Digital Body Language

Trending Sources

Social Media and Revenue

Digital Body Language

In this presentation, I wanted to dig in a bit and showcase (with a lot of hands-on demos), how social media can drive actual revenue in businesses today. I do this, in this presentation, through the lens of the 5 RPIs (Revenue Performance Indicators) that the best Revenue Performance Management practitioners use to drive their businesses. There’s marketing, and then there’s “social media”.

Can Marketing Really be a Revenue Engine?

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It's a key question in today's business environment - can marketing really be a revenue engine, or is this current energy around marketing driving revenue just a fad that will blow over. I was truly honored to host a panel at Dreamforce to discuss that question with three of the very best in the field. Revenue Performance Management marketing analysis marketing dashboards Revenue Engine

Marketing Dashboard: Passive Discovery

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We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges. Building an understanding of how your messages are being passively discovered is an interesting challenge.

5 Things You Shouldn’t Expect from Marketing Automation

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One of the best ways to get inside a buyer’s head is to develop a profile of your ideal customer that includes his/her demographic, firmographic and psychographic details. 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. Define buyer personas.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce

Four Reasons for an Information Concierge

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The information concierge can prioritize differently, and ensure that the best article, or perspective, for the question at hand is the one that is presented. 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?

Lead Scoring: Eight Critical Questions to Consider

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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. To do this, it is often best to cap the scores available for each individual bucket. The best way to do this is to have both a lead score (a number such as 0-100) and a lead rank (a letter or grade such as A, B, C). What whitepaper, excerpt, or download they last looked at, and what this means in terms of their propensity to purchase. are you using lead scoring to determine who to hand off to sales?

Marketing Dashboard: Active Discovery

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However, as a high level dashboard to provide an understanding of the current state of your revenue performance, the best way to view the longer tail search phrases being used is to have it provide insight into what buyer stage your audiences can be loosely categorized into. These are the main search terms that would ideally lead prospective buyers to your web properties.

CEOs and Marketing Metrics

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However, simple actions and metrics, or long-held beliefs that are not challenged, can easily derail the best intentions of Marketing and Sales executives seeking to improve their own performance. Done well, this structure and encouragement can facilitate a transition to a buyer-centered, efficient marketing and sales organization.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Marketing Dashboards

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Buyers progress through their own buying process at a pace that is controlled by them, and the best way to measure it is to use a top-down marketing analysis structure. 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.

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

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Research has shown that the best way to sell apps is by word of mouth. faberNovel recently conducted a study to determine the best practices for iPhone app 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. This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015.

What is B2B Marketing?

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Early stage education on industry transition, technology changes, or regulatory changes can be needed in order to best understand why your solution’s category even exists in the first place. 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.

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.

Membership has its Privileges; Best Practices IP vs. Social CRM

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Last week we opened up public access to Eloqua’s best practices community portal where the biggest and most vibrant community of marketers gets to work, tackles challenging business problems, and builds the lead management processes that power their businesses. The knowledge, best practices, tips, tricks, analysis, and ideas are all there. This is where the best marketers shine.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

The SaaS Experience; Application, Knowledge, Best Practices

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Community and Practice Information: the implicit knowledge of how an application can best be used to achieve a business goal. Community and best practice information is delivered in a much less standard way. Thirdly, applications themselves are beginnning to enable the sharing of best practice approaches. Why bring this up? look forward to your comments.

Best Practices for Webinars and Online Events

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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.

Building Benchmarks - 3 Main Approaches

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Against Alternatives The best way to start with benchmarking is to look at individual components of the revenue process and ensure that each element of the process is performing as well as alternative options. Against Best in Class With the comprehensive view of revenue performance that this planning effort allows, benchmarking can now be done against best in class companies.

Brand Choice: “vision of perfection” or “perfect visibility”

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It’s in our best interest to quickly and clearly give an answer (even if the answer is not the one you’re hoping for). - No Surprises: Rather than being surprised, after the sale, as to what the realities (both good and bad) of the solution are, those things will be communicated upfront. A "Goof-up" can be a great social media marketing opportunity. What is the Goal of Transparency?

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

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. David Meerman Scott had a great post the other day on “ I do not friend logos ”. Very well put, and I agree with him.

