Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

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. Efforts to build great content and share it with influencers lead to a more measurable metric of inbound links. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges.

The Changing Dimensions of Lead Flow

Digital Body Language

If a conversion rate between website traffic and inquiries, or between leads and sales opportunities, is being benchmarked against as part of the plan, it must take this change in dimension into account. For example, if 15 opportunities are created out of 1000 leads, a 1.5% Tags: marketing analysis Marketing Investment Marketing Funnel An individual? company? dollar?

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

Lead scoring allows you to objectively define where each person is in their buying process. Associate Value with each Stage With the buying stages defined, it’s now possible to look at historical conversion rates to understand the value of a lead at each stage. If net new leads enter the funnel, and are deemed to be “mildly interested”, they are immediately worth $100.

Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

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. 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?: are you using lead scoring to determine who to hand off to sales? If multiple lead scoring dimensions are merged into one, you will likely run into a challenge.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. B2B Marketing. Look for.

What is B2B Marketing?

Digital Body Language

This leads to a need in B2B marketing for a significant amount of content. This may be an inside sales team, a field sales team, or a channel partner’s sales team, but the direct involvement leads to another unique aspect of B2B marketing. One of marketing’s main roles in a B2B organization is to provide sales with a steady flow of qualified leads. With this insight, B2B marketers can then establish a lead scoring system that identifies and ranks prospective buyers. Tags: lead nurturing Lead scoring sales and marketing alignment B2B Marketing

Predicting Revenue through the Marketing Funnel

Digital Body Language

With a buying funnel modeled from the top of the funnel, however, it is possible to begin understanding whether there is enough in the marketing funnel to support the desired and planned revenue goals. Note that it is critical to have leads degrade from a stage after an appropriate period of time. However, time is an important element of analysis of the marketing funnel.

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Top-of-Funnel Analysis - Net New Names, Inactive Leads, and Reactivated Interest

Digital Body Language

Analyzing marketing actions at the top of the funnel has some interesting nuances. In looking at the top of the funnel, it is critical to be able to carve out these “inactive names” from the rest. Without that, the measurement of campaigns targeted at the top of the funnel, and also your overall funnel conversion metrics will be challenged.

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

Digital Body Language

The conceptual model of a funnel is a great one for understanding buyer stages. At the top of the funnel is the broadest universe of suspects who may at some point have an interest in your product or services, but currently do not show significant interest. There are usually the largest number of these potential buyers, hence it being the widest part of the funnel.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. B2B Marketing. Look for.

Future Likelies and the Leaky Funnel

Digital Body Language

In it, there's a stat that very few of us in B2B marketing will find surprising: "Aberdeen research that suggested that upwards of 60 percent to 70 percent of leads are never followed up by sales." This is a horrific number when you consider the investments being made in order to generate these leads. Nobody benefits by sending future likelies over to sales.

Cherry Picking of Leads: B2B Marketing to Sales Handoff

Digital Body Language

Should we allow sales to cherry pick leads that, based on lead scoring, we have deemed not to be ready for sales? 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.

The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

Most marketers are quite experienced in creating the high level thought leadership whitepapers, educational sessions, and industry webinars that are ideal content for the Awareness stage of the funnel. Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers. It is in this stage that “best practice” content is often most useful.

Loose Coupling and Analysis of the Marketing Process

Digital Body Language

When analyzing the flow of leads through your marketing organization, and into your sales organization, how you design the stages in the process has a significant impact on both how you are going to be able to analyze it, and how you are going to be able to optimize it in the future. Your marketing team, for example, may pass marketing qualified leads (MQLs) to your sales team.

VFA: Nurturing to Re-Engage Dead Leads

Digital Body Language

Almost any of us in B2B marketing wrestle with the challenges of the leaky funnel. As we pass leads to sales that are not ready, perhaps due to them being a "future likely" rather than a current opportunity, we end up with a dead lead pile. Re-engaging with this dead lead pile can be one of your easiest ways to generate more active opportunities without significant additional expenditure. To engage these leads, VFA implemented a 5-part nurturing program that provided unique content to each of the 6 verticals targeted by VFA.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. B2B Marketing. Look for.

Building Benchmarks - 3 Main Approaches

Digital Body Language

If, for example, the immediate goal of the two marketing campaigns is driving marketing qualified leads for sales, then that metric allows a fair comparison. 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.

