Selecting a B2B Marketing Automation Vendor


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This presentation was given by Will Schnabel of Silverpop at the B2B Marketing Event in London on September 30, 2009 -
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’.
  • Selecting a B2B Marketing Automation Vendor

    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 /><br />
    58. 58. Silverpop Marketing Automation<br />@wschnabel<br />@silverpopB2B<br />@silverpop<br />Will Schnabel<br /><br />