Optify: How to get more sales using web visitor and lead intelligence
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Transcript of Optify: How to get more sales using web visitor and lead intelligence
©2012 Third Door Media, Inc.
Tuesday, October 16, 2012 1:00 EDT SPEAKERS:
Ma# Heinz, President, Heinz Marke1ng Uri Bar-‐Joseph, Director of Marke1ng, Op1fy
How to get more sales using web visitor and lead intelligence
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©2012 Third Door Media, Inc.
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
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Uri Bar-Joseph, Director of Marketing, Optify Uri Bar-Joseph heads up lead generation efforts and manages the inside sales function at Optify. He excels at using the latest internet technology to help his team generate and close more leads. Uri exemplifies what it is to be a B2B marketer in today’s buyer-driven economy and pushes tools and programs to their limits to achieve outstanding results. Follow Uri @uribarjoseph www.linkedin.com/in/uribarjoseph
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We’ll answer these ques1ons
• What visitor intelligence is out there? • How can marke7ng use it? • How can your sales team use it?
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The hunted have become the hunters
70% of buy cycle is completed before sales engage. Forrester 2011
Most of the selling happens when your sales people aren’t in the room. Brian Carroll, MECLABS
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The buyer makes their own journey
Presenta7on & content sharing
Q&A and forums
Social media
Outbound tac7cs
The Web & blogosphere
? ? ?
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To succeed in this buyer-‐led world you must…
Convert leads to
customers
Convert visitors to
leads
Get the content found
Create valuable content
Understand their needs
Know your buyers
Web visitor and lead intelligence can help you in each step of the journey…
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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?
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Prospect engagement funnel
Active Sales Cycle Channels: CRM, 1:1
Goal: Sell
New Customer
Drip Marketing Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Inbound Sources / open Community Channels: Search, Twitter, Facebook, Blog, LinkedIn etc.
Goal: Drive Registration
Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc.
Testimonials, Success Stories Profile-Specific Messages New product/service offers
Referral & Tell-a-Friend Offers Network / Community Invites
New Opportunity Alerts 1:1 with Existing Customer In-Market Events
Next Step Accelerator Ideas Customer Targets (based on persona profiles)
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Your customers
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What are they talking about?
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The buying progression
Solution Problem/Pain
Objective/Outcome
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OODA Loop
Strategy
Observe
Orient
Decide
Act
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Using Intelligence
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Observe -‐ what intelligence can you gather?
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Orient – what does this intelligence tell you?
• What percentage of visits / leads match your targets
• Campaign performance
• What messages and content are resonating
• New target segment possibilities
Marketing
• Who’s visiting your site • Their level of
engagement • Page visits • Email responses • Content downloads
etc. • Their stage in their
journey
Sales
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Decide – what do you do next?
• Find the programs and campaigns you can optimize to drive more on-target leads
• Look for ways to improve conversion rates
• Decide where to invest content resources
Marketing
• When do you alert sales?
• How do you alert sales? • What are the rules of
engagement? • How do you monitor
progress?
Sales
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Act – how do you execute on your decisions?
• Modify target focus where possible across campaigns
• Tweak messaging and response mechanisms
• Produce more content based on best-performing assets
Marketing
• Sales • Train sales on process
and how to read visitor and lead intelligence details
• Handoff leads • Monitor progress
Sales
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Our OODA Loop
Observe & Orient
Decide & Act
Act
Observe & Orient
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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?
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Set Goals & Establish Baseline
Use Intelligence to know where you are (Observe)
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Set Goals & Establish Baseline
Set your goals based on the insight you gained (Orient)
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Setup & Execute Campaign (Decide & Act)
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Delivering Leads to Sales (Act)
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Deliver on-‐target Leads (Act)
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Enable Sales to (intelligently) Follow Up (Act)
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Here’s an example of a Daily Email from Optify
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Measure, Refine and Repeat (Observe, Orient)
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Here’s an example of an Optify report
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The Never-‐ending Cycle of the B2B Marketer
Observe & Orient
Decide & Act
Act
Observe & Orient
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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
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About Op1fy
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