Digital Body Language

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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.

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.

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?

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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Content Marketing Playbook: Strategy and Roadmap

back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. relaunch while working for Group SJR, a content mar- keting agency. Everywhere I had been working felt like. death—’This magazine is going to close,’ ‘We’re working. that’s proven to work—one we’ve refined after helping. We are still working on freaking really hard.

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.

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.

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.

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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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CEOs and Marketing Metrics

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Similarly, CEOs must work to have Sales and Marketing present their views of revenue projections, and the needed investments, in a coordinated fashion. 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?

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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Study: How Much of Your Content Marketing Is Effective?

What’s working—and what’s not—for over. effective in measuring business results. working remotely. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. to explore what works for their particular audiences. necessarily work with content.

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

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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. Delivering your products through full service models like the App Store removes much of this backend work. 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. Why Does the 99¢ Software Trend Exist? Marketing costs are minimized.

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.

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.

Staffing and Launching Your Content Marketing Program

success was attributed to work we did months ago. work needed,” he wrote in a blog post. brand publishers aren’t in the business of publishing. Playbook series—the point where the difficult work. experiences as publishers and the work we’ve done. you excited to come to work every day, pushing you to. business. We are still working. So was I.

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.

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.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Business And Close Deals Referrals deliver higher-quality leads, references. service to your business goals -- is the best way. business-to-business (B2B) marketing tools, with social, mobile, and the steady move to. subscription-based business models making. B2B firms must continue to demonstrate value to customers to retain their business, and keeping.

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.

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?

Driving Value for Sales: The Art in the Science

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There are many strategies and tactics in demand generation to deliver on that promise, but what I have found in working with customers is that sometimes there is "art in the science" in ensuring sales gets the full value of everything that marketing is doing. In the life insurance business, sales people talk about tracking "life events" - getting married, having a baby, etc. Well in B2B the concept is the same, but sales people track "business events" instead of life events. Let me start by saying I love salespeople.

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.

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. working, and as a result, creating content people. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals.

6 Really Simple Marketing Metrics for your Execs

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Not much work with data or business processes involved, and you can have execs looking at them quickly. We've all seen a similar cycle. if you ask a marketing exec in a B2B company what metrics they'd want, it ends up in a complex description of ROI, funnel velocity, or influence measurement. Great goals, for sure, but not exactly quick wins. So, the reports aren't created for them and they end up with nothing. What are they most interested in, and is it more awareness, discovery, or validation? So why these metrics? Well, for one, they're easy to do.

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.

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. their work as average, not very effective, or not. at least 25 full-time employees working on content. However, putting in the work to team up with talented creative. could fuel better business results. almighty question: Does this strategy actually work? business results, just 10 percent of respondents.

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.

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.

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.

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.

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. This virtuous circle is only possible when the company works to build a culture of. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. to the larger business.

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.