Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

In charting these two sources of awareness, all active discovery, such as referrals from search sites such as Google and Bing, and all natural traffic (visitors who just typed in your website’s address, and were not referred to it), must first be removed. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges.

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What Exactly IS Digital Body Language?

Digital Body Language

Each email that is opened or clicked, each web visit, each form, each search on Google, each referral from a social media property, and each webinar attended are part of the prospect's digital body language. I've been using the term "Digital Body Language" on this blog quite a lot for obvious reasons. So what is it? Hopefully this clarifies what Digital Body Language is.

Virgin America tackles cross-identity marketing

Digital Body Language

With the holidays, Google Chrome and Virgin America have teamed up to provide inflight WiFi for free, so I was more productive on the flight than any flight I have taken before. I’ve become a big fan of Virgin America as they seem to be innovating quite a bit on the inflight experience. 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. Sure enough, within 30 minutes, Twitter notified me that Virgin America was following me.

Four Reasons for an Information Concierge

Digital Body Language

We’re all aware of the power of Google and Bing to find information, and the trends in the market towards deeper searches with more words. 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. So why not search?

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B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

5 things to do to get ready for coming communication shift

Digital Body Language

As they do that, it may become possible to have passive discovery of interesting conversations guided by the algorithms of Google and Bing and their analysis of vast amounts of social media data. A while ago, I wrote a piece on the next transition in communication that sparked a number of conversations.

The Buzz about Google Buzz – 6 things relevant to B2B?

Digital Body Language

Yesterday, Google announced their next major foray into social media, with the launch of Google Buzz. While the main concepts behind Buzz are very familiar with anyone who is at all familiar with social media – friends, status updates, photo sharing – the way that Google brings it all together, and their sheer weigh in the market, means that this may be quite interesting. How Google Buzz truly ends up effecting us as B2B marketers is obviously determined by many factors. What will your organization be watching for as Google Buzz rolls out? What do you think?

4 Quick Steps to Understand Search Discoverability

Digital Body Language

For each of the terms in your list of 10-15, do a quick search on Google and/or Bing. Go to Google Trends and look up each phrase in order to understand rough volumes of searches. We are not all natural search experts, nor should we be. There is a lot of art and science to the field that makes it worthy of having a specialist on your marketing team focus on consistently.

The Flywheel and the Lightning Strike

Digital Body Language

Sure, they have a Twitter account, and may have put up a blog and even a Facebook fan page, but the level of investment falls far shy of the amounts we invest in Google search campaigns, trade shows or sponsorships. 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. Why is this?

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Obviously, Google has been working on this problem too, from a different angle, by allowing business owners to update their own information on Google Maps. Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. The motivation to do this is startlingly small.

The Next Transition in Communication

Digital Body Language

Passive conversation discovery , guided by the algorithms of Google and Bing and their analysis of vast amounts of social media data, may be the way we discover what conversations are happening that may be of interest. Over time, the way in which communication happens has gone through some very interesting transitions. One-to-One The oldest form of communication is the one-to-one model.

Publicly Available Pricing: Theory and Practice

Digital Body Language

The sales team is competing with Google as a source for information, and that is not an easy battle to win. A lot of what I write on this blog has to do with the changes that have happened as a result of buyers’ increasing access to information. Often, these changes are looked at from a general perspective. Just hearing this likely makes everyone who has ever been a field sales rep cringe.

Passive Discovery vs Active Discovery

Digital Body Language

Active Discovery Many of the marketing messages you want to be found by buyers will be found by the buyer explicitly taking an action (ie a Google Search) to seek out the information. Some will be "actively discovered", and some will be "passively discovered". It is crucial to understand the difference as it guides what strategy we need to take as marketers.

Publishing vs Social Media; a Difference of Filters

Digital Body Language

The original social search engine, of course, is Google. link to a piece of content is essentially a social “vote” on that piece of content’s quality, and links are predominantly what Google, and all other major search engines use to rank content. I’m sure we’ve all been in conversations around why social media is important to us as B2B marketers.

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

If sales people want to engage with buyers they will need to read buyers’ digital body language, and ensure that they are able to add more value than Google on the initial sales call. 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. Sort of. What do you think?

