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

Social Media and Revenue

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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?

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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

Marketing Dashboard: Passive Discovery

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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.

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The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

The Changing Dimensions of Lead Flow

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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?

Virgin America tackles cross-identity marketing

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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.

Four Interesting Trends from Dreamforce

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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.

Sales Handoff and the Net Quality Score

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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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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.

The Results: Is B2B Content "Likeable"

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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.

Calculating the Value of a B2B Marketing Campaign

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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.

Four Reasons for an Information Concierge

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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?

Lead Scoring: Eight Critical Questions to Consider

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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?

Buyer Roles, Buying Stages, and Perception Challenges

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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.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Marketing Dashboard: Active Discovery

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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.

Trust, Reputation, and Inside Sales

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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.

Is B2B Content "Likeable"?

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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?

CEOs and Marketing Metrics

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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.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Marketing Dashboards

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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.

How much is too much? Frequency management and control

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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?

How a 99¢ iTunes Download Can Change the B2B Software Industry

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(this post originally appeared on the "It's All About Revenue" blog) With the popularity of iPhone apps, common software price points have dropped from $39.99–$59.99 to $0.99–$1.49. This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015. This means consumers will get used to paying low prices for the latest technology and this may change their expectations of how they acquire business software. What about you?

What is B2B Marketing?

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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.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Building Benchmarks - 3 Main Approaches

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In order to build a high performance revenue management process , not only must it be instrumented and measured to allow you to understand current state, but it must be continually improved. As the market, technologies, competitors, and your own capabilities change, you must continually adapt, learn, and optimize. Over the next few posts, we'll look at ways to think about building these benchmarks.

5 things to do to get ready for coming communication shift

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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.

Measuring the Unmeasurable: Influencers

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One of the most important ways to "get the word out" and have your message discovered is to have good relationships with key market influencers. However, while this is important, it can be notoriously difficult to measure. We need a new way of measuring how engaged we are with each influencer in the market. Measuring this effort, however, can prove challenging.

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

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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.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

The Sales Team as a Content Testing Crucible

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It's been a while since we've talked much about the topic of sales enablement , so I wanted to loop back to some interesting peripheral points. Marketing teams generally work hard to provide not just content and messaging that is available online, but also content and messaging that can be used directly by sales teams as they guide buyers through the buying process.

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4 Quick Steps to Understand Search Discoverability

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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?

5 technology trends every software marketer needs to know about

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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.

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6 Ways For Marketing to Help with Social Media

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I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? Sort of. But there's more to it than that. The problem is that in many marketing teams, there's "marketing" and then there's "social media". The "social media" person manages the Twitter handle, the Facebook page, and the blog. So what can be done?

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

Friends, Avatars, Countrymen, lend me your ears

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David Meerman Scott had a great post the other day on “ I do not friend logos ”. Very well put, and I agree with him. As you know we’ve been doing a lot of experimentation with the best way to apply social media in the B2B marketing realm , and David’s post hit on one of the biggest challenges we’re all facing – what to do about Facebook as B2B marketers.

LinkedIn as Facebook for the Business World

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(note, this post was cross-posted on It's All About Revenue last week) I've long been a bit skeptical about the use of Facebook for sharing business content. It is a great medium for personal sharing, and works well when businesses hit on the rare, but brilliant creative campaigns that go viral because they are cute, funny, or whimsical. However, for content like whitepapers, it just does not work.

Personalization and the bottom end of the scale

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I'm a big fan of increasing relevance through carefully personalized content. The more that is known about an individual with whom you are going to communicate, the more you can target a message that captures their attention and pushes them forward. However, in doing so, it's critical to set things up for the bottom end of usage that recognizes lack of usage as a pattern, and caters to it.

Content as Advertisement

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Content has long been a key driver of success for great B2B marketers in today's world. That's nothing new, and we've talked about related topics such as the content gap and the need to get more subject matter experts involved. However, one challenge that remains is how to draw attention to your content. That's a great way to build an audience, but it is NOT a fast way. Did it work?

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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.