Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

Each conversation or engagement that happens in the public domain, whether a discussion on LinkedIn or an interaction on Twitter creates an opportunity for another viewer to see the discussion and engage with the content being talked about. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges. This view is instructive in two ways.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

Marketing automation allows you to communicate with your leads without human interaction. However, human interaction is vital to your success with social media. Although some aspects of social media can be automated (such as inserting sharable links into emails and landing pages), you still need to personally interact with your online communities. Define buyer personas.

Virgin America tackles cross-identity marketing

Digital Body Language

Now they have opened up a new channel of interaction with me. I just took a flight on Virgin America from San Francisco to Toronto. 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. At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also. Is it working for you?

The Changing Dimensions of Lead Flow

Digital Body Language

As a marketer or salesperson interacting with a prospective buying audience, how that audience is defined changes as a more direct connection is made with them. However, in building an end-to-end plan for managing your overall revenue performance, it is important to stay aware of how the “dimensions” change over time. For example, if 15 opportunities are created out of 1000 leads, a 1.5%

Evangelizing a Content Marketing Program

actually choose to read, watch, and interact with is. 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.

Four Interesting Trends from Dreamforce

Digital Body Language

By leveraging attendance data as a key part of a buyer’s digital body language, marketers and sales people are much better armed. 3) Integration Must Be Seamless: Salesforce.com has long focused on the need to seamlessly tie together all interactions with customers, and this viewpoint is spreading throughout the entire buying process. 2011 will be an exciting year indeed.

Trust, Reputation, and Inside Sales

Digital Body Language

As the emphasis on face-to-face interaction as a way to build trust decreases in lieu of other ways of building trust, the need to be “in the field” also decreases. It is unlikely that field sales as a discipline will disappear any time soon, the economic bar at which a face-to-face interaction is “necessary” is in the middle of a dramatic shift.

Trust 14

The Next Transition in Communication

Digital Body Language

Face to face interactions and conversations were the main way in which messages were communicated. While very interactive, this was not a very scalable model at all. This was a highly scalable, but entirely non-interactive, as it was a one-way communication and allowed no way for the listener to engage with the communicator. However, these discussions were closed to outsiders.

Winners of the 2009 Markie Awards

Digital Body Language

It was a great night last night in San Francisco with the Markies awards gala being the show highlight at Eloqua Experience. The competition was intense this year with submissions from all sizes of companies, all industries, and all regions of the world.

API 11

Discoverable Messages and Direct Marketing

Digital Body Language

In the direct world, this can be measured by the rates of content interaction vs emotional unsubscribes while in the advertising world, it is measured by clickthrough rates on ads. This has been an acceptable framework for a long time, as the difference in approach, goals, and outcomes has always been very significant. No longer are these purely mass audiences.

6 things the iPad means for B2B Marketers

Digital Body Language

The integrated experience can be much greater than either alone. 3) Books and whitepapers become interactive: as books and whitepapers are more and more read on devices like an iPad, rich interactive aspects become increasingly possible. It's a beautiful device, as is expected from Apple, and will surely see plenty of uptake over the coming year. Any I have missed?

GPS 4

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

and start cultivating interactions that buyers find valuable while also rewarding them for providing this. Beyond quantity, advocate content and interactions are more valuable because buyers see them. selection process that feels exclusive and ongoing interactions that give them special access or. Learn about interactive advisory sessions. engage with peers. offerings.

Dynamics of Influencers

Digital Body Language

These relationships can be maintained through much more scalable interactionsinteracting on Twitter, good conversations on blogs, discussions on LinkedIn, and various other forms. One of the most important uses of social media in a B2B environment is to build and maintain relationships with influencers in your space.

The Foundation for Great Marketing is Great Data

Digital Body Language

Progressive profiling can be used to ask for a minimal amount of data at each interaction, never ask the same question twice, but continually add to a modular profile. Data is key to all your marketing efforts. However, when thinking about your marketing automation efforts, data management can often be an afterthought. Current Database First, you need to understand your current database.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

Now that various devices such as the iPhone, are truly able to support a rich, interactive, graphical environment, interacting with your audience in places where they are mobile becomes very possible, but the device, and mobile-specific technology, almost becomes irrelevant. As with any of these, it’s a guess, and entirely my own opinion. Sort of. What do you think?

