Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

This dashboard metric gives you a clear sense of whether prospective buyers in the early stages of their education process are learning about you through paid efforts, such as advertisements, or through your efforts to earn their attention, such as through content marketing. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

Unless your marketing department has sales intuition (the ability to read your prospects’ behaviour and anticipate their next actions), defining a good lead will be difficult to do on your own. Your sales team can view specific data about your prospects, including the links they clicked, the registration forms they completed and their lead scores. Define buyer personas.

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

Are we going to ask prospects for every piece of information we need? The market for marketing automation software is doing very well these days. This has lead to an unprecedented variety of options for marketers to choose from, and the range of options can be dizzying. While many of the discussions can focus on software and feature/function comparisons, this is only one element of success.

The Changing Dimensions of Lead Flow

Digital Body Language

As a marketer or salesperson interacting with a prospective buying audience, how that audience is defined changes as a more direct connection is made with them. However, in building an end-to-end plan for managing your overall revenue performance, it is important to stay aware of how the “dimensions” change over time. For example, if 15 opportunities are created out of 1000 leads, a 1.5%

Four Reasons for an Information Concierge

Digital Body Language

We do this in a non-salesy way, but we do it in a way that works to guide prospects our way slowly over time. There is a role in modern sales and marketing that is just starting to form. call it the “Information Concierge” , but I suspect a similar role is called many things in many different organizations. So why not search? Does anyone in your organization currently perform this role?

CEOs and Marketing Metrics

Digital Body Language

When prospective buyers understand a business challenge or opportunity and seek to solve it, do they discover your company? - How are solutions selected and validated in your category? Done well, this structure and encouragement can facilitate a transition to a buyer-centered, efficient marketing and sales organization.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

Buying relationships will be more and more built on a foundation of buyer education, and the B2B organizations who can educate and nurture prospective buyers over time, without annoying them will win. 2010 will see aggressive adoption of basic listening techniques by marketers in order to understand where they are falling short. Sort of. What do you think?

6 Ways For Marketing to Help with Social Media

Digital Body Language

This means that the "marketing" folks generally work with two major levers: - A Budget for campaign spend (ads, search keywords, event promotions, show attendance) - A Marketing Database of interested or potentially interested prospects Because they don't fit into these two major levers, the "social media" person's efforts often feel a bit disconnected from the major promotions being run.

Behavioral Targeting and Large Populations

Digital Body Language

However, the key to relevance is understanding the interests of each prospect so that a marketing message can be delivered accordingly. Within your universe of prospects, there may be only a small percentage of them at any one time who are the precise buyer role and executive level, at the particular stage of the buying process that your marketing message ideally targets.

Information Will Find Me

Digital Body Language

The logical extension of this trend is that the consumers of information – our prospective buyers – will expect that the information they should be interested in will find them, rather than them finding information. As the way that we find information becomes increasingly driven by social influence , it’s interesting to look at where this trend goes in the longer term.

Google, Display Ads, and B2B Marketing

Digital Body Language

The Flaw With Search The problem with this is that it relies on the prospect to "actively" seek information. As prospective buyers show an interest in investigating a certain area, say by clicking on a link, shared socially, that refers to an article on generating more leads for sales, Google may be able to then show them a display Ad targeted at any interest in “demand generation”.

Message Delivery vs. Message Discovery

Digital Body Language

prospective buyer actively seeks information on a given topic based on keywords. The most obvious change in marketing that we are seeing lately comes down to how our messages reach their intended recipients. This is driven, of course, by changes in the behavior of our audience of potential buyers. Search, either natural or paid, provides an active way to discover information.

Deep Searches and Content Proliferation

Digital Body Language

Instead, prospective buyers are using longer and longer terms find exactly the information they need. This is a significant fact as it means that prospective buyers are seeking information that fits a very specific challenge they are facing or precise question that they have. Take, for example, search.

Mapping the Buying Process - A Framework

Digital Body Language

One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general agreement in the audience, but the question of how to map a buying process often comes up. Every organization, and every industry, deals with a slightly different set of buying challenges.

Calculating the True Cost of an Email Campaign

Digital Body Language

To understand how it takes for your prospects to disengage, you must analyze your email marketing history. Since the advent of email marketing in the mid-1990s, companies have embraced the misconception that email is virtually “free” as a marketing medium. To understand true cost, you need to first understand your marketing database a little better. Let’s use this figure for our example.

6 things the iPad means for B2B Marketers

Digital Body Language

salesperson carrying an iPad can easily segue into a live demonstration if the conversation goes that way, and a prospect carrying an iPad can be guided to online resources during the booth conversation if it makes sense to. It's a beautiful device, as is expected from Apple, and will surely see plenty of uptake over the coming year. What are your thoughts on these trends? Any I have missed?

The Foundation for Great Marketing is Great Data

Digital Body Language

Data and the User Experience In thinking about data, there can be a temptation to burden your audience of prospects with the data requirements of your marketing database. Data is key to all your marketing efforts. However, when thinking about your marketing automation efforts, data management can often be an afterthought. Current Database First, you need to understand your current database.

