Digital Body Language

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What Exactly IS Digital Body Language?

Digital Body Language

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. I've been using the term "Digital Body Language" on this blog quite a lot for obvious reasons. So what is it?

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

This has lead to an unprecedented variety of options for marketers to choose from, and the range of options can be dizzying. Ten questions to ask your team, your services partner, or your software vendor, in order to highlight key questions, process issues, and areas of concern: 1) How will we define a qualified lead for sales? How are leads routed to sales? Area code?

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

If you focus on the technology over the planning, you won’t have the backbone necessary to support your marketing automation efforts and convert more leads into sales. Get sales and marketing to agree on what a qualified lead looks like. How often does your sales department complain about the quality of the leads you send them? Identify the right leads for sales.

Marketing Dashboard: Passive Discovery

Digital Body Language

Efforts to build great content and share it with influencers lead to a more measurable metric of inbound links. Creating interesting, useful, and valuable content leads to more links, and each link increases the chances that your content will be discovered by those reading about the market space. An important metric to start with is an understanding of paid vs earned awareness.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

Much of the conversation around how best to set up lead scoring tends to focus around the aspects of the buyer's digital body language that are most interesting. These are all great discussions to have, but there are eight critical questions that need to be contemplated and discussed in order to build a lead scoring algorithm that will truly work in a business environment: 1) What are Your Outputs?: are you using lead scoring to determine who to hand off to sales? If multiple lead scoring dimensions are merged into one, you will likely run into a challenge.

Sales Handoff and the Net Quality Score

Digital Body Language

The nurturing and discovery of qualified leads, while vitally important, is of limited value unless the hand-off to sales is efficient and optimized. As this aspect of the process involves a significant behavioral element in the managing of sales team engagement with the lead flow process, it can be the source of many easily remedied revenue engine challenges.

Buyer Roles, Buying Stages, and Perception Challenges

Digital Body Language

At each stage, a failure to successfully get these messages out to prospective buyers can quickly lead to buyers failing to progress in their buying process - the three types of leaks in the funnel covered in an earlier post. 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.

Four Reasons for an Information Concierge

Digital Body Language

Tags: lead nurturing Social media inbound marketing

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.

Marketing Dashboard: Active Discovery

Digital Body Language

These are the main search terms that would ideally lead prospective buyers to your web properties. One of the most valuable areas to gain an understanding of is the current state of how your prospects actively discover your company and your solutions. The richness of insights that can be gained with a deep understanding of how buyers are using search is nearly without parallel.

What is B2B Marketing?

Digital Body Language

This leads to a need in B2B marketing for a significant amount of content. This may be an inside sales team, a field sales team, or a channel partner’s sales team, but the direct involvement leads to another unique aspect of B2B marketing. One of marketing’s main roles in a B2B organization is to provide sales with a steady flow of qualified leads. With this insight, B2B marketers can then establish a lead scoring system that identifies and ranks prospective buyers. Tags: lead nurturing Lead scoring sales and marketing alignment B2B Marketing

B2B 13

The Goals of Lead Nurturing

Digital Body Language

One of the most common ways to use a marketing automation system is for lead nurturing. Similarly, the results are clearly showing that there is tremendous value in nurturing leads. However, there is often something of a lack of consensus on what the approach should be for nurturing leads. At a high level, I would describe the goals of lead nurturing as three things, in order: 1) Maintain permission to stay in contact with the prospect: This is by far the most important goal of lead nurturing, and one that is most often overlooked.

Leads 10

Marketing Dashboards

Digital Body Language

Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard. The income statement view gives us an understanding of how the funnel has changed in the last quarter as leads move up, down, into, or out of the funnel. Some metrics may seem too transient, being only relevant to a particular campaign.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Lead conversion (32 percent) is the most. budget can lead to more time if you’re able to hire. percent, was lead conversions and sales. ON SITE 7% OTHER 6% 32% LEAD. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. Copyright © 2015 Contently.

Interview with David Meerman Scott

Digital Body Language

As one of the leading thinkers on social media in a business environment, his ideas, examples, and perspectives are fantastic to hear. See below for our conversation (if this does not load, please click here to see the full conversation with David Meerman Scott ): Interview with David Meerman Scott Towards the end of the conversation, DM Scott also spoke about how to balance freely shared content with the need for a flow of qualified leads for our sales teams. Tags: Social media lead management B2B Marketing

Leads 12

The Book: Digital Body Language

Digital Body Language

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. Marketing is undergoing a major shift that has been brought on by the change in the way people find and consume information.

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.

The Medium is the Message: B2B Marketing, Social Media, and Conversation Context

Digital Body Language

As today's marketing organizations consider how to engage in social media forums, not considering the context of the medium being used can lead to a significant change in the overall effect on the message being received. Ever since Marshall McLuhan published his 1964 book Understanding Media: The Extensions of Man , we have been familiar with the phrase "The medium is the message".

