Digital Body Language

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Cartoon: Who is creating content for your company?

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Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). hope you enjoy it! First posted this morning on It's All About Revenue : Tags: Social media Content

Marketing Dashboard: Passive Discovery

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At the earliest stages of the funnel, where buyers first begin to become aware of your company and its solutions is perhaps the most challenging. We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process. An important metric to start with is an understanding of paid vs earned awareness.

Virgin America tackles cross-identity marketing

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purchased a meal on the flight (seat-back TV with touch-screen food ordering, nice.), and as part of that I asked for a receipt, and typed in my email address. I’m always a fan of seeing what various companies do with their marketing, so I provided permission to include me in their marketing database. I just took a flight on Virgin America from San Francisco to Toronto. At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also. Now they have opened up a new channel of interaction with me.

The Changing Dimensions of Lead Flow

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company? One of the more interesting ways of assessing the revenue performance of an organization that we looked at in thinking about revenue benchmarking was via an overall plan (whether just an adjustment of historicals, or a forward-looking revenue projection). In most cases, this shift in dimensions can be built in as part of any conversion rate that is used in an applicable situation.

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.

5 things to do to get ready for coming communication shift

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Not only will this ensure a discipline of search-friendly practices, but it will guide your company culture towards one that thrives on the continuous creation of great content. 5) Watch the Search Majors : As Google deepens its investment in display advertising , and Bing makes similar moves, their ability to target “discovered” conversations will continually increase.

Winners of the 2009 Markie Awards

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The competition was intense this year with submissions from all sizes of companies, all industries, and all regions of the world. It was a great night last night in San Francisco with the Markies awards gala being the show highlight at Eloqua Experience.

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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.

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

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would suggest that transparency efforts are really company branding efforts. Having those perceptions as part of your company brand can be a very good thing. 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.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.

Calculating the True Cost of an Email Campaign

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Since the advent of email marketing in the mid-1990s, companies have embraced the misconception that email is virtually “free” as a marketing medium. This false impression often leads to over-communication, which, in turn, triggers diminished response rates, spam complaints, and unsubscribes. To understand true cost, you need to first understand your marketing database a little better.

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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. However, for content like whitepapers, it just does not work.

Dynamics of Influencers

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By carefully managing and cultivating good relationships with influencers such as analysts, journalists, and editors, you would find your perspectives known and understood by the writers, you would be included in mentions, and you might even find a slightly more positive perspective on your company than without such a strong relationship.

The Foundation for Great Marketing is Great Data

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The overall database size should be growing in a healthy manner, although growth rates can vary depending on the growth rate of your company and your industry. Data is key to all your marketing efforts. However, when thinking about your marketing automation efforts, data management can often be an afterthought. Current Database First, you need to understand your current database.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.

Mapping the Buying Process - A Framework

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One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general agreement in the audience, but the question of how to map a buying process often comes up. Every organization, and every industry, deals with a slightly different set of buying challenges.

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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?

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

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We generally don’t forward videos that appear to be selling anything or promoting a product or company too strongly. I just wrapped up a great book – Predictably Irrational by Dan Ariely – that discussed, among many other things, the different relationship types we have between people; especially market relationships and social relationships. It just makes those relationships more visible.

Sales Enablement: A Key Goal of B2B Marketers

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As B2B marketers , many of us have mainly focused on lead flow to sales as our key driver. Lead flow is definitely an important and vital part of good B2B marketing and sales alignment, but it is not the only area that should be focused on. In a new eBook - "Beyond Lead Flow - Enabling Sales Through Marketing Automation" - 5 main areas that marketing can enable sales are discussed.

Definitive Guide to Planning a New Content Initiative

to plan and produce effective content for their respective companies. internal company communication. story of a large technology company (a fortune 100 company) that had 18 different. When it comes to planning for content initiatives, many companies are still stuck in. In some companies, there’s not really a shortage on subject matter expertise or passion.

Marketing Automation Reliability

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For those unsure of how the uptime statistics that SaaS companies quote translate into real minutes of downtime, see the chart to the left. In selecting marketing automation software, there are considerations that go well beyond features and functionality. In this short but information-packed video, Abe Wagner , co-founder and V.P.

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Who and What Do We Trust?

