Digital Body Language

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Social Media and Revenue

Digital Body Language

wanted to dig in a bit into where social media is in most of today’s businesses. When I gave a presentation on Social Media and Revenue at Eloqua Experience recently, I was blown away by the great reaction to it. In a lot of ways, social media today is like “digital” a decade ago. There was a wide recognition that you had to “do digital”, but it was very much separate from “marketing”.

Can Marketing Really be a Revenue Engine?

Digital Body Language

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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Thinking about Passive Discovery Whether paid (advertising) or unpaid (content, social), this top end of the funnel is crucial for driving new business. 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 view is instructive in two ways.

5 Things You Shouldn’t Expect from Marketing Automation

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However, many marketers become enamored with the latest technology and jump into marketing automation without considering the human investment and business processes needed to make their efforts successful. If you focus on the technology over the planning, you won’t have the backbone necessary to support your marketing automation efforts and convert more leads into sales.

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

Four Reasons for an Information Concierge

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It is the main driver of website traffic for many businesses, and many of us have put great effort into being found by the search engines , so it may seem a little counter-intuitive to need an “information concierge” role. There is a role in modern sales and marketing that is just starting to form. So why not search? Does anyone in your organization currently perform this role?

Lead Scoring: Eight Critical Questions to Consider

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These are all great discussions to have, but there are eight critical questions that need to be contemplated and discussed in order to build a lead scoring algorithm that will truly work in a business environment: 1) What are Your Outputs?: 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. 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?

Buyer Roles, Buying Stages, and Perception Challenges

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The need to get this broad variety of messages out to buyers, now that buyers are in control of their own buying processes, is what has led to the growth in nurture marketing , as well as the business use of social media as a publishing platform. similar exercise needs to be done to assess where the need for content is greatest.

Trust, Reputation, and Inside Sales

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David Skok of Matrix Partners wrote an excellent piece that looked at sales cycle complexity as a driver of the economics of a business that explores this concept in great detail. There is a significant shift underway in how we establish and build trust. Craig Newmark (of Craigslist fame) discussed this transition in quite some detail in an article on GigaOm that's worth a read.

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Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

Is B2B Content "Likeable"?

Digital Body Language

will admit that I have certain biases, and I don't think that the human brain is very well adapted to truly merging business and social relationships as I wrote previously. However, in the interest of science, I thought the experiment was worthwhile. have reduced the automatic "sharing" options on each post to two - one that shares on Facebook, and one that shares on Twitter.

CEOs and Marketing Metrics

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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.

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Marketing Dashboards

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Some metrics may seem too tactical, not strategic enough to the business. This challenge leaves many CMOs, VPs, and Directors of Marketing without the same level of dashboard metrics that their peers in other functions rely up on to run their businesses. Some metrics may seem too transient, being only relevant to a particular campaign. Response, is also critical to measure.

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

Digital Body Language

This means consumers will get used to paying low prices for the latest technology and this may change their expectations of how they acquire business software. Business Model Creativity: When CD sales started to decline, iTunes revolutionized the music industry by selling songs at 99¢, but in doing so creatively changed the offering to include the music, the player, and the software to manage it. To compete in today’s app market, you might also need a more creative business model. Why Does the 99¢ Software Trend Exist? Marketing costs are minimized. What about you?

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. Buyers, when convinced that a potential solution exists to their business challenge, will then need to know which solutions to evaluate, what criteria to evaluate them on, and what evidence exists that one solution is better than the others. It’s worth exploring what B2B marketing entails.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

LinkedIn as Facebook for the Business World

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(note, this post was cross-posted on It's All About Revenue last week) I've long been a bit skeptical about the use of Facebook for sharing business content. It is a great medium for personal sharing, and works well when businesses hit on the rare, but brilliant creative campaigns that go viral because they are cute, funny, or whimsical.

Simple Metrics and the Business Case for Marketing Automation

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There has been a lot of great discussion lately about the business case for marketing automation. If you look at what marketing automation does in terms of business transformation, it is insufficient to characterize it in terms of simply just an efficiency gain, or a revenue gain. For obvious reasons, I'm excited to see the discussion, but it often takes an interesting turn.

Building Benchmarks - 3 Main Approaches

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Metrics such as website traffic and raw inquiries will be too high in the funnel to be meaningful, and metrics such as sales pipeline movement or closed business will be too disconnected from the initiative to be useful. As the market, technologies, competitors, and your own capabilities change, you must continually adapt, learn, and optimize. Current State of Benchmarking?

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

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So what are we as businesses trying to achieve with transparency efforts? 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. The reality is, none of our organizations, our products, or our services, are perfect. What is the Goal of Transparency? Every organization does.

