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

22. No. of qualified leads sent to sales

23. Amount of sales pipeline generated by marketing leads

24. Sales Close Rates5x 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

27. Usability of the System

28. Timeframe for Implementation

29. Scalability

31. Ongoing Education and Training

32. Cross-Functional Teams

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

36. Basic List Segmentation & Email Sending (Tracking by email campaign)

37. Auto-Fulfillment of online offers (auto-responders)

38. Lead Capture and Forward to SalesLM Maturity Level I I

40. Tracking responses by contact rather than list

41. Segmentation by email response data with basic personalization

42. Telesales Qualification/IntegrationLM Maturity Level II II

44. Integration (CRM/Website Activity Data)

45. Automated/Triggered Nurture Programs

46. Lead Scoring using Explicit informationLM Maturity Level III III II

48. Lifecycle Stage Programs

49. Integrated Closed-Loop ROI Reporting

50. Multi-Variable Lead Scoring Model with Implicit (behavioral) Data

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 TechnologyChoosing 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