Our Mission:• Improve members’ ability to manage BtoB marketing and

communications for greater productivity and profitability • By providing unique access to information, ideas, and

the experience of peers • In the form of educational and networking opportunities

that will help enhance their careers.

Welcome!

Next Event: October 28, 2009

“Improving Sales and Marketing Channel Communications”

Michael Happe, Vice President, Commercial Business, Toro

Partners – we thank you!

Today’s Event:

“Digital Body Language”

Steve Woods

Co-Founder & CTO

Eloqua

PRIVILEDGED AND CONFIDENTIAL5

Digital Body LanguageDeciphering Customer Intentions in an Online World

A conversation with the Minnesota BMA

PRIVILEDGED AND CONFIDENTIAL6

A Story

• Ian Brown (TriNet)

• 1999 vs now

• What changed?

PRIVILEDGED AND CONFIDENTIAL7

Transformative Shifts in Marketing

Distribution Becomes Free

Content Creation can be Decentralized

Information is Free; Sales is Not Information Conduit

PRIVILEDGED AND CONFIDENTIAL8

What really happened?

• Information became free

• Prospects access information online

• Sales is no longer information conduit

• Sales is not able to read body language

• The challenge of reading and understanding the buyer falls to marketing

PRIVILEDGED AND CONFIDENTIAL9

What is “Digital Body Language” really?

PRIVILEDGED AND CONFIDENTIAL10

What do we know?

• Wants information on his/her timeframe, not ours.

• Does not want to be sold to. Wants access to sales only when ready to buy.

• Wants interaction, not marketing, thus data is critical

• Will likely interact with us multiple times before buying

PRIVILEDGED AND CONFIDENTIAL11

Unleash your information

1. Listen

2. Share

3. Reciprocate

PRIVILEDGED AND CONFIDENTIAL12

Think like a buyer

1. Empathize

2. Target

PRIVILEDGED AND CONFIDENTIAL13

Take your data seriously

1. Cleanse

2. Model

PRIVILEDGED AND CONFIDENTIAL14

Build a culture of analytics

1. Socialize

2. Rebuild

PRIVILEDGED AND CONFIDENTIAL15

How can we engage with this new buyer?

• Unleash your information; • Watch prospects’ digital body language

• Think like a buyer• It’s NOT a selling process

• Take your data seriously; • It’s with you for longer

• Build a culture of analytics• Change behavior through culture

PRIVILEDGED AND CONFIDENTIAL16

Thank you

More Information:• Digital Body Language (Amazon)• Digital Body Language blog

• http://digitalbodylanguage.blogspot.com

• Email: steven.woods@eloqua.com • Twitter: @stevewoods

Questions & Answers

Thank you!