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Digital Body Language and the Revenue Engine
Buying and Selling in 2011
Steven Woods
CTO, Eloqua
@stevewoods
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Buying: Simplified
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Status Quo
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Interest is Piqued
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I want more web analytics
magic
The Ask
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Research
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Social Influencers
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Solution Options
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Web Presence
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Visualization
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Mobile Options
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Whitepapers
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Social Community
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Will it integrate?
Implementation Questions
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Technical Research
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Can I integrate
everything?
Social Media Questions
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Social Engagement
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Blog Content
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Webinars
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It’s good
Team Consensus
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Can we buy it?
Purchase Attempt
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Decision Making
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An optimally timed sales call
We’re here for you
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Finance
Looks worthwhile
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Gonna take your RSS
budget
Undiscovered Stakeholders
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Objection Hunting
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Support Portals
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We want Webtrends
Consensus Again
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The Purchase
Let’s get started
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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Changing World of Sales
“SPIN Selling” –
Neil Rachman “Hope is not a Strategy” – Rick
Page
Product
Price Personality
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Time with Sales is Decreasing
78% of business decision makers reporting a decrease in time with sales reps
ABM’s Digital Transformation study
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Buyers Do Not Tell The Truth on Web
Forms
Buyer Honesty is Low
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Vendor comparison
Online: Bob The Buyer’s Journey
Search “vendor
comparison”
“Champion” behavior (content
forwarding)
Community Site:
Extensions
Website: Data
visualization
Inquiry: Whitepaper download
Deep Dive: Product Pages
Social: Resolving objections
Bob the Buyer
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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Economic Filters on Information
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Filters and Mass Availability
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But Something Went Wrong
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Biggest Users of Social Media
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How do Buyers discover information
Passive:
I happened to be ___ and I noticed…
Active:
I was looking for ___, and I found…
Influenced:
I trust ____ and he/she says…
Discovery…
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Revenue Engine: Be Discoverable
How will you get
attention?
How is the
buyer looking?
Paid Earned
Active SEM,
Tradeshows
SEO,
Quora Participation,
Twitter Engagement,
Support Communities
Passive Advertising,
Remarketing,
Tradeshows,
Content Marketing,
LinkedIn Groups,
Viral Videos
Influenced Klout,
Foursquare Promotions,
Promoted Tweets
Social Media Relations,
Analyst Relations
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Social vs Business
How do
“Tools for Apoptosis, Cytotoxicity, and Cell Proliferation”
become talked about?
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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• Manufacturing plant
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Why is instrumenting interesting?
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Systematize
• How do buyers learn?
• Are we present there?
• When do they need our help?
• Where can we improve?
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How do buyers learn?
• What’s important?
• Audience
• Share of Conversation
• Traffic
• Inquiries
• Qualified
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B2B and Social – really?
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When do buyers need our help?
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Analysis in All Industries
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Moneyball Marketing
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How many buyers need help?
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Why not talk to everyone?
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Optimize lead qualification?
• Is the team following up with leads?
• Is it a follow up issue or a quality issue?
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• How do we predict?
• Data beats intuition
Compatibility
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Data Beats Intuition
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Optimize buying audience?
• Buyer behavior and stuck deals
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To Recap
Buying:It’s online
It’s about the buyer
It’s complicated
Selling:Instrument everything
Be discoverable
Systematize processes
Build a Revenue Engine
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Thank you