Analyst firm SiriusDecisions estimates that in a complex sale, the buyer's journey is 70% complete by the time they're ready to engage with a live salesperson. That's because B2B buyers today are more in control of the sales process than they've ever been before. With the vast amount of resources online, it's no longer a necessity to speak to a salesperson until the buyer has done almost all of their research. Learn how you can predict intent to purchase - by company - long before a prospect ever engages with your sales team or even completes a form on your website.

1. Look into the future
How to tell which companies are most likely to buy based on web activity

2. 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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3. The Silent Majority
95% Unknown
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4. Website engagement is the
single biggest predictor of
buying intent
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5. Sample of Accounts that closed Q32012
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6. 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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7. 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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8. Analog Body Language
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
• Listen to pain points
• Share product information
• Connect to product specialists and sales
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9. Digital Body Language
Website visitors indicate interest in your products
or services with every website click
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10. Digital Body Language
Website visitors indicate interest in your products
or services with every website click
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11. But Who Are They?
Most B2B website visitors are anonymous
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12. 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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13. 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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14. Identify the Unknown
Using tools like Demandbase, we could see who looked at products
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15. 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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16. Track Named Accounts
Imagine being able to see which named accounts
view your key conversion pages
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17. Track Named Accounts
See all website pages named accounts are viewing
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18. Track Named Accounts
See website paths by named account
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19. Track Named Accounts
Track Visitor Engagement by named account
s.events=“50”;
s.eVar11=“+50”;
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20. Track Named Accounts
Quantify named account success actions
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21. Track Named Accounts
Quantify named account success actions
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22. Investigate Correlations
Look for relationships between Named Account
activity and post-website success
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23. Track Named Accounts
Set Alerts to notify Sales when named
accounts reach engagement targets
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24. Track Named Accounts
Segment website behavior for named accounts
engagement targets
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25. Target Named Accounts
Deliver customized content to named accounts
Noo
If Industry = Yes
High-Tech
No
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26. Target Named Accounts
Use advanced techniques like display ad re-targeting to show
prospects your content wherever they are
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27. Target Named Accounts
Proactively initiate chat sessions with targeted named accounts
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28. 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
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