Optify: How to get more sales using web visitor and lead intelligence


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The Internet has given today’s buyers unprecedented access to information, putting them firmly in the driver’s seat. But the same web technology that put power in the hands of the buyer can also be used to capture in-depth information about your website visitors and sales leads.

This presentation covers:

What information can be captured by smart internet marketing software
How to turn that information into secret weapon for your sales team
How marketing can use visitor and lead information to get smart about targeting

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Optify: How to get more sales using web visitor and lead intelligence

  1. 1. How to get more sales using web visitor and lead intelligence   Tuesday, October 16, 2012 1:00 EDT SPEAKERS: Ma#  Heinz,  President,  Heinz  Marke1ng   Uri  Bar-­‐Joseph,  Director  of  Marke1ng,  Op1fy   #LeadIntel©2012 Third Door Media, Inc.
  2. 2. Matt Heinz, President, Heinz Marketing Matt Heinz, President Matt Heinz brings more than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Follow Matt                      @HeinzMarketing http://www.linkedin.com/in/mattheinz #LeadIntel©2012 Third Door Media, Inc.
  3. 3. Uri Bar-Joseph, Director of Marketing, OptifyUri Bar-Joseph heads up lead generation efforts and manages the inside salesfunction at Optify. He excels at using the latest internet technology to help histeam generate and close more leads.Uri exemplifies what it is to be a B2B marketer in today’s buyer-driven economyand pushes tools and programs to their limits to achieve outstanding results.Follow Uri @uribarjoseph www.linkedin.com/in/uribarjoseph #LeadIntel©2012 Third Door Media, Inc.
  4. 4. We’ll  answer  these  ques1ons   •  What  visitor  intelligence  is  out  there?   •  How  can  marke7ng  use  it?   •  How  can  your  sales  team  use  it?     #LeadIntel©2012 Third Door Media, Inc.
  5. 5. The  hunted  have  become  the  hunters   Most of the selling happens when 70% of buy cycle is completed your sales people aren’t in the room.   before sales engage.   Brian  Carroll,  MECLABS   Forrester  2011   #LeadIntel©2012 Third Door Media, Inc.
  6. 6. The  buyer  makes  their  own  journey   The  Web  &  blogosphere   Social  media   Presenta7on  &  content  sharing     Outbound  tac7cs   Q&A  and  forums   ?   ?   ?   ?   ?   #LeadIntel©2012 Third Door Media, Inc.
  7. 7. To  succeed  in  this  buyer-­‐led  world  you  must…   Create Get the Convert Convert Know your Understand valuable content visitors to leads to buyers their needs content found leads customers Web  visitor  and  lead  intelligence  can  help  you  in  each  step  of  the  journey…   #LeadIntel©2012 Third Door Media, Inc.
  8. 8. Five  ques1ons  to  start   •  What/who  are  your  targets?   •  What  do  they  care  about?    What   outcome  are  they  seeking?   •  Where  do  you  find  them?   •  What  or  who  influences  them?   •  How  do  they  want  to  engage  and   (eventually)  buy?   #LeadIntel©2012 Third Door Media, Inc.
  9. 9. Prospect  engagement  funnel   Customer Targets (based on persona profiles) Next Step Accelerator Ideas     Inbound Sources / open Community Channels: Search, Twitter, Facebook, Blog, LinkedIn etc. Network-exclusive access to content Value-added special offers Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community Invites #LeadIntel©2012 Third Door Media, Inc.
  10. 10. Your  customers       #LeadIntel©2012 Third Door Media, Inc.
  11. 11. What  are  they  talking  about?       #LeadIntel©2012 Third Door Media, Inc.
