Digital Body Language, Dennis Dayman, Eloqua

2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 1

Digital Body Language: Deciphering Customer Intentions in an Online World

Dennis Dayman Chief Privacy Officer


Dennis Dayman

Twitter: ddayman

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What’s happening in today’s down market? New influence on Sales – The CFO

Traditional recession strategies

•  Tighten the Belt

• Do More With Less

•  Keep Customers Happy Impact on Sales:

•  Longer sales cycles

•  More competition for less deals

•  Finance gains influence; Sales must Talk VALUE

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How Marketers are Reacting

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Marketing’s New Language

Forecast Business Opps

Responses/Inquiries “has taken steps to demonstrate

interest”

Marketing Qualified Leads “a qualified business with a need”

Won Deals

Leads

Responses

Biz

Opps

Leads

- Thomas Stewart, Editor Harvard Business Review

August, 2006 Issue Editorial

<< “Customers’ buying processes have evolved in our world of ubiquitous, instant,

global communication

… but companies’ selling processes have for the most

part stayed the same.”

B2B Customer Buying Process

good to go…

old school…

B2B Customer Buying Process 1995

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I’ll believe it when I see it

Read Buyer’s Body Language

Get me out of here

Where can I find budget for this?

This will make me a hero

Does he really understand my business?

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Read Buyer’s Body Language

Google me …

Sales Can’t Read It 2009

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Today’s B2B Marketing

Evaluation

Closing

Education Demand Generation

Lead Mgmt

Education

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It’s People, Process & Technology

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Getting All the Way There Is a Journey

Profiling

To aggregate information from various sources including

transactions, response and demographic data to build an accurate picture of a target

customer

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“Knowing how prospects have responded to marketing campaigns before the call is the single biggest factor in uncovering revenue opportunities for our inside sale team” - Dir. of Marketing Operations, Google

“Knowing how prospects have responded to marketing campaigns before the call is the single biggest factor in uncovering revenue opportunities for our inside sale team.” - Dir. of Marketing Operations, Google

The Profiling Difference

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“Ranking one prospective buyer against another”

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Lead Scoring in Action

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Lead Scoring Pays Off

Based on a Survey of 10 Customers doing Lead Scoring for 165 days (under 6 months)

Before Lead Scoring

After Lead Scoring

Leads sent to sales

Close ratio

Revenue per deal

TOTAL REVENUE

Lead Nurturing

Activity aimed at maintaining customer

interest by using constant and relevant

communication.

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Why Lead Nurturing?

Within 24 months from YOU or your competitor Source: Sirius Decisions

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How do you know when your toast is done?

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Lead Nurturing in Action

Day 1

Day 11

Day 21

Day 31

Day 41

Day 51

Day 61

Day 71

Day 81

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What’s working well?

•  eBooks •  Webinars •  Podcasts •  White papers

And what’s not? •  Cold calling •  Print ads •  Some DM

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Lead Nurturing Results Generated 1500 responses

More than 400 companies re-engaged

“Those same previously ignored leads turned out to be the best source of qualified opportunities”

- VP Marketing, Voxify

It works:

… more revenue from web-based campaigns

… increase in marketing contributed sales

opportunities

…conversion rate on automated programs

… reduction in cost per lead

… increase in inside sales productivity

… more in leads from marketing

… increase in email automation

… more leads from the website

I’ll believe it when I

see it

Reading Digital Body Language

Get me out of here

Where can I find budget

for this?

This will make me a

hero

Does he really understand

my business?

Salespeople Need to Know

Marketing Holds the Keys


•  Provide applications and expertise for B2B marketers to execute, automate and measure effective marketing programs that drive revenue

•  Founded in 2000

•  With 20,000 users and 550 customers in 33 countries, Eloqua is the global leader in demand generation applications and expertise.

•  250+ employees

•  HQ in Virginia, offices throughout North America, Canada, UK, Asia


Dennis Dayman

Twitter: ddayman Blog: http://www.deliverability.com

See me for a business card


Q&A

Digital Body Language, Dennis Dayman, Eloqua

Education

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