Digital Body Language
and the Revenue Engine
Buying and Selling in 2011
Steven Woods
CTO, Eloqua
@stevewoods
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Buying: Simplified
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Status Quo
3

Interest is Piqued
4

The Ask
I want more
web analytics
magic
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Research
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Social Influencers
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Solution Options
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Web Presence
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Visualization
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Mobile Options
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Whitepapers
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Social Community
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Implementation Questions
Will it
integrate?
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Technical Research
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Social Media Questions
Can I
integrate
everything?
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Social Engagement
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Blog Content
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Webinars
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Team Consensus
It’s good
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Purchase Attempt
Can we
buy it?
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Decision Making
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An optimally timed sales call
We’re here
for you
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Finance
Looks
worthwhile
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Undiscovered Stakeholders
Gonna take
your RSS
budget
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Objection Hunting
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Support Portals
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Consensus Again
We want
Webtrends
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The Purchase
Let’s get
started
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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Changing World of Sales
Product
Price
Personality “SPIN Selling”
–
Neil Rachman “Hope is not a
Strategy” – Rick
Page
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Time with Sales is Decreasing
78% of business decision makers reporting a decrease in
time with sales reps
ABM’s Digital Transformation study
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Buyer Honesty is Low
Buyers Do Not Tell
The Truth on Web
Forms
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Online: Bob The Buyer’s Journey
Bob the Buyer
Vendor comparison
Website:
Data Inquiry:
Community Whitepaper
visualization Site: download
Extensions
Deep Dive:
Product
Search “Champion” Pages
“vendor behavior
comparison” (content
forwarding)
Social:
Resolving
objections
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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Economic Filters on Information
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Filters and Mass Availability
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But Something Went Wrong
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Biggest Users of Social Media
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How do Buyers discover information
Passive:
Influenced:
I happened to be ___
and I noticed… I trust ____ and he/she
says…
Discovery…
Active:
I was looking for ___,
and I found…
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Revenue Engine: Be Discoverable
How will you get Paid Earned
attention?
How is the
buyer looking?
Active SEM, SEO,
Tradeshows Quora Participation,
Twitter Engagement,
Support Communities
Passive Advertising, Content Marketing,
Remarketing, LinkedIn Groups,
Tradeshows, Viral Videos
Email
Influenced Klout, Social Media Relations,
Foursquare Promotions, Analyst Relations
Promoted Tweets
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Social vs Business
How do
“Tools for Apoptosis, Cytotoxicity, and
Cell Proliferation”
become talked about?
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Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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• Manufacturing plant
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Why is instrumenting interesting?
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Systematize
• How do buyers learn?
• Are we present there?
• When do they need our help?
• Where can we improve?
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How do buyers learn?
• What’s important?
• Audience
• Share of Conversation
• Traffic
• Inquiries
• Qualified
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B2B and Social – really?
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When do buyers need our help?
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Analysis in All Industries
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Moneyball Marketing
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How many buyers need help?
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Why not talk to everyone?
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Optimize lead qualification?
• Is the team following up with leads?
• Is it a follow up issue or a quality issue?
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Compatibility
• How do we predict?
• Data beats intuition
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Data Beats Intuition
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Optimize buying audience?
• Buyer behavior and stuck deals
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To Recap
Buying: Selling:
It’s online Instrument everything
It’s about the buyer Be discoverable
It’s complicated Systematize processes
Build a Revenue Engine
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Thank you
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