Who and What Do We Trust?

Digital Body Language

Are you measuring how and why prospective buyers build their trust in you? As the role of the relationship-based sales person shifts, with buyers collecting more of their information online, both prior to, and during conversations with sales people, we need to pay close attention to the most crucial aspect of a sale. Trust. It is trust that every relationship has as its foundation. However, with the changing dynamic of how the conversation happens, there is also a changing dynamic of how trust is developed. Online Personas: Within these communities, active individuals often stand out.

The Buzz about Google Buzz – 6 things relevant to B2B?

Digital Body Language

Therefore, social media as a marketing strategy in B2B was often used to influence influencers , rather than connecting directly with end prospects. Yesterday, Google announced their next major foray into social media, with the launch of Google Buzz. While the main concepts behind Buzz are very familiar with anyone who is at all familiar with social media – friends, status updates, photo sharing – the way that Google brings it all together, and their sheer weigh in the market, means that this may be quite interesting. As a B2B marketer, what does this mean? What do you think?

Eloqua Experience 2010

LeadSloth

It is an easy to understand, prioritized view of the hottest, most engaged prospects and accounts. This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun. Overall.

The State of the Blogosphere 2010

delicious b2bmarketing

Brian Solis Home Articles Business – Marketing PR 2.0 – New Communications Social Media Speaking Books Appearances About The State of the Blogosphere 2010 December 13, 2010 View Comments The question we ask ourselves when examining the state of the blogosphere is whether or not the cup is half full or half empty? If drinking from the glass, it is then half empty. startups.

Best LinkedIn Guides, Tips and Tactics of 2010

Webbiquity

Mark Walsh reports on company pages, another new feature added by LinkedIn in late 2010. For these types of businesses, LinkedIn is a much better alternative,&# Michael Gray provides tips on using your profile, groups, questions and answer, status updates and other LinkedIn capabilities to generate referrals and sales prospects. What new features should you get familiar with?

78 (of the) Best Social Media Marketing Tips, Guides, Tools and Strategies of 2010 (So Far)

Webbiquity

Here he outlines five ways that sales can use these tools as well, from social CRM to teaching prospects how to solve business issues. Noting that “Smart and savvy companies have positioned themselves as authoritative experts and trusted sources of information by creating their own content,&# Gordon Plutsky outlines a six-step process for consistently connecting with prospects through relevant, compelling content. 10 Free Social Media Tools Every PR Pro Should Master In 2010 by the COMMS corner. Social Media Marketing Tips, Tactics and Guides. by Kuno Creative. s, 50?s,

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Top 56 B2B Marketing Posts for September 2010

B2B Marketing Zone Posts

Best of B2B Marketing for September 2010. Best Social PR Guides and Tips of 2010 (So Far) - Webbiquity , September 1, 2010 Social media has fundamentally altered the practice of public relations. Social media and the big conversation “fail” - grow - Practical Marketing Solutions , September 26, 2010 I am feeling sad and a bit ashamed of myself. Savvy B2B Marketing , September 1, 2010 The other week I had a post on the Content Marketing Institute about how to develop an editorial calendar for content marketing. But what about sales prospecting? uberVU.

31+ of the Coolest Social Media, Search and Web Tools of 2010

Webbiquity

Economic conditions may have been tough in 2010, but there was no shortage of online innovation. handy way to supplement your email contact list with information about those prospects from the most popular social networks. Most Popular Free Windows Downloads of 2010 by Lifehacker. ** 5 Stars. Supplement your email list with your contacts’ social network info? Flowtown.

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A Simple B2B Marketing Framework

Everything Technology Marketing

The goal is to attract interest that converts into qualified leads which you can follow up with and/or nurture over time. (2) Lead Nurturing – Leads that are not sales ready need to be nurtured with the goal of guiding prospects through their buying decision process with educational and actionable content. But that's content for another blog post.

The Best Email Subject Line For Teleprospecting I've Seen Yet.

Sales Prospecting Perspectives

Brad G, one of our inside sales reps shared an email he had received from a prospect praising his persistence in prospecting him. We call it "polite persistence" here at AG and I was very proud that the prospect not only responded to Brad, but took the time to compliment his approach and work ethic. As I was closing out the email I glanced at the subject line that Brad had sent to the prospect. Your content means NOTHING if you don't first get the prospect to open the email. The best email subject line I've seen in my career came through my Inbox this week.

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How to Optimize Your Website for Sales Prospects

Sales Prospecting Perspectives

Sales Prospecting Perspectives is pleased to bring you a guest post from Damian Davila, Content Marketing Consultant at idaconcpts.com. Leverage responsive web design – Don’t design your site like it’s 2010! An online presence is essential in today’s competitive sales environment. Still, it is not just a matter of “putting yourself out there” and launching just any site. Stop it! 2.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

Lead scoring must be based on both profiling of the best prospects (company size, industry classification, job function, etc.) Your needs may very well be satisfied by a simpler manual system made up of a Visitor Identification program (Caller ID for the Internet) and outbound telemarketing to fully qualify your prospects. A lead is a lead, right? Defining qualified leads.

