Post on 26-Jan-2015
description
ARE YOU TAKING ADVANTAGE OF THE HIDDEN SALES CYCLE?Leading businesses track customers’ online movements to predict their buying behaviour. It’s easier than you think...
WHAT IS THE HIDDEN SALES CYCLE?
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.02
?
Before, Customers had to talk to you.
Today, Talking to you is the last thing they do.
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.03
CUSTOMERS ARE MUCH BETTER INFORMED THAN THEY USED TO BE
By 2020, Gartner predicts
data volumes will grow to
20 X what they are today
x20 Gartner
75% of digital information is generated by
individuals75% IDC
On average, B2B buyers are 57% through the purchase decision
before engaging a supplier sales rep.
57%Joint Google and CEB research project, 2011
Joint Google and CEB research project, 2011Sources:
http://panelpicker.sxsw.com/vote/20006http://uk.emc.com/about/news/press/2011/20110628-01.htm
http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.04
Your challenge is to ensure that prospects find your company during the online research stage.
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.05
READING ‘DIGITAL BODY LANGUAGE’
Reading ‘Digital body language’ involves knowing where each prospect has been online.
What content have they read on your blog?
Which emails have they opened?
Where have they been on your website?
1
2
3e-Strategy Trends 2012
76%
34%
While 76% of marketers believe
“They know what their consumers want” in terms of social media
content and interaction, only 34% have actually
asked those buyers.
Source:http://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.06
FOUR STEPS TO TAKING ADVANTAGE OF THE HIDDEN SALES CYCLE
STEP 1 Know who they are
STEP 2 Know where
they’re looking for information
STEP 3 Develop the content that will attract their attention and send it
automatically
STEP 4 Start thinking
real-time
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.07
STEP 1Know who they are
What is their job role?
What business pains do they need to resolve?
What does a day in their life look like?
What do they want to achieve by investing in your products or services?
1
2
3
4
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.08
STEP 2Know where they’re looking for information
LinkedIn groups and forums
Industry analyst websites
Trade magazine and association websites
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.09
STEP 3Develop the content that will attract their attention and send it automatically
Katapult10%
Companies that automate lead management
and send new content automatically based on digital body language
signals typically see a 10% increase in revenue in just
6-9 months.
Source: http://blog.katapult.co.uk/inbound/11-reasons-to-nurture-your-leads-with-marketing-automation/
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.10
STEP 4Start thinking real-time
“In general, how soon after you contact a brand, product or
company on social media do you expect to receive a response?”
Within 15 Minutes
11%
Within 30 Minutes
12%
Within 5 Minutes
9%
Within one hour
10%
Within few days or so
33%
More than one hour, but later same day
25%
Source: http://www.convinceandconvert.com/the-social-habit/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.11
TAKEAWAYSTo start making the most of the opportunities in the hidden sales cycle, you need to:
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.12
Get the sales and marketing departments to work together to identify exactly who they’re targeting. 1Get online and start developing relationships in forums and groups to grow your reputation as a value-adder and thought leader.2Get the sales and marketing teams to work together to develop the content that your prospects need and want3
Use the real-time reporting functionality of your lead management system to see how your prospects are interacting with your emails, website and web content so you can engage with them at the right time.
4
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.13
As you may have guessed, this is all much easier
with Oracle Eloqua Marketing Automation software!
Follow these steps and you will net more customers and convert more leads into sales.
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.14
DON’T MISS!
See how you shape up with the Modern Marketing scorecard eloqua.com/scorecard
Copyright © 2013, Oracle Eloqua and/or its affiliates. All rights reserved.16