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2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 1
Digital Body Language: Deciphering Customer Intentions in an Online World
Dennis Dayman Chief Privacy Officer
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 2
Dennis Dayman
Twitter: ddayman
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
4
How Marketers are Reacting
5
Marketing’s New Language
Forecast Business Opps
Responses/Inquiries “has taken steps to demonstrate
interest”
Marketing Qualified Leads “a qualified business with a need”
Won Deals
Leads
Responses
Biz
Opps
Leads
- Thomas Stewart, Editor Harvard Business Review
August, 2006 Issue Editorial
<< “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.”
B2B Customer Buying Process
good to go…
old school…
B2B Customer Buying Process 1995
11
I’ll believe it when I see it
Read Buyer’s Body Language
Get me out of here
Where can I find budget for this?
This will make me a hero
Does he really understand my business?
2009
14
Read Buyer’s Body Language
Google me …
B2B Customer Buying Process 1995
B2B Customer Buying Process 2009
Sales Can’t Read It 2009
19
Today’s B2B Marketing
Evaluation
Closing
Education Demand Generation
Lead Mgmt
Education
20
It’s People, Process & Technology
21
Getting All the Way There Is a Journey
Step
Profiling
To aggregate information from various sources including
transactions, response and demographic data to build an accurate picture of a target
customer
27
“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” - Dir. of Marketing Operations, Google
“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.” - Dir. of Marketing Operations, Google
The Profiling Difference
Step
30
“Ranking one prospective buyer against another”
31
Lead Scoring in Action
32
Lead Scoring in Action
33
Lead Scoring in Action
34
Lead Scoring Pays Off
Based on a Survey of 10 Customers doing Lead Scoring for 165 days (under 6 months)
Before Lead Scoring
After Lead Scoring
Leads sent to sales
Close ratio
Revenue per deal
TOTAL REVENUE
Step
Lead Nurturing
Activity aimed at maintaining customer
interest by using constant and relevant
communication.
38 38
Why Lead Nurturing?
Within 24 months from YOU or your competitor Source: Sirius Decisions
39
How do you know when your toast is done?
40
Lead Nurturing in Action
Day 1
Day 11
Day 21
Day 31
Day 41
Day 51
Day 61
Day 71
Day 81
41
What’s working well?
• eBooks • Webinars • Podcasts • White papers
And what’s not? • Cold calling • Print ads • Some DM
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
It works:
… more revenue from web-based campaigns
… increase in marketing contributed sales
opportunities
…conversion rate on automated programs
… reduction in cost per lead
… increase in inside sales productivity
… more in leads from marketing
… increase in email automation
… more leads from the website
I’ll believe it when I
see it
Reading Digital Body Language
Get me out of here
Where can I find budget
for this?
This will make me a
hero
Does he really understand
my business?
Salespeople Need to Know
Marketing Holds the Keys
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 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 54
Dennis Dayman
Twitter: ddayman Blog: http://www.deliverability.com
See me for a business card
2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 55
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