6 Ways For Marketing to Help with Social Media

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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. The problem is that in many marketing teams, there's "marketing" and then there's "social media". The "social media" person manages the Twitter handle, the Facebook page, and the blog. So what can be done?

Content as Advertisement

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Earning attention is certainly the best way, by steadily creating great content, winning over the hearts and minds of a loyal following, and having that loyal following share your message with still more audience members. Content has long been a key driver of success for great B2B marketers in today's world. However, one challenge that remains is how to draw attention to your content.

Direct Mail, Email, and the "Teaser" Concept

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Tags: Best Practices Direct Mail Email marketing

Event Marketing and the Information Concierge Concept

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The best marketing content should find a way to be relevant to audiences at this stage of their buying process, and buy focusing on mini-cards, rather than sales pitches, BKV allowed their audience to passively discover the content that they would find interesting. I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers.

Is Foursquare Relevant for B2B Marketers?

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Foursquare may soon have the best data set. 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. With South by Southwest happening recently, the number of foursquare announcements on Twitter, of people “checking in” made #SXSW a top Trending Topic.

Email as a Discoverable Medium

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Without being misleading or deceitful, the best headlines intrigue readers and leave them wanting more information. Rather than assuming an email will be read, we as marketers can only assume that, at best, it might be browsed quickly. I wrote on Tuesday about the difference between messages being "delivered" and messages being "discovered".

Cash Flow Statement as a Metaphor: Sources and Uses of Leads

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Understanding which sales teams are seeing the best sourcing of leads gives a good sense of whether there is any imbalance in the lead flows. Earlier, we introduced the financial metaphors for balance sheet and income statement when looking at B2B marketing analysis. This may be an indication of a performance or training challenge with these two sales reps.

Re# (ReHash) - Rehashing old great posts on Twitter

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Frameworks for thinking about problems, key questions to ask providers, case studies, and best practices to implement are all relevant over a much longer timeframe – quarters or even years. The real-time nature of Twitter, blogs, and social media in general is fascinating, and much has been written about how this real-time nature changes how we discover and consume information.

The Foundation for Great Marketing is Great Data

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The best way to approach this is to build a “contact washing machine” that standardizes and normalizes your data. The best option is to have a pre-built structure out of the box, that you can then modify to meet the exact requirements of your business. The best option is to approach the challenge in two ways. Data is key to all your marketing efforts. This is never a good idea.

Mapping the Buying Process - A Framework

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In some industries, it is significantly easier than in others, but some common techniques can be used across all industries to best understand how buyers ultimately arrive at a buying decision. One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process.

No such thing as a Neutral Outcome

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This leads to a difficult marketing conundrum when looking at targeting marketing efforts based on a best possible approximation of where that buyer is likely to be in his or her buying process; in a broad enough population, there will always be some response to a marketing campaign, regardless of what buyer stage it was targeted at.

The Content Gap - Lead Nurturing and Content Creation

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The best, if not only, way to do this is with great content that adds value, is thought-provoking, and captures the attention of the prospective buyer based on where he or she is in her buying process. It is in this stage that “best practice” content is often most useful. Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers.

Simple Metrics and the Business Case for Marketing Automation

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This is the comparison I see a challenge with, and viewed in that light, it will be hard to see the level of value that is being seen today by the best marketers. 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. However, this misses the point.

The Evolution of Social Influence

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This is clear just by looking at our own personal lives; a person we might turn to for advice on audio visual equipment might not be the same person we’d get local restaurant recommendations from, and we might turn to a third friend for guidance on the best travel deals. Increasingly, social media sites are investing in ways to list, rank, and categorize participants.

Buy 2

Predicting Revenue through the Marketing Funnel

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For each stage in your buying process, based either on best-in-class metrics or your own historical results, you can look at two key metrics; the ratio between how many leads enter a stage and how many progress beyond it, and the average time in the stage for those that do progress beyond it. Note that it is critical to have leads degrade from a stage after an appropriate period of time.

SQO 2

Winners of the 2009 Markie Awards

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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.

Data Management and Marketing Automation - Video

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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.

SaaS, Social Media, and the Economics of Smart Buyers

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Looked at simply, the social media investment we make in providing guidance, best practices, pitfalls to avoid, etc, is an investment in buyer education. An investment then, in the product itself, becomes the best marketing effort that many organizations can make. There are a few trends in the industry that are worth commenting on in that they relate in a very interesting way.