Webinar presentation to the LinkedIn Group: B2B Tech Community about how to use visitor and lead intelligence for marketing and sales.

1. How
to
use
visitor
and
lead
intelligence
to
drive
more
sales
TUESDAY, OCTOBER 30, 2012 1:00 PM ET
URI
BAR-­‐JOSEPH,
DIRECTOR
OF
MARKETING,
OPTIFY

2. Uri
Bar-­‐Joseph,
Director
of
MarkeKng,
OpKfy
Uri
Bar-­‐Joseph
heads
up
lead
generaKon
efforts
and
manages
the
inside
sales
funcKon
at
OpKfy.
He
excels
at
using
the
latest
internet
technology
to
help
his
team
generate
and
close
more
leads.
Uri
exemplifies
what
it
is
to
be
a
B2B
marketer
in
today’s
buyer-­‐driven
economy
and
pushes
tools
and
programs
to
their
limits
to
achieve
outstanding
results.
Follow Uri
@uribarjoseph
www.linkedin.com/in/uribarjoseph
Page
2
#LeadIntel

3. About
OpKfy
Page
3
#LeadIntel

4. What
we’ll
cover
today
• What
visitor
intelligence
is
out
there?
• How
can
markeKng
use
it?
• How
can
your
sales
team
use
it?
• Actual
examples
for
each
stage
of
a
MarkeKng-­‐Sales
process
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4
#LeadIntel

5. MarkeKng
has
changed:
The
buyers
make
their
own
journey
The
Web
&
blogosphere
Social
media
PresentaKon
&
content
sharing
Outbound
tacKcs
Q&A
and
forums
?
?
?
?
?
Most of the selling happens when 70% of buy cycle is completed
your sales people aren’t in the room.
before sales engage.
Brian
Carroll,
MECLABS
Forrester
2011
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5
#LeadIntel

6. To
succeed
in
this
buyer-­‐led
world
you
must…
Create Get the Convert Convert
Know your Understand valuable content visitors to leads to
buyers their needs found
content leads customers
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6
#LeadIntel

7. …and
align
your
acKvity
to
their
stage
and
state-­‐of-­‐mind
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7
#LeadIntel

8. But
the
same
tools
they
use
to
learn
about
you,
can
be
used
to
help
you
learn
about
and
approach
them.
Page
8
#LeadIntel

9. What
intelligence
can
you
gather?
Page
9
#LeadIntel

10. How
can
you
use
it?
• Aggregate intelligence • Individual level
• Test your messaging and • Follow up with leads
target profile • Tailor your message
• Find new markets and • Prioritize
segments • Alert
• Refine your content • Know when to push and
Marketing • Analyze your programs Sales when to back off
• Score, segment, • Nurture
prioritize and deliver
leads
• Enable sales with
intelligence
• Deliver more leads
• Nurture
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10
#LeadIntel

11. MarkeKng
Framework
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11
#LeadIntel

12. Example:
Define
&
Refine
On-­‐Target
Lead
• From
Persona
to
a
Profile
• How
many
of
them
do
you
have
in
your
Database?
• How
many
of
them
do
you
get?
• Where
do
they
come
from?
Where
do
they
land?
• What
do
they
do
on
your
website?
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12
#LeadIntel

13. Set
Goals
&
Establish
Baseline
Use
Intelligence
to
know
where
you
are
Page
13
#LeadIntel

14. Set
Goals
&
Establish
Baseline
Set
your
goals
based
on
the
insight
you
gained
Page
14
#LeadIntel

15. Setup
&
Execute
Campaign
Page
15
#LeadIntel

16. Delivering
Leads
to
Sales
Page
16
#LeadIntel

17. Deliver
on-­‐target
Leads
Page
17
#LeadIntel

18. Enable
Sales
to
(intelligently)
Follow
Up
Page
18
#LeadIntel

19. Here’s
an
example
of
a
Daily
Email
from
Op4fy
Page
19
#LeadIntel

20. Measure,
Refine
and
Repeat
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20
#LeadIntel

21. Here’s
an
example
of
an
Op4fy
report
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21
#LeadIntel

22. The
Never-­‐ending
Cycle
of
the
B2B
Marketer
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22
#LeadIntel

23. QuesKons?
Page
23
#LeadIntel

24. AddiKonal
Resources
• OpKfy
B2B
Lead
GeneraKon
Blog
-­‐
hkp://www.opKfy.net/lead-­‐generaKon-­‐solware-­‐blog
• Digital
MarkeKng
Resources
-­‐
hkp://www.opKfy.net/inbound-­‐markeKng-­‐resources
• Visitor
&
Lead
Intelligence
White
Paper
-­‐
hkp://www.opKfy.net/forms/website-­‐visitor-­‐lead-­‐intelligence-­‐your-­‐sales-­‐
enablement-­‐secret-­‐weapon
• We
will
send
you
a
follow
up
email
with
a
link
to
the
recording,
presentaKon
and
the
complimentary
white
paper
Page
24
#LeadIntel

25. uri@opKfy.net
®
@uribarjoseph
in/uribarjoseph
Page
25
#LeadIntel