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Company Online Brands: The overall reputation and brand of a company is greatly influenced by the transparency of social media. Numerous examples exist of companies who attempted to maintain a difference between what they wanted their reputation to be, and what the reality of their product or service was. If a company brand becomes, through community discussion and reputation, a realistic impression of what that company truly is, it becomes something that can more easily be trusted. Trust. It is trust that every relationship has as its foundation.

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

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Some great posts last week from the marketing automation and B2B marketing blogging community. I've enjoyed a lot, so it's hard to pick out just 10 as favorites. It's interesting how trends tend to surface as the "Cash for Clunkers" theme seems to be present in a few posts this week. The requisite cash-for-clunkers sales offer is of course there, but it would have been odd if it was missing. link] Paul Dunay ( @pauldunay ) of Buzz Marketing for Technology raises an interesting thought in a "Cost Per Advocate" model to replace cost per click or cost per impression.

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6 Really Simple Marketing Metrics for your Execs

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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. We've all seen a similar cycle. Great goals, for sure, but not exactly quick wins. So, the reports aren't created for them and they end up with nothing. Let's start from the other direction, and look at 6 very simple measurements that you can provide them that they give them some simple insight into what's actually going on in marketing. What are they most interested in, and is it more awareness, discovery, or validation?

5 New B2B Sales and Marketing Strategies

We help B2B companies adapt, thrive and grow in their industry to become. 5 New B2B Sales and Marketing. Strategies. Overground. 2. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. Pretty. standard, right? Well, the model has shifted with the customer now in control and. disconnect.

Building Benchmarks - 3 Main Approaches

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While the ultimate goal is, of course, a plan that looks into the future and maps revenue efforts to company objectives, the simplest plan to get started with is an incremental adjustment of past performance. Against Best in Class With the comprehensive view of revenue performance that this planning effort allows, benchmarking can now be done against best in class companies.

Measuring the Unmeasurable: Influencers

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Use a similar scale of one to three stars to show your assessment of the strength of each relationship. 4) Mentions Now, with these relationships understood and assessed, you can look at whether this effort is bearing fruit in terms of mentions of your company, your solutions, and your views on the market. However, while this is important, it can be notoriously difficult to measure.

Friends, Avatars, Countrymen, lend me your ears

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However, the challenge we’ve all faced, as DM Scott puts so well, is that companies are not really “friendable”. David Meerman Scott had a great post the other day on “ I do not friend logos ”. Very well put, and I agree with him. The numbers are undeniable, the active population on Facebook is huge. For anyone who is part of the Eloqua community , you may already have met Drake.

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Personalization and the bottom end of the scale

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This insight into the individual can be based on their digital body language , but it can also be based on their interaction with your software if you happen to be a software company. I'm a big fan of increasing relevance through carefully personalized content. As an example of this, the screenshot is from an email of this type that I received.

Study: How Much of Your Content Marketing Is Effective?

companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.

The Flywheel and the Lightning Strike

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However, the number of companies that are making significant hard dollar investments in social media as a marketing initiative is not as large as one might expect. There seems to be a bit of schizophrenia in B2B marketing these days. The excitement and interest in social media, and all it can do, is palpable. Most B2B marketing teams appear to be experimenting, rather than heavily investing.

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

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Sharing Marketers' Stories As with any company, we have long been sharing client stories of success. In the online community, however, Amit Varshneya and Tom Svec look at the nuts and bolts of building the type of deep segmentation that Mark talked about by leveraging company-level rather than contact-level information. We all agree that transparency is great and noble.

Influencers, Advocates, and the Mainstream

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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. 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.

Evaluating Marketing Automation - System Performance and Usability

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Each one has basic information you would expect; name, address, company, email address. Evaluating the various claims in the marketing automation space is an interesting challenge. There are a variety of players, and many of the claims overlap quite a lot. It can be daunting to tell truth from fiction. One of the basic elements to look at is system performance. Quite simply, in fact.

Content Methodology: A Best Practices Report

company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.

Service Economics in a "Something Failed to Go Right" World

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Doing so will have a significant positive impact on your company’s brand, but may require a significant investment in service people. I don’t think I’ve been to a conference lately that didn’t have a mention of Twitter and its effect on service teams everywhere. Let’s look at the math. Definable: a complaint can surface without being discrete, or naturally resolvable.