Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

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.

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Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

Tags: marketing automation marketing analysis B2B Marketing demand generation

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?

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Social Media, Demand Generation, and the Evolution of Marketing

Digital Body Language

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.

The Flywheel Effect

Digital Body Language

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 ).

Google, Display Ads, and B2B Marketing

Digital Body Language

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

Digital Body Language

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

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.

Books, Blogs, and Demand Generation

Digital Body Language

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.

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.

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.

Simple Metrics and the Business Case for Marketing Automation

Digital Body Language

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.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Predicting Revenue through the Marketing Funnel

Digital Body Language

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.

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The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

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?

Evaluating Marketing Automation - System Performance and Usability

Digital Body Language

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.

Publishing vs Social Media; a Difference of Filters

Digital Body Language

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.

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.

Data Quality: Balancing the Customer Experience

Digital Body Language

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

Digital Body Language

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?

The Longevity of Fun in B2B Social Media

Digital Body Language

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.

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

Digital Body Language

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.

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

Digital Body Language

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.

Social Media Buzz at a Live Event

Digital Body Language

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.

Interesting Times in The Demand Generation Space

Digital Body Language

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

Digital Body Language

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

Digital Body Language

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.

Best Practices for Webinars and Online Events

Digital Body Language

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.

Marketing Automation Reliability

Digital Body Language

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.

Is Good-Enough-Marketing-Automation Really Good Enough?

Digital Body Language

Steve = There is a lot of activity and discussion today on best practices in demand generation and marketing automation. Marketers are now realizing they don’t have to build the perfect campaign or program to generate value from marketing automation. Welcome programs can generate qualified leads at a rate of 10-15%. Let me give you a couple of examples: 1. IBM, I.B.M. IBM Corp.,

Metaphors, Mental Models, and Nurture Marketing

Digital Body Language

Tags: lead nurturing B2B Marketing nurture marketing Eloqua Product Management demand generation

A Logo is Not a Brand: B2B Marketing and Social Media

Digital Body Language

common focus has been on the potential for using social media for demand generation and direct connection with sales. I’ve been part of the Online Marketing Summit (OMS) tour this summer, and it has given me a great chance to interact with a lot of marketers about the challenges they are facing. B2B Marketing has always had an interesting relationship with the concept of “brand”.

You can't build your own television network

Digital Body Language

Tags: mass media Social media demand generation Content

Is Data Quality the "New Black"?

Digital Body Language

We have found that customers that focus on data quality generate 267% more leads that those who don’t. Anytime I talk about data quality with a marketer, I always get the answer “yes that’s really important, but i don’t know where to start as we have so many problems and we don’t have the resources”. Why would that be? All of these things help deliver higher quality leads to your sales team.

Lead Scoring; Points, Ranks, and Sales Handoff

Digital Body Language

Everyone uses the term "lead scoring" in demand generation. Tags: Lead scoring sales handoff lead ranking lead routing Eloqua demand generation It's definitely a foundational concept for the industry, but under the covers, there are (or should be) two things happening, only one of which is scoring. Let's look at an example. Here's the challenge.

Nurture Marketing vs Pachinko

Digital Body Language

Tags: lead nurturing marketing automation nurture marketing Eloqua nurture demand generation