Digital Body Language

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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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What is B2B Marketing?

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Whereas the classic role of marketing (as described by Peter Drucker), to know and understand the customer so well that the product or service fits them and sells itself, has not changed, the techniques for doing that in a B2B scenario are different from those used in a B2C scenario. 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. It’s worth exploring what B2B marketing entails.

Evaluating Marketing Automation/CRM Integration

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The second dimension is whether your business processes for the integration are standard, or customized. Standard or Custom Business Process When examining the business processes for the integration, many businesses will discover that they have unique requirements that are outside of the standard and typical business flows. The way to think about this is a 2X2 matrix.

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Interview with The Funnelholic

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As far as b2b marketing and social media, there is the promotional aspect I mentioned above. I can see marketing automation software watching b2b buyers’ social media behavior and incorporating this into scoring and sending customized, relevant tweets or messages. Here is what I believe every marketing department should have in place in 2009: 1. Where do you see this evolving to?

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SaaS, Social Media, and the Economics of Smart Buyers

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This can wreak havoc on businesses that focus heavily on selling at all costs, as it allows customers to only purchase what is truly going to fit their business, and avoid surprises after the sale. However, customer satisfaction among educated buyers is generally much higher as they avoided these post-sale surprises and bought solutions that were well fit to their needs.

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

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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. I don’t disagree, but the challenge here is that this must cause a massive shake-up of budgets and the way that organizations are structured if it is to succeed – and that is not a topic that is discussed in any significance.

Sales/Marketing Integration - The Technology Stack

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Is it presented through a task, through a lead record, or through a more customized way? 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.

Marketing Automation for SMB Organizations

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

Lead Scoring Best Practices

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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 Buying Process; Auditing your Content Assets

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On the second axis, list the stages of the buying process for your customers. Shifting your thinking from a selling process to a buying process means understanding how buyers buy and what stages each type of buyer goes through. This audit leads to a content matrix that forms a very useful basis for defining both your nurture marketing approaches and your content development strategy.

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

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If you look at contacts who were scored highly, and who have also been around for a long time, is there a higher number of them who have become customers? 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. Were the final numbers what you expected? It not, what is missing?

Is Good-Enough-Marketing-Automation Really Good Enough?

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Today's post is a guest post from Paul Teshima, Eloqua's Senior Vice President of Customer Service. Customers have seen great results with these types of programs as these leads have already raised their hand. This is the first nurturing program every customer should have. 2. I'm thrilled to have Paul post as the insights he brings are without parallel. IBM, I.B.M. IBM Corp.,

A Logo is Not a Brand: B2B Marketing and Social Media

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The entire experience, from market education through purchase to service quality and the customer experience affect our brand. I’ve been part of the Online Marketing Summit (OMS) tour this summer, and it has given me a great chance to interact with a lot of marketers about the challenges they are facing. B2B Marketing has always had an interesting relationship with the concept of “brand”.

Data Management Is as Sexy as a High Quality Mattress

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added my own thoughts about the teeter-totter of customer data management a month later. All too often, we live with some cognitive dissonance , in that, when we talk about the quality of our customer data, or when we manually inspect a handful of records, we quickly realize that much of the data is old or incomplete. enjoyed this one, and I hope you do too. What's important?

Is Data Quality the "New Black"?

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We have found that customers that focus on data quality generate 267% more leads that those who don’t. Anytime I talk about data quality with a marketer, I always get the answer “yes that’s really important, but i don’t know where to start as we have so many problems and we don’t have the resources”. Why would that be? All of these things help deliver higher quality leads to your sales team.

Digital Body Language: Our B2B Facebook Marketing Strategy

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At Eloqua, we are lucky to have some of the most interesting, fun, and social customers around (they are marketers, after all), so when we started talking about what one might do with Facebook from a B2B marketing perspective, an obvious answer came up. If you are a customer, what are your thoughts on our Facebook presence ? Keep it friendly. So, our Facebook plan developed.

