The document discusses how digital body language and online customer behavior can provide insights into customer intentions. It notes that traditional sales processes have not changed much while customer buying processes have evolved greatly online. It then outlines several key steps in modern demand generation processes: profiling customers to build accurate profiles based on their online activities, scoring leads to rank customer interest and opportunity levels, and nurturing leads over time with relevant content to maintain engagement and increase conversions.

1. Digital Body Language:
Deciphering Customer Intentions in an
Online World
Dennis Dayman
Chief Privacy Officer
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 1

2. Dennis Dayman
Twitter: ddayman
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 2

3. What’s happening in today’s down market?
New influence on Sales – The CFO
Traditional recession strategies
• Tighten the Belt
• Do More With Less
• Keep Customers Happy
Impact on Sales:
• Longer sales cycles
• More competition for less deals
• Finance gains influence; Sales must Talk VALUE
3

4. How Marketers are Reacting
4

5. Marketing’s New Language
Responses Responses/Inquiries
“has taken steps to demonstrate
interest”
Leads
Leads Marketing Qualified Leads
“a qualified business with a need”
Opps
Opps Forecast Business
Biz Won Deals
5

6. << “Customers’ buying
processes have evolved in
our world of ubiquitous, instant,
global communication
… but companies’ selling
processes have for the most
part stayed the same.”
- Thomas Stewart, Editor
Harvard Business Review
August, 2006 Issue Editorial

7. B2B Customer Buying Process

8. good to go…

9. old school…

10. B2B Customer Buying Process 1995

11. Read Buyer’s Body Language
I’ll believe Where can I Get me
it when I find budget out of
see it for this? here
This will Does he really
make me a understand
hero my business?
11

13. 2009

14. Read Buyer’s Body Language
14

15. Google
me …

16. B2B Customer Buying Process 1995

17. B2B Customer Buying Process 2009

18. Sales Can’t Read It 2009

19. Today’s B2B Marketing
Demand
Generation Education
Evaluation
Lead
Mgmt
Closing
19

20. It’s People, Process & Technology
20

21. Getting All the Way There Is a Journey
21

22. Step

24. To aggregate information from
various sources including
Profiling transactions, response and
demographic data to build an
accurate picture of a target
customer

27. The Profiling Difference
“Knowing how prospects have
responded to marketing
campaigns before the call is
the single biggest factor in uncovering
revenue opportunities for our inside sale
team.”
team”
- Dir. of Marketing Operations, Google
27

28. Step

30. “Ranking one
prospective buyer
against another”
30

31. Lead Scoring in Action
31

32. Lead Scoring in Action
32

33. Lead Scoring in Action
33

34. Lead Scoring Pays Off
Before After
Lead Scoring Lead Scoring
Leads sent to sales
Close ratio
Revenue per deal
TOTAL REVENUE
Based on a Survey of 10 Customers doing Lead Scoring for 165 days (under 6 months)
34

35. Step

37. Lead Nurturing
Activity aimed at
maintaining customer
interest by using
constant and relevant
communication.

38. Why Lead Nurturing?
Within 24 months from
Source: Sirius Decisions YOU or your competitor
38
38

39. How do you know when your toast is done?
39

40. Lead Nurturing in Action
Day 1
Day 11
Day 21
Day 31
Day 41
Day 51
Day 61
Day 71
Day 81
40

41. What’s working well?
• eBooks
• Webinars
• Podcasts
• White papers
And what’s not?
• Cold calling
• Print ads
• Some DM
41

42. Lead Nurturing Results
Generated 1500 responses
More than 400 companies re-engaged
“Those same previously ignored leads
turned out to be the best source of qualified
opportunities”
- VP Marketing, Voxify
42

43. It works:

44. … more revenue from web-
based campaigns

45. … increase in marketing
contributed sales
opportunities

46. …conversion rate on
automated programs

47. … reduction in cost per
lead

48. … increase in inside
sales productivity

49. … more in leads from
marketing

50. … increase in email
automation

51. … more leads from the
website

52. Reading Digital Body Language
I’ll believe Where can I Get me
itSalespeoplebudget
when I find Need to Know
out of
see it for this? here
This will Does he really
make me a understand
Marketing
hero
Holds the Keys
my business?

53. • Provide applications and expertise for B2B
marketers to execute, automate and measure
effective marketing programs that drive revenue
• Founded in 2000
• With 20,000 users and 550 customers in 33
countries, Eloqua is the global leader in demand
generation applications and expertise.
• 250+ employees
• HQ in Virginia, offices throughout North America,
Canada, UK, Asia
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 53

54. Dennis Dayman
Twitter: ddayman
Blog: http://www.deliverability.com
See me for a business card
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 54

55. Q&A
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 55