Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

Other sources of traffic, such as from a customer community, or online help portal should also be excluded, as these are individuals who are already aware of who you are and what your solutions are. We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process.

5 Things You Shouldn’t Expect from Marketing Automation

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One-on-one conversations with buyers can help you discover what messages are the most relevant to them. After you lay the initial groundwork, marketing automation software can help you eliminate repetitive marketing tasks and increase your ROI. Marketing automation software collects powerful data about your buyers to help you understand their interests and needs.

Sales Handoff and the Net Quality Score

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This makes it a vital area to focus on in building the benchmarks and dashboards that will help optimize overall performance. One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. It is this transition that bears the brunt of all the inter-organizational process differences, motivation differences, and politics.

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Four Reasons for an Information Concierge

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In many ways, this is what many of us are doing in social media, discovering conversations that relate to the topics of interest to us, and helping the people in those conversations through sharing data, perspective, anecdotes, and frameworks. This, in essence, is the role of a concierge – helping to connect those seeking information with the information itself. So why not search?

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Social media analysis moves mainstream

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With their new ability to analyze Facebook, understand the flow of ideas across social media channels, and see community success mapped against the events that drove it, Webtrends helps us make important steps in this direction. Last week, Webtrends announced that they had extended their customer intelligence capabilities into Facebook. What do you think?

6 things the iPad means for B2B Marketers

Digital Body Language

Yesterday, Steve Jobs announced Apple's latest device, the iPad. A 10 inch, touch-screen tablet with Wi-Fi access, and an extension of the iPhone/iPod platform for both application development and media purchase. It's a beautiful device, as is expected from Apple, and will surely see plenty of uptake over the coming year. What are your thoughts on these trends? Any I have missed?

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Influencers, Advocates, and the Mainstream

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By carefully building relationships with this set of influencers over time, and understanding how you can help them achieve their goals, you can develop a friendly crucible for each of your messages. As B2B marketers , involved in social media, we are all aware of the commonly stated goal in social media to "join the conversation", "help others", and "contribute to the community".

Mapping the Buying Process - A Framework

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Mapping this process is more art than science in most cases, but the following question framework can help analyze how your buyers buy and if there are opportunities for better facilitating their buying processes. One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Social Media Buzz at a Live Event

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However, often it is the more subtle social cues that help the most. Of course nothing is more important than interesting, cutting edge, and engaging content, but this 6 element framework helped us create one of the most talked about Marketing events of the year. We just finished up Eloqua Experience 2009, which was a spectacular event all around.

SaaS, Social Media, and the Economics of Smart Buyers

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If we look at this from a purely theoretical standpoint it begins to become clear why it is the right strategy to begin to freely provide education, insight, guidance, and help to the audience at large through social media. There are a few trends in the industry that are worth commenting on in that they relate in a very interesting way. Buyer education can be a double-edged sword.

Service Economics in a "Something Failed to Go Right" World

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I don’t think I’ve been to a conference lately that didn’t have a mention of Twitter and its effect on service teams everywhere. What I mean is, the idea that Twitter and social media can, and should, be used to enhance our service offerings will almost certainly fail if we just think of it as a service team challenge. Let’s look at the math. Where will this budget come from?

Evaluating Marketing Automation/CRM Integration

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In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. This gives a good sense of the key elements that need to be integrated in order to have a seamless flow of the business process between marketing and sales. The way to think about this is a 2X2 matrix. The second method, however, is a more passive approach.

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Social Media, Demand Generation, and the Evolution of Marketing

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To help with that discussion, Mike Volpe ( @mvolpe ) from Hubspot, Craig Rosenberg ( @funnelholic ) from The Funnelholic, and I got together on a web cast to discuss the topic. The relationship between Social Media and Demand Generation is a hot topic these days. Most B2B marketers are thinking about how Social Media fits into their strategies, what works, and how to measure it.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Direct Mail, Email, and the "Teaser" Concept

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How will this help me? Email and Direct Mail are very different marketing media types for B2B marketers. However, there are always lessons to be learned from one media type that can be applied to others. In Direct Mail, a lot of thinking goes into the "teaser" to get people to open the envelope. What do I need to do? Where do I need to go or to click? When should I do this?

