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Selecting a B2B Marketing Automation Vendor


This presentation was given by Will Schnabel of Silverpop at the B2B Marketing Event in London on September 30, 2009 - http://www.b2bm.biz/demandgeneration/ …

This presentation was given by Will Schnabel of Silverpop at the B2B Marketing Event in London on September 30, 2009 - http://www.b2bm.biz/demandgeneration/
The topic was focused on selecting a marketing technology to support your B2B business. Technologies include CRM integration, lead routing, leas scoring, lead nurturing and enabling a better lead management process. It was primarily about the lessons learned on how to choose the right vendor and keys to implementation success.

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  • 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 contextThe 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 strategiesSpeaker:Will SchnabelVice 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 clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  • Clicks:1- Add Track / Re-Name2 – Add Step3 – Add Step4 – Add Step Decision Diamond5 – Add Track Decision Diamond6 – Show Rules on Yes Track7 – Rules disappear
  • Business case justification
  • What are your goals
  • 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’.


  • 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
  • 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 &
    Lead Nurturing
    Lead Qualification
    & Scoring
    Sales/Opportunity Management
    Lead Routing
    & Acceptance
  • 12. Process Drives the Technology Requirements
    Data Segmentation
    Campaign Management
    (e.gemail, DM, web, telesales)
    & Analysis
    Campaign (Nurture)
    Sales Tools
    Lead Profiling
    and Scoring
  • 13. >>> Campaign Visualization and Workflow
  • 14. Advanced Lead scoring
    Explicit Criteria
  • 15. Advanced Lead scoring
    Explicit Criteria
    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
    • 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
  • 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
    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
  • 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
  • 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
  • 47. LM Maturity Level IV
    • 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 >>>
  • 58. Silverpop Marketing Automation Solutionswww.Silverpop.com
    Will Schnabel