of Technology
    Getting from Here to There
  • 3. The Challenge of Modern B2B Marketing
  • 4. From push to pull
    >>>MarketingSherpa
  • 5. Plugging the Leaky Funnel
  • 6. Buyer 2.0
    “[T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.”
    Source: SiriusDecisions, “Marketing Needed for Sales 2.1”
  • 7. Enter Lead Management Technologies
  • 8. What is Lead Management?
    Lead Nurturing
    Marketing Automation
    Lead Scoring
    Demand Generation
    B2B Marketing
    Lead-to-Sales Process
    Lead Funnel
  • 9. Lead Management Automation
    Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers’ propensity to purchase, and increase alignment between marketing activity and sales results.
    Forrester Research: B2B Lead Management Automation Market Overview
  • 10. The Lead Funnel-As a Process
  • 11. The Lead Funnel-As a Process
    Lead Generation
    Reporting &
    Analysis
    Lead Nurturing
    Lead
    Management
    Process
    Lead Qualification
    & Scoring
    Sales/Opportunity Management
    Lead Routing
    & Acceptance
  • 12. Process Drives the Technology Requirements
    Data Segmentation
    Multi-Channel
    Campaign Management
    (e.gemail, DM, web, telesales)
    Reporting
    & Analysis
    Unified
    Customer/Prospect
    Database
    Campaign (Nurture)
    Automation
    Integration/
    Sales Tools
    Lead Profiling
    and Scoring
  • 13. >>> Campaign Visualization and Workflow
  • 14. Advanced Lead scoring
    Explicit Criteria
    BANT
    Demographics/firmagraphics
  • 15. Advanced Lead scoring
    Explicit Criteria
    BANT
    Demographics/firmagraphics
    Implicit Criteria
    Recency of interactions
    Frequency of interactions
    Specific Behaviors
  • 16. Sales Visibility / Prospect Insight
  • 17. Keys to the Successful Use Marketing Automation
  • 18. Requires more than just Technology
  • 19. Keys to Success
  • 20. It Begins with the Right Strategy
  • 21. Business Case for Change
    400%
    • No. of New Leads Generated through existing demand generation activities
    • 22. No. of qualified leads sent to sales
    • 23. Amount of sales pipeline generated by marketing leads
    • 24. Sales Close Rates
    5x
    50%
    2x
  • 25. Process and Content are critical
    79.2% [of Marketing Automation Users] said they would “better prepare their organization by building proper processes and content offers to feed the automation system.”
    DemandGen Report: Marketing Automation: Lessons From the Trenches
  • 26. The Right Technology Solution
    • Long-term view, short-term requirements
    • 27. Usability of the System
    • 28. Timeframe for Implementation
    • 29. Scalability
    • 30. Total Cost of Ownership
  • Don’t Forget the People
    • Customer Support is Critical
    • 31. Ongoing Education and Training
    • 32. Cross-Functional Teams
    • 33. Aligned objectives between sales and marketing
  • How do I get there
  • 34. IV
    Increasing Lead Management Capabilities and Business Benefit
    III
    Business
    Value
    II
    I
    Level 2
    Level 3
    Level 4
    Level 1
    Lead Management Sophistication
    Lead Management Maturity Model
  • 35.
    • Product Focused Batch and Blast Campaigns
    • 36. Basic List Segmentation & Email Sending (Tracking by email campaign)
    • 37. Auto-Fulfillment of online offers (auto-responders)
    • 38. Lead Capture and Forward to Sales
    LM Maturity Level I
    I
  • 39.
    • Automated segmentation and email sending
    • 40. Tracking responses by contact rather than list
    • 41. Segmentation by email response data with basic personalization
    • 42. Telesales Qualification/Integration
    LM Maturity Level II
    II
  • 43.
    • Personalization and dynamic content for one-to-one messaging
    • 44. Integration (CRM/Website Activity Data)
    • 45. Automated/Triggered Nurture Programs
    • 46. Lead Scoring using Explicit information
    LM Maturity Level III
    III
    II
  • 47. LM Maturity Level IV
    III
    IV
    IV
    II
    • Collaborative sales and marketing environment
    • 48. Lifecycle Stage Programs
    • 49. Integrated Closed-Loop ROI Reporting
    • 50. Multi-Variable Lead Scoring Model with Implicit (behavioral) Data
    • 51. Integrated Third-Party data
  • Summary
  • 52.
    • Start Small, but Think Big
    • 53. Build a Business Case for Change
    • 54. Define your Process Requirements
    • 55. Use Technology to Learn and Grow
    • 56. Pick a Partner, not just a Technology
    Choosing the Right Technology
  • 57. Continue the dialogue >>>
    http://www.silverpop.com/blogs/demand-generation/
  • 58. Thank You
    @wschnabel
    @silverpopB2B
    @silverpop
    Will Schnabel
    wschnabel@silverpop.com