Digital Body Language

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Cartoon: Who is creating content for your company?

Digital Body Language

Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). hope you enjoy it! First posted this morning on It's All About Revenue : Tags: Social media Content

What Exactly IS Digital Body Language?

Digital Body Language

I've been using the term "Digital Body Language" on this blog quite a lot for obvious reasons. However, I have not really taken a moment to define the term, as I realized recently after a presentation on the topic. So what is it? What we are referring to when we talk about Digital Body Language is the aggregate of all the digital activity you see from an individual.

Social Media and Revenue

Digital Body Language

When I gave a presentation on Social Media and Revenue at Eloqua Experience recently, I was blown away by the great reaction to it. wanted to dig in a bit into where social media is in most of today’s businesses. In a lot of ways, social media today is like “digital” a decade ago. There was a wide recognition that you had to “do digital”, but it was very much separate from “marketing”.

Can Marketing Really be a Revenue Engine?

Digital Body Language

It's a key question in today's business environment - can marketing really be a revenue engine, or is this current energy around marketing driving revenue just a fad that will blow over. I was truly honored to host a panel at Dreamforce to discuss that question with three of the very best in the field. Revenue Performance Management marketing analysis marketing dashboards Revenue Engine

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

The market for marketing automation software is doing very well these days. This has lead to an unprecedented variety of options for marketers to choose from, and the range of options can be dizzying. While many of the discussions can focus on software and feature/function comparisons, this is only one element of success. What mistakes can be avoided? How are leads routed to sales? Area code?

Marketing Dashboard: Passive Discovery

Digital Body Language

We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges. Building an understanding of how your messages are being passively discovered is an interesting challenge.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign. If you focus on the technology over the planning, you won’t have the backbone necessary to support your marketing automation efforts and convert more leads into sales. Define buyer personas.

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

It’s the ultimate question in marketing: What effect did this campaign have on revenue? In short buying cycles, where the buyer generally understands the category of the offering, and the transaction is quick and simple, this can be measured relatively easily. marketing campaign results in a website visit, a product is added to the visitor’s shopping basket, and the transaction is completed.

The Results: Is B2B Content "Likeable"

Digital Body Language

A few months back, with Facebook’s announcement of a “Like” button for the web, I decided to run a quick, highly unscientific experiment to see if B2B content was “likeable”. Put more simply, is B2B content as likely to be shared in the social atmosphere of Facebook as it is to be shared in the more hybrid social/business atmosphere of Twitter.

Virgin America tackles cross-identity marketing

Digital Body Language

I just took a flight on Virgin America from San Francisco to Toronto. With the holidays, Google Chrome and Virgin America have teamed up to provide inflight WiFi for free, so I was more productive on the flight than any flight I have taken before. I’ve become a big fan of Virgin America as they seem to be innovating quite a bit on the inflight experience. At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also. Sure enough, within 30 minutes, Twitter notified me that Virgin America was following me.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Is B2B Content "Likeable"?

Digital Body Language

With all the discussion about Facebook's new "Like" (or "Recommend") button for the web, I thought it would be worthwhile running a small experiment to answer the following question: Do the readers of B2B content share more on Twitter or Facebook? However, in the interest of science, I thought the experiment was worthwhile. What have you seen for B2B content? Does it become shareable on Facebook?

Sales Handoff and the Net Quality Score

Digital Body Language

One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. It is this transition that bears the brunt of all the inter-organizational process differences, motivation differences, and politics. This makes it a vital area to focus on in building the benchmarks and dashboards that will help optimize overall performance.

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The Changing Dimensions of Lead Flow

Digital Body Language

One of the more interesting ways of assessing the revenue performance of an organization that we looked at in thinking about revenue benchmarking was via an overall plan (whether just an adjustment of historicals, or a forward-looking revenue projection). Depending on what is being sold, this is associated with an annual contract value, total deal size, or other measurement of bookings. company?

Buyer Roles, Buying Stages, and Perception Challenges

Digital Body Language

We looked earlier at the evaluation of existing content assets that can be done at each stage of the buying process, and for each buyer role involved. similar exercise needs to be done to assess where the need for content is greatest. For each stage in the buying process, and for each role, a list of the perception challenges we face in the market can be created.

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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

Much of the conversation around how best to set up lead scoring tends to focus around the aspects of the buyer's digital body language that are most interesting. What whitepaper, excerpt, or download they last looked at, and what this means in terms of their propensity to purchase. These are all great discussions to have, but there are eight critical questions that need to be contemplated and discussed in order to build a lead scoring algorithm that will truly work in a business environment: 1) What are Your Outputs?: are you using lead scoring to determine who to hand off to sales?

Four Reasons for an Information Concierge

Digital Body Language

There is a role in modern sales and marketing that is just starting to form. call it the “Information Concierge” , but I suspect a similar role is called many things in many different organizations. This role bridges the gap between potential buyers and the information we have that is of value to them. So why not search? Does anyone in your organization currently perform this role?

Event Marketing and the Information Concierge Concept

Digital Body Language

I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers. The interesting thing about marketing events for the marketing field is that you see many interesting new ideas experimented with. One of the techniques that caught my eye this time came from Jamie Turner and the team at BKV Digital. They are looking for insights, ideas, and great content.

Marketing Dashboard: Active Discovery

Digital Body Language

One of the most valuable areas to gain an understanding of is the current state of how your prospects actively discover your company and your solutions. The richness of insights that can be gained with a deep understanding of how buyers are using search is nearly without parallel. These are the main search terms that would ideally lead prospective buyers to your web properties.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Four Interesting Trends from Dreamforce

Digital Body Language

Last week I had the pleasure of wandering the floor at Dreamforce, Salesforce.com ’s annual conference. As the SaaS conference of the year, it’s a great time to get a pulse on how everyone is thinking about the next few years. This year, I spent a lot of time talking with the exhibiting ISVs, both large and small, and as I did so, I found a few key themes that resonated.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. Whereas I’m far from a power user, I have unlocked a few badges (sadly, one of my first was the “Jetsetter” badge that is given for checking in at 5 airports), and I’m in strong contention for the Mayorship of Eloqua.

