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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,

Email

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