The SaaS Experience; Application, Knowledge, Best Practices

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Our customer success team recently released our Customer Central portal , which provides a wealth of material to aid in customer success. The project has been under way for some time, but its release got me thinking about the future of the SaaS application experience. Why bring this up? Currently, these three main areas of experience with an application are separate.

Strategy and Tactics in B2B Marketing with Social Media

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Directionally, we do know where we want to go: Better engagement with customers Better understanding of their needs Better awareness of our message in the market However, it is not possible to always accurately map our tactics to these directional goals. The world of B2B marketing is changing. A lot. The honest truth is we don't know. None of us do.

Four Practices to Increase Webinar Effectiveness

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Couple that with the current economic climate and you have a few great reasons to include webinars in your 2009 marketing strategy. When constructing your invitation ensure that: The call to action for registration is clear, and is located 'above the fold' in the email Use a custom header in your email to showcase the event details AND link to the registration page.

We ALL Use Twitter - Short Term Memory, Long Term Memory, and the Consciousness of the Internet

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So do all our prospects and customers. We all use Twitter. made that argument to our CFO and CEO the other day and was met with a rousing chorus of guffaws and comments about teenagers and people with too much time on their hands. But it turns out, that is the critical importance of Twitter, we are all users, just not in the way you might think.

D&B: Digital Body Language Throughout Customer Lifecycle

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A lot of our conversation focuses on new customer marketing, but for many or even most businesses, the successful retention of their existing customers is equally critical. I had a good conversation with Jeff Yee at D&B Canada while writing Digital Body Language , and this was his core focus. Enjoy the case study: D&B: Digital Body Language Throughout Customer Lifecycle D&B (Dun & Bradstreet) Canada, given their leadership position in business and credit information, wanted to focus on the end of year renewals for their customer base.

Marketing Automation Weekly Wrap-up - 2009/10/23

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John Caddell on Customers are Talking with a quick but important reminder that B2B customers are very different than consumers because of the various constituents we must deal with. Some interesting posts this week from the B2B marketing and marketing automation universe. haven’t yet seen the start of prediction posts for the coming year, but as it’s almost November, I’m eagerly awaiting those. hope you enjoy this week’s selection of posts.

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Marketing Automation Weekly Wrap-up - 2009/10/9

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As with any week, themes seem to develop. This week's theme appears to be influence - measuring influence, developing influence, and understanding influence. Although a number of the posts don't have a lot to do with marketing automation this week, they are hopefully of interest to anyone working in B2B marketing in general. hope you enjoy these posts as much as I did.

Marketing Automation Weekly Wrap-up - 2009/09/25

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link] Dianna Huff (B2B MarCom Writer blog) writes about the challenges, but ultimate success, of a B2b video testimonial campaign with details on how to get approvals, how to plan, and how to structure questions in a non-salesy way to allow customers to speak freely. link] David Raab (Customer Experience Matrix) reviews the recent Adobe/Omniture acquisition acquisition and what it means for marketers, Adobe, and Omniture. It’s been more than a week since I wrote my last weekly wrap-up, and that is more a reflection on me than on the writing this week. link].

Renewal Marketing and Social CRM

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As I’ve worked with clients in many industries, there is an increasing emphasis placed on marketing communications that target existing customers. Success/Depth: Engage the customer in progressively deeper and more advanced capabilities or usage patterns in order to ensure they are receiving (and recognizing) maximum value from the service. The marketing communications to drive customers through these phases of success are one element, but likewise, so is the Social CRM platforms that allow the customer community to interact with each other, and with you.

Marketing Automation Weekly Wrap-up - 2009/08/31

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More great posts over the last week-and-a-bit from the marketing automation and B2B marketing blogging community. Some good analysis of data in this week's set - data from surveys, data on FriendFeed usage, and data on how data ages. focus on helping the prospective buyer better understand the space and solve their pains is key, not just a repeated attempt to sell: [link] Steve Kellogg ( LinkedIn ) from Crowds2Crowds writes a letter to sales introducing all that marketing can do for them. Surprisingly experimental and early adopter usage profile: [link].

