Reading Your Buyer's Digital Body Language: Online Marketing in a Difficult Economy
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Transcript of Reading Your Buyer's Digital Body Language: Online Marketing in a Difficult Economy
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2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 1
Reading Your Buyer's Digital Body Language:
Online Marketing in a Difficult Economy
Steve GershikVP Marketing InnovationEloqua
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- Thomas Stewart, EditorHarvard 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.”
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B2B Customer Buying Process
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old school…
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B2B Customer Buying Process 1995
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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?
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B2B Customer Buying Process 2008
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Read Buyer’s Body Language
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Sales Can’t Read It 2008
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Today’s B2B Marketing
Evaluation
Closing
Education
Demand
Generation
Lead
Mgmt
Education
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Step
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Profiling
To aggregate information from various sources including transactions, response and demographic data to build an accurate picture of a target
customer
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“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
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Step
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“Ranking one
prospective buyer
against another”
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Lead Scoring in Action
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Lead Scoring in Action
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Lead Scoring in Action
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Big Payoff Scoring on Prospect Activity
Based on a Survey of 10 Customers doing Lead Scoring for 165 days (under 6 months)
BeforeLead Scoring
AfterLead Scoring
Leads sent to
sales
Close ratio
Revenue per deal
TOTAL REVENUE$19.8mm$16.8mm
$45.9k$39.1k
40.9%31.3%
1,0581,372
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Step
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Lead Nurturing
Activity aimed at maintaining customer interest by using
constant and relevant communication.
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Why Lead Nurturing?
Within 24 months from YOU or your competitorSource: Sirius Decisions
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How do you know when your toast is done?
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Lead Nurturing in Action
Day 1
Day 11
Day 21
Day 31
Day 41
Day 51
Day 61
Day 71
Day 81
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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
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It works:
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… increase in
marketing contributed
sales opportunities
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… increase in inside
sales productivity
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No match ‘The One’
Engagement
Ideal Customer Profile
Right message, right person, right time
Total
None
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What to do tomorrow?
1. You cannot automate a process that does not exist.
2. Start with a conversation.
3. Realize it’s hard and do it in phases.
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Eloqua Corporation
• Provide applications and expertise for B2B
marketers to execute, automate and measure
effective marketing programs that drive revenue
• Founded in 2000
• 450+ customers / 200 employees
• HQ in Toronto
offices throughout North America, UK, Asia
• Venture-backed