28. Automation and Technology: How to Choose Effectively How to Select the Right Technology to Grow Your Business Will Schnabel VP , International Markets Silverpop
35. What is Lead Management? Marketing Automation Lead Nurturing Demand Generation Lead Scoring Lead-to-Sales Process B2B Marketing Lead Funnel
36. 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
38. The Lead Funnel-As a Process Lead Generation Lead Nurturing Lead Qualification & Scoring Sales/Opportunity Management Reporting & Analysis Lead Routing & Acceptance Lead Management Process
39. Process Drives the Technology Requirements Data Segmentation Multi-Channel Campaign Management (e.g email, DM, web, telesales) Campaign (Nurture) Automation Lead Profiling and Scoring Integration/ Sales Tools Reporting & Analysis Unified Customer/Prospect Database
49. 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
53. Lead Management Maturity Model Business Value Lead Management Sophistication Increasing Lead Management Capabilities and Business Benefit Level 1 Level 2 Level 3 Level 4 I II III IV
61. Thank You Will Schnabel [email_address] @wschnabel @silverpopB2B @silverpop
Editor's Notes
How to Select the Right Technology to Grow Your Business When selecting new technology to support B2B marketing efforts, too often features and capabilities all look and feel the same. It takes a strategic approach to evaluate various technical tools. And if it sounds like a technology vendor telling you how to select the right technology is like the fox guarding the henhouse, in this case you’d be wrong. Because if you select a vendor that can’t meet your needs, the vendor won’t be any happier than you are. This session will provide you with a roadmap for identifying your true needs and how to match them up with the right technology at the right price. Items covered will include: Why it’s important to put the tool selection into a broader context The importance of considering strategy, process and people in addition to the technology Ensuring that the right technology is easy to use , flexible to match your processes and sophisticated enough to match future growth strategies Speaker: Will Schnabel Vice President and General Manager, International Markets, Silverpop
70% of leads aren’t waiting on you; you’re waiting on them.
What is B2B is not even clear How to reach B2B customers is constantly evolving Marketing paradigm is forever re-aligned
Talking Points: Vtrenz creates qualified leads for sales Qualified leads in turn create better opportunities which equals greater revenue
Talking Points: Vtrenz creates qualified leads for sales Qualified leads in turn create better opportunities which equals greater revenue
Left Brain Marketing Baldwin: At the beginning of the adoption process, the support needs to focus on ‘how to do it’. After getting comfortable, the questions move to ‘How should I do it in my particular case’.
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