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5 Things You Shouldn’t Expect from Marketing Automation

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Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign. Tags: marketing automation Buying Process lead qualification B2B Marketing Define buyer personas. Get sales and marketing to agree on what a qualified lead looks like.

Evaluating Marketing Automation - 10 Questions To Ask

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Tags: marketing automation marketing analysis B2B Marketing demand generation

The Results: Is B2B Content "Likeable"

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A few months back, with Facebook’s announcement of a “Like” button for the web, I decided to run a quick, highly unscientific experiment to see if B2B content was “likeable”. Put more simply, is B2B content as likely to be shared in the social atmosphere of Facebook as it is to be shared in the more hybrid social/business atmosphere of Twitter.

Calculating the Value of a B2B Marketing Campaign

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But in the longer buying cycles we see in B2B, this analysis is not so simple. It’s the ultimate question in marketing: What effect did this campaign have on revenue? In short buying cycles, where the buyer generally understands the category of the offering, and the transaction is quick and simple, this can be measured relatively easily.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

CEOs and Marketing Metrics

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Tags: marketing analysis marketing dashboards B2B Marketing

Marketing Dashboards

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Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard. However, there are a number of key areas of B2B marketing that can be greatly enhanced with dashboards with today’s capabilities. Tags: marketing analysis marketing dashboards B2B Marketing Response, is also critical to measure.

How a 99¢ iTunes Download Can Change the B2B Software Industry

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This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. As a B2B software marketer, this is a major trend that you need to be aware of. Tags: Technology Trends App Marketing Software B2B Marketing (this post originally appeared on the "It's All About Revenue" blog) With the popularity of iPhone apps, common software price points have dropped from $39.99–$59.99 to $0.99–$1.49. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015. What about you?

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What is B2B Marketing?

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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.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

How much is too much? Frequency management and control

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It's the same thing in B2B marketing. 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. Aunt Hilda? Neighbors? Old friends from school days? The answer is that it depends on the relationship.

Is Foursquare Relevant for B2B Marketers?

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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. Certainly, at tradeshows and events, many B2B organizations are experimenting with foursquare, setting up transient “locations” at their booth and offering prizes to people who check in. However, the dynamic is very different.

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Google, Display Ads, and B2B Marketing

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What does this strategy mean for B2B marketers? A lot. As B2B marketers, we love search, both natural, and paid, as it gives us a highly precise way of targeting buyers based on a real-time understanding of their interests. Google just pushed a tiny bit further into their long-stated strategy of making display advertising their next billion dollar business. This may soon change.

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Natural Search in B2B Marketing - Analyzing Discoverability

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Tags: marketing analysis Discovery Digital Body Language Validation marketing dashboards search B2B Marketing Awareness

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The Longevity of Fun in B2B Social Media

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If there’s one thing that B2B marketers seem to be hesitant about it’s having fun in their marketing efforts. Tags: Social media lead management viral marketing B2B Marketing 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.

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The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

Marketing Automation and B2B Marketing Predictions for 2010

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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. Tags: lead nurturing marketing automation marketing analysis Social media data management B2B Marketing As with any of these, it’s a guess, and entirely my own opinion. Sort of.

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Medical Symptoms and B2B Marketing Processes

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Tags: marketing analytics Lead scoring B2B Marketing

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6 things the iPad means for B2B Marketers

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Here are six important changes that we will likely see, as B2B marketers, as the iPad and its peers become more commonplace: 1) Returning relevance of print media: the iPad is designed to shake up the print landscape, for newspapers, magazines, and periodicals. This means that print advertising, long too untargeted to be a mainstay of B2B marketing, may make its return.

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

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One of the most common questions that comes up in discussions of B2B marketing is how social media can be used to drive revenue. Tags: Facebook LinkedIn Social media Twitter B2B Marketing The meal ends and you pull out your wallet to pay your mother-in-law for the great meal she has provided. Obviously a very awkward moment, and entirely the wrong thing to do.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Data and Predictions in B2B Marketing

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However in B2B marketing it is a business that purchases, not an individual. 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. Interestingly, an individual model can vary greatly in its ability to predict different outcomes.

