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.

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.

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.

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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.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

It’s coming around to that time of year again when we all offer up predictions for what the coming year will offer. As with any of these, it’s a guess, and entirely my own opinion. Here are some of the trends and changes I think we’ll see in the coming year.

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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.

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.

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.

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.

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.

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.

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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.

Predicting Revenue through the Marketing Funnel

Digital Body Language

Predicting revenue is a difficult task for any organization, and it has historically been only attempted in the sales organization.

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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.

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.

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.

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.

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.

Service Economics in a "Something Failed to Go Right" World

Digital Body Language

I don’t think I’ve been to a conference lately that didn’t have a mention of Twitter and its effect on service teams everywhere. Frank Eliason from Comcast, Tony Hsieh from Zappos, and their teams, as well as a number of other great examples are shown as the “new way” of providing customer service.

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.

Loose Coupling and Analysis of the Marketing Process

Digital Body Language

When analyzing the flow of leads through your marketing organization, and into your sales organization, how you design the stages in the process has a significant impact on both how you are going to be able to analyze it, and how you are going to be able to optimize it in the future.

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.

Natural Search in B2B Marketing - Analyzing Discoverability

Digital Body Language

Being discoverable by your potential buyers is critical to success in many businesses. As buyers control their buying process more and more, the need to be found when a prospective buyer is searching for a solution to a business pain is increasingly critical.

Marketing Automation in Europe and Asia - for North American Marketers

Digital Body Language

Many organizations with a history in North America are legitimately concerned about what they need to consider when engaging with their European and Asian teams on the topic of marketing automation.

Sales/Marketing Integration - The Technology Stack

Digital Body Language

Integration between Marketing Automation systems and CRM systems allows a very powerful and valuable flow of data, and business alignment, between marketing and sales. It forms the technology and data basis for a new relationship between your marketing team and your sales team.

Fit, Engagement, and MQLs: Mapping the Lead Handoff to Sales

Digital Body Language

Marketing organizations looking to only hand qualified leads over to their sales teams are faced with an interesting analysis challenge.

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.

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Lead Handoff and Sales Measurement - Video

Digital Body Language

Scoring leads to determine which are qualified for sales is only valuable if the sales team works with those leads appropriately when they are handed off.

Influencing Sales Behaviour - Tips for Marketers

Digital Body Language

(excuse the image as a metaphor for influencing sales behaviour.

Direct Mail, Email, and the "Teaser" Concept

Digital Body Language

Email and Direct Mail are very different marketing media types for B2B marketers. However, there are always lessons to be learned from one media type that can be applied to others. In Direct Mail, a lot of thinking goes into the "teaser" to get people to open the envelope.

Social Media, Demand Generation, and the Evolution of Marketing

Digital Body Language

The relationship between Social Media and Demand Generation is a hot topic these days. Most B2B marketers are thinking about how Social Media fits into their strategies, what works, and how to measure it.

Marketing Automation for SMB Organizations

Digital Body Language

Marketing in a smaller business can be challenging. You wear many hats, from strategist, to copy-writer, to campaign manager. It can often be hard to find the quick wins that will give you more free time in your day while making you a hero with your management team and your sales team.

Relationship Sales and Today's New Buyer

Digital Body Language

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.

Best Practices for Webinars and Online Events

Digital Body Language

Online events, such as webinars, are one of the top techniques used by B2B marketers focused on demand generation.

Sales Enablement: A Key Goal of B2B Marketers

Digital Body Language

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.

Data and Predictions in B2B Marketing

Digital Body Language

I recently read an interesting book on predictions - things like weather, economics - called "Apollo's Arrow" by David Orrell. In the book, he talks about a number of challenges to accurately predicting future events.

Marketing Automation Reliability

Digital Body Language

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.