the value of visitor identification: selling to buyer 2.0 in the information age
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The Value of Visitor Identification:Selling to Buyer 2.0 in the Information Age
February 28, 2013
Slide 2Confidential | © Demandbase 2012 All rights reserved. Slide 2© Demandbase 2013 All rights reserved.
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Speakers
Amy HoltzmanSenior Marketing Manager, Demandbase
Jason StewartDirector of Marketing, Demandbase
Slide 3Confidential | © Demandbase 2012 All rights reserved. Slide 3© Demandbase 2013 All rights reserved.
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Agenda
Who is Buyer 2.0 What opportunity do they represent Identification: A Use Case Mechanics of the Case Expansion of the Practice Q&A
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Who is Buyer 2.0?
Slide 5Confidential | © Demandbase 2012 All rights reserved. Slide 5© Demandbase 2013 All rights reserved.
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Crisis Mode
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Buyer 2.0: Not Just One Person
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Account-Level Engagement
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Value of Visitor Identification: A Real Example
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People Lie.
Slide 10Confidential | © Demandbase 2012 All rights reserved. Slide 10© Demandbase 2013 All rights reserved.
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Magento Web Forms
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Forms Solution
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Stevens
js@oracle.com
John
Ora|
Mgr
Forms Solution
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$35,622,000,000
Software and Technology
105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise
Stevens
js@oracle.com
John
Ora|
Mgr
Forms Solution
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Basic Information
Post questions to BrightTalk, or tweet them to #demandbase
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Enhanced Data
Post questions to BrightTalk, or tweet them to #demandbase
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Hidden in Plain Sight
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Rise of the Research Team: Danger
The new B2B buyer is:– Engaged
• B2B needs to be aware of their online reputation more than ever
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Rise of the Research Team: Danger
The new B2B buyer is:– Engaged
• B2B needs to be aware of their online reputation more than ever– Informed
• B2B needs to act quickly on all topics and trends relevant to their business
Slide 19Confidential | © Demandbase 2012 All rights reserved. Slide 19© Demandbase 2013 All rights reserved.
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Rise of the Research Team: Danger
The new B2B buyer is:– Engaged
• B2B needs to be aware of their online reputation more than ever– Informed
• B2B needs to act quickly on all topics and trends relevant to their business– Cautious
• B2B needs to be aware people may be disqualifying us without ever talking to us
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Rise of the Research Team: Danger
The new B2B buyer is:– Engaged
• B2B needs to be aware of their online reputation more than ever– Informed
• B2B needs to act quickly on all topics and trends relevant to their business– Cautious
• B2B needs to be aware people may be disqualifying us without ever talking to us
– Vigilant• B2B can’t rest on their laurels … new solutions and products and
developments are easier than ever to discover
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Website as the Trailhead: Opportunity
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Account Visitors
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Account Identification
$138M RevenueSoftware & Technology
1000 EmployeesCalifornia
$2.6B RevenueHealthcare
3000 EmployeesOhio
$32B RevenueFinServ
68000 EmployeesNew York
$9B RevenueSoftware & Technology
82500 EmployeesOregon
$2B RevenueManufacturing
4470 EmployeesBoise
Slide 24Confidential | © Demandbase 2012 All rights reserved. Slide 24© Demandbase 2013 All rights reserved.
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Target Account Identification
$138M RevenueSoftware & Technology
1000 EmployeesCalifornia
$2.6B RevenueHealthcare
3000 EmployeesOhio
$32B RevenueFinServ
68000 EmployeesNew York
$9B RevenueSoftware & Technology
82500 EmployeesOregon
$2B RevenueManufacturing
4470 EmployeesBoise
Slide 25Confidential | © Demandbase 2012 All rights reserved. Slide 25© Demandbase 2013 All rights reserved.
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Account-Level Engagement
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Revenue Begins With Identification: Identify
Identify the companies that are engaged on your website
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Revenue Begins With Identification: Cross-Reference
Cross reference these engaged companies with your target list
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Revenue Begins With Identification: Push Contacts
Push contacts and leads from these companies to the top of the lead scoring queue
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Revenue Begins With Identification: Remarket/Retarget
Remarket/retarget these same companies to drive more visits and accelerate engagement
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Revenue Begins With Identification: Personalize
Personalize the web experience for these companies to increase engagement and conversions
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Revenue Begins With Identification: Streamline
Streamline the conversion process with better forms
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Revenue Begins With Identification: Get Proactive
Reach out to them with live chat requests when they visit
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Revenue Begins With Identification: Repeat
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In Conclusion….Start at the Beginning
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Questions
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