digital body language - shrt

Steven WoodsCTOEloqua

Buying: Simplified

I want more

web analytics

magic

Will it

integrate?

Can I

integrate

everything?

It’s good

Can I

buy it?

Gonna take

your RSS

budget

We want

Webtrends

Revenue $100,000Search campaign $10,000-----------------------------------------ROI 1000%

Buying: Observations• It’s online• It’s complicated• It’s not about you

Passive:

Discovery by

chance

Active:

Discovery by

seeking specific

information

Influenced:

Discovery through

key influencer

Discovery…

• I happened to be ___ and I noticed…• Display Ads (online or print)

• Social Discussions

• Tradeshows

• Email Marketing

• Direct Mail

• I was looking for ___, and I found…• Search (organic or paid results)

• Tradeshows

• Quora questions

• LinkedIn questions

• I trust ____ and he/she says…• LinkedIn Group Discussions

• Market Influencers via Twitter

• Facebook

• Social Community Leaders

Steven Woods, CTO, Eloqua

@stevewoods

digitalbodylanguage.blogspot.com

www.eloqua.com

• Allocate Sales Investment• Understand Territories

• Time Rep Hiring

• What’s needed – data on buyers

• Where social fits in?

• Identity

• What do you talk about?

• Who do you follow?

• Who influences you? (retweets, etc)

Buying: Observations.

- It’s online -> Trackable / DBL

- It’s complicated -> Identities/

- It’s not about you -> Marketing and sales

As one view

-Marketing + sales =>

one view

- It doesn’t involve you -> Revenue Engine

• Many sources;• Key need for data cleanse

• Junkscan?

• Normalize

• Business Events – InsideView, D&B

• Ways to get message in front of buyers• How: Depends on (a) how they’re looking (b) if

you’re engaged; What: who they are as a buyer

• Passive: Ads, Influencers || Email, Web Personalization

• Active: Search, Tradeshows || Social Community

• Revenue Engine to target this

• …

• Why engagement trumps fit

• Social data to identify engagement• Tech buyer: Social Community engagement

• Organization: Activity across a team; even on Facebook

• User buyer: deep searches; technical pages being a

• Twitter: Influencers and Topics

• Facebook: -> Business Profile

• Blogs: Deep topic interest

• Search: Active interest

• Webinars: Deep interest

• Twitter: Influencers and Topics

• Facebook: -> Business Profile

• Blogs: Deep topic interest

• Search: Active interest

• Webinars: Deep interest

• More than one buyer

• Many months

• Title may not reflect power

• Must observe first, jump in second• Scoring and response

How will you

get

attention?

How is the

buyer looking?

Paid Earned

Active SEM, Tradeshows SEO, Quora

Participation, Twitter

Engagement

Passive Content Marketing

Influences

• Exec Summary of Opportunity

• Solution• Clients

• Buying Simplified

• 6 months rammed down to 2 minutes

• Bob the buyer

• Boss

• Shiney stuff; iphone, visualization

• Wendy the webmaster

• Frank in Finance

• Blair the blogger

• Support community

• Buying Observations

• Online, complicated, doesn’t involve you -> DBL

• - Revenue Engine

• Problem : Disintermediation of sales team

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© 2011 Wappow! All rights reserved. The information herein is for informational purposes only and represents the current view of Wappow! as of the date of this presentation. Because Wappow! must respond to

changing market conditions, it should not be interpreted to be a commitment on the part of Wappow!, and Wappow! cannot guarantee the accuracy of any information provided after the date of this presentation.

WAPPOW! MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.