Understanding the Buyer – How Can You Drive Business with Digital Body Language? By with Steven Woods SVPMA Monthly Event August 2011
Go to link below for notes from this event
http://svpma.org/2011/08/august-2011-event/
34. 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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35. Buyer Honesty is Low
Buyers Do Not Tell
The Truth on Web
Forms
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36. 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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37. Buying Observations
• It’s online
• It’s about the buyer
• It’s complicated
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44. 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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45. 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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46. Social vs Business
How do
“Tools for Apoptosis, Cytotoxicity, and
Cell Proliferation”
become talked about?
46
63. 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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