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. Look into the future How to tell which companies are most likely to buy based on web activity
- 2. In a complex sale, the buyer’s journey is 70% complete by the time they’re ready to engage with a live sales person -SiriusDecisions -SiriusDecisions Twitter: @shariajohnston @adamgreco Slide 2
- 3. The Silent Majority 95% Unknown Twitter: @shariajohnston @adamgreco Slide 3
- 4. Website engagement is the single biggest predictor of buying intent Twitter: @shariajohnston @adamgreco Slide 4
- 5. Sample of Accounts that closed Q32012 Twitter: @shariajohnston @adamgreco Slide 5
- 6. Power of Identity When we know a prospect’s purchase intent and visitor’s account identity, we can: • Personalize our Marketing • Alert Sales • Measure Marketing Effectiveness Twitter: @shariajohnston @adamgreco Slide 6
- 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. Analog Body Language The key to B2B sales has always been listening to your prospects and directing the resources and people they need to help close the deal • Listen to pain points • Share product information • Connect to product specialists and sales Twitter: @shariajohnston @adamgreco Slide 8
- 9. Digital Body Language Website visitors indicate interest in your products or services with every website click Twitter: @shariajohnston @adamgreco Slide 9
- 10. Digital Body Language Website visitors indicate interest in your products or services with every website click Twitter: @shariajohnston @adamgreco Slide 10
- 11. But Who Are They? Most B2B website visitors are anonymous Twitter: @shariajohnston @adamgreco Slide 11
- 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. Identify the Unknown Using 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. Identify the Unknown Using tools like Demandbase, we could see who looked at products Twitter: @shariajohnston @adamgreco Slide 14
- 15. Identify the Unknown By combining Web Analytics tools and Demandbase, we could see which products were being viewed by named accounts Twitter: @shariajohnston @adamgreco Slide 15
- 16. Track Named Accounts Imagine being able to see which named accounts view your key conversion pages Twitter: @shariajohnston @adamgreco Slide 16
- 17. Track Named Accounts See all website pages named accounts are viewing Twitter: @shariajohnston @adamgreco Slide 17
- 18. Track Named Accounts See website paths by named account Twitter: @shariajohnston @adamgreco Slide 18
- 19. Track Named Accounts Track Visitor Engagement by named account s.events=“50”; s.eVar11=“+50”; Twitter: @shariajohnston @adamgreco Slide 19
- 20. Track Named Accounts Quantify named account success actions Twitter: @shariajohnston @adamgreco Slide 20
- 21. Track Named Accounts Quantify named account success actions Twitter: @shariajohnston @adamgreco Slide 21
- 22. Investigate Correlations Look for relationships between Named Account activity and post-website success Twitter: @shariajohnston @adamgreco Slide 22
- 23. Track Named Accounts Set Alerts to notify Sales when named accounts reach engagement targets Twitter: @shariajohnston @adamgreco Slide 23
- 24. Track Named Accounts Segment website behavior for named accounts engagement targets Twitter: @shariajohnston @adamgreco Slide 24
- 25. Target Named Accounts Deliver customized content to named accounts Noo If Industry = Yes High-Tech No Twitter: @shariajohnston @adamgreco Slide 25
- 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. Target Named Accounts Proactively initiate chat sessions with targeted named accounts Twitter: @shariajohnston @adamgreco Slide 27
- 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