Digital Body Language

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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.

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?

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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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.

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.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Considering that foursquare only launched a year ago at SXSW 2009, this is clearly a phenomenon worth looking at. 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. However, it’s not clear that there is any relevant parallel of this in the business to business environment.

Evaluating Marketing Automation/CRM Integration

Digital Body Language

In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. This gives a good sense of the key elements that need to be integrated in order to have a seamless flow of the business process between marketing and sales. The way to think about this is a 2X2 matrix. The second method, however, is a more passive approach.

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Flying Cars, Wall Flowers, and Red-headed Stepchildren; 3 Types of Marketing Challenges

Digital Body Language

One of the most common questions I get with marketing audiences is where in the funnel to focus on to get the best return on their investment. The answer depends on what your marketing challenge is. categorize them into three basic types of challenge. The Flying Car: You are able to solve a problem that most of the world is unaware can be solved.

Social Media Buzz at a Live Event

Digital Body Language

We just finished up Eloqua Experience 2009, which was a spectacular event all around. Winners from the 2009 Markie Awards were first posted to this blog, pictures from the event will be streamed to Facebook, and videos from the event will continue to be presented on the YouTube channel. As an obvious step, wireless access was available to all.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

Specific mobile technologies, however, will not move beyond niche applications. 5) Brand Promise/Reality Gap Reduction: The trend that social media kicked into high gear in 2009 will continue into 2010; any organization that has a significant gap between their brand promise, and their brand reality will have that gap mercilessly exposed through social media and community-created content.

The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers. As buyers are in control of their own buying process, we as marketers need to facilitate them through education, nurturing, and engagement. The start and end of the buying process are usually well covered by the traditional alignment of roles in an organization.

The Evolution of Social Influence

Digital Body Language

Increasingly, social media sites are investing in ways to list, rank, and categorize participants. Twitter’s new list feature is the most recent incarnation of this. The challenge that is being tackled is simple; individuals do not have the same influence on their peers in all categories. Lists, however, begin to break down this influence by categories.

Top-of-Funnel Analysis - Net New Names, Inactive Leads, and Reactivated Interest

Digital Body Language

Analyzing marketing actions at the top of the funnel has some interesting nuances. This is a direct result of the fact that having a contact’s name within your marketing database does not in any way imply interest. In looking at the top of the funnel, it is critical to be able to carve out these “inactive names” from the rest.

Relationships Salespeople's Biggest Competitor

Digital Body Language

Truly great sales skills are both rare, and genuinely valuable in the overall revenue creation process. The art of understanding the people, politics, and pains within an organization, and positioning your offering in such a way to navigate through to a closed deal is difficult and needed. Google. Only by providing that valuable insight do you earn the right to their time and consideration.

Market Relationships, Social Relationships, and B2B Marketing in Social Media

Digital Body Language

I just wrapped up a great book – Predictably Irrational by Dan Ariely – that discussed, among many other things, the different relationship types we have between people; especially market relationships and social relationships. The meal ends and you pull out your wallet to pay your mother-in-law for the great meal she has provided. Neither type of relationship, by itself, is problematic.

Relationship Sales and Today's New Buyer

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For years, the prevailing thinking in sales has been oriented around relationship sales. The idea was that by being a friendly person, a good listener, and a decent golfer, you could gain the opportunity to build trust with potential buyers. However in today’s world, there is often not an opportunity to have that conversation in the first place. So where does that leave the discipline of Sales?

Sales Enablement: A Key Goal of B2B Marketers

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As B2B marketers , many of us have mainly focused on lead flow to sales as our key driver. Lead flow is definitely an important and vital part of good B2B marketing and sales alignment, but it is not the only area that should be focused on. In a new eBook - "Beyond Lead Flow - Enabling Sales Through Marketing Automation" - 5 main areas that marketing can enable sales are discussed.

Marketing Automation Reliability

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In selecting marketing automation software, there are considerations that go well beyond features and functionality. In this short but information-packed video, Abe Wagner , co-founder and V.P. Engineering with Eloqua talks about what he would look at if investigating a marketing automation or demand generation software investment.

Analyzing B2B Marketing: Balance Sheet and Income Statement

Digital Body Language

Consistent in every discussion I have with B2B marketing execs is the topic of analysis. We're all very familiar with the tactical metrics on each marketing type; open rates and click through rates on emails, landing page conversion rates, cost per click metrics, traffic statistics, and so on. The first step in looking at this view of the B2B marketing world is to map the buyers' buying process.

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Sherlock Holmes' Insights on B2B Marketing Data

Digital Body Language

"Is there any point to which you would wish to draw my attention?" "To the curious incident of the dog in the night-time." "The dog did nothing in the night-time." That was the curious incident," remarked Sherlock Holmes Sherlock Holmes makes an interesting point (in the short story "Silver Blaze") about the conspicuousness of zeros in the data.

Interview with The Funnelholic

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Here is what I believe every marketing department should have in place in 2009: 1. I had a great chat the other day with Craig Rosenberg, better known as "The Funnelholic", based on his popular blog The Funnelholic (and of course to all of us on Twitter as @funnelholic ). From my conversation with Craig Rosenberg, the Funnelholic: Steve: Will social media scale? Cost-per-opportunity.

