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.
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Look into the future: How to tell which companies are most likely to buy based on web activity
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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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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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
Twitter: @shariajohnston @adamgreco Slide 28