  12. 12. The  buying  progression       Problem/ Solution Objective/ Pain Outcome #LeadIntel©2012 Third Door Media, Inc.
  13. 13. OODA  Loop   Observe     Act Strategy Orient Decide #LeadIntel©2012 Third Door Media, Inc.
  14. 14. Using  Intelligence   #LeadIntel©2012 Third Door Media, Inc.
  15. 15. Observe  -­‐  what  intelligence  can  you  gather?   #LeadIntel©2012 Third Door Media, Inc.
  16. 16. Orient  –  what  does  this  intelligence  tell  you?   •  What percentage of •  Who’s visiting your site visits / leads match •  Their level of your targets engagement •  Campaign •  Page visits performance Marketing Sales •  Email responses •  What messages and content are •  Content downloads etc. resonating •  Their stage in their •  New target segment possibilities journey #LeadIntel©2012 Third Door Media, Inc.
  17. 17. Decide  –  what  do  you  do  next?   •  Find the programs •  When do you alert and campaigns you sales? can optimize to drive •  How do you alert sales? more on-target leads •  What are the rules of •  Look for ways to Marketing Sales engagement? improve conversion •  How do you monitor rates progress? •  Decide where to invest content resources #LeadIntel©2012 Third Door Media, Inc.
  18. 18. Act    –  how  do  you  execute  on  your  decisions?   •  Modify target focus •  Sales where possible •  Train sales on process across campaigns and how to read visitor •  Tweak messaging and lead intelligence and response details Marketing mechanisms Sales •  Handoff leads •  Produce more •  Monitor progress content based on best-performing assets #LeadIntel©2012 Third Door Media, Inc.
  19. 19. Our  OODA  Loop   Observe & Orient Decide & Act Act Observe & Orient #LeadIntel©2012 Third Door Media, Inc.
  20. 20. Define  On-­‐Target  Lead  (Observe)   •  From  Persona  to  a  Profile     •  How  many  of  them  do  you   have  in  your  Database?   •  How  many  of  them  do  you   get?   •  Where  do  they  come  from?   Where  do  they  land?   •  What  do  they  do  on  your   website?   #LeadIntel©2012 Third Door Media, Inc.
  21. 21. Set  Goals  &  Establish  Baseline   Use  Intelligence  to  know  where  you  are  (Observe)   #LeadIntel©2012 Third Door Media, Inc.
  22. 22. Set  Goals  &  Establish  Baseline   Set  your  goals  based  on  the  insight  you  gained  (Orient)     #LeadIntel©2012 Third Door Media, Inc.
  23. 23. Setup  &  Execute  Campaign  (Decide  &  Act)   #LeadIntel©2012 Third Door Media, Inc.
  24. 24. Delivering  Leads  to  Sales  (Act)   #LeadIntel©2012 Third Door Media, Inc.
  25. 25. Deliver  on-­‐target  Leads  (Act)   #LeadIntel©2012 Third Door Media, Inc.
  26. 26. Enable  Sales  to    (intelligently)  Follow  Up  (Act)   #LeadIntel©2012 Third Door Media, Inc.
  27. 27. Here’s an example of a Daily Email from Optify #LeadIntel©2012 Third Door Media, Inc.
  28. 28. Measure,  Refine  and  Repeat  (Observe,  Orient)   #LeadIntel©2012 Third Door Media, Inc.
  29. 29. Here’s an example of an Optify report #LeadIntel©2012 Third Door Media, Inc.
  30. 30. The  Never-­‐ending  Cycle  of  the  B2B  Marketer   Observe & Orient Decide & Act Act Observe & Orient #LeadIntel©2012 Third Door Media, Inc.
  31. 31. Addi1onal  Resources  •  Lead  Genera1on  Blog   www.op1fy.net/blog  •  Guides  &  Whitepapers   www.op1fy.net/inbound-­‐marke1ng-­‐resources/how-­‐to-­‐guides    •  Webinars   www.op1fy.net/inbound-­‐marke1ng-­‐resources/how-­‐to-­‐webinars    •  Op1fy  Free  Trial   www.op1fy.net/sign-­‐up    •  Op1fy  Demo   www.op1fy.net/forms/request-­‐a-­‐product-­‐demo     #LeadIntel©2012 Third Door Media, Inc.
  32. 32. About  Op1fy   #LeadIntel©2012 Third Door Media, Inc.