optify: how to use visitor and lead intelligence
DESCRIPTION
Webinar presentation to the LinkedIn Group: B2B Tech Community about how to use visitor and lead intelligence for marketing and sales.TRANSCRIPT
TUESDAY, OCTOBER 30, 2012 1:00 PM ET URI BAR-‐JOSEPH, DIRECTOR OF MARKETING, OPTIFY
How to use visitor and lead intelligence to drive more sales
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Uri Bar-‐Joseph, Director of MarkeKng, OpKfy Uri Bar-‐Joseph heads up lead generaKon efforts and manages the inside sales funcKon at OpKfy. 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
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About OpKfy
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What we’ll cover today
• What visitor intelligence is out there? • How can markeKng use it? • How can your sales team use it? • Actual examples for each stage of a MarkeKng-‐Sales process
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MarkeKng has changed: The buyers make their own journey
PresentaKon & content sharing
Q&A and forums
Social media
Outbound tacKcs
The Web & blogosphere
? ? ?
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70% of buy cycle is completed before sales engage. Forrester 2011
Most of the selling happens when your sales people aren’t in the room. Brian Carroll, MECLABS
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To succeed in this buyer-‐led world you must…
Convert leads to
customers
Convert visitors to
leads
Get the content found
Create valuable content
Understand their needs
Know your buyers
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…and align your acKvity to their stage and state-‐of-‐mind
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But the same tools they use to learn about you, can be used to help you learn about and approach them.
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What intelligence can you gather?
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How can you use it?
• Aggregate intelligence • Test your messaging and
target profile • Find new markets and
segments • Refine your content • Analyze your programs • Score, segment,
prioritize and deliver leads
• Enable sales with intelligence
• Deliver more leads • Nurture
Marketing
• Individual level • Follow up with leads • Tailor your message • Prioritize • Alert • Know when to push and
when to back off • Nurture
Sales
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MarkeKng Framework
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Example: Define & Refine On-‐Target Lead
• 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?
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Set Goals & Establish Baseline
Use Intelligence to know where you are
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Set Goals & Establish Baseline
Set your goals based on the insight you gained
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Setup & Execute Campaign
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Delivering Leads to Sales
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Deliver on-‐target Leads
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Enable Sales to (intelligently) Follow Up
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Here’s an example of a Daily Email from Op4fy
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Measure, Refine and Repeat
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Here’s an example of an Op4fy report
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The Never-‐ending Cycle of the B2B Marketer
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QuesKons?
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AddiKonal Resources • OpKfy B2B Lead GeneraKon Blog -‐ hkp://www.opKfy.net/lead-‐generaKon-‐solware-‐blog
• Digital MarkeKng Resources -‐ hkp://www.opKfy.net/inbound-‐markeKng-‐resources
• Visitor & Lead Intelligence White Paper -‐ hkp://www.opKfy.net/forms/website-‐visitor-‐lead-‐intelligence-‐your-‐sales-‐enablement-‐secret-‐weapon
• We will send you a follow up email with a link to the recording, presentaKon and the complimentary white paper
