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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. Have you considered the sales and marketing processes you’ll need to make it work for you? Define buyer personas. Create interesting and relevant content.

Evaluating Marketing Automation - 10 Questions To Ask

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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.

Four Reasons for an Information Concierge

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We do this in a non-salesy way, but we do it in a way that works to guide prospects our way slowly over time. 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. So why not search? What department are they part of?

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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. what message to communicate to them? who to nurture further?

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.

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.

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. Software, in many ways, works like Lego. You work with building blocks to create something. 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.

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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.

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.

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?

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.

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?

The Foundation for Great Marketing is Great Data

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There may be a significant amount of data in your database, but unless it is data you can work with, it will not be adding value to your organization. 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. Data is key to all your marketing efforts. This is never a good idea.

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. However, it can occasionally be challenging to see how these philanthropic actions tie back to the metrics that we are all measured on by the companies we work for.

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.

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 first dimension is whether your Marketing Automation software is natively “aware” of the CRM system you are working with or not. The way to think about this is a 2X2 matrix.

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Marketing Automation and B2B Marketing Predictions for 2010

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Marketers who think this way, and truly work to provide valuable information to their audience, will do well. 2) Relationships, Education, and Nurturing: The trend in data becoming free (prediction 1) will work in parallel with a trend in information, of relevance to buyers, being expected to be free. As with any of these, it’s a guess, and entirely my own opinion. Sort of.

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. Destinations and Discussions Beyond the session content itself, the team worked to build a number of relevant destinations and discussions in order to keep the online conversation vibrant and flowing.

Relationships Salespeople's Biggest Competitor

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In almost any situation, as you try to navigate the buying process, your competitors will be working to disrupt your progress and further their own. 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. Google.

Loose Coupling and Analysis of the Marketing Process

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Without the ability to both analyze and optimize a process, you will find that errors begin to creep into the process due to the lack of visibility, and your ability to adapt the process as your business changes or grows is minimal. The best approach, when you have a hand-off between one team and another, is one that is “loosely coupled”. The reason for this is two-fold.

Marketing Automation for SMB Organizations

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Marketing in a smaller business can be challenging. You wear many hats, from strategist, to copy-writer, to campaign manager. It can often be hard to find the quick wins that will give you more free time in your day while making you a hero with your management team and your sales team. Heather knows what she's talking about, as she heads up our SMB customer success team.

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

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They may be engaging, personable, and friendly, but there’s no awkwardness when they try to educate or guide our buying behavior, as we know from the start that it is a market relationship, and an ultimate goal is business. It does not work, as it is asking for a relationship (social) to flip to a different type (market). Neither type of relationship, by itself, is problematic.

Relationship Sales and Today's New Buyer

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In initial conversations, sales would ask a lot of questions, learn about the prospect’s business, delve deep into areas of pain or business challenge, and finally wrap things up with a solution that was oriented to curing these pains and solving these challenges. For years, the prevailing thinking in sales has been oriented around relationship sales.

Fit, Engagement, and MQLs: Mapping the Lead Handoff to Sales

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This adjustment comes into play as you adjust which leads, A1, B2, C3, etc, are sent to sales as Marketing Qualified Leads (MQLs) In order to better enable analysis of what is working and what is not, it’s a good idea to keep the lead score and lead rank tracked. The first task is to look at the raw data in order to define a score between, say 0 and 100 points.

The Map is not the Terrain: Marketing Analysis and the Non-Linear Funnel

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At certain points, a deep amount of research and a significant amount of activity may show that a buyer has moved much further along in their buying process, but then can be followed by a quiet period as internal business changes temporarily pause the project that had led to the heightened interest. The conceptual model of a funnel is a great one for understanding buyer stages.

Is Good-Enough-Marketing-Automation Really Good Enough?

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Paul is the person responsible for the team that drives the success of our clients, and is very hands on in working with clients big and small. As such, he has been the brains behind many of our innovations on how to tackle various business processes, new approaches to scoring leads, and innovative ways to manage global deployments. Let me give you a couple of examples: 1. IBM, I.B.M.

