Digital Body Language

Trending Sources

Marketing Dashboard: Passive Discovery

Digital Body Language

For each major area of your web properties, such as your main site, blogs, and campaign-specific sites, dashboard the total number of inbound links, the average quality for each inbound link (based on the traffic and credibility of the page the link resides on), and the number of visits generated by that link in the recent time period. This view is instructive in two ways.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

this post originally ran as a guest post on Astadia's marketing automation blog ). 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. Get sales and marketing to agree on what a qualified lead looks like.

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.

The Results: Is B2B Content "Likeable"

Digital Body Language

The results are dramatic – mentions of the content of this blog on Twitter generally fall around 20 or so mentions per post. 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”. Facebook, however, is lucky to get one or two likes or shares per post.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Measuring the Unmeasurable: Influencers

Digital Body Language

Each blog comment, each Twitter conversation, each LinkedIn discussion that someone on your team has with an influencer is a relationship activity. 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. However, while this is important, it can be notoriously difficult to measure.

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

Digital Body Language

When a mistake happens, be the first to publicize it proactively and apologize – on a company blog, in your community, or via a follow-up email to those affected – whatever is appropriate given the mistake. A "Goof-up" can be a great social media marketing opportunity. The transparency required of us in a social-media led world causes a number of fairly wrenching paradoxes.

6 Ways For Marketing to Help with Social Media

Digital Body Language

The "social media" person manages the Twitter handle, the Facebook page, and the blog. 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". So what can be done?

B2B 2

The Flywheel and the Lightning Strike

Digital Body Language

Sure, they have a Twitter account, and may have put up a blog and even a Facebook fan page, but the level of investment falls far shy of the amounts we invest in Google search campaigns, trade shows or sponsorships. this article first appeared as a guest post on ZoomInfo's "Follow the Lead" blog). There seems to be a bit of schizophrenia in B2B marketing these days. Why is this?

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Event Marketing and the Information Concierge Concept

Digital Body Language

Each mini-card was essentially the title of a catchy blog post, and guided people to a specific landing page on the BKV website. I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers. The interesting thing about marketing events for the marketing field is that you see many interesting new ideas experimented with.

Social media analysis moves mainstream

Digital Body Language

When a blog post is written, Tweeted about, then shared on Facebook this is a natural way that information flows in today’s environment. The barriers between social platforms, and between those platforms and our blogs and web properties are rapidly disappearing and already virtually non-existent. In this new integration, there are two things happening that are worth commenting on.

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

Digital Body Language

It was one of the most commented-on posts ever on this blog, as it seems to have connected with a number of people in the same situation. I wrote recently about our decision to expose our pricing publicly on our website. The intersection of theory and reality in the world of social media always spurs some interesting debates. We all agree that transparency is great and noble.

Publicly Available Pricing: Theory and Practice

Digital Body Language

A lot of what I write on this blog has to do with the changes that have happened as a result of buyers’ increasing access to information. Often, these changes are looked at from a general perspective. Today, I want to look a very specific example of how this overall market transition affected us at Eloqua. Just hearing this likely makes everyone who has ever been a field sales rep cringe.

SMB 2

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

Digital Body Language

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 interesting challenge with blogging is that it is oriented to be a real-time discipline where a recent post buries a past post. Why am I writing this? What are your thoughts?

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Dynamics of Influencers

Digital Body Language

Whereas historically, there may have been a few analysts worth focusing on, and a similar number of publications, there are now many, many more blogs, lifestreams, content sites, and magazines (let’s call them all "publications" just to keep things simple). There is much agreement with that, but there is also the sense that this is somehow new within the world of social media.

Influencers, Advocates, and the Mainstream

Digital Body Language

On this blog, much of the discussion has focused on the ability to get an idea, message, or piece of content, based on its own merits, to be discovered by an intended audience. We've all heard the hesitations on social media - "I don't use it", "my peers don't use it", "our buyers don't use it", etc. This is indeed the main challenge of today’s marketers.

