Look into the future: How to tell which companies are most likely to buy based on web activity
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Look into the future: How to tell which companies are most likely to buy based on web activity

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Analyst firm SiriusDecisions estimates that in a complex sale, the buyer's journey is 70% complete by the time they're ready to engage with a live salesperson. That's because B2B buyers today are more ...

Analyst firm SiriusDecisions estimates that in a complex sale, the buyer's journey is 70% complete by the time they're ready to engage with a live salesperson. That's because B2B buyers today are more in control of the sales process than they've ever been before. With the vast amount of resources online, it's no longer a necessity to speak to a salesperson until the buyer has done almost all of their research. Learn how you can predict intent to purchase - by company - long before a prospect ever engages with your sales team or even completes a form on your website.

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    Look into the future: How to tell which companies are most likely to buy based on web activity Look into the future: How to tell which companies are most likely to buy based on web activity Presentation Transcript

    • Look into the futureHow to tell which companies are most likely to buy based on web activity
    • In a complex sale, the buyer’s journey is70% complete by the time they’re ready to engage with a live sales person -SiriusDecisions -SiriusDecisionsTwitter: @shariajohnston @adamgreco Slide 2
    • The Silent Majority 95% Unknown Twitter: @shariajohnston @adamgreco Slide 3
    • Website engagement is the single biggest predictor of buying intentTwitter: @shariajohnston @adamgreco Slide 4
    • Sample of Accounts that closed Q32012 Twitter: @shariajohnston @adamgreco Slide 5
    • Power of IdentityWhen we know a prospect’s purchase intent and visitor’saccount identity, we can:• Personalize our Marketing• Alert Sales• Measure Marketing Effectiveness Twitter: @shariajohnston @adamgreco Slide 6
    • Analog Body Language • What is your name? • Who do you work for? • What industry are you in? • How did you hear about us? • What problems can I help you solve? Twitter: @shariajohnston @adamgreco Slide 7
    • Analog Body LanguageThe key to B2B sales has always been listening to yourprospects and directing the resources and people they needto help close the deal• Listen to pain points• Share product information• Connect to product specialists and sales Twitter: @shariajohnston @adamgreco Slide 8
    • Digital Body LanguageWebsite visitors indicate interest in your products or services with every website click Twitter: @shariajohnston @adamgreco Slide 9
    • Digital Body LanguageWebsite visitors indicate interest in your products or services with every website click Twitter: @shariajohnston @adamgreco Slide 10
    • But Who Are They? Most B2B website visitors are anonymous Twitter: @shariajohnston @adamgreco Slide 11
    • But Who Are They? If your prospect could talk to you through the website what would he say?• I came to you from the keyword “CRM”• I clicked to view your “Sales Cloud” product• I have been to your website 3 times Twitter: @shariajohnston @adamgreco Slide 12
    • Identify the UnknownUsing tools like Demandbase, we could see who was on our website s.eVar10=“Symantec”; s.eVar11=“High-Tech”; s.eVar12=“10,000+ Employees”; Twitter: @shariajohnston @adamgreco Slide 13
    • Identify the UnknownUsing tools like Demandbase, we could see who looked at products Twitter: @shariajohnston @adamgreco Slide 14
    • Identify the UnknownBy combining Web Analytics tools and Demandbase, we could see which products were being viewed by named accounts Twitter: @shariajohnston @adamgreco Slide 15
    • Track Named Accounts Imagine being able to see which named accounts view your key conversion pages Twitter: @shariajohnston @adamgreco Slide 16
    • Track Named Accounts See all website pages named accounts are viewing Twitter: @shariajohnston @adamgreco Slide 17
    • Track Named Accounts See website paths by named account Twitter: @shariajohnston @adamgreco Slide 18
    • Track Named Accounts Track Visitor Engagement by named account s.events=“50”; s.eVar11=“+50”; Twitter: @shariajohnston @adamgreco Slide 19
    • Track Named Accounts Quantify named account success actions Twitter: @shariajohnston @adamgreco Slide 20
    • Track Named Accounts Quantify named account success actions Twitter: @shariajohnston @adamgreco Slide 21
    • Investigate Correlations Look for relationships between Named Account activity and post-website success Twitter: @shariajohnston @adamgreco Slide 22
    • Track Named Accounts Set Alerts to notify Sales when named accounts reach engagement targets Twitter: @shariajohnston @adamgreco Slide 23
    • Track Named Accounts Segment website behavior for named accounts engagement targets Twitter: @shariajohnston @adamgreco Slide 24
    • Target Named Accounts Deliver customized content to named accounts Noo If Industry = Yes High-Tech No Twitter: @shariajohnston @adamgreco Slide 25
    • Target Named Accounts Use advanced techniques like display ad re-targeting to show prospects your content wherever they are Twitter: @shariajohnston @adamgreco Slide 26
    • Target Named AccountsProactively initiate chat sessions with targeted named accounts Twitter: @shariajohnston @adamgreco Slide 27
    • Web Analytics Demystified B2B Recommendations• Don’t give up on the 95% of unknown B2B visitors• Don’t wait until it is too late to figure out which companies are interested in your products• Use all information possible to help sales close deals• Be proactive about selling by listening to your prospects’ digital body language Twitter: @shariajohnston @adamgreco Slide 28