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Have You Discovered the Hidden Sales Cycle?

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The hidden sales cycle has emerged over the past decade as the world has moved online. In this presentation, I’m going to show you what the hidden sales cycle is - and how marketers and sales professionals should work together to take advantage of it.

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Have You Discovered the Hidden Sales Cycle?

  1. 1. ARE YOU TAKING ADVANTAGE OF THE HIDDEN SALES CYCLE? Leading businesses track customers‟ online movements to predict their buying behaviour. It‟s easier than you think...
  2. 2. ? 02 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved. WHAT IS THE HIDDEN SALES CYCLE?
  3. 3. Before, Today, Customers had to talk to you. Talking to you is the last thing they do. 03 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  4. 4. CUSTOMERS ARE MUCH BETTER INFORMED THAN THEY USED TO BE x20 By 2020, Gartner predicts data volumes will grow to 20 X what they are today Gartner 75% IDC Joint Google and CEB research project, 2011 04 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved. On average, B2B buyers are 57% through the purchase decision before engaging a supplier sales rep. 75% of digital information is generated by individuals 57% Joint Google and CEB research project, 2011 Sources: http://panelpicker.sxsw.com/vote/20006 http://uk.emc.com/about/news/press/2011/20110628-01.htm http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
  5. 5. Your challenge is to ensure that prospects find your company during the online research stage. 05 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  6. 6. READING „DIGITAL BODY LANGUAGE‟ Reading „Digital body language‟ involves knowing where each prospect has been online. 1 What content have they read on your blog? 2 While 76% of marketers believe “They know what their consumers want” in terms of social media content and interaction, only 34% have actually asked those buyers. Which emails have they opened? 3 Where have they been on your website? 34% e-Strategy Trends 2012 76% Source: http://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609 06 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  7. 7. FOUR STEPS TO TAKING ADVANTAGE OF THE HIDDEN SALES CYCLE STEP 3 STEP 1 Develop the content that will attract their attention and send it automatically Know who they are STEP 2 Know where they‟re looking for information 07 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved. STEP 4 Start thinking real-time
  8. 8. STEP 1 Know who they are 1 What is their job role? 2 What business pains do they need to resolve? 3 What does a day in their life look like? 4 What do they want to achieve by investing in your products or services? 08 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  9. 9. STEP 2 Know where they‟re looking for information Twitter Facebook LinkedIn groups and forums Industry analyst websites Trade magazine and association websites 09 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  10. 10. STEP 3 Develop the content that will attract their attention and send it automatically Companies that automate lead management and send new content automatically based on digital body language signals typically see a 10% increase in revenue in just 6-9 months. 10% Source: http://blog.katapult.co.uk/inbound/11-reasons-to-nurture-your-leads-with-marketing-automation/ 10 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved. Katapult
  11. 11. STEP 4 Start thinking real-time Within 15 Minutes Within 30 Minutes 11% 12% Within 5 Minutes 9% Within few days or so Within one hour “In general, how soon after you contact a brand, product or company on social media do you expect to receive a response?” 33% Source: http://www.convinceandconvert.com/the-social-habit/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/ 11 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved. 10% More than one hour, but later same day 25%
  12. 12. TAKEAWAYS To start making the most of the opportunities in the hidden sales cycle, you need to: 12 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  13. 13. 1 2 3 4 Get the sales and marketing departments to work together to identify exactly who they‟re targeting. Get online and start developing relationships in forums and groups to grow your reputation as a value-adder and thought leader. Get the sales and marketing teams to work together to develop the content that your prospects need and want Use the real-time reporting functionality of your lead management system to see how your prospects are interacting with your emails, website and web content so you can engage with them at the right time. 13 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  14. 14. As you may have guessed, this is all much easier with Oracle Eloqua Marketing Automation software! Follow these steps and you will net more customers and convert more leads into sales. 14 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.
  15. 15. DON‟T MISS! See how you shape up with the Modern Marketing scorecard eloqua.com/scorecard 16 Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.

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