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Relationships Salespeople's Biggest Competitor

Digital Body Language

Google. This makes Google your largest competitor for prospects’ attention. If you can’t add more value than Google (or Bing) in your sales call, then you should not go. Truly great sales skills are both rare, and genuinely valuable in the overall revenue creation process. Only by providing that valuable insight do you earn the right to their time and consideration.

Natural Search in B2B Marketing - Analyzing Discoverability

Digital Body Language

For example, if “widget transportation” is a search phrase of interest, and your website appears as number 8 on the natural ranks on Google for that page, you would give yourself one point in the “top 10” category for your main website. Being discoverable by your potential buyers is critical to success in many businesses. You will want to be discoverable when they are looking.

Data and Predictions in B2B Marketing

Digital Body Language

If you see multiple visitors on your website from one company , they are doing deep investigation, and are using compelling search terms when finding you on Google, you know that there has likely been an internal event at that organization that has caused a group to begin investigating your solutions. In the book, he talks about a number of challenges to accurately predicting future events.

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Social Media in B2B Marketing: The Importance of the Periphery

Digital Body Language

Understanding whether they came in to your site from Google, LinkedIn, a community support portal, an industry Blog, or Twitter can give you some context as to why they are on your site and what they are looking for. The rising interest in social media in B2B marketing leads to an interesting and challenging question; what is the role of social media in lead scoring?

Upcoming Challenges in Campaign Analysis

Digital Body Language

Ghosts of Google - confounding any challenges of defining when a campaign ends is the fact that the algorithms of Google and other search engines have a way of resurrecting content that may be years out of date, which, with good content, can lead to a new trickle of interest in the campaign. If, in your analysis, you need to define an end date, it can be tricky.

We ALL Use Twitter - Short Term Memory, Long Term Memory, and the Consciousness of the Internet

Digital Body Language

Then, as any of us involved in SEO are familiar with, Google indexes and ranks all of this content, pushing to the top the ideas and discussions that are most popular with, and linked by, the rest of the audience. This is where the vast majority of internet users interact with Twitter; through their Google search box. We all use Twitter. So do all our prospects and customers.

The Four Dimensions of Personalization

Digital Body Language

Have I just searched on "marketing and sales alignment" on Google and now am receiving information on Lead Scoring? I did a webcast radio show for the AMA a few years back, and I remember that one of the hot topics was content personalization. Recently I have started to see examples of what I would call "The Four Dimensions of Personalization". When am I receiving the communication?

Interview with The Funnelholic

Digital Body Language

In many ways, for that generation, Facebook is more important than Google. These sources include online media sites, Google Adwords, and so on. 3. I had a great chat the other day with Craig Rosenberg, better known as "The Funnelholic", based on his popular blog The Funnelholic (and of course to all of us on Twitter as @funnelholic ). Where do you see this evolving to?

The Book: Digital Body Language

Digital Body Language

Whether it is Google’s ability to make the information resources of the Internet searchable or social media’s ability to connect people with peers for credible opinions on products and services, the way in which we access information and search for products has fundamentally changed. As this transition happens, marketing and sales teams must react.

Marketing Automation Weekly Wrap-up - 2009/10/2

Digital Body Language

Edward Brice at Marketing Gimbal looks at Google’s new SideWiki and its ability to bring the social element and word of mouth to any web page. I was thrilled to see an extremely kind accolade from Pete Jakob on his B2B Marketing blog about these updates, so hopefully this week's selections don't disappoint. The pressure is on now, I realize. A few of this week's best posts tackled topics around word-of-mouth marketing. Worth considering, as it is very much in your control: [link] Louis Gray looked at Twitter's recent announcement on their Lists capability.

LA Fire Department has lessons for B2B marketers

Digital Body Language

We have been able to take advantage of Twitter, Google Groups, Yahoo Groups, and other social media tools to provide real-time information for evacuations, floods, fires, and other life changing events. I was in a conference session the other day and a case study on the Los Angeles Fire Department’s use of social media. mentioned it on Twitter and was quickly thanked by the good folks behind @LAFDTalk , their Twitter handle for general community engagement. The conversation got me thinking about the parallels with B2B marketing. think there are many. With over 80 Web 2.0

Kadient: Blogging About Internal Processes Connects With Buyers

Digital Body Language

Google blog search for Kadient shows these blogs highlighted at the top of the results, adding credibility to any buyer considering Kadient’s solutions. Transparency is a great approach to marketing, even when you might think that the internal workings of your organization might not be of any interest to your audience. Heather Stokes and Heather Margolis at Kadient found this out when leading bloggers took note of their internal efforts to develop user personas. The effort resulted in traffic to the Kadient site and an increase in credibility for their products and company.

