| | | Digital Body Language | |  2008 | 19 articles |
| Page 1 of 1 | Previous | Next | DIGITAL BODY LANGUAGE DECEMBER 31, 2008  The Book: 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. | DIGITAL BODY LANGUAGE DECEMBER 9, 2008 Emotional Unsubscribes I get asked a lot about unsubscribe rates as an indication of buyers losing interest. always caution people not to look to hard at that number. If you think of your own behaviour when you lose interest in a particular sender, you'll see why (most of you). You just ignore them. That's it, no unsubscribe, nothing. heard someone at Eloqua call this an "emotional unsubscribe" and I like that term for it. The trouble is, this is much harder to detect and react to. You might even see a little bit of email open behaviour from these recipients if they are using preview panes in their email client. | | | | | |
| DIGITAL BODY LANGUAGE DECEMBER 9, 2008 The Contact Washing Machine I think we can all agree that B2B marketing has shifted from a purely creative discipline to a much more operational, process-oriented, data-centric, analytical discipline. It's a long road though, as the data we get to work with is often. terrible. Data comes in through so many sources, most of which are not controlled in any way - free-form text. Web forms, tradeshows, lists, internal systems, etc. We're then expected to use that data for analysis, segment targeting, lead scoring, etc. Time is too short for bad data. | DIGITAL BODY LANGUAGE DECEMBER 17, 2008 What Obama's Campaign Can Teach about B2B Marketing The folks over at the Jaffe Juice blog had an interesting post regarding Stephen Geer, Obama's lead email marketing strategist's presentation at the Email Insiders summit. It got me thinking about the similarity between their highly effective strategy for a Presidential campaign, and the approach required to be a highly effective B2B marketer. See the full blog post here: [link] They used a "3 M's" strategy, Messaging, Mobilization, and Money. think their approach has some great lessons for us B2B marketers looking to connect with an audience. Only then do you get to the last M - Money. | DIGITAL BODY LANGUAGE DECEMBER 29, 2008 Exeros: A Viral Contest Leads to the Creation of a University Being a small company often provides interesting opportunities as well as unique challenges. Denise Sparks at Exeros had both, and I thoroughly enjoyed chatting with her about her approach to demand generation when I was writing Digital Body Language. Denise's creative marketing techniques got the word out about the Exeros product and lead to an even larger initiative that established them as a thought leader in their industry. Here's Denise's case study from the book. Confident that it had solved a 40 year old data management problem, they used a contest to prove their point. | DIGITAL BODY LANGUAGE DECEMBER 5, 2008  Nurture Marketing vs Pachinko I had a great chat with a client the other week, and he had a very simple model for nurture marketing. It's a topic that a lot of people seem to over-think, when it comes to managing the who-has-received-what-message, and how-do-I-add-more-content issues that come up as soon as you want to make sure that everyone is nurtured BUT people aren't hit with similar messaging multiple times. | | | | | | | |
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DIGITAL BODY LANGUAGE | MONDAY, DECEMBER 8, 2008 Books, Blogs, and Demand Generation
I'm in a bit of a circular world right now as I write a blog about Demand Generation that explores the topics in a book I've just written about using various web media, including blogs, for Demand Generation, and of course both the blog and the book will be used for generating demand. So, I should probably explain that, me, this blog, and the book. It all started about a year ago, in a conversation with our CEO, after a long series of trips to visit a lot of clients. And then Joe (our CEO) said "you should write a book about this". So, the book. Nothing wrong with that at all. MORE >> -
DIGITAL BODY LANGUAGE | WEDNESDAY, DECEMBER 10, 2008 Holiday Time: Top 10 Wish List for Sales
An interesting chat between Rob Leavitt ( [link] ) and Drew Neisser ( [link] ) on Marketing as a Service got me thinking about Marketing's other customer - Sales. What can we as marketers do for them. Okay, sales complains about marketing. But, it's the holiday season, so in that spirit, let's look at the Top 10 gift ideas for marketing to give to sales. Most of these are quick to implement and show real value to sales. Who knows, maybe next year, sales will even have you on their holiday gift list. okay, I don't guarantee that, but it's a nice thought.) MORE >> -
DIGITAL BODY LANGUAGE | THURSDAY, DECEMBER 11, 2008 6 Really Simple Marketing Metrics for your Execs
We've all seen a similar cycle. if you ask a marketing exec in a B2B company what metrics they'd want, it ends up in a complex description of ROI, funnel velocity, or influence measurement. Great goals, for sure, but not exactly quick wins. So, the reports aren't created for them and they end up with nothing. Let's start from the other direction, and look at 6 very simple measurements that you can provide them that they give them some simple insight into what's actually going on in marketing. What are they most interested in, and is it more awareness, discovery, or validation? MORE >> -
DIGITAL BODY LANGUAGE | SUNDAY, DECEMBER 14, 2008 Giving Sales an "Out"
Any of us who work with longer sales cycles have experienced the leaky funnel. Laura Ramos at Forrester talks about it a lot, as do most other luminaries in B2B, and at Eloqua, it's one of the most common things our clients ask us about. So, as marketers, what can we do to "plug" it. not a simple task, as leads leak out of the funnel for so many reasons; interest wanes, priorities shift, or sales connect too early or with someone without enough pull to get something done. Mostly, these leads just go quiet. So, how do we as marketers help? MORE >> -
DIGITAL BODY LANGUAGE | MONDAY, DECEMBER 15, 2008  Decorative Cakes and Social Media Policy
I just happened upon a friend of mine's blog. She does incredibly ornate, customized cakes for special occasions. Fun stuff like Mini Coopers, McDonald's Happy Meals, cowboy hats, etc. The thing that got me thinking though was that her blog was there, live, with great content that's relevant to those interested in customized cakes - tips for cake decorators, tips for lighting and air conditioning in venues where cakes are on display, etc. And I know for a fact that she does not have dedicated web team creating content. Minimal rules, just guardrails. No approvals, just training. link]. MORE >>
- 6 Ways to Get Sales to Adopt CRM Systems DIGITAL BODY LANGUAGE | TUESDAY, DECEMBER 16, 2008
- What I Learned in Kindergarten about B2B Marketing DIGITAL BODY LANGUAGE | THURSDAY, DECEMBER 18, 2008
- Fresh off the presses DIGITAL BODY LANGUAGE | FRIDAY, DECEMBER 19, 2008
- Interesting Times in The Demand Generation Space DIGITAL BODY LANGUAGE | SUNDAY, DECEMBER 21, 2008
- High noon at the web form DIGITAL BODY LANGUAGE | TUESDAY, DECEMBER 23, 2008
- Proactive Service, Twitter, and Brand DIGITAL BODY LANGUAGE | WEDNESDAY, DECEMBER 24, 2008
- Dimensions of Lead Scoring DIGITAL BODY LANGUAGE | FRIDAY, DECEMBER 5, 2008
- Lead Scoring; Points, Ranks, and Sales Handoff DIGITAL BODY LANGUAGE | SATURDAY, DECEMBER 6, 2008
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