reading your buyer's digital body language: online marketing in a difficult economy

2007 © ELOQUA CORPORATION CONFIDENTIAL PRESENTATION TITLE 1

Reading Your Buyer's Digital Body Language:

Online Marketing in a Difficult Economy

Steve GershikVP Marketing InnovationEloqua

steve.gershik@eloqua.comwww.theinnovativemarketer.com

- Thomas Stewart, EditorHarvard 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

old school…

B2B Customer Buying Process 1995

8

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?

B2B Customer Buying Process 2008

13

Read Buyer’s Body Language

Sales Can’t Read It 2008

15

Today’s B2B Marketing

Evaluation

Closing

Education

Demand

Generation

Lead

Mgmt

Education

Step

Profiling

To aggregate information from various sources including transactions, response and demographic data to build an accurate picture of a target

customer

21

“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

Step

“Ranking one

prospective buyer

against another”

25

Lead Scoring in Action

26

Lead Scoring in Action

27

Lead Scoring in Action

28

Big Payoff Scoring on Prospect Activity

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

BeforeLead Scoring

AfterLead Scoring

Leads sent to

sales

Close ratio

Revenue per deal

TOTAL REVENUE$19.8mm$16.8mm

$45.9k$39.1k

40.9%31.3%

1,0581,372

Step

Lead Nurturing

Activity aimed at maintaining customer interest by using

constant and relevant communication.

3232

Why Lead Nurturing?

Within 24 months from YOU or your competitorSource: Sirius Decisions

33

How do you know when your toast is done?

34

Lead Nurturing in Action

Day 1

Day 11

Day 21

Day 31

Day 41

Day 51

Day 61

Day 71

Day 81

35

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:

… increase in

marketing contributed

sales opportunities

… increase in inside

sales productivity

39

No match ‘The One’

Engagement

Ideal Customer Profile

Right message, right person, right time

Total

None

What to do tomorrow?

1. You cannot automate a process that does not exist.

2. Start with a conversation.

3. Realize it’s hard and do it in phases.

Steve Gershik

steve.gershik@eloqua.com

www.theinnovativemarketer.com

42

Eloqua Corporation

• Provide applications and expertise for B2B

marketers to execute, automate and measure

effective marketing programs that drive revenue

• Founded in 2000

• 450+ customers / 200 employees

• HQ in Toronto

offices throughout North America, UK, Asia

• Venture-backed