Interesting Times in The Demand Generation Space

Digital Body Language

When we started Eloqua back at the end of 1999, Google was still 10 months away from launching adwords, blogs only existed in primitive form as frequently updated web pages, and most B2B websites were barely more than brochure-ware. I spent a bit of time this weekend reading (okay, more like skimming, I admit) a report on our recent SAS-70 audit. would be lying to call it an interesting read; detailed descriptions of our process controls, policies, and operations as a software company. But, it did get me thinking about the ongoing evolution of the Demand Generation space.

The Six Best Google+ Marketing Tools

Webbiquity

Despite its detractors , Google+ remains one of the “big four” social networks and has its share of prominent fans in the business world. For most websites, Google+ doesn’t drive the volume of social traffic that Facebook, LinkedIn, and Twitter do. As with Facebook , Twitter, and other popular networks, Google+ has also inspired its own ecosystem of tools.

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What content to blog for Google search success

Biznology

Expounding upon your products, services, and talent can both seriously woo Google (because Noogle AKA New Google loves long-form content these days) and also seduce your prospects into understanding that you’re not a bottom-feeder, that you’re not a commodity and that you and your products and services are worth way more than fairish market rate. What to Write? Go do it!

Two Killer Google+ Mistakes

Digital B2B Marketing

Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. Here is why: There is no Google+ identity. I don’t mean a brand identity. mean Eric Wittlake, as a person, does not exist on Google+.

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Google+ is an antisocial network

Biznology

Summary: While there may be a subculture of Google+ zealots who treat Google+ like a forum instead of a social network, the majority of people who love Plus are using it, according to Michael Reynolds , as a “source of content, inspiration, and communication” – more like a reader, a place to keep up with mentors, creators, influencers, and thought leaders. Google+ did no such thing.

Google “mobilegeddon” starts today — are you prepared?

Biznology

You’re in luck if you’re on the East Coast: Google’s on PST. Rarely does Google actually warn up of an upcoming apocalypse — but they did this time : Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. Mobilegeddon Checklist: How To Prepare For This Week’s Google Mobile Friendly Update: Are you ready for Mobilegeddon?

Seven Expert Google Analytics Guides

Webbiquity

Google Analytics (GA) is the most popular tool for tracking web visits, used by more than half of all companies , including two-thirds of the Fortune 500. Why you can’t ignore Google’s new Universal Analytics by iMedia Connection. How to Quickly (and Correctly) Track Google Analytics Across Multiple Domains by Moz. Image credit: iMedia Connection. It’s very common.”

The Complete Guide to Google+ for B2B Marketing [Infographic]

Webbiquity

Google+ seems to be an enigma in the social world, the quiet kid in the corner of the room that most are afraid to interact with. In fact, Google+ can be friendly and a resource with amazing results when a respective marketer learns how to utilize it in the right manner. Google+ is all about visibility , exponentially so when it comes to B2B campaigning. Need more details?

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How to be a Google+ success

Biznology

It just occurred to me, after spending a week deep-diving into Google+ , that Plus is not a social network — or even a social layer — it’s a global reboot of the message board. There are cooler, smarter, funnier people on Google+ than we have in our own lives now. Google Plus is a Forum and Not a Social Network. That’s apparently how Google+ is set up.

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Google is a lying liar that lies

Biznology

The following list of Google lying liar lies all have exceptions to the rules. And, Google does make examples of bad actors. That’s all Google has and that’s really all you have when it comes to whether or not someone clicks on your content or not. You still need to write for robots  – Google is smart. And Google acts pretty dumb. Do it! Do it!

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How to fix Google+

grow - Practical Marketing Solutions

Whether you think Google+ is dead, dying, or still on the rise, one thing is certain: something has to change. Google+ was meant to take on Facebook. Facebook was capturing a disproportionate share of our personal information and Google had to do something. Their You could argue that it did that … so why is Google+ in turmoil? Do we really need Google+?

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