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Building Benchmarks - 3 Main Approaches

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Tags: Revenue Planning marketing dashboards B2B Marketing Marketing Investment

Analyzing B2B Marketing: Balance Sheet and Income Statement

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Consistent in every discussion I have with B2B marketing execs is the topic of analysis. These ROI or ROMI analysis frameworks tend to run into challenges in a B2B marketing environment as the buying cycle is often of significant length, and influenced by many touch-points. The first step in looking at this view of the B2B marketing world is to map the buyers' buying process.

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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.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Strategy and Tactics in B2B Marketing with Social Media

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The world of B2B marketing is changing. A lot. Today's B2B marketing world, especially as we engage with social media, has a similar challenge. Is this how you're thinking of your B2B marketing strategy in social media? Tags: Strategy Social media Tactics B2B Marketing The honest truth is we don't know. None of us do.

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What the Prius can teach about B2B Marketing Analytics

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However, can it really teach us about B2B Marketing Analytics? This works in B2B marketing too. Tags: marketing analytics marketing dashboards B2B Marketing Anyone who has driven in a Prius is aware that it is an interesting experience, different than in most other cars. think the answer is yes. If you look at the dashboard of the Prius, it has some interesting data.

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Friends, Avatars, Countrymen, lend me your ears

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As you know we’ve been doing a lot of experimentation with the best way to apply social media in the B2B marketing realm , and David’s post hit on one of the biggest challenges we’re all facing – what to do about Facebook as B2B marketers. So, how about a personality… in our next B2B marketing experiment, we’re exploring the idea of a corporate “personality” in the social space.

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

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B2B Marketing has always had an interesting relationship with the concept of “brand”. Perhaps dominated by impressions of what it means to be a strong brand that came from the consumer space, we’ve been hesitant to think that brand plays a strong role in B2B purchases. Each aspect of a buying decision in a B2B purchase cycle is heavily influenced by reputation, and hence brand.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Sherlock Holmes' Insights on B2B Marketing Data

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"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.

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5 technology trends every software marketer needs to know about

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As a B2B marketer in the software space, these trends will likely have a major impact on how you do your job, or whether your job exists in the coming year or two. Tags: Technology Trends Software B2B Marketing You don’t build products, write code, design architectures, or fix bugs. This is not a “back in my day” rant, it’s just the nature of the business.

Unsubscribes and Content Relevance in B2B Marketing

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Another great chart from MarketingSherpa shows very clearly what we as marketers have long known. Relevance is key. 58% of those who stop reading, disengage, or unsubscribe quote a lack of relevance as a key factor. Too many people are still looking at unsubscribe rates as a relevant metric to determine whether marketing messages are connecting with an audience. Are they a technical evaluator?

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6 Ways For Marketing to Help with Social Media

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The reason is that most B2B marketing teams are not set up to truly invest in social media. Tags: Advertising Social media Discovery B2B Marketing Event Marketing I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? Sort of. But there's more to it than that. So what can be done?

Social Media in B2B Marketing: The Importance of the Periphery

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The rising interest in social media in B2B marketing leads to an interesting and challenging question; what is the role of social media in lead scoring? We’ve talked a lot about lead scoring and how to approach it successfully, but the relevance of social media should be addressed. This makes it impossible to track the Digital Body Language of your buyers on those sites.

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Content as Advertisement

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Content has long been a key driver of success for great B2B marketers in today's world. Tags: Discovery B2B Marketing Content Awareness That's nothing new, and we've talked about related topics such as the content gap and the need to get more subject matter experts involved. However, one challenge that remains is how to draw attention to your content. Did it work?

Behavioral Targeting and Large Populations

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The core of great B2B marketing communications is relevance. Tags: marketing analysis Segmentation Buying Process B2B Marketing I'm a big proponent of marketing measurement and careful analysis, but it's worth a cautionary tale as sometimes measurements can lead one astray. For example, let’s look at two marketing messages, for comparison. The results might be surprising.

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. What have you seen with this type of a B2B Facebook strategy? Keep it friendly. So, our Facebook plan developed.

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Measuring the Unmeasurable: Influencers

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Although there is some good progress happening in the realm of technology solutions for sentiment analysis, this is often quicker and easier to do in a B2B environment using a subjective assessment. One of the most important ways to "get the word out" and have your message discovered is to have good relationships with key market influencers. How are you approaching this challenge?