Top 25 Articles and 8 Topics in B2B Marketing for March 2010

B2B Marketing Zone Posts

March  2010. Great stuff in the world of B2B Marketing for March 2010.  Best Social Media Stats and Market Research of 2009 - Webbiquity , March 31, 2010 Whether you need data to back up a proposal for investing in social media marketing for CFO, want to understand which online tactics work best for engaging with customers and prospects, or are just an analytics data junky, you’ll find a treasure trove of key insights and happy hour trivia in this collection of the best articles and blog posts on social media and other marketing research of the past year. Hot Topics.

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Seven Ways to Use Social Media for Business

Webbiquity

Producing and sharing content with your market both attracts prospective buyers and educates them, potentially shortening sales cycles. Ultimately, no one knows the challenges that your prospects face better than your prospects themselves. There’s no better source of information than your prospects and existing customers to help generate new product ideas.

55 (of the) Best Social Media Tips, Tactics and Tools of 2010

Webbiquity

If 2009 was the year many marketers puzzled over, poked at and pondered incorporating social media into their marketing mix, 2010 was the year of diving in. Social Media Metrics and ROI. 6 Key Metrics for a Social Media Measurement Dashboard [Best of SEW 2010 #4] by Search Engine Watch. 78 (of the) Best Social Media Marketing Tips, Guides, Tools and Strategies of 2010 (So Far).

33 (of the) Best Marketing Strategy Guides and Insights of 2010

Webbiquity

Big Ed’s Top 10 B2B Marketing Trends For 2010 by Marketing-Gimbal. C. Edward Brice pretty much nailed the significant b2b marketing developments for 2010 (e.g. 2010: Social Network Advertising and Marketing Outlook by Brian Solis. What are our key objectives for social media marketing? Which emerging trends do we need to keep an eye on? Was he prescient or just playing it safe?

Facebook Advertising Tricks for B2B Marketers

Buzz Marketing for Technology

In 2001 when Google AdWords was just announced – I was buying and converting potential prospects into leads for pennies on the dollar with keywords like Globalization, eCommerce, Interactive Marketing (I was in a consulting firm at the time). If I could offer you a billboard in the middle of Times Square for little to no cost for you to advertise your company would you do it? Tweet This!

The New Marketing Accountability

B2B Marketing Insider

See in a “campaign world&# marketers think we have way more control over the prospect situation than we really do. Pages About Michael Brenner Appearances Search Based on Traction Theme by The Theme Foundry Copyright © 2010 B2B Marketing Insider. Late last week, I responded to a post by my new friend Adam Needles, VP Marketing of Left Brain Marketing. All rights reserved

How Do You Define a Quality Sales Opportunity?

Sales Prospecting Perspectives

They were only willing to dedicate their time to prospects that had a purchase time frame within the next three months AND were willing to share with us the specific dollar amount set aside. Here is the information we feel your sales prospecting reps need to capture in order to classify a lead as a quality amd actionable opportunity: Outline of pass-down process (When using the top down approach, it is good for the sales rep to know where you started within an organization). clear understanding of the prospects pain/needs and what they would like to change with current technology.

36 (of the) Best Facebook Guides, Stats and Rants of 2010

Webbiquity

It started 2010 with roughly 350 million users and is now on its way to 600  million. How can you stand out from the crowd, grow your fan base, get “likers&# to come back to your page, engage your audience, target your prospects, conduct research, and basically prove to the CFO that all of this work isn’t just a colossal waste of time? Facebook Marketing Tips and Guides.

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11 Myths of Social Media Marketing

Webbiquity

But people in your marketplace—customers, prospects, analysts, journalists, shareholders and others—are talking about your company and/or industry across social media channels right now. Though social media marketing is rapidly advancing in terms of adoption and sophistication, many marketers and business executives still struggle with it. Social media marketing is really hard. Argh, no!

Best Content Marketing Guides, Tips and Tactics of 2010

Webbiquity

Great content accomplishes at least two of the following objectives: • It helps get you “found&# online. • It enhances your organization’s image (e.g., by demonstrating how smart and helpful you are). • It sets you apart (it’s not just a rehash of common knowledge). • It helps move a prospect along the buying cycle. So how do you produce great content? by Ink Rebels.

Social Media and the Case for Marketing Optimism

B2B Marketing Insider

When we allow our prospects to tell us what words they use, where and how they search for solutions, what their pain points are, and when they are ready to engage, sales and pipeline opportunities appear- almost miraculously. Pages About Michael Brenner Appearances Search Based on Traction Theme by The Theme Foundry Copyright © 2010 B2B Marketing Insider. Or at least predictably.