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   ...
The Silent Majority         95% Unknown  Twitter: @shariajohnston @adamgreco   Slide 3
Website engagement is the         single biggest predictor of                buying intentTwitter: @shariajohnston @adamgr...
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 Marke...
Analog Body Language                                        •         What is your name?                                  ...
Analog Body LanguageThe key to B2B sales has always been listening to yourprospects and directing the resources and people...
Digital Body LanguageWebsite visitors indicate interest in your products      or services with every website click   Twitt...
Digital Body LanguageWebsite visitors indicate interest in your products      or services with every website click   Twitt...
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 yo...
Identify the UnknownUsing tools like Demandbase, we could see who was on our website                                      ...
Identify the UnknownUsing tools like Demandbase, we could see who looked at products    Twitter: @shariajohnston @adamgrec...
Identify the UnknownBy combining Web Analytics tools and Demandbase, we could see which products were being viewed by name...
Track Named Accounts            Imagine being able to see which named accounts                    view your key conversion...
Track Named Accounts           See all website pages named accounts are viewing  Twitter: @shariajohnston @adamgreco   Sli...
Track Named Accounts                           See website paths by named account  Twitter: @shariajohnston @adamgreco    ...
Track Named Accounts                  Track Visitor Engagement by named account  s.events=“50”;  s.eVar11=“+50”;  Twitter:...
Track Named Accounts                       Quantify named account success actions  Twitter: @shariajohnston @adamgreco    ...
Track Named Accounts                       Quantify named account success actions  Twitter: @shariajohnston @adamgreco    ...
Investigate Correlations                  Look for relationships between Named Account                         activity an...
Track Named Accounts                         Set Alerts to notify Sales when named                          accounts reach...
Track Named Accounts              Segment website behavior for named accounts                                        engag...
Target Named Accounts              Deliver customized content to named accounts                     Noo        If Industry...
Target Named Accounts Use advanced techniques like display ad re-targeting to show         prospects your content wherever...
Target Named AccountsProactively initiate chat sessions with targeted named accounts   Twitter: @shariajohnston @adamgreco...
Web Analytics Demystified B2B Recommendations•   Don’t give up on the 95% of unknown B2B visitors•   Don’t wait until it i...
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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 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

  1. 1. Look into the futureHow to tell which companies are most likely to buy based on web activity
  2. 2. 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
  3. 3. The Silent Majority 95% Unknown Twitter: @shariajohnston @adamgreco Slide 3
  4. 4. Website engagement is the single biggest predictor of buying intentTwitter: @shariajohnston @adamgreco Slide 4
  5. 5. Sample of Accounts that closed Q32012 Twitter: @shariajohnston @adamgreco Slide 5
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Digital Body LanguageWebsite visitors indicate interest in your products or services with every website click Twitter: @shariajohnston @adamgreco Slide 9
  10. 10. Digital Body LanguageWebsite visitors indicate interest in your products or services with every website click Twitter: @shariajohnston @adamgreco Slide 10
  11. 11. But Who Are They? Most B2B website visitors are anonymous Twitter: @shariajohnston @adamgreco Slide 11
  12. 12. 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
  13. 13. 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
  14. 14. Identify the UnknownUsing tools like Demandbase, we could see who looked at products Twitter: @shariajohnston @adamgreco Slide 14
  15. 15. 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
  16. 16. Track Named Accounts Imagine being able to see which named accounts view your key conversion pages Twitter: @shariajohnston @adamgreco Slide 16
  17. 17. Track Named Accounts See all website pages named accounts are viewing Twitter: @shariajohnston @adamgreco Slide 17
  18. 18. Track Named Accounts See website paths by named account Twitter: @shariajohnston @adamgreco Slide 18
  19. 19. Track Named Accounts Track Visitor Engagement by named account s.events=“50”; s.eVar11=“+50”; Twitter: @shariajohnston @adamgreco Slide 19
  20. 20. Track Named Accounts Quantify named account success actions Twitter: @shariajohnston @adamgreco Slide 20
  21. 21. Track Named Accounts Quantify named account success actions Twitter: @shariajohnston @adamgreco Slide 21
  22. 22. Investigate Correlations Look for relationships between Named Account activity and post-website success Twitter: @shariajohnston @adamgreco Slide 22
  23. 23. Track Named Accounts Set Alerts to notify Sales when named accounts reach engagement targets Twitter: @shariajohnston @adamgreco Slide 23
  24. 24. Track Named Accounts Segment website behavior for named accounts engagement targets Twitter: @shariajohnston @adamgreco Slide 24
  25. 25. Target Named Accounts Deliver customized content to named accounts Noo If Industry = Yes High-Tech No Twitter: @shariajohnston @adamgreco Slide 25
  26. 26. Target Named Accounts Use advanced techniques like display ad re-targeting to show prospects your content wherever they are Twitter: @shariajohnston @adamgreco Slide 26
  27. 27. Target Named AccountsProactively initiate chat sessions with targeted named accounts Twitter: @shariajohnston @adamgreco Slide 27
  28. 28. 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

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