Digital Body Language

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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

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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.

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?

The Changing Dimensions of Lead Flow

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At this point, multiple interactions with one person can be tied together and that individuals actions can begin to qualify them as potentially being a marketing qualified lead. - If a conversion rate between website traffic and inquiries, or between leads and sales opportunities, is being benchmarked against as part of the plan, it must take this change in dimension into account.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

Four Reasons for an Information Concierge

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Tags: lead nurturing Social media inbound marketing

Calculating the Value of a B2B Marketing Campaign

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Lead scoring allows you to objectively define where each person is in their buying process. Associate Value with each Stage With the buying stages defined, it’s now possible to look at historical conversion rates to understand the value of a lead at each stage. If net new leads enter the funnel, and are deemed to be “mildly interested”, they are immediately worth $100.

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.

Buyer Roles, Buying Stages, and Perception Challenges

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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.

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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.

Marketing Dashboard: Active Discovery

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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.

CEOs and Marketing Metrics

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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. How are solutions selected and validated in your category?

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.

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

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Lead Scoring Best Practices

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I sat down with various folks on the Eloqua Customer Success team to hear their experiences on what it took to build out a highly successful lead scoring system. Tags: lead nurturing Lead scoring sales handoff sales and marketing alignment B2B Marketing

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Lead Scoring - Providing Disposition Options

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Handing scored and qualified leads to sales in order for them to follow up is an inexact science. On a topic such as the quality of an individual sales lead, it may in fact seem almost impossible. Recently, we talked about the need to implement a claw-back system for scored leads that are passed to sales and show no sales activity.

Lead Handoff and Sales Measurement - Video

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Scoring leads to determine which are qualified for sales is only valuable if the sales team works with those leads appropriately when they are handed off. Similarly, creating a task for sales for each lead allows very rigorous management of the overall process, as the task completion can be managed and measured very carefully.

Dimensions of Lead Scoring

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I get asked very frequently how marketers should think about lead scoring. how do you come up with a rule that scores leads based on "explicit" things like title, industry, and company size, while at the same time counting "implicit" things like what they've done on your website. Tags: Lead scoring sales and marketing alignment lead routing Eloqua

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Fit, Engagement, and MQLs: Mapping the Lead Handoff to Sales

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Marketing organizations looking to only hand qualified leads over to their sales teams are faced with an interesting analysis challenge. This is not as simple as more activity leading to a higher score; some areas of activity may in fact be worth more score than others, and time needs to be taken into account in order to ensure that scores do not grow indefinitely over time.

Lead Scoring - Caps and Buckets

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The first step of any lead scoring initiative is careful planning of what you want to score and how you want to score it. This is essentially the "question" you are asking that the lead scoring algorithm will be able to answer. This question is one of 8 critical lead scoring questions to consider when thinking about a lead scoring system. Is viewing 10 worth 30?

Lead Scoring - Thinking of Outputs First

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I was on a webinar with Todd Davison of BullDog solutions the other day, and he had a great way of showing the outputs of lead scoring that I wanted to share as it gives a great conceptual model for how to think about lead scoring and what to do with the scored leads. Todd used a 2x2 matrix to talk about lead scoring from the perspective of outputs.

Cherry Picking of Leads: B2B Marketing to Sales Handoff

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Should we allow sales to cherry pick leads that, based on lead scoring, we have deemed not to be ready for sales? Steve Kellogg at Astadia raised the question very aptly in his Endless Lead Loop post, and it's a question we all face as we wrestle with the business process of lead scoring and handing leads from marketing to sales.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

Lead Scoring; Points, Ranks, and Sales Handoff

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Everyone uses the term "lead scoring" in demand generation. If that's the case, and you are looking to do something different with some leads than others, you need to think about "lead ranking" as a core part of lead scoring. This question is one of 8 critical lead scoring questions to consider when thinking about a lead scoring system.

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Lead Scoring vs Time - Degrading Scores Gracefully

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Most buyer activities are only relevant for a certain amount of time when you are looking at scoring leads. This is a very relevant factor to build into your lead scoring algorithms or you will find that scores continue to increase over time with mild activity. The simplest way to build time into your lead scoring algorithms is to layer together a few time frames of scoring.

Cash Flow Statement as a Metaphor: Sources and Uses of Leads

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Following on the same financial metaphor, a “cash flow” statement can show valuable insights into the sources and uses of leads, allowing you to dashboard the lead flow within your organization in order to understand which territories, product lines, or business segments are seeing more lead flow than others, and whether the leads are being successfully converted into opportunities.

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

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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.

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.

The Content Gap - Lead Nurturing and Content Creation

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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?

Lead Scoring - the Importance of Clawbacks

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Much of the discussion around lead scoring is focused on the passing of the lead in one direction; from marketing to sales. However, equally important when scoring leads is to consider what happens when a lead is passed to sales and there is no appropriate follow-up from sales. Activity can be defined in a number of ways.

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Trucks and Conveyer Belts; Lead Management in a Manufacturing Metaphor

Digital Body Language

Hope they make the point clearer) One of the things that I often discuss with B2B marketing clients is the details of the process for handing leads from marketing to sales and then bringing them back again if sales is not interested. The most common handoff I see is the Excel spreadsheet of leads. First of all, speed is critical in responding to leads. This terrifies me.

Building Benchmarks - 3 Main Approaches

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If, for example, the immediate goal of the two marketing campaigns is driving marketing qualified leads for sales, then that metric allows a fair comparison. A humorous video that drives awareness cannot be reasonably compared to a webinar campaign that creates marketing qualified leads, and neither can be compared to an inside sales campaign that drives business towards close.

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.

Information Will Find Me

Digital Body Language

Tags: lead nurturing Social media Discovery search

6 things the iPad means for B2B Marketers

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6) Sales enablement enrichment: A field sales person is another likely candidate for iPad adoption, and their ability to remain mobile while working with a full-size form factor device means that their need for insights and data on leads will greatly increase. Tags: Mobile sales enablement lead management Content Yesterday, Steve Jobs announced Apple's latest device, the iPad.

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The Foundation for Great Marketing is Great Data

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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.

4 Quick Steps to Understand Search Discoverability

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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?