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Evaluating Marketing Automation - 10 Questions To Ask

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Tags: marketing automation marketing analysis B2B Marketing demand generation

Marketing Dashboard: Passive Discovery

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If, however, all of your discovery traffic is coming from earned sources, there may be a chance to either re-evaluate whether your current paid awareness efforts could be better targeted, or, if there is an opportunity to increase your paid awareness efforts in order to generate awareness in areas of the market in which you are not currently driving as much awareness as you could be.

Calculating the Value of a B2B Marketing Campaign

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Some campaigns may generate broad awareness, some might educate on criteria to consider, and some might trigger buying actions directly. Generating net new names, educating buyers, establishing evaluation criteria, and nurturing buyers are all very valuable activities to perform. It’s the ultimate question in marketing: What effect did this campaign have on revenue?

Four Reasons for an Information Concierge

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Priority: We all know that the first page of results on Google, and only the first few results there, are what generates nearly all the clicks. There is a role in modern sales and marketing that is just starting to form. call it the “Information Concierge” , but I suspect a similar role is called many things in many different organizations. So why not search?

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Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. in CMI’s recent survey: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 LEAD GENERATION Through the use of marketing automa- tion software such as Marketo and Sales- force, one can easily track and attribute. how content marketing helps generate. their content marketing efforts—generate. All rights reserved.

Marketing Dashboards

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If there are too few leads in one part of the funnel, it indicates a future challenge in revenue generation. Communication and Response Communication of messages is a key role of any marketing organization, and most do so with the goal of generating a response. Some metrics may seem too transient, being only relevant to a particular campaign. Response, is also critical to measure.

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How much is too much? Frequency management and control

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Tags: emotional unsubscribes Digital Body Language inbound marketing Email marketing Email Frequency demand generation

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

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However, smaller apps that perform well and generate the most word of mouth tend to attract a much broader range of users. (this post originally appeared on the "It's All About Revenue" blog) With the popularity of iPhone apps, common software price points have dropped from $39.99–$59.99 to $0.99–$1.49. This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015. Why Does the 99¢ Software Trend Exist? What about you?

The Flywheel Effect

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Unlike typical marketing campaigns that really only generate results when they are "active", social media investments have a momentum that lasts for a long time as the articles are read, shared, discovered, searched for, and linked to. I'm back to blogging after a rather spontaneous, two-week hiatus. Eloqua users, here's how to track your own blogs this way ).

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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The Content Gap - Lead Nurturing and Content Creation

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Their objectives, motivations, and compensation plans are not generally aligned with generating revenue, moving leads through a buying funnel , or creating great content that is appropriate for the middle of the funnel. Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers. Has your organization identified a content gap?

Staffing and Launching Your Content Marketing Program

all generated over 1,000 readers and 3,000 atten- tion minutes, just like they do every month. generates about 150 views on the first day, and about. post still generates about 18 views per day. stories generating traffic, which results in compounding. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY31 Whose job is it to generate story ideas? All rights reserved.

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

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Campaigns targeted at the top of the funnel then, can have three main effects: - Generate Net New Names via Inquiries; a campaign that generates buzz in the market may generate net new names for your database that come in as active inquiries. Analyzing marketing actions at the top of the funnel has some interesting nuances.

Social Media Buzz at a Live Event

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One of the aspects of the event that we were most excited about this year, however, was the concurrent online conversation and tremendous buzz that the event generated in social media. I was asked many times what we did to have that much social media buzz at a live event. We just finished up Eloqua Experience 2009, which was a spectacular event all around.

Marketing Automation Reliability

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Engineering with Eloqua talks about what he would look at if investigating a marketing automation or demand generation software investment. 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.

B2B 4

Interview with The Funnelholic

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In many ways, for that generation, Facebook is more important than Google. As we push towards ever-increasing measurability of our marketing efforts, how do we avoid not investing in some of the marketing programs that are less measurable, but might generate the emotional hooks that motivate buyers. Where do you see this evolving to? First of all, is the 1-to-many model bad?

B2B 4

Content Methodology: A Best Practices Report

generation Lead generation: Create. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V.

Social Media, Demand Generation, and the Evolution of Marketing

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The relationship between Social Media and Demand Generation is a hot topic these days. Tags: Webinar Social media Funnelholic demand generation Most B2B marketers are thinking about how Social Media fits into their strategies, what works, and how to measure it. hope you enjoy viewing the webinar as much as we enjoyed the discussion.

6 Really Simple Marketing Metrics for your Execs

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As the world moves from outbound marketing and promotion to inbound marketing and demand generation, you need your execs to be asking things like: How do people find us? The more that execs ask this type of question, the more they will be bought in to the concepts of inbound marketing and demand generation. 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. So why these metrics?

VFA: Nurturing to Re-Engage Dead Leads

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Re-engaging with this dead lead pile can be one of your easiest ways to generate more active opportunities without significant additional expenditure. 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. To engage these leads, VFA implemented a 5-part nurturing program that provided unique content to each of the 6 verticals targeted by VFA.

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. With Woods out of office last week, somewhere in the Caribbean, with limited WiFi (editorial) access, I thought this would be the perfect time to write my first post. Let me start by saying I love salespeople. Let's talk about a few principles that will help you drive more value for sales. 1.

Content Marketing Playbook: Strategy and Roadmap

Our blog generated 2 million views. essential to Moz, a company that generates all of their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Back at GE and in. emerge.

