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Recent research from Google has indicated that buyers are generally at least 60% through the sales process before identifying themselves to a seller. How do you best identify, engage, and influence the buyer you cannot see? Which website visitors are most likely to become customers?
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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
Slide 4Confidential | © Demandbase 2012 All rights reserved. Slide 4© Demandbase 2013 All rights reserved.
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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
Slide 6Confidential | © Demandbase 2012 All rights reserved. Slide 6© Demandbase 2013 All rights reserved.
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Buyer 2.0: Not Just One Person
Slide 7Confidential | © Demandbase 2012 All rights reserved. Slide 7© Demandbase 2013 All rights reserved.
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Account-Level Engagement
Slide 8Confidential | © Demandbase 2012 All rights reserved. Slide 8© Demandbase 2013 All rights reserved.
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Value of Visitor Identification: A Real Example
Slide 9Confidential | © Demandbase 2012 All rights reserved. Slide 9© Demandbase 2013 All rights reserved.
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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
Slide 11Confidential | © Demandbase 2012 All rights reserved. Slide 11© Demandbase 2013 All rights reserved.
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Forms Solution
Slide 12Confidential | © Demandbase 2012 All rights reserved. Slide 12© Demandbase 2013 All rights reserved.
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Stevens
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
John
Ora|
Mgr
Forms Solution
Slide 14Confidential | © Demandbase 2012 All rights reserved. Slide 14© Demandbase 2013 All rights reserved.
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Basic Information
Post questions to BrightTalk, or tweet them to #demandbase
Slide 15Confidential | © Demandbase 2012 All rights reserved. Slide 15© Demandbase 2013 All rights reserved.
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Enhanced Data
Post questions to BrightTalk, or tweet them to #demandbase
Slide 16Confidential | © Demandbase 2012 All rights reserved. Slide 16© Demandbase 2013 All rights reserved.
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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
Slide 18Confidential | © Demandbase 2012 All rights reserved. Slide 18© 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
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
Slide 20Confidential | © Demandbase 2012 All rights reserved. Slide 20© 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
– 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
Slide 26Confidential | © Demandbase 2012 All rights reserved. Slide 26© Demandbase 2013 All rights reserved.
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Revenue Begins With Identification: Identify
Identify the companies that are engaged on your website
Slide 27Confidential | © Demandbase 2012 All rights reserved. Slide 27© Demandbase 2013 All rights reserved.
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Revenue Begins With Identification: Cross-Reference
Cross reference these engaged companies with your target list
Slide 28Confidential | © Demandbase 2012 All rights reserved. Slide 28© Demandbase 2013 All rights reserved.
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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
Slide 30Confidential | © Demandbase 2012 All rights reserved. Slide 30© Demandbase 2013 All rights reserved.
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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
Slide 32Confidential | © Demandbase 2012 All rights reserved. Slide 32© Demandbase 2013 All rights reserved.
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Revenue Begins With Identification: Get Proactive
Reach out to them with live chat requests when they visit
Slide 33Confidential | © Demandbase 2012 All rights reserved. Slide 33© Demandbase 2013 All rights reserved.
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Revenue Begins With Identification: Repeat
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In Conclusion….Start at the Beginning
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Questions