Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

While remarketing audiences are likely to have substantially smaller sizes than their mainstream counterparts, they may offer opportunities to convert prospective buyers to MQLs at a much higher rate or present more precise information that is relevant to later stage investigation and validation only. An important metric to start with is an understanding of paid vs earned awareness.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

If your marketing automation program sends your buyers information that is off-target, they will ignore your messages. Imagine how this targeted information can educate your leads and convert more of them into customers. This detailed information makes it easier for your sales team to reach their quotas. Define buyer personas. Create interesting and relevant content.

What Exactly IS Digital Body Language?

Digital Body Language

However, the raw information that digital body language provides is often only the foundation. Much as each facial muscle contributes to our reading of a person's body language, the raw digital information is mainly of use when looked at through the lens of lead scoring to understand whether an individual is ready for sales, or what buyer role they play in the process. So what is it?

Four Reasons for an Information Concierge

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call it the “Information Concierge” , but I suspect a similar role is called many things in many different organizations. This role bridges the gap between potential buyers and the information we have that is of value to them. This, in essence, is the role of a concierge – helping to connect those seeking information with the information itself. So why not search?

Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. 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.

How much is too much? Frequency management and control

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If the messages are in an "active interest" category, you may suppress Low and Moderate Engagement segments from receiving them (up to the minute news, detailed product information, etc), and if the messages are in a "moderate interest" category you may only suppress the Low Engagement segment. conversation. Aunt Hilda? Neighbors? Old friends from school days?

What is B2B Marketing?

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Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. This need to exchange information continues throughout the buying process. Social media becomes a critical part of this information exchange in a B2B environment as social media forms a great medium through which to educate, converse with, and build relationships with prospective buyers who may be interested at a point in the future.

Information Will Find Me

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As the way that we find information becomes increasingly driven by social influence , it’s interesting to look at where this trend goes in the longer term. The logical extension of this trend is that the consumers of information – our prospective buyers – will expect that the information they should be interested in will find them, rather than them finding information.

Event Marketing and the Information Concierge Concept

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Similar to the Information Concierge concept we discussed a few weeks back, they dropped topic-specific mini-cards on the tables. I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers. The interesting thing about marketing events for the marketing field is that you see many interesting new ideas experimented with.

Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

Google, Display Ads, and B2B Marketing

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The Flaw With Search The problem with this is that it relies on the prospect to "actively" seek information. They need to make the effort to perform a search for a specific piece of information, and when they do, we are able to present them with a message. This works well, but only in situations where they are actively searching for a specific type of information.

5 things to do to get ready for coming communication shift

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A while ago, I wrote a piece on the next transition in communication that sparked a number of conversations. The idea explored in that article (and the explanation for the diagram on the right) was that the major search engines will next apply their computing and analysis horsepower to understanding who is talking to whom about what.

Brand Choice: “vision of perfection” or “perfect visibility”

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There’s no need to add extra drama to the situation, but describe what happened, how broad the effects were, where people can find more information (if relevant), and what you’re doing to ensure it doesn’t happen again (even if that is just having an extra coffee in the morning). A "Goof-up" can be a great social media marketing opportunity. What is the Goal of Transparency?

Content as Advertisement

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By using advertising to broaden the discovery of the information , Accenture and American Express are just fast-tracking the process. Content has long been a key driver of success for great B2B marketers in today's world. That's nothing new, and we've talked about related topics such as the content gap and the need to get more subject matter experts involved. Did it work?

B2B 2

Discoverable Messages and Direct Marketing

Digital Body Language

As marketers, we often think of there being a fundamental difference between the two ends of the media spectrum; on one end, direct, where an individual’s contact information is known and a message can be delivered directly, and on the other end mass media, where a broad audience is targeted based on demographics or audience characteristics. No longer are these purely mass audiences.

Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

The Next Transition in Communication

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Each of them resulted in profound changes in information flow, and with that, significant changes in the discipline of marketing. However, because it was the only way of conveying messages, it found an audience that was not overwhelmed with communication, and was likely much more receptive to new information. 2. One-to-One The oldest form of communication is the one-to-one model.

Message Delivery vs. Message Discovery

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The information “filters” we use are shifting from being economic filters, driven by publishers, to social filters, driven by the relevance of individuals and their messages. Search, either natural or paid, provides an active way to discover information. prospective buyer actively seeks information on a given topic based on keywords.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Currently, they don’t collect contact information for those businesses, but it doesn’t seem unreasonable to apply the same model to acquire that data. 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. The motivation to do this is startlingly small.