Marketing Automation Weekly Wrap-up - 2009/08/17

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Some great posts last week from the marketing automation and B2B marketing blogging community. I've enjoyed a lot, so it's hard to pick out just 10 as favorites. It's interesting how trends tend to surface as the "Cash for Clunkers" theme seems to be present in a few posts this week. The requisite cash-for-clunkers sales offer is of course there, but it would have been odd if it was missing. link] Paul Dunay ( @pauldunay ) of Buzz Marketing for Technology raises an interesting thought in a "Cost Per Advocate" model to replace cost per click or cost per impression.

VFA: Nurturing to Re-Engage Dead Leads

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Almost any of us in B2B marketing wrestle with the challenges of the leaky funnel. As we pass leads to sales that are not ready, perhaps due to them being a "future likely" rather than a current opportunity, we end up with a dead lead pile. Re-engaging with this dead lead pile can be one of your easiest ways to generate more active opportunities without significant additional expenditure. To engage these leads, VFA implemented a 5-part nurturing program that provided unique content to each of the 6 verticals targeted by VFA.

Driving Value for Sales: The Art in the Science

Digital Body Language

With Woods out of office last week, somewhere in the Caribbean, with limited WiFi (editorial) access, I thought this would be the perfect time to write my first post. Let me start by saying I love salespeople. It takes a certain type of person, to get up every day and get hit in the face by a hammer over and over again, and come back for more. As marketers, one of the best things we can do for sales is provide quality leads on an ongoing basis, and then get their feedback regularly to improve the quality we are providing. as critical times to engage a client to sell them more insurance.

Simple Metrics and the Business Case for Marketing Automation

Digital Body Language

There has been a lot of great discussion lately about the business case for marketing automation. For obvious reasons, I'm excited to see the discussion, but it often takes an interesting turn. The way in which people often attempt to measure it is in either efficiency gains, or revenue gains - when compared with a manual process for marketing in the same way. However, this misses the point.

No such thing as a Neutral Outcome

Digital Body Language

There is no way to determine with 100% accuracy where an individual buyer is in their buying process. For example, if an end of quarter campaign is targeted at those almost ready to purchase in order to spur the maximum amount of business for that quarter, it will have its maximum effect in buyers that are found to be nearly ready to purchase, and are in the solution validation phase.

Publishing vs Social Media; a Difference of Filters

Digital Body Language

I’m sure we’ve all been in conversations around why social media is important to us as B2B marketers. Many of the discussions of its importance talk about joining the conversation, building a dialog, and engaging customers. definitely agree that those are important, and that social media in general is of significant importance, but I want to frame the issue in a different light.

Evaluating Marketing Automation - System Performance and Usability

Digital Body Language

Evaluating the various claims in the marketing automation space is an interesting challenge. There are a variety of players, and many of the claims overlap quite a lot. It can be daunting to tell truth from fiction. In light of that, I wanted to provide a series of actual tests that you can do when evaluating marketing automation systems. One of the basic elements to look at is system performance.

The Longevity of Fun in B2B Social Media

Digital Body Language

If there’s one thing that B2B marketers seem to be hesitant about it’s having fun in their marketing efforts. For some reason, even though we know that nobody enjoys reading boring and dry marketing collateral, and absolutely no one will share it with their friends, we still resort back to creating that style of content. The great thing is how little it was promoted compared to the results we saw.

Predicting Revenue through the Marketing Funnel

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Predicting revenue is a difficult task for any organization, and it has historically been only attempted in the sales organization. With a buying funnel modeled from the top of the funnel, however, it is possible to begin understanding whether there is enough in the marketing funnel to support the desired and planned revenue goals. With a 40% conversion rate of SALs to SQOs, this means 2500 SALs.

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Marketing Analysis: Foundations for Great Analysis

Digital Body Language

One of the most commonly cited benefits of implementing a marketing automation system is the opportunity to improve your organization’s ability to analyze marketing effectiveness. This is indeed possible, and provides a powerful advantage to organizations who are successful. However the final outcome of great marketing dashboards rests on a strong foundation of data.

Data Management and Marketing Automation - Video

Digital Body Language

In order to successfully move beyond the most basic drip marketing, it’s crucial for B2B marketers to effectively manage the data that they are working with. There are two main reasons that data has become more critical than ever before. First, it is with us for longer. When data is used by a marketing automation system for rules or automated systems, it needs to be clean and consistent.

Sales and Marketing Alignment: Operational Challenges Might be a Good Sign

Digital Body Language

I often get asked how one measures success in aligning marketing and sales. Alignment is a fairly fuzzy concept, so it’s hard to find a definitive metric to look at in order to determine alignment. However, there are some very interesting signs of great progress that I have seen a number of times that are worth highlighting. What does that mean? This leaves a challenging disconnect.

SaaS, Social Media, and the Economics of Smart Buyers

Digital Body Language

There are a few trends in the industry that are worth commenting on in that they relate in a very interesting way. Brand Reputation Control Shifts to the Audience: Social media has taken brand reputation out of the control of marketers and into the control of the audience, both in terms of good reputations and bad reputations So, what is interesting about this?