Digital Body Language, Dennis Dayman, Eloqua
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Transcript of Digital Body Language, Dennis Dayman, Eloqua
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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
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2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 2
Dennis Dayman
Twitter: ddayman
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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
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How Marketers are Reacting
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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
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- 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.”
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B2B Customer Buying Process
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good to go…
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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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2009
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Read Buyer’s Body Language
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Google me …
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B2B Customer Buying Process 1995
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B2B Customer Buying Process 2009
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Sales Can’t Read It 2009
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Today’s B2B Marketing
Evaluation
Closing
Education Demand Generation
Lead Mgmt
Education
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It’s People, Process & Technology
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Getting All the Way There Is a Journey
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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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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
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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 competitor Source: 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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What’s working well?
• eBooks • Webinars • Podcasts • White papers
And what’s not? • Cold calling • Print ads • Some DM
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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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… more revenue from web-based campaigns
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… increase in marketing contributed sales
opportunities
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…conversion rate on automated programs
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… reduction in cost per lead
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… increase in inside sales productivity
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… more in leads from marketing
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… increase in email automation
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… more leads from the website
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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
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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
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2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 54
Dennis Dayman
Twitter: ddayman Blog: http://www.deliverability.com
See me for a business card
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2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 55
Q&A
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