Will Schnabel, Silverpop/B2B Engage

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Text of Will Schnabel, Silverpop/B2B Engage

  • 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
>>>MarketingSherpa
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 &
Analysis
Lead Nurturing
Lead
Management
Process
Lead Qualification
& Scoring
Sales/Opportunity Management
Lead Routing
& Acceptance
12. Process Drives the Technology Requirements
Data Segmentation
Multi-Channel
Campaign Management
(e.gemail, DM, web, telesales)
Reporting
& Analysis
Unified
Customer/Prospect
Database
Campaign (Nurture)
Automation
Integration/
Sales Tools
Lead Profiling
and Scoring
13. >>> Campaign Visualization and Workflow
14. Advanced Lead scoring
Explicit Criteria
BANT
Demographics/firmagraphics
15. Advanced Lead scoring
Explicit Criteria
BANT
Demographics/firmagraphics
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
400%

  • 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 Rates5x
50%
2x
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: MarketingAutomation: 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