Sybase: Buyer Profiling for Micro Segment

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Enjoy the case study, it's from Digital Body Language : Sybase: Buyer Profiling for Micro Segment For one of its key data-management products, Sybase IQ, Sybase needed to engage with a specific set of its customers: “the data elite” – people who needed fast response times in a solution to tackle extremely high volumes of data. By observing their interactions with available content, the campaign transitioned the customer from one buying stage to the next. We all know that it is often best to engage with our markets by segment.

Flyers: Renewal Marketing Leads to Deeper Interest Profiling

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The team created personal URLs (PURLs) for each season ticket holder (such as [link] ) and invited each customer to his/her personal site to complete the renewal process. By observing each customer’s unique digital body language as they look at stats, read up on players, and watch highlights, the Flyers can identify things such as favorite players and whether they prefer stats or highlight reel footage. In the case study on the 76ers , we'd talked about using a multi-channel campaign to build upon the emotional excitement of an NBA franchise.

National Instruments: Multiple Activities Leading to Multiple Responses

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Since National Instruments is a global organization, each time it learned a better way to interact with customers and built processes for doing so, it replicated that logic and structure and separated it from the content. National Instruments has done a great job of creating an information rich web presence that provided relevant and useful information to their audience of scientists and engineers. The success of these communications was evident in the very high open and clickthrough rates discussed earlier.

Synopsys: Centralized Marketing Communications

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This had been a somewhat functional process, but did not allow Synopsys easy control of their brand and messaging and the risks of over-communicating to customers due to a lack of centralized control had become significant. By adding in the ability to observe the customers’ digital body language, they also began to build a foundation for deeper insights into their audience, and for an internal culture of analytics. Large organizations whose marketing groups have grown organically over time can often have fairly disparate functions, content, and databases.

Social Media and B2B Marketing - 6 Things You Can Do

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What do we do to help prospective customers discover what we offer, learn about it, evaluate it against other options, and come to a buying decision? If they are mainly interested in customer case studies, ensure they are aware of any upcoming customer webinars. The conversations are happening, and as marketers we do not have control of them. That much we know, and for anyone who doubts it, David Meerman Scott's discussions on the topic are excellent - [link]. But, what does that mean for us as B2B marketers? So, if this is reality, how does this appear to a marketer?

Twitter, Evolution and the Cambrian Explosion

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With Twitter and social media, you can now see conversations happening among customers, prospects, influencers, and your competitor’s customers. In the same way that the advent of eyesight enabled a broad range of new evolutionary strategies, social media enables a broad range of customer engagement strategies. Similarly, this new vision can be used for today’s business equivalents of predation, defense, or consumption: Predation: Okay, it's a harsher word than we'd like to use, but companies are able to see your customers conversations. Bear with me for a second.

National Instruments: Exchange of Value for Digital Body Language

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With more than 25,000 corporate customers and a Web presence that offers deeply detailed information on its products, National Instruments had both an incredible opportunity and a daunting challenge. I wrote about equitable exchange of information in a previous post, and it is a concept I believe in strongly. It was great to chat with Helena Lewis and her team at National Instruments when I was writing Digital Body Language , and see how they had put the concepts into practice. Those products carry price tags anywhere between $100 and several million dollars. was appropriate.

Kadient: Blogging About Internal Processes Connects With Buyers

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Two other industry bloggers, Charles Brown and Scott Sehlhorst of Tyner Blain, quickly picked up the story, and added their own commentary, further establishing Kadient as a company intently focused on the success of their customers. Transparency is a great approach to marketing, even when you might think that the internal workings of your organization might not be of any interest to your audience. Heather Stokes and Heather Margolis at Kadient found this out when leading bloggers took note of their internal efforts to develop user personas. What are your thoughts as B2B marketers?