Optify: How to get more sales using web visitor and lead intelligence

©2012 Third Door Media, Inc.

Tuesday, October 16, 2012 1:00 EDT SPEAKERS:

Ma# Heinz, President, Heinz Marke1ng Uri Bar-‐Joseph, Director of Marke1ng, Op1fy

How to get more sales using web visitor and lead intelligence

#LeadIntel


Matt Heinz, President, Heinz Marketing

Matt Heinz, President Matt Heinz brings more than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Follow Matt @HeinzMarketing http://www.linkedin.com/in/mattheinz

#LeadIntel


Uri Bar-Joseph, Director of Marketing, Optify Uri Bar-Joseph heads up lead generation efforts and manages the inside sales function at Optify. 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

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We’ll answer these ques1ons

• What visitor intelligence is out there? •  How can marke7ng use it? •  How can your sales team use it?

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The hunted have become the hunters

70% of buy cycle is completed before sales engage. Forrester 2011

Most of the selling happens when your sales people aren’t in the room. Brian Carroll, MECLABS

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The buyer makes their own journey

Presenta7on & content sharing

Q&A and forums

Social media

Outbound tac7cs

The Web & blogosphere

? ? ?

? ?

#LeadIntel


To succeed in this buyer-‐led world you must…

Convert leads to

customers

Convert visitors to

leads

Get the content found

Create valuable content

Understand their needs

Know your buyers

Web visitor and lead intelligence can help you in each step of the journey…

#LeadIntel


Five ques1ons to start

• What/who are your targets? • What do they care about? What outcome are they seeking?

• Where do you find them? • What or who influences them? •  How do they want to engage and (eventually) buy?

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Prospect engagement funnel

Active Sales Cycle Channels: CRM, 1:1

Goal: Sell

New Customer

Drip Marketing Channels: Email Newsletters, CRM System

Goal: Drive Active Prospects

Inbound Sources / open Community Channels: Search, Twitter, Facebook, Blog, LinkedIn etc.

Goal: Drive Registration

Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc.

Testimonials, Success Stories Profile-Specific Messages New product/service offers

Referral & Tell-a-Friend Offers Network / Community Invites

New Opportunity Alerts 1:1 with Existing Customer In-Market Events

Next Step Accelerator Ideas Customer Targets (based on persona profiles)

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Your customers

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What are they talking about?

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The buying progression

Solution Problem/Pain

Objective/Outcome

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OODA Loop

Strategy

Observe

Orient

Decide

Act

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Using Intelligence

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Observe -‐ what intelligence can you gather?

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Orient – what does this intelligence tell you?

• What percentage of visits / leads match your targets

• Campaign performance

• What messages and content are resonating

• New target segment possibilities

Marketing

• Who’s visiting your site • Their level of

engagement • Page visits • Email responses • Content downloads

etc. • Their stage in their

journey

Sales

#LeadIntel


Decide – what do you do next?

• Find the programs and campaigns you can optimize to drive more on-target leads

• Look for ways to improve conversion rates

• Decide where to invest content resources

Marketing

• When do you alert sales?

• How do you alert sales? • What are the rules of

engagement? • How do you monitor

progress?

Sales

#LeadIntel


Act – how do you execute on your decisions?

• Modify target focus where possible across campaigns

• Tweak messaging and response mechanisms

• Produce more content based on best-performing assets

Marketing

• Sales • Train sales on process

and how to read visitor and lead intelligence details

• Handoff leads • Monitor progress

Sales

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Our OODA Loop

Observe & Orient

Decide & Act

Act

Observe & Orient

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Define On-‐Target Lead (Observe)

•  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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Set Goals & Establish Baseline

Use Intelligence to know where you are (Observe)

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Set Goals & Establish Baseline

Set your goals based on the insight you gained (Orient)

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Setup & Execute Campaign (Decide & Act)

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Delivering Leads to Sales (Act)

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Deliver on-‐target Leads (Act)

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Enable Sales to (intelligently) Follow Up (Act)

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Here’s an example of a Daily Email from Optify

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Measure, Refine and Repeat (Observe, Orient)

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Here’s an example of an Optify report

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The Never-‐ending Cycle of the B2B Marketer

Observe & Orient

Decide & Act

Act

Observe & Orient

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Addi1onal Resources

•  Lead Genera1on Blog www.op1fy.net/blog

•  Guides & Whitepapers www.op1fy.net/inbound-‐marke1ng-‐resources/how-‐to-‐guides

•  Webinars www.op1fy.net/inbound-‐marke1ng-‐resources/how-‐to-‐webinars

•  Op1fy Free Trial www.op1fy.net/sign-‐up

•  Op1fy Demo www.op1fy.net/forms/request-‐a-‐product-‐demo

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About Op1fy

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Optify: How to get more sales using web visitor and lead intelligence

Documents

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sales experience

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visitor intelligence

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