2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 1 Reading Your Buyer's Digital Body Language: Online Marketing in a Difficult Economy Steve Gershik VP Marketing Innovation Eloqua [email protected] www.theinnovativemarketer.com
Reading Your Buyer's Digital Body Language: Online Marketing in a Difficult Economy
Jul 02, 2015
The more things change, the more they stay the same. The media landscape has been redefined by the shrinking of traditional media channels and the explosion of new media channels that require new tools and new thinking about relationships, audience, conversations, and transparency. But the goal of PR communications is the same as it's always been: reach the right people through the right channels, with the right message at the right time. Find out how to get your message to the right people through the best channel.
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2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 1
Reading Your Buyer's Digital Body Language:
Online Marketing in a Difficult Economy
Steve GershikVP Marketing InnovationEloqua
- Thomas Stewart, EditorHarvard Business Review
August, 2006 Issue Editorial
<< “Customers’ buying
processes have evolved in our world of ubiquitous, instant,
global communication
… but companies’ selling processes have for the most
part stayed the same.”
B2B Customer Buying Process
old school…
B2B Customer Buying Process 1995
8
I’ll believe
it when I
see it
Read Buyer’s Body Language
Get me
out of
here
Where can I
find budget
for this?
This will
make me a
hero
Does he really
understand
my business?
B2B Customer Buying Process 2008
13
Read Buyer’s Body Language
Sales Can’t Read It 2008
15
Today’s B2B Marketing
Evaluation
Closing
Education
Demand
Generation
Lead
Mgmt
Education
Step
Profiling
To aggregate information from various sources including transactions, response and demographic data to build an accurate picture of a target
customer
21
“Knowing how prospects have
responded to marketing
campaigns before the call is the single biggest factor in uncovering
revenue opportunities for our inside sale
team”
- Dir. of Marketing Operations, Google
“Knowing how prospects have
responded to marketing
campaigns before the call is the single biggest factor in uncovering
revenue opportunities for our inside sale
team.”
- Dir. of Marketing Operations, Google
The Profiling Difference
Step
“Ranking one
prospective buyer
against another”
25
Lead Scoring in Action
26
Lead Scoring in Action
27
Lead Scoring in Action
28
Big Payoff Scoring on Prospect Activity
Based on a Survey of 10 Customers doing Lead Scoring for 165 days (under 6 months)
BeforeLead Scoring
AfterLead Scoring
Leads sent to
sales
Close ratio
Revenue per deal
TOTAL REVENUE$19.8mm$16.8mm
$45.9k$39.1k
40.9%31.3%
1,0581,372
Step
Lead Nurturing
Activity aimed at maintaining customer interest by using
constant and relevant communication.
3232
Why Lead Nurturing?
Within 24 months from YOU or your competitorSource: Sirius Decisions
33
How do you know when your toast is done?
34
Lead Nurturing in Action
Day 1
Day 11
Day 21
Day 31
Day 41
Day 51
Day 61
Day 71
Day 81
35
Lead Nurturing Results
Generated 1500 responses
More than 400 companies re-engaged
“Those same previously ignored leads turned out to be the best source of qualified
opportunities”
- VP Marketing, Voxify
It works:
… increase in
marketing contributed
sales opportunities
… increase in inside
sales productivity
39
No match ‘The One’
Engagement
Ideal Customer Profile
Right message, right person, right time
Total
None
What to do tomorrow?
1. You cannot automate a process that does not exist.
2. Start with a conversation.
3. Realize it’s hard and do it in phases.
42
Eloqua Corporation
• Provide applications and expertise for B2B
marketers to execute, automate and measure
effective marketing programs that drive revenue
• Founded in 2000
• 450+ customers / 200 employees
• HQ in Toronto
offices throughout North America, UK, Asia
• Venture-backed
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