Voxify: Rejuvenating Dead Leads through Nurturing

Digital Body Language

The merits of lead nurturing are hard to underestimate. Especially in challenging economic times, it is extremely wasteful to have a leaky funnel that you spend great effort and resources on getting potential buyers into the top of, only to have them leak out the side. In writing Digital Body Language I had the pleasure of speaking with Hollis Chin and the team at Voxify who had one of the best examples I had seen of using lead nurturing to generate tremendous value from a set of leads that had been discarded as dead leads.

4 Quick Steps to Understand Search Discoverability

Digital Body Language

One Step Further : Traffic is great, but understanding who these visitors are and whether they progress towards being marketing qualified leads and ultimately revenue is even more of interest. For each search term, see how many leads, opportunities, and dollars of revenue are ultimately created. We are not all natural search experts, nor should we be. Step 2: Where Are You Ranked?

No such thing as a Neutral Outcome

Digital Body Language

This leads to a difficult marketing conundrum when looking at targeting marketing efforts based on a best possible approximation of where that buyer is likely to be in his or her buying process; in a broad enough population, there will always be some response to a marketing campaign, regardless of what buyer stage it was targeted at.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

The gaps here will lead to a much broader discussion of what “brand” means to a B2B organization, that goes beyond logos, taglines, and colors. 6) Marketing Owns The Brand: 2010 may see some very early reshuffling of the decks in terms of what Marketing owns. Tags: lead nurturing marketing automation marketing analysis Social media data management B2B Marketing Sort of.

Analyzing B2B Marketing: Balance Sheet and Income Statement

Digital Body Language

An alternative, and much more actionable framework, is a top down view that uses a "balance sheet" and "income statement" view of the marketing world to understand marketing's overall effect on top-of-funnel activity. With this in place, it is possible to build a "balance sheet" view of the B2B marketing funnel.

Medical Symptoms and B2B Marketing Processes

Digital Body Language

The natural flow of scoring leads, qualifying them, and then handing them off to sales is disrupted when a sales team is allowed to grab the best leads from the funnel regardless of where the scoring system has placed them. salesperson cherry picking leads that the lead scoring algorithm has not deemed ready for sales may be an indicator of a deeper underlying issue.

Sales/Marketing Integration - The Technology Stack

Digital Body Language

This layer is where the lifecycle of a lead is defined. When a lead is qualified, how is it presented to sales? Is it presented through a task, through a lead record, or through a more customized way? Similarly, if a lead is not followed up on, or is not turned into a live opportunity, what happens next? Data: The first layer is the data.

Marketing Automation - What does it mean?

Digital Body Language

Signs of buying activity can be seen and with the appropriate lead scoring algorithm, sales ready leads can be identified and passed to sales. Whereas this analysis of leads has in the past been done manually or with spreadsheets, the need to identify and follow up with leads when they are most ready means that it must be done quickly. Let's look at why.

The Buying Process; Auditing your Content Assets

Digital Body Language

This audit leads to a content matrix that forms a very useful basis for defining both your nurture marketing approaches and your content development strategy. As you plan your lead nurturing strategies, understanding where in the marketing funnel you need to focus on and where in the buying process your content exists is key. Creating the matrix is relatively straightforward.

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Scoring the Stages of a Buying Process

Digital Body Language

When we talk about lead scoring, the goal that comes to mind most often is determining which leads are ready for handoff to sales. If this is possible, as it was for Terracotta , then we can use lead scoring in a different way to provide a much more meaningful way to connect with potential buyers. This, however, is only part of the picture.

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Flying Cars, Wall Flowers, and Red-headed Stepchildren; 3 Types of Marketing Challenges

Digital Body Language

One of the most common questions I get with marketing audiences is where in the funnel to focus on to get the best return on their investment. You can do this through great lead nurturing, working with key bloggers and influencers, or even opening up your internal processes to your buying audience as Kadient did to build buyer trust.

Interview with The Funnelholic

Digital Body Language

Craig is a great guy, fun to chat with, and smart as a whip when it comes to the challenges of managing the top of the funnel. Steve: As marketers continue to refine their ways of measuring their success at the top of the funnel, will we see more standard CMO reporting on their successes (similar to the standard reporting that sales, finance, and operations usually does)?

Giving Sales an "Out"

Digital Body Language

Any of us who work with longer sales cycles have experienced the leaky funnel. not a simple task, as leads leak out of the funnel for so many reasons; interest wanes, priorities shift, or sales connect too early or with someone without enough pull to get something done. Mostly, these leads just go quiet. Sales is hesitant to call it "dead" right away as it might not be, and by the time they're sure it's dead, they're unlikely to dig back into their lead pile and set a status on it. So, as marketers, what can we do to "plug" it. So, how do we as marketers help?