Marketing Automation Weekly Wrap-up - 2009/08/17

Digital Body Language

Some great posts last week from the marketing automation and B2B marketing blogging community. I've enjoyed a lot, so it's hard to pick out just 10 as favorites. It's interesting how trends tend to surface as the "Cash for Clunkers" theme seems to be present in a few posts this week. The requisite cash-for-clunkers sales offer is of course there, but it would have been odd if it was missing. link] Paul Dunay ( @pauldunay ) of Buzz Marketing for Technology raises an interesting thought in a "Cost Per Advocate" model to replace cost per click or cost per impression.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. 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. They expect content to be relevant, easy to find, and mobile- friendly.

Personalization and the bottom end of the scale

Digital Body Language

This insight into the individual can be based on their digital body language , but it can also be based on their interaction with your software if you happen to be a software company. I'm a big fan of increasing relevance through carefully personalized content. As an example of this, the screenshot is from an email of this type that I received.

Simple Metrics and the Business Case for Marketing Automation

Digital Body Language

It changes the way that we, as B2B marketing organizations, are able to interact with prospects, and opens up new avenues of prospect understanding and prospect communication that simply would not have been viable without marketing automation. There has been a lot of great discussion lately about the business case for marketing automation. Much less “efficient” but still possible.

The Longevity of Fun in B2B Social Media

Digital Body Language

It’s a fun, interactive exploration of marketing, the challenges we all face, and the odd things we all do to engage our prospects and measure our results. 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.

Marketing Analysis: Foundations for Great Analysis

Digital Body Language

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.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. 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. They expect content to be relevant, easy to find, and mobile- friendly.

Sales/Marketing Integration - The Technology Stack

Digital Body Language

Being able to show prospect activity in a rich, interactive, visual manner is as critical for sales rep adoption as the data itself is. Integration between Marketing Automation systems and CRM systems allows a very powerful and valuable flow of data, and business alignment, between marketing and sales. think of it as a three-layer system, in order to keep things simple.

Medical Symptoms and B2B Marketing Processes

Digital Body Language

When looking at your marketing team's interaction with sales, look for where you see breaks in the process, and look for processes that would completely prevent or totally mask breaks in the process. The medical world is very used to the fact that symptoms such as pain, headaches, and nausea are often the body's way of indicating that something has gone wrong.

Marketing Automation - What does it mean?

Digital Body Language

Recipients are 30% more likely, in most cases, to interact with content if it comes from a known person, rather than from a company. Consistently, the term “marketing automation” is applied to our industry. find it a term that is less than ideal when it comes to describing what the industry does, but nonetheless, the term has stuck. Let's look at why. The most critical factor is relevance.

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

Digital Body Language

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. One recurring topic, as you would expect, is social media and the role it plays in marketing and sales. would argue instead, that social media is best thought of in the context of an organization’s brand.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. 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. They expect content to be relevant, easy to find, and mobile- friendly.

Data Management Is as Sexy as a High Quality Mattress

Digital Body Language

Don't assume that the humans in your company are thinking of data quality when they have direct interactions. Do some digging into your telemarketing and inside sales processes to ensure that they include steps to check for the currency and accuracy of the key data points when they interact with leads directly. enjoyed this one, and I hope you do too. but it's still awfully important!

Digital Body Language: Our B2B Facebook Marketing Strategy

Digital Body Language

When the discussion turned to our customers though, we quickly realized that the social interactions we had with them were as interesting and valuable as the marketing discussions we had. Friendships develop over email and phone conversations far before having a face to face interaction. Keep it friendly. So, our Facebook plan developed. What is our business rationale for this?

The SaaS Experience; Application, Knowledge, Best Practices

Digital Body Language

Idea exchanges, discussion forums, and collaborative voting on enhancements, all allow the viewers of once-passive documentation forums to interact with one another and exchange ideas. Our customer success team recently released our Customer Central portal , which provides a wealth of material to aid in customer success. Why bring this up? look forward to your comments.

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

Digital Body Language

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. made that argument to our CFO and CEO the other day and was met with a rousing chorus of guffaws and comments about teenagers and people with too much time on their hands.

The Gambler and the Perfect Path; Retrospective Determinism in Marketing Analysis

Digital Body Language

In each marketing interaction that you have with a prospective buyer, many factors are well outside of your control or knowledge. Let’s say that your organization gets one of those “ideal” client wins – great logo, fair price, smooth sales process. think that’s one of the more dangerous questions that is being asked today. It can’t. The world is too random for that.

Future Likelies and the Leaky Funnel

Digital Body Language

The problem is that they are not currently in a buying process, and therefore are not interested in interacting with your sales team at the moment. Ian Michiels at Aberdeen recently posted a great report on B2B marketing going into 2009: [link]. This is a horrific number when you consider the investments being made in order to generate these leads.

