Digital Body Language - shrt

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Inspiring Keynote at the 2011 Emerging Media Conference. To watch the video of this and other talks visit http://wappow.com/videos

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Digital Body Language - shrt

  1. 1. Steven WoodsCTOEloqua
  2. 2. Buying: Simplified
  3. 3. I want moreweb analytics magic
  4. 4. Will itintegrate?
  5. 5. Can I integrateeverything?
  6. 6. It’s good
  7. 7. Can Ibuy it?
  8. 8. Gonna take your RSS budget
  9. 9. We wantWebtrends
  10. 10. Revenue $100,000Search campaign $10,000----------------------------ROI 1000%
  11. 11. Buying: Observations • It’s online • It’s complicated • It’s not about you
  12. 12. Passive: Influenced:Discovery by Discovery through chance key influencer Discovery… Active: Discovery by seeking specific information
  13. 13. • I happened to be ___ and I noticed… • Display Ads (online or print) • Social Discussions • Tradeshows • Email Marketing • Direct Mail
  14. 14. • I was looking for ___, and I found… • Search (organic or paid results) • Tradeshows • Quora questions • LinkedIn questions
  15. 15. • I trust ____ and he/she says… • LinkedIn Group Discussions • Market Influencers via Twitter • Facebook • Social Community Leaders
  16. 16. Steven Woods, CTO, Eloqua@stevewoodsdigitalbodylanguage.blogspot.comwww.eloqua.com
  17. 17. • Allocate Sales Investment • Understand Territories • Time Rep Hiring
  18. 18. • What’s needed – data on buyers• Where social fits in?• Identity• What do you talk about?• Who do you follow?• Who influences you? (retweets, etc)
  19. 19. Buying: Observations.- It’s online -> Trackable / DBL- It’s complicated -> Identities/- It’s not about you -> Marketing and salesAs one view-Marketing + sales => one view- It doesn’t involve you -> Revenue Engine
  20. 20. • Many sources; • Key need for data cleanse • Junkscan? • Normalize
  21. 21. • Business Events – InsideView, D&B
  22. 22. • Ways to get message in front of buyers • How: Depends on (a) how they’re looking (b) if you’re engaged; What: who they are as a buyer • Passive: Ads, Influencers || Email, Web Personalization • Active: Search, Tradeshows || Social Community• Revenue Engine to target this
  23. 23. • …• Why engagement trumps fit• Social data to identify engagement • Tech buyer: Social Community engagement • Organization: Activity across a team; even on Facebook • User buyer: deep searches; technical pages being a
  24. 24. • Twitter: Influencers and Topics• Facebook: -> Business Profile• Blogs: Deep topic interest• Search: Active interest• Webinars: Deep interest
  25. 25. • Twitter: Influencers and Topics• Facebook: -> Business Profile• Blogs: Deep topic interest• Search: Active interest• Webinars: Deep interest
  26. 26. • More than one buyer• Many months• Title may not reflect power• Must observe first, jump in second • Scoring and response
  27. 27. How will you Paid Earnedgetattention?How is thebuyer looking?Active SEM, Tradeshows SEO, Quora Participation, Twitter EngagementPassive Content MarketingInfluences
  28. 28. • Exec Summary of Opportunity• Solution • Clients
  29. 29. • Buying Simplified • 6 months rammed down to 2 minutes • Bob the buyer • Boss • Shiney stuff; iphone, visualization • Wendy the webmaster • Frank in Finance • Blair the blogger • Support community• Buying Observations • Online, complicated, doesn’t involve you -> DBL • - Revenue Engine• Problem : Disintermediation of sales team
  30. 30. • Font, size, and color for text have been formatted for you in the Slide Master• This template uses Eras Demi ITC and Arial, standard Windows Vista and Office 2007 fonts• Use the color palette shown below Sample Fill
  31. 31. Subtitle color• Example of a slide with a subhead • Set the slide title in “Title Case” • Set subheads in “Sentence case” • Generally set subhead to 36pt or smaller so it will fit on a single line • The subhead color is defined for this template but must be selected; In PowerPoint 2007, it is the fifth font color from the left• Hyperlink color: www.wappow.com
  32. 32. 543 Series 1 Series 22 Series 310 Category 1 Category 2 Category 3 Category 4
  33. 33. 9% 10% 1st Qtr 2nd Qtr23% 58% 3rd Qtr 4th Qtr
  34. 34. 654 Series 13 Series 2 Series 32 Series 410 Category 1 Category 2 Category 3 Category 4
  35. 35. 54.5 4 Series 33.5 3 Series 2 2.5 Series 1 2 1.5 1 0.5 0 Category 1 Category 2 Category 3 Category 4
  36. 36. © 2011 Wappow! All rights reserved. The information herein is for informational purposes only and represents the current view of Wappow! as of the date of this presentation. Because Wappow! must respond tochanging market conditions, it should not be interpreted to be a commitment on the part of Wappow!, and Wappow! cannot guarantee the accuracy of any information provided after the date of this presentation. WAPPOW! MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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