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/
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