Social Media Buzz at a Live Event

Digital Body Language

competition on the Eloqua Facebook page was created, with a Kindle as a prize, and that competition was then blogged and tweeted about, reinforcing the hashtag, and building awareness of the social media elements at the event itself. These spanned many major social media properties including Facebook, YouTube, Blogs, and Twitter, and ranged from video channels to online contests.

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

Digital Body Language

link] This contribution of content is not limited to Twitter, much of it is contributions of content on blogs, journals, and discussions. The relationships, links, topics, and opinions that were formed and shared on Twitter are written down in longer form and discussed on these blogs and other online sites, which remain relevant for many months, or even years in some cases.

Social Media in B2B Marketing: The Importance of the Periphery

Digital Body Language

Understanding whether they came in to your site from Google, LinkedIn, a community support portal, an industry Blog, or Twitter can give you some context as to why they are on your site and what they are looking for. For example if they are visiting your site from an industry blog, the themes of that site will likely relate to the interest of the visitor.

Marketing Automation: Facilitating the Conversation

Digital Body Language

The first challenge, we’ve dealt with quite a bit on this blog. I was at a conference recently where a guy was talking about Marketing Automation with a cocktail party analogy. His idea was that in a cocktail party, you don’t know what stories you’re going to tell in advance, you just get a sense of people and then tell the appropriate stories. All groups are not the same.

Data Management Is as Sexy as a High Quality Mattress

Digital Body Language

When Steve asked me to write a guest post about marketing automation and data quality, I couldn't resist, as we've been going back and forth on our respective blogs exploring the issue. That back and forth led to Steve thinking I might have a worthwhile direct contribution to his blog. I'm excited to have Tim Wilson from Gilligan on Data contribute today's guest post. It's not pretty.

Decorative Cakes and Social Media Policy

Digital Body Language

I just happened upon a friend of mine's blog. The thing that got me thinking though was that her blog was there, live, with great content that's relevant to those interested in customized cakes - tips for cake decorators, tips for lighting and air conditioning in venues where cakes are on display, etc. Tags: blogs Social media social media policy decorative cakes link].

Books, Blogs, and Demand Generation

Digital Body Language

I'm in a bit of a circular world right now as I write a blog about Demand Generation that explores the topics in a book I've just written about using various web media, including blogs, for Demand Generation, and of course both the blog and the book will be used for generating demand. So, I should probably explain that, me, this blog, and the book. I'll keep this blog updated on our progress with the book, and its trials and tribulations (I'm sure there will be some), as we use it in some of our campaigns. So, the book. Nothing wrong with that at all.

Upcoming Challenges in Campaign Analysis

Digital Body Language

Blog Commentary - here's where it gets interesting. Blog links, articles, and comments may refer to the campaign for an extended period of time. If the content remains relevant, the blog commentary can last months if not years. As blogs comment on the initial marketing effort, search results continue to improve. This effect of course, again lasts months if not years.

Kadient: Blogging About Internal Processes Connects With Buyers

Digital Body Language

Here's the case study from Digital Body Language: Kadient: Blogging About Internal Processes Connects With Buyers Kadient’s move into Software as a Service (SaaS) brought with it a fundamental shift in their marketing to connect more deeply with their buyer and user audience. Anya and Luke were highlighted in detail, allowing any reader of the blog to identify with their goals and challenges. Google blog search for Kadient shows these blogs highlighted at the top of the results, adding credibility to any buyer considering Kadient’s solutions.

Interview with The Funnelholic

Digital Body Language

I had a great chat the other day with Craig Rosenberg, better known as "The Funnelholic", based on his popular blog The Funnelholic (and of course to all of us on Twitter as @funnelholic ). My buddies in audience development are saying that blogging is dead and sites like Twitter is where it is at. Where do you see this evolving to? First of all, is the 1-to-many model bad?

Metaphors, Mental Models, and Nurture Marketing

Digital Body Language

Neil Davidson from the Business of Software blog had an interesting article recently on how your choice of metaphor guides how people think about a problem ( [link] ). This reminded me of a conversation I was just in with Mike Zavershnik, where we were thinking through what the right metaphor is for nurture marketing.

