The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age                         February 28, 2013
Speakers                                                        Amy Holtzman                                              ...
Agenda        Who is Buyer 2.0        What opportunity do they represent        Identification: A Use Case        Mech...
Who is Buyer 2.0?         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved.  ...
Crisis Mode         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved.   Slide...
Buyer 2.0: Not Just One Person         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All right...
Account-Level Engagement         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights rese...
Value of Visitor Identification: A Real Example         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandba...
People Lie.         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved.   Slide...
Magento Web Forms         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved.  ...
Forms Solution         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved.   Sl...
Forms Solution                                                                   John                                     ...
Forms Solution                                                                   John                                     ...
Basic Information         #accountbased | @jstewart_1 | @demandbase                                                  Post ...
Enhanced Data         #accountbased | @jstewart_1 | @demandbase                                                  Post ques...
Hidden in Plain Sight         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserve...
Rise of the Research Team: Danger        The new B2B buyer is:           – Engaged                     • B2B needs to be ...
Rise of the Research Team: Danger        The new B2B buyer is:           – Engaged                     • B2B needs to be ...
Rise of the Research Team: Danger        The new B2B buyer is:           – Engaged                     • B2B needs to be ...
Rise of the Research Team: Danger        The new B2B buyer is:           – Engaged                     • B2B needs to be ...
Website as the Trailhead: Opportunity         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 Al...
Account Visitors         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved.   ...
Account Identification                        $138M Revenue                          $2.6B Revenue                       $...
Target Account Identification                        $138M Revenue                          $2.6B Revenue                 ...
Account-Level Engagement         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights rese...
Revenue Begins With Identification: Identify                                                                      Identif...
Revenue Begins With Identification: Cross-Reference        Cross reference these engaged         companies with your targ...
Revenue Begins With Identification: Push Contacts        Push contacts and leads from these companies to the top of the  ...
Revenue Begins With Identification: Remarket/Retarget                                                                    ...
Revenue Begins With Identification: Personalize        Personalize the web         experience for these         companies...
Revenue Begins With Identification: Streamline                                                                      Strea...
Revenue Begins With Identification: Get Proactive        Reach out to them with live         chat requests when they     ...
Revenue Begins With Identification: Repeat         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 20...
In Conclusion….Start at the Beginning         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 Al...
Questions         #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved.   Slide 3...
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The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age

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Recent research from Google has indicated that buyers are generally at least 60% through the sales process before identifying themselves to a seller. How do you best identify, engage, and influence the buyer you cannot see? Which website visitors are most likely to become customers?

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The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age