Influencing Sales Behaviour - Tips for Marketers

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Sales behavior can be difficult to change, and it may seem as though there are limited tools at a marketing team’s disposal to help guide this behavior. Top-Of-Mind Presence Like any initiative, keeping your efforts top of mind with your sales team is helpful for success. (excuse the image as a metaphor for influencing sales behaviour. Firstly, and most importantly, is buy-in.

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Lead Scoring Best Practices

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Jocelyn Brown ( @jocebrown ), Chad Horenfeldt ( @chadhorenfeldt ), and Adrian Chang ( @adrianchang ) are the folks who help clients with implementing lead scoring at organizations of various sizes and within a variety of industries, so they have the experience to know what it takes to achieve success.

Is Data Quality the "New Black"?

Digital Body Language

All of these things help deliver higher quality leads to your sales team. 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”. In fact it is so important, that I believe data quality will be the “new black ” for this season of marketing campaigns.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

The SaaS Experience; Application, Knowledge, Best Practices

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There are three main areas of the overall experience a user has with software: The Software Application: the product itself, and the aspects of the technology and user interface that guide a user to better understand and use it Help and Documentation: the explicit knowledge that surrounds the application and provides instructions on its use. Why bring this up? look forward to your comments.

Lead Scoring - Thinking of Outputs First

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These can be very valuable guides to an account, and can help you qualify and account and explore for other potential buyers with more decision-making abilities. Todd used a 2x2 matrix to talk about lead scoring from the perspective of outputs. What you want to do with the leads once you have understood who they are. However, it's the other three corners of the 2x2 that get interesting.

Assessing the Buyer's Toolkit - 10 examples

Digital Body Language

If, as B2B marketers, we're going to help buyers along in their buying process, the first thing we need to understand is how they buy. wrote about Scoring the Stages of the Buying Process the other day, but the next step is to use that insight in order to help guide the buyer along. To do this, we need to honestly assess our marketing assets in context of stages of the buying cycle.

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. This, however, is only part of the picture. Some of us are able to map out a full buying process that is common to many or most of our buyers. However, there are three general phases that are common; awareness, solution discovery, and solution validation.

Four Practices to Increase Webinar Effectiveness

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Tip 2: Multi-Touch, Multi-Channel, Automated Promotion to Boost Registration Use multi-touch, multi-channel promotion to help drive event attendance. When building your program, keep in mind these four tactics that help boost registration numbers: Add additional channels to your promotion mix. Are you using webinars as a lead-generation tactic in your marketing efforts?

Interview with The Funnelholic

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Your ultimate gauge should be conversion and whether lead sources help you achieve your cost-per-opportunity goals not just CPL. 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? Or will these lines remain blurred?

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The Four Dimensions of Personalization

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Or has it been weeks since I even thought of your company or offering? A MIT study on lead management ( [link] ) indicated that follow-up calls within the hour dramatically increase conversion to qualified leads - why wouldn't it also help with marketing communications? Recently I have started to see examples of what I would call "The Four Dimensions of Personalization".

You can't build your own television network

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Chris enjoys his status as the guru of A/V equipment in our social circle, and he maintains it by being knowledgeable, helpful, and usually right about the topic. I was in a long conversation the other day trying to explain the importance of social media in the world of marketing, as I suspect many of us have tried. You get that. Right now it's not; some are investing in it, some are not.

6 Ways to Get Sales to Adopt CRM Systems

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The good news is that we as marketers can help to tackle that problem, and in doing so, gain a lot of goodwill with the folks over in sales management. By giving them reasons to adopt you not only strengthen your relationship with sales management, but you help out your own ability to analyze marketing efforts. How can you do that? What emails did they read? What searches did they do?

Text “WhoCares?” to 66863

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It helps to look at three main differences. 1) Devices: your average executive or manager in a business does not use the same devices as a person in Generation Y. Is Text Messaging Relevant for B2B Marketers? this post first appeared on Destination CRM ) There is a lot of discussion about whether text messaging is relevant in a B2B marketing environment. We’ve all seen the stats on the use of text messaging within younger generations, and there is a sense that this will lead to an inevitable rise of the relevance of text messaging for B2B marketers. Why Text Message?