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

5 technology trends every software marketer needs to know about

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This is not a “back in my day” rant, it’s just the nature of the business. Note for Marketers: Brainstorm on how your business model might be attacked by a new entrant, with very low costs, selling $0.99 You don’t build products, write code, design architectures, or fix bugs. So why on earth should you want to be aware major trends that are happening in the software development space?

API 2

Is Foursquare Relevant for B2B Marketers?

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Lots of businesses, especially those selling to consumers, are experimenting with special offers via foursquare in order to motivate those in the area to drop in, make a purchase, or accept an offer. However, it’s not clear that there is any relevant parallel of this in the business to business environment. The motivation to do this is startlingly small.

Information Will Find Me

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Much as in the consumer world, songs, books, and movies are recommended to us based on collaborative filtering techniques, information in the business world may soon find us. 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. The two key points are relevance and interest.

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. I wrote recently about our decision to expose our pricing publicly on our website. Why do Marketers Upgrade?

Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

Google, Display Ads, and B2B Marketing

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Google just pushed a tiny bit further into their long-stated strategy of making display advertising their next billion dollar business. Targeting our messages against a profile that accurate makes sense in an environment where we are selling products that are often complex, expensive, and highly considered, to a very narrow audience of business people who are interested.

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

Digital Body Language

Following on the same financial metaphor, a “cash flow” statement can show valuable insights into the sources and uses of leads, allowing you to dashboard the lead flow within your organization in order to understand which territories, product lines, or business segments are seeing more lead flow than others, and whether the leads are being successfully converted into opportunities.

Passive Discovery vs Active Discovery

Digital Body Language

sense that prices are higher than they actually are can be adjusted by sharing stories that relate to smaller or cost-conscious businesses. In looking at the messaging architecture you put together for each buyer role and how they progress through their buying process , it’s important to think through how the message you need to get to the buyers will be discovered.

Deep Searches and Content Proliferation

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To keep on top of trends, buyers might search for how specific new capabilities are affecting their industry (“ augmented reality in real estate ”) or trends in businesses like theirs (“ small business adoption of CRM ”). Take, for example, search. In response to this, buyers are beginning to adapt how they perform searches, and are seeking ever more precise and deep information.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

6 things the iPad means for B2B Marketers

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As a marketer focused on selling to businesses, however, there remains the question of what effect this will have. Yesterday, Steve Jobs announced Apple's latest device, the iPad. A 10 inch, touch-screen tablet with Wi-Fi access, and an extension of the iPhone/iPod platform for both application development and media purchase. What are your thoughts on these trends? Any I have missed?

Mapping the Buying Process - A Framework

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Look at win/loss ratios for deals over the past few months or quarters - Compare growth rates of your business vs competitors - Build a discipline of analyzing losses with the sales team to understand buyer reasons - Determine if you are ranked poorly in industry comparison charts What happens now: How are buyers currently making their selection of a vendor?

The Foundation for Great Marketing is Great Data

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Lists from tradeshows, business cards, and many web forms are not sources that you are able to control, so the data from them is of varying quality and varying standardization Given that you, as a marketer, are dealing with a variety of data sources, many of which are out of your control, and many of which are operating 24x7, keeping the data clean and consistent can be a significant challenge.

Influencers, Advocates, and the Mainstream

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Each individual who writes has a unique set of motivations, ranging from building their own audience and reputation, to being seen as an expert in a community, or developing a business. 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.

Content Marketing Playbook: Strategy and Roadmap

to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.

No such thing as a Neutral Outcome

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For example, if an end of quarter campaign is targeted at those almost ready to purchase in order to spur the maximum amount of business for that quarter, it will have its maximum effect in buyers that are found to be nearly ready to purchase, and are in the solution validation phase. There is no way to determine with 100% accuracy where an individual buyer is in their buying process.

The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

Now, they are beginning to formulate their plan for solving the business pain that you solve, discovering vendors who they should investigate more deeply, and scoping the breadth and depth of the initiative in question. Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers. Has your organization identified a content gap?

Publishing vs Social Media; a Difference of Filters

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The publisher of information had to bear the burden of producing information of good enough quality to generate a good sized audience, or they would not remain in business. I’m sure we’ve all been in conversations around why social media is important to us as B2B marketers. To understand what social media means in terms of marketing, we need to go all the way back to 1450.

SaaS, Social Media, and the Economics of Smart Buyers

Digital Body Language

More knowledgeable, sophisticated buyers know what they are looking for, they can easily determine what is right for their business, and what capabilities they do and do not need. They are more able to look beyond flashy demos and slick brochures and dig into less sexy things that will really matter; service levels, community depth, ability to map to their precise business process.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.