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Digital Body Language and the Revenue Engine
- 1. Digital Body Language and the Revenue Engine Buying and Selling in 2011 Steven Woods CTO, Eloqua @stevewoods 1
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- 5. The Ask I want more web analytics magic 5
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- 14. Implementation Questions Will it integrate? 14
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- 16. Social Media Questions Can I integrate everything? 16
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- 20. Team Consensus It’s good 20
- 21. Purchase Attempt Can we buy it? 21
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- 23. An optimally timedsales call We’re here for you 23
- 24. Finance Looks worthwhile 24
- 25. Undiscovered Stakeholders Gonna take your RSS budget 25
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- 28. Consensus Again We want Webtrends 28
- 29. The Purchase Let’s get started 29
- 30. Buying Observations • It’s online • It’s about the buyer • It’s complicated 30
- 31. Buying Observations • It’s online • It’s about the buyer • It’s complicated 31
- 32. Changing World ofSales Product Price Personality “SPIN Selling” – Neil Rachman “Hope is not a Strategy” – Rick Page 32 32
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- 34. Time with Salesis Decreasing 78% of business decision makers reporting a decrease in time with sales reps ABM’s Digital Transformation study 34
- 35. Buyer Honesty isLow Buyers Do Not Tell The Truth on Web Forms 35
- 36. Online: Bob TheBuyer’s Journey Bob the Buyer Vendor comparison Website: Data Inquiry: Community Whitepaper visualization Site: download Extensions Deep Dive: Product Search “Champion” Pages “vendor behavior comparison” (content forwarding) Social: Resolving objections 36
- 37. Buying Observations • It’s online • It’s about the buyer • It’s complicated 37
- 38. Economic Filters onInformation 38
- 39. Filters and MassAvailability 39
- 40. But Something WentWrong 40
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- 43. Biggest Users ofSocial Media 43
- 44. How do Buyersdiscover information Passive: Influenced: I happened to be ___ and I noticed… I trust ____ and he/she says… Discovery… Active: I was looking for ___, and I found… 44
- 45. Revenue Engine: BeDiscoverable How will you get Paid Earned attention? How is the buyer looking? Active SEM, SEO, Tradeshows Quora Participation, Twitter Engagement, Support Communities Passive Advertising, Content Marketing, Remarketing, LinkedIn Groups, Tradeshows, Viral Videos Email Influenced Klout, Social Media Relations, Foursquare Promotions, Analyst Relations Promoted Tweets 45
- 46. Social vs Business Howdo “Tools for Apoptosis, Cytotoxicity, and Cell Proliferation” become talked about? 46
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- 48. Buying Observations • It’s online • It’s about the buyer • It’s complicated 48
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- 50. Why is instrumentinginteresting? 50
- 51. Systematize • How dobuyers learn? • Are we present there? • When do they need our help? • Where can we improve? 51
- 52. How do buyerslearn? • What’s important? • Audience • Share of Conversation • Traffic • Inquiries • Qualified 52
- 53. B2B and Social– really? 53
- 54. When do buyersneed our help? 54
- 55. Analysis in AllIndustries 55
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- 57. How many buyersneed help? 57
- 58. Why not talkto everyone? 58
- 59. Optimize lead qualification? •Is the team following up with leads? • Is it a follow up issue or a quality issue? 59
- 60. Compatibility • How dowe predict? • Data beats intuition 60
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- 62. Optimize buying audience? •Buyer behavior and stuck deals 62
- 63. To Recap Buying: Selling: It’s online Instrument everything It’s about the buyer Be discoverable It’s complicated Systematize processes Build a Revenue Engine 63
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