Data Management Is as Sexy as a High Quality Mattress

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Tim is one of the smartest guys on data management and data quality in the industry and brings a great perspective on what works in the real world. This is where the mattress analogy breaks down a bit, as ensuring that you are constantly working on the quality of your data is wayyyy more important than your mattress-flipping schedule. enjoyed this one, and I hope you do too.

Digital Body Language: Our B2B Facebook Marketing Strategy

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It's a work-hard, play-hard world out there, and there's nothing better to end a day of deep discussions on marketing than sharing a few drinks or going out to grab a bite to eat. suspect we're not the only marketing team who was on one hand intrigued by the reach and the buzz of Facebook, but on the other hand not quite sure what would work from a B2B marketing perspective.

Unsubscribes and Content Relevance in B2B Marketing

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There are four main areas we need to focus on in order to connect with our buying audience: Relevance to their Business: This is one of the more often focused on aspects of relevance, and in many discussions around segmentation, this is all that is considered. Geography can give us an indication of whether the cultural or regulatory environment makes the business pain more (or less) acute.

Lead Scoring - Providing Disposition Options

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Either a lead is good and is worked by sales, or it is not good and is ignored and quickly clawed back. Handing scored and qualified leads to sales in order for them to follow up is an inexact science. Continual optimization of the process is necessary in order to understand what aspects of a buyer’s digital body language are key to understanding buyer’s intentions.

Cherry Picking of Leads: B2B Marketing to Sales Handoff

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Steve Kellogg at Astadia raised the question very aptly in his Endless Lead Loop post, and it's a question we all face as we wrestle with the business process of lead scoring and handing leads from marketing to sales. Let me start by saying that there is no right answer here, and businesses that have consciously decided to allow cherry picking are not necessarily doing anything wrong.

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Trucks and Conveyer Belts; Lead Management in a Manufacturing Metaphor

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It's an area not to take too lightly as it can derail a tremendous amount of great work in both sales and marketing if the handoff is not done extremely well. It functions, sort of, but will not give you a strong business. Trucks work best when they are fully loaded. (David Armano wrote an inspiring post last week challenging us to "Think Visually" - [link]. This terrifies me.

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Interview with The Funnelholic

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As sales is selling, marketing is still working in providing sales tools, pushing the latest article about the CEO, and so on. If sales isn’t doing theirs (closing business), marketing should not be punished. None of your marketing elements will work as well as they should without both. From my conversation with Craig Rosenberg, the Funnelholic: Steve: Will social media scale?

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Text “WhoCares?” to 66863

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It helps to look at three main differences. 1) Devices: your average executive or manager in a business does not use the same devices as a person in Generation Y. When a business buyer is compelled to enter a short code, it is often to receive an interesting and valuable piece of content. Mobile marketing is about having a compelling offer that can be presented to a business person where they are at that moment – at a tradeshow, an event, or just passing by a billboard – and compel them to take an action. Is Text Messaging Relevant for B2B Marketers? Why Text Message?

The Rise of the "Fanmium" Products

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Social media has led to a wealth of new ways of thinking about business. The product is an excellent product, and well worth the price tag (it saved me about 5 hours of work the first time I used it), and without that the strategy would not work. What do you think the constraints are on when it would/wouldn’t work in a B2B environment? One of the most interesting, and most discussed, is the ceding of control of the market message to our audiences. This leads to an interesting paradox. Cerebrata is very clear on their desire for honest reviews.

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

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This meant that social media was less adopted by the business mainstream, but was mostly adopted by the writers and bloggers within a business context. This means that, rather quickly, a significantly higher percentage of the mainstream audience will find themselves involved – actively or passively – in social media. 2) Reducing Business/Personal Boundaries: With this steady integration of email, status updates, photos, and friends into one realm, it continues the trend of blurring the boundaries between business and social relationships, and between work and home life.

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. When it’s okay to ask for information, and when it is less likely to work. I had a chance to chat with David Meerman Scott recently on a wide variety of topics. hope you enjoyed watching the conversation and got as much out of it as I did.

Renewal Marketing and Social CRM

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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 I’ve worked with clients in many industries, there is an increasing emphasis placed on marketing communications that target existing customers.

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

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In this week's marketing automation weekly wrap-up, there seems to be a theme of "lists" as lists are published, and list nominations are called for. 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. Lots of experimentation in this area, but it’s hard to see the ideal path.