Google, Display Ads, and B2B Marketing

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If someone searches for “demand generation”, we can reasonably assume, that at that moment in time, they are quite interested in learning about “demand generation”. Google just pushed a tiny bit further into their long-stated strategy of making display advertising their next billion dollar business. What does this strategy mean for B2B marketers? A lot. This may soon change.

Marketing Automation for SMB Organizations

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Tags: lead nurturing marketing automation Webinar SMB web form demand generation

Books, Blogs, and Demand Generation

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I'm in a bit of a circular world right now as I write a blog about Demand Generation that explores the topics in a book I've just written about using various web media, including blogs, for Demand Generation, and of course both the blog and the book will be used for generating demand. And, of course, the more people we can educate about Demand Generation, the more people may want to talk with us about how Eloqua can help. Tags: Digital Body Language books Eloqua demand generation So, I should probably explain that, me, this blog, and the book. So, the book.

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

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Similarly Tricia Wilkerson looks at the specifics of tracking and analyzing banner ad clickthroughs in order to generate the type of marketing analysis Katina highlights. I wrote recently about our decision to expose our pricing publicly on our website. It was one of the most commented-on posts ever on this blog, as it seems to have connected with a number of people in the same situation.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

OF IMPORTANCE TO YOUR COMPANY By average By first place votes 1 2 3 4 5 6 7 8 LEAD GENERATION (7.5/150) ENGAGEMENT RATE (7.2) Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. But brands.

Cash Flow Statement as a Metaphor: Sources and Uses of Leads

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Similarly, while there are lots of leads for Widget B being generated, there is a significant imbalance in lead flow to reps in the East. Earlier, we introduced the financial metaphors for balance sheet and income statement when looking at B2B marketing analysis. This may be an indication of a performance or training challenge with these two sales reps.

CRM 2

Simple Metrics and the Business Case for Marketing Automation

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Framing the argument in terms of marketing automation allowing an increase in the efficiency, or the output of an existing revenue generating process is ignoring the fact that marketing automation allows a fundamental, and much needed, change to the revenue generation process itself. There has been a lot of great discussion lately about the business case for marketing automation.

Predicting Revenue through the Marketing Funnel

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It’s important to note though, that is is only a model for deals that are generated by marketing. If you have a partner channel generating deals on their own, or your field sales team generates their own opportunities, this revenue will be over and above the revenue modeled with this calculation. If the Sales Accepted Leads (SALs) close at a 10% close rate, that’s 1000 SQOs.

SQO 2

Evaluating Marketing Automation - System Performance and Usability

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Here is a link to a sample contact data file of 50,000 randomly generated contacts. 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.

What is Predictive Marketing?

Predictive marketing = predictive demand generation + predictive scoring

Publishing vs Social Media; a Difference of Filters

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The publisher of information had to bear the burden of producing information of good enough quality to generate a good sized audience, or they would not remain in business. I’m sure we’ve all been in conversations around why social media is important to us as B2B marketers. To understand what social media means in terms of marketing, we need to go all the way back to 1450.

Data Quality: Balancing the Customer Experience

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However, on the opposite side of the spectrum, demand generation relies on clean data. Tags: data quality data management data cleansing demand generation I was in a conversation recently with Tim Wilson from Gilligan on Data about the balance between the client experience and data quality when it comes to semi-standard data like title or industry. As an example: User Inputs: "V.P.

Sales and Marketing Alignment: Operational Challenges Might be a Good Sign

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However, the natural propensity of marketing to run campaigns or events, which generate a point-in-time spike in leads, begins to conflict with the sales team’s ability to follow-up on those leads, which is governed by the number of sales people on the team, and the number of hours in a day. I often get asked how one measures success in aligning marketing and sales. What does that mean?

CRM 2

The Longevity of Fun in B2B Social Media

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However, the campaign continues from there, generating a steady flow of leads every day since then. If there’s one thing that B2B marketers seem to be hesitant about it’s having fun in their marketing efforts. We would all agree that fun content is more shareable, and infinitely more likely to go viral. However, the one factor of fun content that is often overlooked is its longevity.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Marketing Analysis: Foundations for Great Analysis

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Ensuring that the data you need is available, cleansed, and normalized is critical to generating the analysis you need. One of the most commonly cited benefits of implementing a marketing automation system is the opportunity to improve your organization’s ability to analyze marketing effectiveness. However the final outcome of great marketing dashboards rests on a strong foundation of data.

Interesting Times in The Demand Generation Space

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But, it did get me thinking about the ongoing evolution of the Demand Generation space. After a few years in which us early Demand Generation vendors stumbled around unsure of our own identities, the space has taken on a somewhat clear identity (*nowhere near as clear as the identity of spaces like CRM, but Demand Gen is a lot newer of a space than CRM). Demand Generation essentially entails, at its core, the use of web analytics to understand prospect behaviour and intent (what we call Digital Body Language). Campaign planning, calendaring, and approvals are of interest.

The SaaS Experience; Application, Knowledge, Best Practices

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In demand generation and B2B marketing, the best automation programs for event management, free trial optimization, data management, lead routing, or lead scoring are being shared among marketers within, and even between, organizations. Are you beginning to evaluate software in general, and demand generation software specifically on its overall experience and path to success?

Loose Coupling and Analysis of the Marketing Process

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For example, if you have an inside team focused on lead generation. 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. The reason for this is two-fold.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Best Practices for Webinars and Online Events

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Online events, such as webinars, are one of the top techniques used by B2B marketers focused on demand generation. Registration and attendance also for key indicators of interest and are often used as components of lead scoring programs.