the value of visitor identification: selling to buyer 2.0 in the information age

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

February 28, 2013

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

#accountbased | @jstewart_1 | @demandbase

Speakers

Amy HoltzmanSenior Marketing Manager, Demandbase

Jason StewartDirector of Marketing, Demandbase



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



Who is Buyer 2.0?



Crisis Mode



Buyer 2.0: Not Just One Person



Account-Level Engagement



Value of Visitor Identification: A Real Example



People Lie.



Magento Web Forms



Forms Solution



Stevens

[email protected]

John

Ora|

Mgr

Forms Solution



$35,622,000,000

Software and Technology

105,000

500 Oracle Parkway

Redwood Shores

CA

94065

Enterprise

Stevens

[email protected]

John

Ora|

Mgr

Forms Solution



Basic Information

Post questions to BrightTalk, or tweet them to #demandbase



Enhanced Data

Post questions to BrightTalk, or tweet them to #demandbase



Hidden in Plain Sight



Rise of the Research Team: Danger

The new B2B buyer is:– Engaged

• B2B needs to be aware of their online reputation more than ever





• 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






• 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






• 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



Website as the Trailhead: Opportunity



Account Visitors



Account Identification

$138M RevenueSoftware & Technology

1000 EmployeesCalifornia

$2.6B RevenueHealthcare

3000 EmployeesOhio

$32B RevenueFinServ

68000 EmployeesNew York

$9B RevenueSoftware & Technology

82500 EmployeesOregon

$2B RevenueManufacturing

4470 EmployeesBoise



Target Account Identification

$138M RevenueSoftware & Technology

1000 EmployeesCalifornia

$2.6B RevenueHealthcare

3000 EmployeesOhio

$32B RevenueFinServ

68000 EmployeesNew York

$9B RevenueSoftware & Technology

82500 EmployeesOregon

$2B RevenueManufacturing

4470 EmployeesBoise



Account-Level Engagement



Revenue Begins With Identification: Identify

Identify the companies that are engaged on your website



Revenue Begins With Identification: Cross-Reference

Cross reference these engaged companies with your target list



Revenue Begins With Identification: Push Contacts

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



Revenue Begins With Identification: Remarket/Retarget

Remarket/retarget these same companies to drive more visits and accelerate engagement



Revenue Begins With Identification: Personalize

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



Revenue Begins With Identification: Streamline

Streamline the conversion process with better forms



Revenue Begins With Identification: Get Proactive

Reach out to them with live chat requests when they visit



Revenue Begins With Identification: Repeat



In Conclusion….Start at the Beginning



Questions

the value of visitor identification: selling to buyer 2.0 in the information age

Business

new b2b buyer

informed b2b

vigilant b2b

business cautious b2b

aware people

research team

online reputation

account identification