Look into the futureHow to tell which companies are most likely to buy based on web activity

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In a complex sale, the buyer’s journey is 70% complete by the time they’re ready to

engage with a live sales person

-SiriusDecisions

-SiriusDecisions

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The Silent Majority

95% Unknown

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Website engagement is the single biggest predictor of

buying intent

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Sample of Accounts that closed Q32012

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Power of Identity

When we know a prospect’s purchase intent and visitor’s account identity, we can:

• Personalize our Marketing• Alert Sales• Measure Marketing Effectiveness

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Analog Body Language

• What is your name?• Who do you work for?• What industry are you in?• How did you hear about us?• What problems can I help

you solve?

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Analog Body Language

• Listen to pain points• Share product information• Connect to product specialists and sales

The key to B2B sales has always been listening to your prospects and directing the resources and people they need to help close the deal

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Digital Body Language

Website visitors indicate interest in your products or services with every website click

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Digital Body Language

Website visitors indicate interest in your products or services with every website click

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But Who Are They?

Most B2B website visitors are anonymous

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But Who Are They?

If your prospect could talk to you through the website what would he say?

• I came to you from the keyword “CRM”• I clicked to view your “Sales Cloud” product• I have been to your website 3 times

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Identify the Unknown

Using tools like Demandbase, we could see who was on our website

s.eVar10=“Symantec”;s.eVar11=“High-Tech”;s.eVar12=“10,000+ Employees”;

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Identify the Unknown

Using tools like Demandbase, we could see who looked at products

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Identify the Unknown

By combining Web Analytics tools and Demandbase, we could see which products were being viewed by named accounts

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Track Named Accounts

Imagine being able to see which named accounts view your key conversion pages

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Track Named Accounts

See all website pages named accounts are viewing

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Track Named Accounts

See website paths by named account

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Track Named Accounts

Track Visitor Engagement by named account

s.events=“50”;s.eVar11=“+50”;

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Track Named Accounts

Quantify named account success actions

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Track Named Accounts

Quantify named account success actions

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Investigate Correlations

Look for relationships between Named Account activity and post-website success

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Track Named Accounts

Set Alerts to notify Sales when named accounts reach engagement targets

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Track Named Accounts

Segment website behavior for named accounts

engagement targets

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Target Named Accounts

Deliver customized content to named accounts

If Industry = High-Tech

No

Noo

Yes

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Target Named Accounts

Use advanced techniques like display ad re-targeting to show prospects your content wherever they are

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Target Named Accounts

Proactively initiate chat sessions with targeted named accounts

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Web Analytics Demystified B2B Recommendations

• Don’t give up on the 95% of unknown B2B visitors• Don’t wait until it is too late to figure out which

companies are interested in your products• Use all information possible to help sales close deals• Be proactive about selling by listening to your prospects’

digital body language