How to get more sales using web visitor and lead intelligence

How to get more sales using web visitor
and lead intelligence

Tuesday, October 16, 2012 1:00 EDT
SPEAKERS:
Ma#
Heinz,
President,
Heinz
Marke1ng

Uri
Bar-‐Joseph,
Director
of
Marke1ng,
Op1fy

#LeadIntel
©2012 Third Door Media, Inc.

Matt Heinz,
President, Heinz
Marketing
Matt Heinz, President Matt Heinz brings more than 12 years of marketing,
business development and sales experience from a variety of organizations,
vertical industries and company sizes.
His career has focused on delivering measurable results for his employers
and clients in the way of greater sales, revenue growth, product success
and customer loyalty.

Follow Matt

@HeinzMarketing
http://www.linkedin.com/in/mattheinz

#LeadIntel

Uri Bar-Joseph,
Director of Marketing,
Optify
Uri Bar-Joseph heads up lead generation efforts and manages the inside sales
function at Optify. He excels at using the latest internet technology to help his
team generate and close more leads.
Uri exemplifies what it is to be a B2B marketer in today’s buyer-driven economy
and pushes tools and programs to their limits to achieve outstanding results.

Follow Uri
@uribarjoseph
www.linkedin.com/in/uribarjoseph

#LeadIntel

We’ll
answer
these
ques1ons

•  What
visitor
intelligence
is
out
there?

•  How
can
marke7ng
use
it?

•  How
can
your
sales
team
use
it?

#LeadIntel

The
hunted
have
become
the
hunters

Most of the selling happens when 70% of buy cycle is completed
your sales people aren’t in the room.
before sales engage.

Brian
Carroll,
MECLABS
Forrester
2011

#LeadIntel

The
buyer
makes
their
own
journey

The
Web
&
blogosphere

Social
media

Presenta7on
&
content
sharing

Outbound
tac7cs

Q&A
and
forums

?

?
?

?

?

#LeadIntel

To
succeed
in
this
buyer-‐led
world
you
must…

Create Get the Convert Convert
Know your Understand valuable content visitors to leads to
buyers their needs
content found leads customers

Web
visitor
and
lead
intelligence
can
help
you
in
each
step
of
the
journey…

#LeadIntel

Five
ques1ons
to
start

•  What/who
are
your
targets?

•  What
do
they
care
about?

What

outcome
are
they
seeking?

•  Where
do
you
ﬁnd
them?

•  What
or
who
inﬂuences
them?

•  How
do
they
want
to
engage
and

(eventually)
buy?

#LeadIntel

Prospect
engagement
funnel

Customer Targets (based on persona profiles) Next Step Accelerator Ideas

Inbound Sources / open Community
Channels: Search, Twitter, Facebook, Blog, LinkedIn etc.
Network-exclusive access to content
Value-added special offers
Discovery events
Goal: Drive Registration White papers, top ten tips, etc.

Drip Marketing Testimonials, Success Stories
Channels: Email Newsletters, CRM System Profile-Specific Messages
Goal: Drive Active Prospects New product/service offers

Active Sales Cycle New Opportunity Alerts
Channels: CRM, 1:1 1:1 with Existing Customer
Goal: Sell In-Market Events

New Referral & Tell-a-Friend Offers
Customer Network / Community Invites

#LeadIntel

Your
customers

#LeadIntel

What
are
they
talking
about?

#LeadIntel

The
buying
progression

Problem/ Solution Objective/
Pain Outcome

#LeadIntel

OODA
Loop

Observe

Act Strategy Orient

Decide

#LeadIntel

Using
Intelligence

#LeadIntel

Observe
-‐
what
intelligence
can
you
gather?

#LeadIntel

Orient
–
what
does
this
intelligence
tell
you?

•  What percentage of •  Who’s visiting your site
visits / leads match
•  Their level of
your targets
engagement
•  Campaign
•  Page visits
performance
Marketing Sales •  Email responses
•  What messages and
content are •  Content downloads
etc.
resonating
•  Their stage in their
•  New target segment
possibilities journey

#LeadIntel

Decide
–
what
do
you
do
next?

•  Find the programs •  When do you alert
and campaigns you sales?
can optimize to drive
•  How do you alert sales?
more on-target leads
•  What are the rules of
•  Look for ways to
Marketing Sales engagement?
improve conversion
•  How do you monitor
rates
progress?
•  Decide where to
invest content
resources

#LeadIntel

Act

–
how
do
you
execute
on
your
decisions?

•  Modify target focus •  Sales
where possible
•  Train sales on process
across campaigns
and how to read visitor
•  Tweak messaging and lead intelligence
and response details
Marketing mechanisms Sales
•  Handoff leads
•  Produce more
•  Monitor progress
content based on
best-performing
assets

#LeadIntel

Our
OODA
Loop

Observe
& Orient

Decide & Act

Act

Observe
& Orient

#LeadIntel

Deﬁne
On-‐Target
Lead
(Observe)

•  From
Persona
to
a
Proﬁle

•  How
many
of
them
do
you

have
in
your
Database?

•  How
many
of
them
do
you

get?

•  Where
do
they
come
from?

Where
do
they
land?

•  What
do
they
do
on
your

website?

#LeadIntel

Set
Goals
&
Establish
Baseline

Use
Intelligence
to
know
where
you
are
(Observe)

#LeadIntel

Set
Goals
&
Establish
Baseline

Set
your
goals
based
on
the
insight
you
gained
(Orient)

#LeadIntel

Setup
&
Execute
Campaign
(Decide
&
Act)

#LeadIntel

Delivering
Leads
to
Sales
(Act)

#LeadIntel

Deliver
on-‐target
Leads
(Act)

#LeadIntel

Enable
Sales
to

(intelligently)
Follow
Up
(Act)

#LeadIntel

Here’s an example of a Daily Email from Optify

#LeadIntel

Measure,
Reﬁne
and
Repeat
(Observe,
Orient)

#LeadIntel

Here’s an example of an Optify report

#LeadIntel

The
Never-‐ending
Cycle
of
the
B2B
Marketer

Observe
& Orient

Decide & Act

Act

Observe
& Orient

#LeadIntel

Addi1onal
Resources

•  Lead
Genera1on
Blog

www.op1fy.net/blog

•  Guides
&
Whitepapers

www.op1fy.net/inbound-‐marke1ng-‐resources/how-‐to-‐guides

•  Webinars

www.op1fy.net/inbound-‐marke1ng-‐resources/how-‐to-‐webinars

•  Op1fy
Free
Trial

www.op1fy.net/sign-‐up

•  Op1fy
Demo

www.op1fy.net/forms/request-‐a-‐product-‐demo

#LeadIntel

About
Op1fy

#LeadIntel

How to get more sales using web visitor and lead intelligence

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (8)

En vedette

En vedette (20)

Similaire à How to get more sales using web visitor and lead intelligence

Similaire à How to get more sales using web visitor and lead intelligence (20)

Plus de Optify

Plus de Optify (20)

How to get more sales using web visitor and lead intelligence