Sourcefire's Open Source Marketing Ecosystem

Digital Body Language

They have an interesting challenge as marketers; too many leads. Their open source product, SNORT, is wildly popular in the security space, and leads to large numbers of downloads. Their freely available and popular open source SNORT® intrusion prevention system drove significant awareness and interest, but for their sales team to be most effective, they needed to engage with only the leads who were likely to purchase a commercial offering. Each nurturing campaign was measured on its ability to transition leads between the stages.

Social Media and B2B Marketing - 6 Things You Can Do

Digital Body Language

Instead of inquiries and leads coming to you in predictable “buckets”, governed by your schedule of outbound campaigns, the flow reverses. The inquiries and leads will come in a continual flow; each unique in terms of what stage of their buying process they are at, what they are looking for, who they are, and when they appear. By doing this, you'll be able to keep the prospect funnel from leaking. Lead scoring, based on the prospect's interest level , is necessary to understand who is ready for engagement with sales. But, what does that mean for us as B2B marketers?

Sybase: Process And Analysis Ecosystem

Digital Body Language

For the Sybase marketing team, given that they a provider of some of the industry’s leading database and analytics products, and have highly analytical executives, this leads to a need to present a clear overview of what is happening within marketing to all levels of the organization. Each campaign would be given different goals based on the call to action (ie, web seminar marketing campaigns would be analyzed on % registered whereas telemarketing campaigns would be analyzed on qualified leads captured). This case study is from Digital Body Language.

6 Really Simple Marketing Metrics for your Execs

Digital Body Language

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. They will push for better nurturing of leads, more investment in social media to generate market awareness, more lead scoring, and better coordination with sales on which leads to hand off, and when. 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. So why these metrics? Well, for one, they're easy to do.

Bubble in the Funnel

ViewPoint

We generate, qualify and nurture leads using Account-Based Marketing processes. Simply put, the root cause of the problem in 2015 was that reps were forced to find their own leads—or had poor-quality “leads” dumped on them—most of which they ignored. Only 42% of marketing generated leads were accepted and worked in those same years. Their “reward”? The result?

[INFOGRAPHIC] The Aligned Lead Nurturing Funnel

Sales Prospecting Perspectives

So when we started writing our latest guide, Aligned Lead Nurturing for B2B Sales and Marketing , we wanted to challenge the traditional idea that lead nurturing is primarily a marketing function. The days of segmented sales and marketing tasks are over for most businesses, and that includes lead nurturing. We searched for more information about aligned lead nurturing practices, and in fact found an arsenal of facts and figures to support our claim: B2B lead nurturing works best as a function shared by both sales and marketing. It''s not just a mindset.

Three Ways to Increase Bottom-of-Funnel Leads Using Data-Driven Marketing

Act-On

Data-driven marketing uses insight from customers and prospects to deliver targeted messages, offers, and content that increases response rates and ultimately accelerates marketing lead generation. One: Offer a Personalized Experience to Attract New Leads. Two: Create Custom Messaging to Nurture Existing Leads. Sound confusing? Well, fortunately for us … it’s not. Surprised?

Marketing Funnel Management Best Practices

B2B Lead Blog

If you use the marketing funnel, there are some tweaks to the process you can make to yield better results. You’ll see this in your ability to track key metrics, as well as growth in terms of lead generation and converting leads to paying customers. Here are a few best practices to tweak your marketing funnel to […].

What Funnel Flipping Means to Me

ANNUITAS

I attended the Flip My Funnel conference in San Francisco today, which was exciting in that it was the first conference I have attended that was completely dedicated to Account-Based Marketing (ABM) – a topic I am very passionate about. Next up you have “Expand” and “Engage,” although to me these might be better served by reversing their order in the funnel. Image source.

Never Lose A Deal Alone: 5 Advocates You Need In Your Sales Funnel Stages

Influitive b2b

That’s why we label the different people we interact with throughout sales funnel stages with some common terms: Evaluators, Business Users, Champions, Detractors, Influencers, Budget Holders, Decision Makers… Since the dawn of. The post Never Lose A Deal Alone: 5 Advocates You Need In Your Sales Funnel Stages appeared first on Influitive. This post was updated on August 25th, 2016.