Will Schnabel, Silverpop/B2B Engage

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Will Schnabel, Silverpop/B2B Engage

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

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