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?

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.

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?

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.

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.

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.

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 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.

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

Digital Body Language

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?

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.

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

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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. What I mean is, the idea that Twitter and social media can, and should, be used to enhance our service offerings will almost certainly fail if we just think of it as a service team challenge. Let’s look at the math. Where will this budget come from?

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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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. The best approach, when you have a hand-off between one team and another, is one that is “loosely coupled”.

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.

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. One of the most obvious elements to this is natural search engine optimization. You will want to be discoverable when they are looking.

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. In this information-packed video, Stuart Wheldon, Eloqua’s Director of Client Services for EMEA and Asia-Pacific walks through some of the important factors to consider.

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. First, and most critical, is a look at what actually needs to be integrated between marketing and sales.

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. Whereas it might seem to be a simple task to look at implicit data on a prospect and understand their engagement, or look at explicit data on a prospect and understand their fit, the reality is that this is often a relatively difficult task.

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.

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. This is complicated by the fact that in many cases, a sales attempt to connect with a lead can result in ambiguous outcomes, like leaving a voicemail, or discovering that the prospect is interested, but suggests speaking again in three months.

Influencing Sales Behaviour - Tips for Marketers

Digital Body Language

(excuse the image as a metaphor for influencing sales behaviour. but anyone in B2B marketing who has tried to guide what sales does will understand) Being able to accurately understand and score leads is only as valuable as the likelihood that your sales team picks up those leads and begins to work with them. However, there are a few techniques that can be used to guide behavior and ensure success.

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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. What do I need to do? Where do I need to go or to click? When should I do this? Is there any reason it's urgent?

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. To help with that discussion, Mike Volpe ( @mvolpe ) from Hubspot, Craig Rosenberg ( @funnelholic ) from The Funnelholic, and I got together on a web cast to discuss the topic.

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. Heather knows what she's talking about, as she heads up our SMB customer success 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. 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?

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. Registration and attendance also for key indicators of interest and are often used as components of lead scoring programs.

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. In a new eBook - "Beyond Lead Flow - Enabling Sales Through Marketing Automation" - 5 main areas that marketing can enable sales are discussed.

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. There are many challenges, but foremost among them are the data you use as a starting point, and the model you have for how events will unfold.

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.

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Lead Scoring Best Practices

Digital Body Language

I sat down with various folks on the Eloqua Customer Success team to hear their experiences on what it took to build out a highly successful lead scoring system.

The Map is not the Terrain: Marketing Analysis and the Non-Linear Funnel

Digital Body Language

The conceptual model of a funnel is a great one for understanding buyer stages. At the top of the funnel is the broadest universe of suspects who may at some point have an interest in your product or services, but currently do not show significant interest. There are usually the largest number of these potential buyers, hence it being the widest part of the funnel.

Data Analysis in Marketing; What Google and the Flu Can Teach Us

Digital Body Language

I saw an interesting tool the other day from Google, that analyzed raw data on searches related to the flu in order to predict the severity and timing of flu outbreaks. Available at [link] , this tool is an interesting example of approaching data in a unique way in order to understand a problem. However, the raw data can show us some very interesting trends and give us immediate insights.