Look into the futureHow to tell which companies are most likely to buy based on web activity
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In a complex sale, the buyer’s journey is 70% complete by the time they’re ready to
engage with a live sales person
-SiriusDecisions
-SiriusDecisions
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The Silent Majority
95% Unknown
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Website engagement is the single biggest predictor of
buying intent
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Sample of Accounts that closed Q32012
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Power of Identity
When we know a prospect’s purchase intent and visitor’s account identity, we can:
• Personalize our Marketing• Alert Sales• Measure Marketing Effectiveness
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Analog Body Language
• What is your name?• Who do you work for?• What industry are you in?• How did you hear about us?• What problems can I help
you solve?
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Analog Body Language
• Listen to pain points• Share product information• Connect to product specialists and sales
The key to B2B sales has always been listening to your prospects and directing the resources and people they need to help close the deal
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Digital Body Language
Website visitors indicate interest in your products or services with every website click
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Digital Body Language
Website visitors indicate interest in your products or services with every website click
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But Who Are They?
Most B2B website visitors are anonymous
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But Who Are They?
If your prospect could talk to you through the website what would he say?
• I came to you from the keyword “CRM”• I clicked to view your “Sales Cloud” product• I have been to your website 3 times
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Identify the Unknown
Using tools like Demandbase, we could see who was on our website
s.eVar10=“Symantec”;s.eVar11=“High-Tech”;s.eVar12=“10,000+ Employees”;
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Identify the Unknown
Using tools like Demandbase, we could see who looked at products
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Identify the Unknown
By combining Web Analytics tools and Demandbase, we could see which products were being viewed by named accounts
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Track Named Accounts
Imagine being able to see which named accounts view your key conversion pages
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Track Named Accounts
See all website pages named accounts are viewing
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Track Named Accounts
See website paths by named account
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Track Named Accounts
Track Visitor Engagement by named account
s.events=“50”;s.eVar11=“+50”;
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Track Named Accounts
Quantify named account success actions
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Track Named Accounts
Quantify named account success actions
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Investigate Correlations
Look for relationships between Named Account activity and post-website success
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Track Named Accounts
Set Alerts to notify Sales when named accounts reach engagement targets
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Track Named Accounts
Segment website behavior for named accounts
engagement targets
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Target Named Accounts
Deliver customized content to named accounts
If Industry = High-Tech
No
Noo
Yes
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Target Named Accounts
Use advanced techniques like display ad re-targeting to show prospects your content wherever they are
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Target Named Accounts
Proactively initiate chat sessions with targeted named accounts
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Web Analytics Demystified B2B Recommendations
• Don’t give up on the 95% of unknown B2B visitors• Don’t wait until it is too late to figure out which
companies are interested in your products• Use all information possible to help sales close deals• Be proactive about selling by listening to your prospects’
digital body language