The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age

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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?

Empresariales

The Value of Visitor Identification:
Selling to Buyer 2.0 in the Information Age

February 28, 2013

Speakers

Amy Holtzman
Senior Marketing Manager, Demandbase

Jason Stewart
Director of Marketing, Demandbase

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 2
© Demandbase 2013 All rights reserved.

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

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 3
© Demandbase 2013 All rights reserved.

Who is Buyer 2.0?

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 4
© Demandbase 2013 All rights reserved.

Crisis Mode

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 5
© Demandbase 2013 All rights reserved.

Buyer 2.0: Not Just One Person

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 6
© Demandbase 2013 All rights reserved.

Account-Level Engagement

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 7
© Demandbase 2013 All rights reserved.

Value of Visitor Identification: A Real Example

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 8
© Demandbase 2013 All rights reserved.

People Lie.

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 9
© Demandbase 2013 All rights reserved.

Magento Web Forms

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 10
© Demandbase 2013 All rights reserved.

Forms Solution

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 11
© Demandbase 2013 All rights reserved.

Forms Solution

John

Stevens

Mgr
js@oracle.com

Ora|

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 12
© Demandbase 2013 All rights reserved.

Forms Solution

John

Stevens

Mgr
js@oracle.com

Ora|

$35,622,000,000
Software and Technology

105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 13
© Demandbase 2013 All rights reserved.

Basic Information

#accountbased | @jstewart_1 | @demandbase
Post questions to BrightTalk, or tweet them to #demandbase
Confidential | © Demandbase 2012 All rights reserved. Slide 14
© Demandbase 2013 All rights reserved.

Enhanced Data

#accountbased | @jstewart_1 | @demandbase
Post questions to BrightTalk, or tweet them to #demandbase
Confidential | © Demandbase 2012 All rights reserved. Slide 15
© Demandbase 2013 All rights reserved.

Hidden in Plain Sight

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 16
© Demandbase 2013 All rights reserved.

Rise of the Research Team: Danger

 The new B2B buyer is:
– Engaged
• B2B needs to be aware of their online reputation more than ever

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 17
© Demandbase 2013 All rights reserved.

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

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 18
© Demandbase 2013 All rights reserved.

Website as the Trailhead: Opportunity

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 21
© Demandbase 2013 All rights reserved.

Account Visitors

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 22
© Demandbase 2013 All rights reserved.

Account Identification

$138M Revenue $2.6B Revenue $32B Revenue
Software & Technology Healthcare FinServ
1000 Employees 3000 Employees 68000 Employees
California Ohio New York

$2B Revenue $9B Revenue
Manufacturing Software & Technology
4470 Employees 82500 Employees
Boise Oregon

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 23
© Demandbase 2013 All rights reserved.

Target Account Identification

$138M Revenue $2.6B Revenue $32B Revenue
Software & Technology Healthcare FinServ
1000 Employees 3000 Employees 68000 Employees
California Ohio New York

$2B Revenue $9B Revenue
Manufacturing Software & Technology
4470 Employees 82500 Employees
Boise Oregon

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 24
© Demandbase 2013 All rights reserved.

Account-Level Engagement

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 25
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Identify

 Identify the
companies that are
engaged on your
website

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 26
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Cross-Reference

 Cross reference these engaged
companies with your target list

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 27
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Push Contacts

 Push contacts and leads from these companies to the top of the
lead scoring queue

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 28
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Remarket/Retarget

 Remarket/retarg
et these same
companies to
drive more visits
and accelerate
engagement

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 29
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Personalize

 Personalize the web
experience for these
companies to increase
engagement and
conversions

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 30
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Streamline

 Streamline the
conversion process with
better forms

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 31
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Get Proactive

 Reach out to them with live
chat requests when they
visit

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 32
© Demandbase 2013 All rights reserved.

Revenue Begins With Identification: Repeat

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 33
© Demandbase 2013 All rights reserved.

In Conclusion….Start at the Beginning

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 34
© Demandbase 2013 All rights reserved.

Questions

#accountbased | @jstewart_1 | @demandbase

Confidential | © Demandbase 2012 All rights reserved. Slide 35
© Demandbase 2013 All rights reserved.

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The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age

1. The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age February 28, 2013

2. Speakers Amy Holtzman Senior Marketing Manager, Demandbase Jason Stewart Director of Marketing, Demandbase #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 2 © Demandbase 2013 All rights reserved.

3. 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 #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 3 © Demandbase 2013 All rights reserved.

13. Forms Solution John Stevens Mgr js@oracle.com Ora| $35,622,000,000 Software and Technology 105,000 500 Oracle Parkway Redwood Shores CA 94065 Enterprise #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 13 © Demandbase 2013 All rights reserved.

14. Basic Information #accountbased | @jstewart_1 | @demandbase Post questions to BrightTalk, or tweet them to #demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 14 © Demandbase 2013 All rights reserved.

15. Enhanced Data #accountbased | @jstewart_1 | @demandbase Post questions to BrightTalk, or tweet them to #demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 15 © Demandbase 2013 All rights reserved.

17. Rise of the Research Team: Danger  The new B2B buyer is: – Engaged • B2B needs to be aware of their online reputation more than ever #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 17 © Demandbase 2013 All rights reserved.

18. 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 #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 18 © Demandbase 2013 All rights reserved.

19. 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 #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 19 © Demandbase 2013 All rights reserved.

20. 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 #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 20 © Demandbase 2013 All rights reserved.

23. Account Identification $138M Revenue $2.6B Revenue $32B Revenue Software & Technology Healthcare FinServ 1000 Employees 3000 Employees 68000 Employees California Ohio New York $2B Revenue $9B Revenue Manufacturing Software & Technology 4470 Employees 82500 Employees Boise Oregon #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 23 © Demandbase 2013 All rights reserved.

24. Target Account Identification $138M Revenue $2.6B Revenue $32B Revenue Software & Technology Healthcare FinServ 1000 Employees 3000 Employees 68000 Employees California Ohio New York $2B Revenue $9B Revenue Manufacturing Software & Technology 4470 Employees 82500 Employees Boise Oregon #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 24 © Demandbase 2013 All rights reserved.

26. Revenue Begins With Identification: Identify  Identify the companies that are engaged on your website #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 26 © Demandbase 2013 All rights reserved.

27. Revenue Begins With Identification: Cross-Reference  Cross reference these engaged companies with your target list #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 27 © Demandbase 2013 All rights reserved.

28. Revenue Begins With Identification: Push Contacts  Push contacts and leads from these companies to the top of the lead scoring queue #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 28 © Demandbase 2013 All rights reserved.

29. Revenue Begins With Identification: Remarket/Retarget  Remarket/retarg et these same companies to drive more visits and accelerate engagement #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 29 © Demandbase 2013 All rights reserved.

30. Revenue Begins With Identification: Personalize  Personalize the web experience for these companies to increase engagement and conversions #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 30 © Demandbase 2013 All rights reserved.

31. Revenue Begins With Identification: Streamline  Streamline the conversion process with better forms #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 31 © Demandbase 2013 All rights reserved.

32. Revenue Begins With Identification: Get Proactive  Reach out to them with live chat requests when they visit #accountbased | @jstewart_1 | @demandbase Confidential | © Demandbase 2012 All rights reserved. Slide 32 © Demandbase 2013 All rights reserved.

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