Capturing, Tracking &

Using Digital Body

Language of Leads

Analyst Webinar

Featuring David Raab

About SalesFUSION

Leading SaaS marketing automation solution

Focus on Marketing to Sales integration

Operating in 11 countries

Complete b2b marketing platform

Some of the highest client retention and satisfaction in the

industry

Integrates natively with more CRM systems

About SalesFUSION

Leading SaaS marketing automation solution

Focus on Marketing to Sales integration

Operating in 11 countries

Complete b2b marketing platform

Some of the highest client retention and satisfaction in the

industry

Integrates natively with more CRM systems

ABOUT THE ANALYST

DAVID M. RAAB

RAAB ASSOCIATES INC.

JANUARY 30, 2013

email: draab@raabassociates.com

Web: www.raabassociatesinc.com

blog: http://customerexperiencematrix.blogspot.com/

Twitter: @draab

Discussion points

• What is Digital Body Language?

• Types of data available

• Systems and technology for data capture

• How sales can use this information

• Analyst discussion

• Q&A

The flow of digital body language

Capture

Analyze

Score

Sales

Nurture

Ideas

Digital Conversation

Web interactions

Email CTR

Nurture ideas

Remarketing

Engage Sales

Track & Analyze initial

behavior/touch-points

Lead Scoring

The Role of the corporate website in your marketing

Destination for majority of campaigns

Source of high-value prospect behavior analytics

A direct extension of the selling team

Advanced b2b web analytics

“Who’s on my site” vs “How is my site performing”

Analytics focused on leads and lead conversion

Analytics integrated into the lead gen process

Analytics that trigger events and alerts

Information is captured and appended to CRM

Information is used by sales in addition to marketing/webs

team

What is website visitor tracking

The identification and tracking of individuals and

companies visiting your website

Enabled by placement of a 1st party cookie on the visitor’s

pc and relation of their IP address to their email address

Tracks the visit detail in the context of lead generation

Information gathered includes pages, downloads, time on

site, location and much more..

Information gathered is integrated with CRM

Information gathered is actionable and drives sales-related

processes

Google Analytics vs website visitor tracking

Google Analytics

Performance of website

Geographic information

Top pages

Bounce rate

Visit depth

Return visitors

Information used by web team

for site optimization

Website visitor tracking

Places 1st-party cookie

Tracks a person or company

Identifies companies based on

reverse IP append

Information is used in lead

scoring/nurture marketing

Information is embedded in CRM

Information drives sales lead

alerting via email

Important metrics to b2b sites

Visitor Loyalty - How often do visitors visit the site? Do your visitors

visit once a month? 3 times a month? 10 times a month? Compare this

metric over a period of time, for example compare this month to last

month or this quarter to last quarter.

Visitor Recency - How long has it been since a visitor last visited?

Again, compare this to two different time periods to see if there is a

change or did things remain the same.

Depth of Visit - Measures the number of pages viewed by your

visitors. Here you will be able to view how many pages visitors view on

your site. Always compare metrics over a period of time and try to get

an insight into whether visitors are viewing more pages or less.

Trends in b2b web analytics

Information is moving from analytical to actionable – companies want

information gathered/presented in ways that can be used in sales funnel

advancement

Incorporating social metrics – monetizing social media efforts will

depend on integrated web analytics and website visitor tracking

Integrated approach – Disconnected tools being replaced with

integrated solutions that can automatically act on web activity

Reading the

Digital Body Language

of Your Prospects

David M. Raab

Raab Associates Inc.

January 30, 2013

email: draab@raabassociates.com

Web: www.raabassociatesinc.com

blog: http://customerexperiencematrix.blogspot.com/

Twitter: @draab

Ia orana

O vai to oe i'oa

Noheamai oe

Ua poiaanei oe

welcometoourislandthatplantispoisondoyouwantfishwellt

radenailsforsex

Listening Process

• capture online behavior

• isolate useful behaviors

• capture results

• integrate behavior with results

• identify correlations

• make predictions

Listening Tips

• store attributes in a content repository

• store and scan the raw data

• content first, then patterns

• look for differences by segment

• track changes in what’s offered

• focus on significant correlations

Not done yet.

Language Testing is Different

Testing Tips

• design tests around hypotheses

• flag test groups and behaviors directly

• limit number and complexity of tests

• use true multivariate designs when possible

Multivariate DesignSeparate Tests

Image Test

image A / headline A 10,000

image B / headline A 10,000

Headline Test

image A / headline A 10,000

image A / headline B 10,000

total 40,000

Multivariate Test

image A / headline A 5,000

image B / headline A 5,000

image A / headline B 5,000

image B / headline B 5,000

total 20,000

Sample Size

Required Response Quantity(95% confidence)

Difference to measure Responses per cell

5% (e.g. 1.00% to 1.05%) 2,500

10% 700

15% 350

20% 200

25% 75

Extension

pua’a-niho (pig-tooth)

When to Extend

• can’t predict today

• high value from improvement

• can’t use analytics instead

Three Steps to DBL Literacy

• listen carefully

• test your understanding

• extend the vocabulary

What Next?

Email marketers who recognize and act on the changes that

have taken place in the ways their customers choose to

communicate with them and with each other will be in the

best position to adapt their email programs and stay

relevant.

What are we capturing in b2b web visitor tracking?

1. Known visitors – previously identified by email click/form completion

2. Known companies – identified by reverse IP append

3. Unknown visitors – raw SEO data

Email marketers who recognize and act on the changes that

have taken place in the ways their customers choose to

communicate with them and with each other will be in the

best position to adapt their email programs and stay

relevant.

Geo-location

SEO

information

Page-level detail

IP-level detail

What are we capturing in b2b web visitor tracking?

Combination of traditional analytics plus unique visitor demographics and

site behavior

How do we capture and display this information?

1. Email click through – assuming the email/WVT solution is the same

2. Form completion

3. First-party cookie is placed on PC

4. Related to IP Address and Email Address and CRM GUID (if applicable)

• Not 100%

• People can clear cookies or

browse on a different machine

• Good content increases identified

individuals

• Give people a compelling reason

to self-identify

Data appending for known companies

1. Appends additional company detail to identified organizations

2. Can allow users to search and purchase contacts from data appending

solutions – Jigsaw…etc.

3. Purchased users – can be enrolled into campaigns….you may get

lucky!

Sales reports – companies on

the site

• Meaningful reports

• Delivered via email

• Filtered based on role/geo

• Make information actionable – click

to open in CRM

How do we use the data in a practical way for b2b?

Contact/Account level alerts

• Controlled by lead scoring

• Managed by lead assignment

rules (from CRM?)

• Leads on a silver platter for sales

• Beware of overkill – throttle the

alerts accordingly

How do we use the data in a practical way for b2b?

Focused 100% on integrating Marketing and CRM

Clients are raving fans of hands-on service

Most aggressive pricing in market

30-day Live Trial

Pre-integrated to more CRM systems than any other vendors in our space

Thank you! Q&A

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