The Book: Digital Body Language

Digital Body Language

Marketing is undergoing a major shift that has been brought on by the change in the way people find and consume information. As this transition happens, marketing and sales teams must react. With the shift to online from face to face, the ability to see body language and “read the room” has disappeared.

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

Digital Body Language

Tags: blogs Social media personalization information exchange Content Awareness

The Rise of the "Fanmium" Products

Digital Body Language

Coverage could be anything from blog posts, becoming a fan on Facebook, or joining an online community. Social media has led to a wealth of new ways of thinking about business. One of the most interesting, and most discussed, is the ceding of control of the market message to our audiences. While we as marketers may want to get out there and promote the value of our products and services, the most effective way by far is to have our audience do it for us. This leads to an interesting paradox. Cerebrata is very clear on their desire for honest reviews.

Interview with David Meerman Scott

Digital Body Language

For more insights from David Meerman Scott, see his blog at [link] or follow him on Twitter ( @dmscott ). I had a chance to chat with David Meerman Scott recently on a wide variety of topics. As one of the leading thinkers on social media in a business environment, his ideas, examples, and perspectives are fantastic to hear. In this interview, we talked about why B2B marketers are so hesitant to embrace “ fun ” as an element of their marketing, and why we need to think about selling to people, not amorphous businesses.

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

Digital Body Language

Feedback from the groups or individuals we deal with every day is not the same as feedback from the whole user base [link] Chris Henneghan on Schubert’s B2B Marketing Blog takes a contrarian view at the idea of Crowdsourced creative marketing campaigns, especially in a B2B marketing context [link] Scott Brinker on Chief Marketing Technologist looks as the balance of automation and human insight within marketing operations and borrows some lessons from the military’s use of UAVs like the Predator – automation, but in the context of a dynamic, ever-changing, and unpredictable environment.

B2B 2

Marketing Automation Weekly Wrap-up - 2009/10/2

Digital Body Language

I was thrilled to see an extremely kind accolade from Pete Jakob on his B2B Marketing blog about these updates, so hopefully this week's selections don't disappoint. Jim Novo on the Marketing Productivity Blog had an interesting post with some counter-intuitive thoughts on who in your audience can actually be positively influenced to recommend you more. The pressure is on now, I realize. A few of this week's best posts tackled topics around word-of-mouth marketing. Very interesting implications to understanding true influence: [link] C. The buying process is slow and steady.

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

Digital Body Language

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] Brian Carroll (B2B Lead Generation blog) , as part of his series on lead generation, talks about developing and intensifying your ideal customer profile – mostly based around pains you can solve for them, and their motivations, rather than demographics or firmographics. link].

Marketing Automation Weekly Wrap-up - 2009/09/11

Digital Body Language

At the same time, some recent listings of great B2B and Marketing Automation related blogs have surfaced some great writers I did not have on my own reading list previously. Galen De Young ( @GalenDY ) from Proteus B2B Marketing published the 2009 list of B2B marketing blogs, many of which are classics, and many were new to me. It’s a tremendous (and comprehensive) list, and I was able to add a few new ones to my own list of blogs to read: [link] The B2B Marketing Zone is also worth introducing, on our theme of "lists", for those who haven't come across it yet.

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

Digital Body Language

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].

B2B 2

Renewal Marketing and Social CRM

Digital Body Language

Much of our discussion to date on this blog has focused around the new purchase scenario. However, in today’s world, the focus on existing business is often equally or more important. I’m not even referring specifically to the economic climate, although that enhances the focus. I’m referring to the general shift towards both a market-controlled reputation through social media, and a shift towards recurring revenue models in many industries. As social media gives everyone in the market a voice, brand reputation becomes more and more in the control of the market.

Marketing Automation Weekly Wrap-up - 2009/08/17

Digital Body Language

Some great posts last week from the marketing automation and B2B marketing blogging community. Scott Gillum ( LinkedIn ) from B2B Sales & Marketing Knowledge Sharing thinks about the future of articles in print publications and magazines as the formats, lengths, and chaotic flows of Twitter, blogs, and online communication become more mainstream: [link] Scott Brinker ( @chiefmartec ) from the Chief Marketing Technologist Blog with a thought provoking piece on the changing nature of branding in a social media world.