Text “WhoCares?” to 66863

Digital Body Language

First, in the vast majority of cases, the individual is interacting with an automated system developed by the marketing organization, rather than a person. Second, the communication is usually about requesting information or entering a contest – a point in time interaction – rather than the back-and-forth of teenagers planning an outing or gossiping on the day’s events. 3) Content Richness: with this style of communication, we also see a richer style of content being used. Is Text Messaging Relevant for B2B Marketers? Why Text Message? Does this Translate to B2B Marketing?

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

Digital Body Language

By adding an interim step between one-to-one and one-to-world, and providing a new way for these groups to interact (and be observed) online with Google Wave, they now have a much richer ability to understand how influence manifests itself in small groups. Yesterday, Google announced their next major foray into social media, with the launch of Google Buzz. As a B2B marketer, what does this mean? You had to deliberately set up a new social service, whether Twitter or Facebook, and then actively make it part of your daily routine. It actually took an effort (albeit small) to get involve.

Marketing Automation Weekly Wrap-up - 2009/09/25

Digital Body Language

link] Ardath Albee (Marketing Interactions) makes the case that lead nurturing is very different than stringing together existing marketing campaigns – it needs to lead buyers on a well thought out journey, rather than just communicating frequent messages. It’s been more than a week since I wrote my last weekly wrap-up, and that is more a reflection on me than on the writing this week. There are again a lot of great posts out there this week, and I enjoyed reading many more than I was able to highlight here. Laura’s insights and depth really show through well. link].

Renewal Marketing and Social CRM

Digital Body Language

The marketing communications to drive customers through these phases of success are one element, but likewise, so is the Social CRM platforms that allow the customer community to interact with each other, and with you. Much of our discussion to date on this blog has focused around the new purchase scenario. As social media gives everyone in the market a voice, brand reputation becomes more and more in the control of the market. As I’ve worked with clients in many industries, there is an increasing emphasis placed on marketing communications that target existing customers.

Sybase: Buyer Profiling for Micro Segment

Digital Body Language

By observing their interactions with available content, the campaign transitioned the customer from one buying stage to the next. We all know that it is often best to engage with our markets by segment. However, in some industries, this can be extremely challenging as the segments can be so small that they are extremely difficult to target. Sybase faced this challenge, as one of their products was of most interest to an extremely small audience - the "data elite".

National Instruments: Multiple Activities Leading to Multiple Responses

Digital Body Language

Since National Instruments is a global organization, each time it learned a better way to interact with customers and built processes for doing so, it replicated that logic and structure and separated it from the content. National Instruments has done a great job of creating an information rich web presence that provided relevant and useful information to their audience of scientists and engineers. The success of these communications was evident in the very high open and clickthrough rates discussed earlier.

Framingham Heart Study has lessons for Twitter

Digital Body Language

don't profess to know how the guidelines of Twitter will evolve with a new, larger, more mainstream population in place, but I do have some questions: - will it be accepted for celebrity Twitterers to be "outbound" only, rather than interactive? In 1948, the National Heart Institute embarked on an ambitious study of the causes of heart disease. The Framingham study was groundbreaking in its contribution of knowledge about heart disease, and has become the foundation of medical diagnosis, practice, and treatment in the area throughout North America and Europe. think that debate is moot.

76ers: Multi-Channel Campaign To Win Back Season Ticket Holders

Digital Body Language

At each step, an option to jump straight to purchasing tickets was provided, and for those who showed interest by interacting with the marketing campaign, but either did not attend or did not purchase, the sales team followed up with directly. Last week's case study was on Bella Pictures use of direct mail as part of their nurturing campaigns. Multi-channel campaigns give us some interesting options as they open up new angles of communication and, when well coordinated, reinforce messages we've seen in other channels.

Terracotta: Lead Scoring A Buyer’s Journey in Open Source

Digital Body Language

The buyers are in control, we all realize that. But it's significantly more difficult to market when we acknowledge that it's a buying process not a selling process, as it is very difficult to know where the buyer is in their buying process at any moment in time. Without that knowledge, it's very difficult to deliver the right message to that buyer. Jeff Hartley and the team at Terracotta faced that exact challenge, and used a very interesting approach to lead scoring in order to categorize their buyers based on where they were in their buying journey.

Social Media and B2B Marketing - 6 Things You Can Do

Digital Body Language

Use your interaction with the prospect to gain an understanding of where they might be in their buying process. The conversations are happening, and as marketers we do not have control of them. That much we know, and for anyone who doubts it, David Meerman Scott's discussions on the topic are excellent - [link]. But, what does that mean for us as B2B marketers? 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? However, when they do, they are coming with a specific question in mind.

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