Selecting a B2B Marketing Automation Vendor

Automation and Technology: How to Choose Effectively
How to Select the Right Technology to Grow Your Business
Will Schnabel
VP, International MarketsSilverpop

Agenda
The B2B Challenge
Lead Management Technology Overview
Keys to Successful Use of Technology
Getting from Here to There

The Challenge of Modern B2B Marketing

From push to pull
>>>MarketingSherpa

Plugging the Leaky Funnel

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”

Enter Lead Management Technologies

What is Lead Management?
Lead Nurturing
Marketing Automation
Lead Scoring
Demand Generation
B2B Marketing
Lead-to-Sales Process
Lead Funnel

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

The Lead Funnel-As a Process

The Lead Funnel-As a Process
Lead Generation
Reporting &
Analysis
Lead Nurturing
Lead
Management
Process
Lead Qualification
& Scoring
Sales/Opportunity Management
Lead Routing
& Acceptance

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

>>> Campaign Visualization and Workflow

Advanced Lead scoring
Explicit Criteria
BANT
Demographics/firmagraphics

Advanced Lead scoring
Explicit Criteria
BANT
Demographics/firmagraphics
Implicit Criteria
Recency of interactions
Frequency of interactions
Specific Behaviors

Sales Visibility / Prospect Insight

Keys to the Successful Use Marketing Automation

Requires more than just Technology

Keys to Success

It Begins with the Right Strategy

Business Case for Change
400%

No. of New Leads Generated through existing demand generation activities
No. of qualified leads sent to sales
Amount of sales pipeline generated by marketing leads
Sales Close Rates

5x
50%
2x

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

The Right Technology Solution

Long-term view, short-term requirements
Usability of the System
Timeframe for Implementation
Scalability
Total Cost of Ownership

Don’t Forget the People

Customer Support is Critical
Ongoing Education and Training
Cross-Functional Teams
Aligned objectives between sales and marketing

How do I get there

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