Digital Body Language

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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?

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

Are we going to ask prospects for every piece of information we need? The market for marketing automation software is doing very well these days. This has lead to an unprecedented variety of options for marketers to choose from, and the range of options can be dizzying. While many of the discussions can focus on software and feature/function comparisons, this is only one element of success.

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.

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Four Reasons for an Information Concierge

Digital Body Language

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?

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

However, anecdotal comments only give us a glimpse of the information we need. And sometimes, the information we get is a complete outlier pointing us in the wrong. But without the context of multiple points, they do not provide enough information to guide the creation of new content. specific information.” Stop Killing Your Content: 3 Reasons Your Content Falls Flat.

Buyer Roles, Buying Stages, and Perception Challenges

Digital Body Language

In each box, the messages, information, and perceptions that need to flow out to the market can be listed, along with an assessment (red/yellow/green) of whether you are currently being successful in getting those messages out to the market. We looked earlier at the evaluation of existing content assets that can be done at each stage of the buying process, and for each buyer role involved.

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Marketing Dashboard: Active Discovery

Digital Body Language

If a term is performing poorly, either an investment in search engine marketing against that term, or a focus on content around that term may improve your chances of being actively discovered by buyers seeking information on that term Deeper Searches As looked at earlier, however, the way in which buyers seek information is changing.

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.

5 things to do to get ready for coming communication shift

Digital Body Language

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.

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. by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

The Next Transition in Communication

Digital Body Language

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.

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What is B2B Marketing?

Digital Body Language

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.

How much is too much? Frequency management and control

Digital Body Language

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?

The Book: Digital Body Language

Digital Body Language

Marketing is undergoing a major shift that has been brought on by the change in the way people find and consume information. The book uses informative explanations and in-depth case studies of many of the leading marketers around the world to show approaches to profiling, leads scoring, lead nurturing, sales handoff, marketing analytics, and data management.

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.

Interview with David Meerman Scott

Digital Body Language

When it’s okay to ask for information, and when it is less likely to work. I had a chance to chat with David Meerman Scott recently on a wide variety of topics. As one of the leading thinkers on social media in a business environment, his ideas, examples, and perspectives are fantastic to hear. In this interview, we talked about why B2B marketers are so hesitant to embrace “ fun ” as an element of their marketing, and why we need to think about selling to people, not amorphous businesses. hope you enjoyed watching the conversation and got as much out of it as I did.

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

Digital Body Language

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?

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.

Evaluating Marketing Automation/CRM Integration

Digital Body Language

Instead of taking care of the calls directly and natively, the information is provided through an API, and is available for integration as needed, but a third party integration tool would likely be required. In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. The way to think about this is a 2X2 matrix.


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.

Information Will Find Me

Digital Body Language

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.

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.

Publicly Available Pricing: Theory and Practice

Digital Body Language

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.


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

Content Strategy for Marketing

pushing products through mass media has been upended, as consumers, empowered by information, are demanding. Content. Strategy for. Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. right content in the right place at the right time. Content as an afterthought or. even as a one-time campaign no longer works. You’re.

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.

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.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

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

Digital Body Language

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.

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. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

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.

Relationship Sales and Today's New Buyer

Digital Body Language

Unless you have information of value to offer first, the chance of a prospective buyer wanting to spend an hour with you to describe their business while you ask questions is plummeting. The access to information, which was once mainly managed by sales, is now open to all. For years, the prevailing thinking in sales has been oriented around relationship sales.

Market Relationships, Social Relationships, and B2B Marketing in Social Media

Digital Body Language

If we want to use social media to educate, inform, and guide buyer behavior, that’s equally great. I just wrapped up a great book – Predictably Irrational by Dan Ariely – that discussed, among many other things, the different relationship types we have between people; especially market relationships and social relationships. Neither type of relationship, by itself, is problematic.

Marketing Automation Reliability

Digital Body Language

In this short but information-packed video, Abe Wagner , co-founder and V.P. Those seconds or minutes of downtime are important in that if your marketing automation software is not able to show your prospects a landing page, and capture their information off a web form, due to downtime issues, you may waste nearly your entire investment in that marketing campaign.

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 for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Sherlock Holmes' Insights on B2B Marketing Data

Digital Body Language

If zero links were recorded for a click, either due to a technical error such as a broken link, or due to that call to action not engaging the audience at all, that is very valuable information that is being missed. "Is there any point to which you would wish to draw my attention?" "To the curious incident of the dog in the night-time." "The dog did nothing in the night-time."