This presentation was given by Will Schnabel of Silverpop at the B2B Marketing Event in London on September 30, 2009 - http://www.b2bm.biz/demandgeneration/
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.
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
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”
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
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
15. Advanced Lead scoring Explicit Criteria BANT Demographics/firmagraphics Implicit Criteria Recency of interactions Frequency of interactions Specific Behaviors
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: Marketing Automation: Lessons From the Trenches
34. IV Increasing Lead Management Capabilities and Business Benefit III Business Value II I Level 2 Level 3 Level 4 Level 1 Lead Management Sophistication Lead Management Maturity Model
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
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’.