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.

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The Changing Dimensions of Lead Flow

Digital Body Language

At this point, multiple interactions with one person can be tied together and that individuals actions can begin to qualify them as potentially being a marketing qualified lead. - For example, if 15 opportunities are created out of 1000 leads, a 1.5%

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.

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?

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

Marketing Dashboards

Digital Body Language

Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard. From there, we can measure the marketing funnel using a balance sheet and income statement metaphor.

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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.

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. 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. Tags: marketing analysis marketing dashboards campaign response lead reports

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. its role beyond lead gen.

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.

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."

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? The better we get at lead scoring, the more factors we are able to consider.

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.

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. its role beyond lead gen.

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.

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. Over 120 highly qualified leads were passed to sales, and over $1.6M

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.

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. Its complex sales cycle can often stretch 12-18 months, which makes it a challenge to align sales resources with leads. Tags: Case Studies lead nurturing leaky funnel Digital Body Language

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. its role beyond lead gen.

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. We are not all natural search experts, nor should we be.

No such thing as a Neutral Outcome

Digital Body Language

Even at the top of the funnel, you will be able to drive some revenue, albeit small, but with the cost of an email campaign being almost zero, the return is still there. This thinking is wrong, and leads to dangerous decision-making.

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. Tags: lead nurturing marketing automation marketing analysis Social media data management B2B Marketing

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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.

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Medical Symptoms and B2B Marketing Processes

Digital Body Language

I was reminded of a similar challenge when a lively discussion ensued on LinkedIn about whether marketing should allow sales to “cherry pick” leads. I had written a post talking about the challenge to the overall flow of the funnel when sales is allowed to cherry pick leads.

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? Is a lead that is not followed up on clawed back and re-distributed?

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. Those that are not yet ready can be kept warm over time through lead nurturing , again a process that automation greatly facilitates.

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. Tags: lead nurturing Buying Process Buyer Roles Content

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. Tags: Lead scoring Discovery Digital Body Language Buying Process Validation Awareness

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. The answer depends on what your marketing challenge is. I categorize them into three basic types of challenge.

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. An optimized lead-management process: This includes humans AND marketing automation. They don’t drive leads and cost a lot of money.

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. One trick is to give sales an "out" - build one or more "rewarm" nurture campaigns that are designed for cold leads.

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.

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.

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. You would expect that Sybase, as a provider of some great analysis products, would have a good sense of how to analyze their marketing.

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. Raw Inquiries (form submits); I'm a huge proponent of lead scoring, but if you're not at the point where you can provide an executive dashboard of leads, properly scored and tallied, at least put out a list of raw inquiry counts to show inbound interest - Total Campaigns; How many unique campaigns have been sent in the last month.

How to Create the Three Parts for Any Sales Funnel

Webbiquity

What is a Sales Funnel? Sales funnels are everywhere. Prospective purchasers don’t see the funnel, but rather an interactive brand, an awesome product, or the long awaited solution they need. This is the power of a sales funnel that’s ultimately designed to get sales.

Matrix of 31 Marketing Funnel Metrics [Infographic]

bizible

Marketing funnel metrics are always at the forefront of a B2B marketer’s mind. Take a look at this matrix of 31 marketing funnel metrics to see which ones your team uses, as well as which ones would be worth adding to your reports. Top-of-Funnel Metrics. Middle-of-Funnel Metrics.

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25 B2B Engagement Tactics For All Marketing Funnel Stages

bizible

At which of the marketing funnel stages are prospects prepared for various types of outreach? Here are 25 different engagement tactics, organized by funnel stage, and designated by category -- content, social, paid media, direct mail, and events.

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