will schnabel, silverpop/b2b engage

Automation and Technology: How to Choose Effectively

How to Select the Right Technology to Grow Your Business

Will SchnabelVP , 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

17.50%

12.50%

70.00%

Average B2B Initial Lead Break-down

Discard / disqualified

Sales-ready now

Longer-term oppor-tunity / worth nurtur-ing

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?

Marketing AutomationLead Nurtu

ring

Demand Generation

Lead Scoring

Lead-to-Sales ProcessB2B Marketing

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

Lead Generation

Lead Nurturing

Lead Qualification & Scoring

Sales/Opportunity Management

Reporting &Analysis

Lead Routing& Acceptance

LeadManagement

Process

The Lead Funnel-As a Process

Process Drives the Technology Requirements

Data Segmentation

Multi-Channel Campaign Management

(e.g email, DM, web, telesales)

Campaign (Nurture)Automation

Lead Profilingand Scoring

Integration/Sales Tools

Reporting& Analysis

Unified Customer/Prospect

Database

>>> 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

• 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

400%

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

BusinessValue

Lead Management Sophistication

Increasing Lead Management Capabilitie

s and Business Benefit

Level 1 Level 2 Level 3 Level 4

Lead Management Maturity Model

I

II

III

IV

Product Focused Batch and Blast Campaigns

Basic List Segmentation & Email Sending (Tracking by email campaign)

Auto-Fulfillment of online offers (auto-responders)

Lead Capture and Forward to Sales

LM Maturity Level II

Automated segmentation and email sending

Tracking responses by contact rather than list

Segmentation by email response data with basic personalization

Telesales Qualification/Integration

LM Maturity Level IIII

Personalization and dynamic content for one-to-one messaging

Integration (CRM/Website Activity Data)

Automated/Triggered Nurture Programs

Lead Scoring using Explicit information

LM Maturity Level IIIIIIII

Collaborative sales and marketing environment

Lifecycle Stage Programs

Integrated Closed-Loop ROI Reporting

Multi-Variable Lead Scoring Model with Implicit (behavioral) Data

Integrated Third-Party data

LM Maturity Level IVIIIII

IVIV

Summary

• Start Small, but Think Big

• Build a Business Case for Change

• Define your Process Requirements

• Use Technology to Learn and Grow

• Pick a Partner, not just a Technology

Choosing the Right Technology

Continue the dialogue >>>

http://www.silverpop.com/blogs/demand-generation/

Thank You

Will Schnabelwschnabel@silverpop.com

@wschnabel@silverpopB2B

@silverpop