  1. 1. The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age February 28, 2013
  2. 2. Speakers Amy Holtzman Senior Marketing Manager, Demandbase Jason Stewart Director of Marketing, Demandbase #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 2 © Demandbase 2013 All rights reserved.
  3. 3. Agenda  Who is Buyer 2.0  What opportunity do they represent  Identification: A Use Case  Mechanics of the Case  Expansion of the Practice  Q&A #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 3 © Demandbase 2013 All rights reserved.
  4. 4. Who is Buyer 2.0? #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 4 © Demandbase 2013 All rights reserved.
  5. 5. Crisis Mode #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 5 © Demandbase 2013 All rights reserved.
  6. 6. Buyer 2.0: Not Just One Person #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 6 © Demandbase 2013 All rights reserved.
  7. 7. Account-Level Engagement #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 7 © Demandbase 2013 All rights reserved.
  8. 8. Value of Visitor Identification: A Real Example #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 8 © Demandbase 2013 All rights reserved.
  9. 9. People Lie. #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 9 © Demandbase 2013 All rights reserved.
  10. 10. Magento Web Forms #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 10 © Demandbase 2013 All rights reserved.
  11. 11. Forms Solution #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 11 © Demandbase 2013 All rights reserved.
  12. 12. Forms Solution John Stevens Mgr js@oracle.com Ora| #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 12 © Demandbase 2013 All rights reserved.
  13. 13. Forms Solution John Stevens Mgr js@oracle.com Ora| $35,622,000,000 Software and Technology 105,000 500 Oracle Parkway Redwood Shores CA 94065 Enterprise #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 13 © Demandbase 2013 All rights reserved.
  14. 14. Basic Information #accountbased | @jstewart_1 | @demandbase Post questions to BrightTalk, or tweet them to #demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 14 © Demandbase 2013 All rights reserved.
  15. 15. Enhanced Data #accountbased | @jstewart_1 | @demandbase Post questions to BrightTalk, or tweet them to #demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 15 © Demandbase 2013 All rights reserved.
  16. 16. Hidden in Plain Sight #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 16 © Demandbase 2013 All rights reserved.
  17. 17. Rise of the Research Team: Danger  The new B2B buyer is: – Engaged • B2B needs to be aware of their online reputation more than ever #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 17 © Demandbase 2013 All rights reserved.
  18. 18. Rise of the Research Team: Danger  The new B2B buyer is: – Engaged • B2B needs to be aware of their online reputation more than ever – Informed • B2B needs to act quickly on all topics and trends relevant to their business #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 18 © Demandbase 2013 All rights reserved.
  19. 19. Rise of the Research Team: Danger  The new B2B buyer is: – Engaged • B2B needs to be aware of their online reputation more than ever – Informed • B2B needs to act quickly on all topics and trends relevant to their business – Cautious • B2B needs to be aware people may be disqualifying us without ever talking to us #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 19 © Demandbase 2013 All rights reserved.
  20. 20. Rise of the Research Team: Danger  The new B2B buyer is: – Engaged • B2B needs to be aware of their online reputation more than ever – Informed • B2B needs to act quickly on all topics and trends relevant to their business – Cautious • B2B needs to be aware people may be disqualifying us without ever talking to us – Vigilant • B2B can’t rest on their laurels … new solutions and products and developments are easier than ever to discover #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 20 © Demandbase 2013 All rights reserved.
  21. 21. Website as the Trailhead: Opportunity #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 21 © Demandbase 2013 All rights reserved.
  22. 22. Account Visitors #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 22 © Demandbase 2013 All rights reserved.
  23. 23. Account Identification $138M Revenue $2.6B Revenue $32B Revenue Software & Technology Healthcare FinServ 1000 Employees 3000 Employees 68000 Employees California Ohio New York $2B Revenue $9B Revenue Manufacturing Software & Technology 4470 Employees 82500 Employees Boise Oregon #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 23 © Demandbase 2013 All rights reserved.
  24. 24. Target Account Identification $138M Revenue $2.6B Revenue $32B Revenue Software & Technology Healthcare FinServ 1000 Employees 3000 Employees 68000 Employees California Ohio New York $2B Revenue $9B Revenue Manufacturing Software & Technology 4470 Employees 82500 Employees Boise Oregon #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 24 © Demandbase 2013 All rights reserved.
  25. 25. Account-Level Engagement #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 25 © Demandbase 2013 All rights reserved.
  26. 26. Revenue Begins With Identification: Identify  Identify the companies that are engaged on your website #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 26 © Demandbase 2013 All rights reserved.
  27. 27. Revenue Begins With Identification: Cross-Reference  Cross reference these engaged companies with your target list #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 27 © Demandbase 2013 All rights reserved.
  28. 28. Revenue Begins With Identification: Push Contacts  Push contacts and leads from these companies to the top of the lead scoring queue #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 28 © Demandbase 2013 All rights reserved.
  29. 29. Revenue Begins With Identification: Remarket/Retarget  Remarket/retarg et these same companies to drive more visits and accelerate engagement #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 29 © Demandbase 2013 All rights reserved.
  30. 30. Revenue Begins With Identification: Personalize  Personalize the web experience for these companies to increase engagement and conversions #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 30 © Demandbase 2013 All rights reserved.
  31. 31. Revenue Begins With Identification: Streamline  Streamline the conversion process with better forms #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 31 © Demandbase 2013 All rights reserved.
  32. 32. Revenue Begins With Identification: Get Proactive  Reach out to them with live chat requests when they visit #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 32 © Demandbase 2013 All rights reserved.
  33. 33. Revenue Begins With Identification: Repeat #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 33 © Demandbase 2013 All rights reserved.
  34. 34. In Conclusion….Start at the Beginning #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 34 © Demandbase 2013 All rights reserved.
  35. 35. Questions #accountbased | @jstewart_1 | @demandbaseConfidential | © Demandbase 2012 All rights reserved. Slide 35 © Demandbase 2013 All rights reserved.
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