The Rise of the "Fanmium" Products

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Social media has led to a wealth of new ways of thinking about business. One of the most interesting, and most discussed, is the ceding of control of the market message to our audiences. While we as marketers may want to get out there and promote the value of our products and services, the most effective way by far is to have our audience do it for us. This leads to an interesting paradox. Covert tactics to pay people to write nice things about you are usually discovered quickly and backfire badly. Cerebrata is very clear on their desire for honest reviews.

Marketing Automation Weekly Wrap-up - 2009/08/31

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focus on helping the prospective buyer better understand the space and solve their pains is key, not just a repeated attempt to sell: [link] Steve Kellogg ( LinkedIn ) from Crowds2Crowds writes a letter to sales introducing all that marketing can do for them. More great posts over the last week-and-a-bit from the marketing automation and B2B marketing blogging community. Some good analysis of data in this week's set - data from surveys, data on FriendFeed usage, and data on how data ages. Surprisingly experimental and early adopter usage profile: [link].

LA Fire Department has lessons for B2B marketers

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By translating our safety messages into nine different languages, we have the awesome privilege of helping others around the globe while providing safety messages locally. 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 Our primary focus is to protect lives.

Kadient: Search Rebranding Leads to Greater Insights

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Kadient quickly realized that they had been optimizing against terms such as “sales effectiveness”, which reflected their solution, but the broader market was seeking help with “sales coaching”. We all put a lot of effort into our search strategies, and spend a lot of effort carefully optimizing around key words or phrases. The reality is, however, that buyers evolve over time, and so do the terms they use to connect with you. They ended up, however, realizing some much deeper insights into how their buyers found them.

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Social Media and B2B Marketing - 6 Things You Can Do

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What do we do to help prospective customers discover what we offer, learn about it, evaluate it against other options, and come to a buying decision? When they are ready to discuss how to purchase and negotiate contracts, help put them in touch with the appropriate salesperson. However by adjusting our marketing approach to the new realities of how buyers gather information, we can help influence those buying processes. The conversations are happening, and as marketers we do not have control of them. But, what does that mean for us as B2B marketers? Focus on being credible.

Driving Value for Sales: The Art in the Science

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Let's talk about a few principles that will help you drive more value for sales. 1. Help Make Them Look Good With all of the conversion analysis, website tracking , and Co-dynamic lead scoring algorithms out there, you sometimes forget that one of the best things you can do for sales, is help them deliver messaging in a professional and relevant way to their prospects. 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.

All You Never Cared to Know About Deliverability

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Knowing who's who, and how the systems operate is very helpful. I'm very happy that we have Dennis Dayman on the Eloqua team - a man who lives and breathes email deliverability. That means I don't have to, and to be honest, I'm very much okay with that. I did have an interesting time the other week though, trying to explain what email deliverability was all about to a not-so-technical audience. They employ a variety of techniques and technologies to identify individuals who are not welcome to cross the borders, while allowing legitimate visitors into the country with minimal headache.

Exeros: A Viral Contest Leads to the Creation of a University

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The challenge for Exeros was to help guide their prospective buyers from the “this is new” phase to the “I’ve got to get it” phase. To do this, the buyers needed to educate themselves on the challenges, approaches, and opportunities of a master data management project and where exactly a vendor like Exeros could help. Being a small company often provides interesting opportunities as well as unique challenges. Denise Sparks at Exeros had both, and I thoroughly enjoyed chatting with her about her approach to demand generation when I was writing Digital Body Language.

Proactive Service, Twitter, and Brand

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Proactive service, even if the problem isn't resolved , is very helpful for customer satisfaction. I said that yesterday's was my last post, but the folks at TripIt gave me a reason to write another one. There's a lot of debate going on with regards to how social media can be used in B2B, and here's one example of a great way. TripIt is a service that organizes your travel - you forward your itinerary to an email address, it parses it, organizes it, gives you maps, directions, etc. It even tells you when people you know are in the area. travel a lot and it's a great service.