Trust, Reputation, and Inside Sales

Digital Body Language

There is a significant shift underway in how we establish and build trust. Craig Newmark (of Craigslist fame) discussed this transition in quite some detail in an article on GigaOm that's worth a read. The shifting of how trust is built has numerous profound implication for society in general, but more specifically, it is causing significant shifts in the way that people buy.

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5 things to do to get ready for coming communication shift

Digital Body Language

A while ago, I wrote a piece on the next transition in communication that sparked a number of conversations. The idea explored in that article (and the explanation for the diagram on the right) was that the major search engines will next apply their computing and analysis horsepower to understanding who is talking to whom about what.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

The Next Transition in Communication

Digital Body Language

Over time, the way in which communication happens has gone through some very interesting transitions. Each of them resulted in profound changes in information flow, and with that, significant changes in the discipline of marketing. We’re about to see the evolution of a fifth form of communication, and it will have an equally interesting effect on our lives. 1. Conversation Discovery So what's next?

Marketing Dashboards

Digital Body Language

The old adage of “you can’t manage what you can’t measure” is as true in marketing as in any other discipline, but in marketing there is often a challenge of defining what one wants to measure. Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard. Response, is also critical to measure.

What is B2B Marketing?

Digital Body Language

What exactly defines Business to Business (B2B) Marketing? It’s an interesting question, as marketing is a discipline that is common across both business to consumer (B2C) and business to business (B2B) organizations. However, beneath the surface, there are significant differences in how B2B and B2C marketing is done in today’s environment. It’s worth exploring what B2B marketing entails. Unlike in many consumer marketing situations where the need for clothes, food, or cleaning products may be well understood, in B2B marketing, that may not be the case at all.

How much is too much? Frequency management and control

Digital Body Language

One conversation I end up in a lot with clients is the "how many times can I email a person per month?" conversation. Unfortunately, there is not a magic number, and attempting to govern around one can be damaging. Think of this question in terms of your communications with your friends and family - how many times per month do you communicate with your spouse? Aunt Hilda? Neighbors?

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

The Book: Digital Body Language

Digital Body Language

Marketing is undergoing a major shift that has been brought on by the change in the way people find and consume information. As this transition happens, marketing and sales teams must react. With the shift to online from face to face, the ability to see body language and “read the room” has disappeared.

5 technology trends every software marketer needs to know about

Digital Body Language

You don’t build products, write code, design architectures, or fix bugs. So why on earth should you want to be aware major trends that are happening in the software development space? Because these current trends are big, transformative, and are changing the nature of how software is built, delivered, and sold. This is not a “back in my day” rant, it’s just the nature of the business.

Interview with David Meerman Scott

Digital Body Language

I had a chance to chat with David Meerman Scott recently on a wide variety of topics. As one of the leading thinkers on social media in a business environment, his ideas, examples, and perspectives are fantastic to hear. In this interview, we talked about why B2B marketers are so hesitant to embrace “ fun ” as an element of their marketing, and why we need to think about selling to people, not amorphous businesses. As part of that transition, we need to focus on creating a steady flow of rich, interesting, shareable content.

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Winners of the 2009 Markie Awards

Digital Body Language

It was a great night last night in San Francisco with the Markies awards gala being the show highlight at Eloqua Experience. The competition was intense this year with submissions from all sizes of companies, all industries, and all regions of the world.

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Content Marketing Playbook: Strategy and Roadmap

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The Medium is the Message: B2B Marketing, Social Media, and Conversation Context

Digital Body Language

Ever since Marshall McLuhan published his 1964 book Understanding Media: The Extensions of Man , we have been familiar with the phrase "The medium is the message". The medium in which a message is delivered has as much of an effect as the content delivered in that medium. Today's world of social media needs to be viewed in a similar light. It is the same in social media.

The Goals of Lead Nurturing

Digital Body Language

One of the most common ways to use a marketing automation system is for lead nurturing. Also called “drip marketing”, “nurture marketing” or various other names, this is the art and science of keeping prospects “warm” until such time as they are ready to buy. At that level, there seems to be general agreement that it’s a great process to put in place. Similarly, the results are clearly showing that there is tremendous value in nurturing leads. However, there is often something of a lack of consensus on what the approach should be for nurturing leads.

CEOs and Marketing Metrics

Digital Body Language

CEOs may not be involved in the day to day challenges of the marketing department, but they can strongly influence its evolution through the questions that they ask and the metrics that they track, both in the marketing and sales teams. Done well, this structure and encouragement can facilitate a transition to a buyer-centered, efficient marketing and sales organization.

Brand Choice: “vision of perfection” or “perfect visibility”

Digital Body Language

A "Goof-up" can be a great social media marketing opportunity. The transparency required of us in a social-media led world causes a number of fairly wrenching paradoxes. One of the clearest of these is the difference between marketing’s goal of being a “vision of perfection” and social media transparency’s goal of “perfect visibility”. What is the Goal of Transparency? Every organization does.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

4 Quick Steps to Understand Search Discoverability

Digital Body Language

We are not all natural search experts, nor should we be. There is a lot of art and science to the field that makes it worthy of having a specialist on your marketing team focus on consistently. However, that does not mean understanding how well you are performing is outside of the reach of non-experts. Here are 4 quick steps to understand how well you are performing. Step 2: Where Are You Ranked?