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Optify: How to get more sales using web visitor and lead intelligence
The document outlines strategies for increasing sales through web visitor and lead intelligence, presented by Matt Heinz from Heinz Marketing and Uri Bar-Joseph from Optify. It emphasizes the importance of understanding buyer behavior in a buyer-driven economy and provides a framework for using visitor intelligence to optimize marketing and sales efforts. Key steps include identifying target audiences, gathering intelligence, and refining engagement strategies for higher conversion rates.
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Optify: How to get more sales using web visitor and lead intelligence
- 1. How to getmore sales using web visitor and lead intelligence Tuesday, October 16, 2012 1:00 EDT SPEAKERS: Ma# Heinz, President, Heinz Marke1ng Uri Bar-‐Joseph, Director of Marke1ng, Op1fy #LeadIntel ©2012 Third Door Media, Inc.
- 2. Matt Heinz, President,Heinz Marketing Matt Heinz, President Matt Heinz brings more than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Follow Matt @HeinzMarketing http://www.linkedin.com/in/mattheinz #LeadIntel ©2012 Third Door Media, Inc.
- 3. Uri Bar-Joseph, Directorof Marketing, Optify Uri Bar-Joseph heads up lead generation efforts and manages the inside sales function at Optify. He excels at using the latest internet technology to help his team generate and close more leads. Uri exemplifies what it is to be a B2B marketer in today’s buyer-driven economy and pushes tools and programs to their limits to achieve outstanding results. Follow Uri @uribarjoseph www.linkedin.com/in/uribarjoseph #LeadIntel ©2012 Third Door Media, Inc.
- 4. We’ll answer these ques1ons • What visitor intelligence is out there? • How can marke7ng use it? • How can your sales team use it? #LeadIntel ©2012 Third Door Media, Inc.
- 5. The hunted have become the hunters Most of the selling happens when 70% of buy cycle is completed your sales people aren’t in the room. before sales engage. Brian Carroll, MECLABS Forrester 2011 #LeadIntel ©2012 Third Door Media, Inc.
- 6. The buyer makes their own journey The Web & blogosphere Social media Presenta7on & content sharing Outbound tac7cs Q&A and forums ? ? ? ? ? #LeadIntel ©2012 Third Door Media, Inc.
- 7. To succeed in this buyer-‐led world you must… Create Get the Convert Convert Know your Understand valuable content visitors to leads to buyers their needs content found leads customers Web visitor and lead intelligence can help you in each step of the journey… #LeadIntel ©2012 Third Door Media, Inc.
- 8. Five ques1ons to start • What/who are your targets? • What do they care about? What outcome are they seeking? • Where do you find them? • What or who influences them? • How do they want to engage and (eventually) buy? #LeadIntel ©2012 Third Door Media, Inc.
- 9. Prospect engagement funnel Customer Targets (based on persona profiles) Next Step Accelerator Ideas Inbound Sources / open Community Channels: Search, Twitter, Facebook, Blog, LinkedIn etc. Network-exclusive access to content Value-added special offers Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community Invites #LeadIntel ©2012 Third Door Media, Inc.
- 10. Your customers #LeadIntel ©2012 Third Door Media, Inc.
- 11. What are they talking about? #LeadIntel ©2012 Third Door Media, Inc.
- 12. The buying progression Problem/ Solution Objective/ Pain Outcome #LeadIntel ©2012 Third Door Media, Inc.
- 13. OODA Loop Observe Act Strategy Orient Decide #LeadIntel ©2012 Third Door Media, Inc.
- 14. Using Intelligence #LeadIntel ©2012 Third Door Media, Inc.
- 15. Observe -‐ what intelligence can you gather? #LeadIntel ©2012 Third Door Media, Inc.
- 16. Orient – what does this intelligence tell you? • What percentage of • Who’s visiting your site visits / leads match • Their level of your targets engagement • Campaign • Page visits performance Marketing Sales • Email responses • What messages and content are • Content downloads etc. resonating • Their stage in their • New target segment possibilities journey #LeadIntel ©2012 Third Door Media, Inc.
- 17. Decide – what do you do next? • Find the programs • When do you alert and campaigns you sales? can optimize to drive • How do you alert sales? more on-target leads • What are the rules of • Look for ways to Marketing Sales engagement? improve conversion • How do you monitor rates progress? • Decide where to invest content resources #LeadIntel ©2012 Third Door Media, Inc.
- 18. Act – how do you execute on your decisions? • Modify target focus • Sales where possible • Train sales on process across campaigns and how to read visitor • Tweak messaging and lead intelligence and response details Marketing mechanisms Sales • Handoff leads • Produce more • Monitor progress content based on best-performing assets #LeadIntel ©2012 Third Door Media, Inc.
- 19. Our OODA Loop Observe & Orient Decide & Act Act Observe & Orient #LeadIntel ©2012 Third Door Media, Inc.
- 20. Define On-‐Target Lead (Observe) • From Persona to a Profile • How many of them do you have in your Database? • How many of them do you get? • Where do they come from? Where do they land? • What do they do on your website? #LeadIntel ©2012 Third Door Media, Inc.
- 21. Set Goals & Establish Baseline Use Intelligence to know where you are (Observe) #LeadIntel ©2012 Third Door Media, Inc.
- 22. Set Goals & Establish Baseline Set your goals based on the insight you gained (Orient) #LeadIntel ©2012 Third Door Media, Inc.
- 23. Setup & Execute Campaign (Decide & Act) #LeadIntel ©2012 Third Door Media, Inc.
- 24. Delivering Leads to Sales (Act) #LeadIntel ©2012 Third Door Media, Inc.
- 25. Deliver on-‐target Leads (Act) #LeadIntel ©2012 Third Door Media, Inc.
- 26. Enable Sales to (intelligently) Follow Up (Act) #LeadIntel ©2012 Third Door Media, Inc.
- 27. Here’s an exampleof a Daily Email from Optify #LeadIntel ©2012 Third Door Media, Inc.
- 28. Measure, Refine and Repeat (Observe, Orient) #LeadIntel ©2012 Third Door Media, Inc.
- 29. Here’s an exampleof an Optify report #LeadIntel ©2012 Third Door Media, Inc.
- 30. The Never-‐ending Cycle of the B2B Marketer Observe & Orient Decide & Act Act Observe & Orient #LeadIntel ©2012 Third Door Media, Inc.
- 31. Addi1onal Resources • Lead Genera1on Blog www.op1fy.net/blog • Guides & Whitepapers www.op1fy.net/inbound-‐marke1ng-‐resources/how-‐to-‐guides • Webinars www.op1fy.net/inbound-‐marke1ng-‐resources/how-‐to-‐webinars • Op1fy Free Trial www.op1fy.net/sign-‐up • Op1fy Demo www.op1fy.net/forms/request-‐a-‐product-‐demo #LeadIntel ©2012 Third Door Media, Inc.
- 32. About Op1fy #LeadIntel ©2012 Third Door Media, Inc.