The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age

The Value of Visitor Identification:
Selling to Buyer 2.0 in the Information Age

February 28, 2013

Speakers

Amy Holtzman
Senior Marketing Manager, Demandbase

Jason Stewart
Director of Marketing, Demandbase

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 2
© Demandbase 2013 All rights reserved.

Agenda

 Who is Buyer 2.0
 What opportunity do they represent
 Identification: A Use Case
 Mechanics of the Case
 Expansion of the Practice
 Q&A



Who is Buyer 2.0?



Crisis Mode



Buyer 2.0: Not Just One Person



Account-Level Engagement



Value of Visitor Identification: A Real Example



People Lie.



Magento Web Forms



Forms Solution



Forms Solution

John

Stevens

Mgr
js@oracle.com

Ora|



Forms Solution

John

Stevens

Mgr
js@oracle.com

Ora|

$35,622,000,000
Software and Technology

105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise



Basic Information

Post questions to BrightTalk, or tweet them to #demandbase

Enhanced Data

Post questions to BrightTalk, or tweet them to #demandbase

Hidden in Plain Sight



Rise of the Research Team: Danger

 The new B2B buyer is:
– Engaged
• B2B needs to be aware of their online reputation more than ever




– Engaged
– Informed
• B2B needs to act quickly on all topics and trends relevant to their business




– Engaged
– Informed
– Cautious
• B2B needs to be aware people may be disqualifying us without ever talking
to us




– Engaged
– Informed
– Cautious
• B2B needs to be aware people may be disqualifying us without ever talking
to us
– Vigilant
• B2B can’t rest on their laurels … new solutions and products and
developments are easier than ever to discover



Website as the Trailhead: Opportunity



Account Visitors



Account Identification

$138M Revenue $2.6B Revenue $32B Revenue
Software & Technology Healthcare FinServ
1000 Employees 3000 Employees 68000 Employees
California Ohio New York

$2B Revenue $9B Revenue
Manufacturing Software & Technology
4470 Employees 82500 Employees
Boise Oregon



Target Account Identification

$138M Revenue $2.6B Revenue $32B Revenue
Software & Technology Healthcare FinServ
1000 Employees 3000 Employees 68000 Employees
California Ohio New York

$2B Revenue $9B Revenue
Manufacturing Software & Technology
4470 Employees 82500 Employees
Boise Oregon



Account-Level Engagement



Revenue Begins With Identification: Identify

 Identify the
companies that are
engaged on your
website



Revenue Begins With Identification: Cross-Reference

 Cross reference these engaged
companies with your target list



Revenue Begins With Identification: Push Contacts

 Push contacts and leads from these companies to the top of the
lead scoring queue



Revenue Begins With Identification: Remarket/Retarget

 Remarket/retarg
et these same
companies to
drive more visits
and accelerate
engagement



Revenue Begins With Identification: Personalize

 Personalize the web
experience for these
companies to increase
engagement and
conversions



Revenue Begins With Identification: Streamline

 Streamline the
conversion process with
better forms



Revenue Begins With Identification: Get Proactive

 Reach out to them with live
chat requests when they
visit



Revenue Begins With Identification: Repeat



In Conclusion….Start at the Beginning



Questions



The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age

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The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age