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

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

Some organizations have the skills in house to make the needed business process changes, and some organizations are more comfortable bringing in outside expertise in order to facilitate discussions, avoid mistakes, and gain consensus on the changes. These questions will differ based on your business and your team, but the following list of ten questions will hopefully get you started.

Marketing Dashboard: Passive Discovery

Digital Body Language

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.

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.

The Results: Is B2B Content "Likeable"

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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. 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”.

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.

Buyer Roles, Buying Stages, and Perception Challenges

Digital Body Language

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.

Buy 23

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?

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.

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 21

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.

Trust, Reputation, and Inside Sales

Digital Body Language

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.

Trust 14

Marketing Dashboards

Digital Body Language

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.

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.

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.

Lead 13

Interview with David Meerman Scott

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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. I had a chance to chat with David Meerman Scott recently on a wide variety of topics. As part of that transition, we need to focus on creating a steady flow of rich, interesting, shareable content.

Lead 12

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 11

The Medium is the Message: B2B Marketing, Social Media, and Conversation Context

Digital Body Language

Business meetings are intended to be direct, on topic, and have an agenda-driven vibe. The use of social media for business shares a similar dynamic. In the context of LinkedIn discussions as a medium, however, "talking shop" is much more expected and anticipated, so the messaging in that medium can be much more business oriented. It is the same in social media.

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.

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.

B2B 9

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

Digital Body Language

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.

Evaluating Marketing Automation/CRM Integration

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This gives a good sense of the key elements that need to be integrated in order to have a seamless flow of the business process between marketing and sales. The second dimension is whether your business processes for the integration are standard, or customized. The way to think about this is a 2X2 matrix. There are, to significantly simplify, two main approaches to an integration.

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?

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.

LinkedIn as Facebook for the Business World

Digital Body Language

(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.

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.

6 things the iPad means for B2B Marketers

Digital Body Language

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

Digital Body Language

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?

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.

The Foundation for Great Marketing is Great Data

Digital Body Language

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.

The Content Gap - Lead Nurturing and Content Creation

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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?

Marketing Automation and B2B Marketing Predictions for 2010

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It’s coming around to that time of year again when we all offer up predictions for what the coming year will offer. As with any of these, it’s a guess, and entirely my own opinion. Here are some of the trends and changes I think we’ll see in the coming year. If, at the end of the year, it turns out I guessed right on a few of these, I will be happy. Sort of. What do you think?

Social Media Buzz at a Live Event

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blogger marketing resource site is a great way to do this, and we made the URL known through distributing business cards at registration with the URL clearly visible. We just finished up Eloqua Experience 2009, which was a spectacular event all around. As an obvious step, wireless access was available to all. However, often it is the more subtle social cues that help the most.

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.

Relationships Salespeople's Biggest Competitor

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Whether it is insights into their business, unique perspectives of industry trends, anecdotes of what others in the industry are doing, or access to negotiation options on pricing, service, or terms. Sales, as an art, will continue to be a key element of delivering revenue to a business. Google. The reason is not economics, as this trend was here in good times and in bad.