Tuesday, January 06, 2009

Raab Marketing Automation Webinar on January 14

Just a brief note to let you know that I'll be giving a Webinar on "How to Get the Most Value from Your Marketing Automation System" on Wednesday, January 14 at 4 p.m. Eastern / 1 p.m. Pacific. You can register at http://www.brighttalk.com/webcasts/2017/attend This is part of a two-day Marketing Automation Summit organized by BrightTALK, a vendor of webcasting technology that sponsors channels of specialized content, as well as running regular online conferences. As near as I can tell, BrightTALK makes its money selling the technology and related services: according to their Web site, you can have your own "channel" with unlimited webcasts for $949 per month. Whether their conferences are simply a way to promote this or have another revenue stream attached, I don't know.

In any case, my presentation on the 14th will look at short-term ways of getting value from existing systems, on the theory that money for new systems will be scarce in the near future. This is a bit of a switch from my usual focus on system selection. But system selection always boils down to how the system will be used, so it isn't much of a stretch.

Tune in if you have a chance, and if you're, say, recovering from a skiing accident over the holidays, you can listen to the full lineup of sessions starting on January 13. I'll also be participating in a round table discussion at 7 p.m. Eastern / 4 p.m. Pacific on the 13th.


Pam said...

I work for a small company that is evaluting marketing automation and lead scoring is part of our requirments.
Do you have any best practices when evaluating lead scoring? What is the core functionality that should be part of any good lead scoring methodology for a small business?

David Raab said...

Hi Pam,

I don't know whether you tuned into the BrightTalk session I gave, which did discuss this a bit. It's still available at www.Brighttalk.com if you want to listen.

I would say the critical best practice is to work with sales to agree on the scoring methodology. Of course that has nothing to do with software. In terms of features, I'd look for:

- ability to score on behaviors (clickthroughs, web site visits, downloads, etc.) as well as attributes (e.g. survey answers). Most if not all demand gen vendors do this, although there are subtle differences, e.g. in how easily you can set up aggregate measures such as "3 visits in the past 7 days".

- ability to consolidate activities by multiple people from the same company, and generate company-level scores. Not every vendor does this.

- ability to create multiple scores e.g. for different products. Again, not everyone does this. Of course, whether you need it depends on your business.

- complex calculations such as reducing the points from an event as it recedes into the past, and capping the number of points from a given type of event such as white paper downloads. Nearly all vendors can do this, but some make it much easier than others.

- how quickly does the system react to events that result in a score change, and notify sales if appropriate? Some vendors do this in real time, others take a while.

Hope this helps.