Content Methodology: A Best Practices Report

industry metrics such as sales and leads, or. generation Lead generation: Create. high-quality leads. Lead conversions • Avg. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. leader with industry-leading. Content. Methodology: A Best. All rights reserved. going.

CEOs and Marketing Metrics

Digital Body Language

By looking at Marketing’s ability to manage the top end of the revenue funnel through balance sheet and income statement metrics, CEOs will instill the discipline of defining the stages of the buying process, measuring leads against these stages, and facilitating buyers’ movement through each stage by carefully targeted campaigning.

4 Quick Steps to Understand Search Discoverability

Digital Body Language

One Step Further : Traffic is great, but understanding who these visitors are and whether they progress towards being marketing qualified leads and ultimately revenue is even more of interest. For each search term, see how many leads, opportunities, and dollars of revenue are ultimately created. We are not all natural search experts, nor should we be. Step 2: Where Are You Ranked?

Social media analysis moves mainstream

Digital Body Language

By doing this, they guide marketers to the view that the driving events are there to build community, engagement, and influencers , which will then over time drive the creation of qualified leads. This view is significantly different than the more direct campaign-to-lead model of typical marketing, but a much more accurate representation of the marketing realities of social media.

Calculating the True Cost of an Email Campaign

Digital Body Language

This false impression often leads to over-communication, which, in turn, triggers diminished response rates, spam complaints, and unsubscribes. Since the advent of email marketing in the mid-1990s, companies have embraced the misconception that email is virtually “free” as a marketing medium. To understand true cost, you need to first understand your marketing database a little better.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. And it would lead to GE’s. leads through inbound marketing. “I think it’s almost. 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.

Evaluating Marketing Automation/CRM Integration

Digital Body Language

In one method, the marketing automation system itself is natively aware of the API calls of the CRM provider, and can update data, make notes of web activity, or create leads as appropriate. Integration Scenarios, and Questions to Ask Each integration scenario leads to different integration considerations. The way to think about this is a 2X2 matrix.

Flying Cars, Wall Flowers, and Red-headed Stepchildren; 3 Types of Marketing Challenges

Digital Body Language

You can do this through great lead nurturing, working with key bloggers and influencers, or even opening up your internal processes to your buying audience as Kadient did to build buyer trust. One of the most common questions I get with marketing audiences is where in the funnel to focus on to get the best return on their investment. The answer depends on what your marketing challenge is.

Top-of-Funnel Analysis - Net New Names, Inactive Leads, and Reactivated Interest

Digital Body Language

If a lead, interested at one point, has made no inquiries, and taken no actions in a period of time, say 3 months, then that lead is placed back in the inactive lead pool. Tags: marketing analysis marketing dashboards campaign response lead reports Analyzing marketing actions at the top of the funnel has some interesting nuances.

The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

Their objectives, motivations, and compensation plans are not generally aligned with generating revenue, moving leads through a buying funnel , or creating great content that is appropriate for the middle of the funnel. Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers. Has your organization identified a content gap?

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

6 things the iPad means for B2B Marketers

Digital Body Language

Rather than just wanting the name and phone number of a lead sent to their Blackberry, they will insist on rich activity data and deeper insights being available on their iPad. Tags: Mobile sales enablement lead management Content 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?


The Foundation for Great Marketing is Great Data

Digital Body Language

Whether it is segmentation, personalization, lead scoring, lead routing, or marketing analysis, if you don’t have clean and consistent data, your efforts will be built on the shakiest of foundations. In many marketing databases, key fields may be only 30% or less complete, which leads to challenges in using those fields for marketing efforts. This is never a good idea.

LinkedIn as Facebook for the Business World

Digital Body Language

LinkedIn has historically been a relatively "high" hurdle, which doesn't lead to broad sharing of ideas through many loose connections What's your bet? (note, this post was cross-posted on It's All About Revenue last week) I've long been a bit skeptical about the use of Facebook for sharing business content. However, for content like whitepapers, it just does not work.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

The gaps here will lead to a much broader discussion of what “brand” means to a B2B organization, that goes beyond logos, taglines, and colors. 6) Marketing Owns The Brand: 2010 may see some very early reshuffling of the decks in terms of what Marketing owns. Tags: lead nurturing marketing automation marketing analysis Social media data management B2B Marketing Sort of.

Staffing and Launching Your Content Marketing Program

These examples may sound hyperbolic, but they get at values that lead. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. original photography as something Steve the Lead.

The Flywheel Effect

Digital Body Language

After almost 18 months, I'm happy to report that the Digital Body Language blog is doing very well, but that leads to an interesting question: What happens if you stop pushing the flywheel for a while? I'm back to blogging after a rather spontaneous, two-week hiatus. looked at the analysis of blog traffic for the two weeks that I was inactive, I saw an interesting result.