Publicly Available Pricing: Theory and Practice

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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. Now, buyers are able to gather information, form opinions, and come to conclusions without ever talking to a salesperson. The sales team is competing with Google as a source for information, and that is not an easy battle to win.

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

Email as a Discoverable Medium

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Without being misleading or deceitful, the best headlines intrigue readers and leave them wanting more information. If they do, we have succeeded in having our information discovered. I wrote on Tuesday about the difference between messages being "delivered" and messages being "discovered". Today, it's worth looking at that difference in approach via a very tangible marketing example.

Social media analysis moves mainstream

Digital Body Language

When a blog post is written, Tweeted about, then shared on Facebook this is a natural way that information flows in today’s environment. As we market to B2B buyers, optimizing how information finds its way to them is crucial. To do this well means that we need to think more in terms of the ideas, and less in terms of the channel by which the information is disseminated.

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

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In the online community, however, Amit Varshneya and Tom Svec look at the nuts and bolts of building the type of deep segmentation that Mark talked about by leveraging company-level rather than contact-level information. I wrote recently about our decision to expose our pricing publicly on our website. We all agree that transparency is great and noble. Why do Marketers Upgrade?

Passive Discovery vs Active Discovery

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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. This is the metaphor we think of for clearly defined information, such as feature capabilities, that are looked for specifically by name.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

TV is Dead. Long Live TV.

Digital Body Language

Contrary to the prevailing wisdom, I don't think that Television is about to suffer the same fate as newspapers as information becomes free. A great post by Brian Halligan at HubSpot, on a dinner he had with a group of Madison Avenue folks , got me thinking about some possible futures for Television. Here's why - we're lazy. For that, I watched a few ads. Probably. For that, 99c is worth it.

Deep Searches and Content Proliferation

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Today’s buyers are rapidly becoming accustomed to the prevalence of valuable information online , and the increasing accuracy of search engines. In response to this, buyers are beginning to adapt how they perform searches, and are seeking ever more precise and deep information. Instead, prospective buyers are using longer and longer terms find exactly the information they need.

Re# (ReHash) - Rehashing old great posts on Twitter

Digital Body Language

The real-time nature of Twitter, blogs, and social media in general is fascinating, and much has been written about how this real-time nature changes how we discover and consume information. Interestingly, however, this real-time nature has a unintended side effect in that anything older than a few days is deemed to be “old news” and can’t be discussed. Why am I writing this?

Dynamics of Influencers

Digital Body Language

This is brought about by the fact that the cost of infrastructure needed to publish information has gone down to nearly zero. One of the most important uses of social media in a B2B environment is to build and maintain relationships with influencers in your space. There is much agreement with that, but there is also the sense that this is somehow new within the world of social media.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Mapping the Buying Process - A Framework

Digital Body Language

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.

Publishing vs Social Media; a Difference of Filters

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Johanes Guttenberg invented movable type, and with it, gave society the ability to mass produce information. This meant that the publisher had to pick good quality information to share – it was an “economic filter” on the quality of information. Information is deemed “good” if many people find it interesting. However, this has all changed with the advent of social media.

Marketing Automation and B2B Marketing Predictions for 2010

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Marketers who think this way, and truly work to provide valuable information to their audience, will do well. 2) Relationships, Education, and Nurturing: The trend in data becoming free (prediction 1) will work in parallel with a trend in information, of relevance to buyers, being expected to be free. As with any of these, it’s a guess, and entirely my own opinion. Sort of.

The Evolution of Social Influence

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This effect will be relevant all the way through our buyers' entire buying process, as the information they need, and dicsover as buyers, will be presented to them based on their peers and influencers. Increasingly, social media sites are investing in ways to list, rank, and categorize participants. Twitter’s new list feature is the most recent incarnation of this.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Evaluating Marketing Automation - System Performance and Usability

Digital Body Language

Each one has basic information you would expect; name, address, company, email address. 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.

Relationships Salespeople's Biggest Competitor

Digital Body Language

Quite simply, the reason that you, as a B2B salesperson, are invited to meet with prospects is because you carry the promise of unique and valuable information. The reason is access to information. The major search engines do a great job of providing access to generally available information, opinions, and perspectives. Google.

Marketing Analysis: Foundations for Great Analysis

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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. This is indeed possible, and provides a powerful advantage to organizations who are successful. However the final outcome of great marketing dashboards rests on a strong foundation of data.

Marketing Automation in Europe and Asia - for North American Marketers

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In this information-packed video, Stuart Wheldon, Eloqua’s Director of Client Services for EMEA and Asia-Pacific walks through some of the important factors to consider. Many organizations with a history in North America are legitimately concerned about what they need to consider when engaging with their European and Asian teams on the topic of marketing automation.