Digital Body Language

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Can Marketing Really be a Revenue Engine?

Digital Body Language

It's a key question in today's business environment - can marketing really be a revenue engine, or is this current energy around marketing driving revenue just a fad that will blow over. Revenue Performance Management marketing analysis marketing dashboards Revenue Engine

Social Media and Revenue

Digital Body Language

There was a wide recognition that you had to “do digital”, but it was very much separate from “marketing”. There’s marketing, and then there’s “social media”. When I gave a presentation on Social Media and Revenue at Eloqua Experience recently, I was blown away by the great reaction to it. I wanted to dig in a bit into where social media is in most of today’s businesses.

Marketing Dashboard: Passive Discovery

Digital Body Language

We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process. Those that arrive from content sites, or without the tracking codes that you place in your online advertisements are most likely earned discovery through your content marketing efforts. This view is instructive in two ways.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign. 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.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Virgin America tackles cross-identity marketing

Digital Body Language

At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also. While it might have been a coincidence, I suspect that it was not and they are pushing the frontiers of cross-identity marketing. I’m always a fan of seeing what various companies do with their marketing, so I provided permission to include me in their marketing database. The role of marketing is essentially one of communicating based on understanding of a person and their identity. The point, however, is interesting.

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Four Interesting Trends from Dreamforce

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By leveraging attendance data as a key part of a buyer’s digital body language, marketers and sales people are much better armed. marketing analysis CRM Integration data management ContentLast week I had the pleasure of wandering the floor at Dreamforce, Salesforce.com ’s annual conference. With that possibility, revenue analytics jumps to the forefront as an extremely hot area.

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

It’s the ultimate question in marketing: What effect did this campaign have on revenue? A marketing campaign results in a website visit, a product is added to the visitor’s shopping basket, and the transaction is completed. Tying the buying event to that marketing campaign is both easy and sensible. But in the longer buying cycles we see in B2B, this analysis is not so simple.

Sales Handoff and the Net Quality Score

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One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. If the leads were unreachable, lacked interest, were not the right role, or only had early stage interest, this insight allows marketing to see whether there are potential quality issues with their leads. What Happens After the Handoff?

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

The Results: Is B2B Content "Likeable"

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Tags: Facebook Twitter B2B Marketing

Four Reasons for an Information Concierge

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There is a role in modern sales and marketing that is just starting to form. We’re all aware of the power of Google and Bing to find information, and the trends in the market towards deeper searches with more words. Tags: lead nurturing Social media inbound marketing This role bridges the gap between potential buyers and the information we have that is of value to them.

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Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

However, this is not the reality that most organizations live in, so a process is needed for automatically clawing back the sales lead into marketing if it has not been followed up on in a short time period. Tags: marketing automation explicit scoring Lead scoring Digital Body Language sales handoff sales and marketing alignment implicit scoring 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. are you using lead scoring to determine who to hand off to sales?

Marketing Dashboard: Active Discovery

Digital Body Language

The raw number of searches being performed gives a good indication of the upper limit of your success with active awareness efforts such as search engine marketing or search engine optimization. The effectiveness of natural search or content marketing strategy grows slowly over time, and its success is best observed by following the trend in these high level numbers over time.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

CEOs and Marketing Metrics

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CEOs may not be involved in the day to day challenges of the marketing department, but they can strongly influence its evolution through the questions that they ask and the metrics that they track, both in the marketing and sales teams. Done well, this structure and encouragement can facilitate a transition to a buyer-centered, efficient marketing and sales organization.

Marketing Dashboards

Digital Body Language

The old adage of “you can’t manage what you can’t measure” is as true in marketing as in any other discipline, but in marketing there is often a challenge of defining what one wants to measure. Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard.

Buyer Roles, Buying Stages, and Perception Challenges

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For each stage in the buying process, and for each role, a list of the perception challenges we face in the market can be created. 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.

How much is too much? Frequency management and control

Digital Body Language

It's the same thing in B2B marketing. Use your understanding of your audience's response to your marketing (their Digital Body Language) to segment them into groups. Tags: emotional unsubscribes Digital Body Language inbound marketing Email marketing Email Frequency demand generation conversation. Aunt Hilda? Neighbors? Old friends from school days?

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

How a 99¢ iTunes Download Can Change the B2B Software Industry

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This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015. Many of the up-front expenses have been minimized as new libraries and development tools make it easier for you to put software on the market. Marketing costs are minimized. faberNovel recently conducted a study to determine the best practices for iPhone app marketing. to $0.99–$1.49. Why Does the 99¢ Software Trend Exist?

What is B2B Marketing?

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What exactly defines Business to Business (B2B) Marketing? It’s an interesting question, as marketing is a discipline that is common across both business to consumer (B2C) and business to business (B2B) organizations. However, beneath the surface, there are significant differences in how B2B and B2C marketing is done in today’s environment. It’s worth exploring what B2B marketing entails. Unlike in many consumer marketing situations where the need for clothes, food, or cleaning products may be well understood, in B2B marketing, that may not be the case at all.

Discoverable Messages and Direct Marketing

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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.

6 Ways For Marketing to Help with Social Media

Digital Body Language

I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? The problem is that in many marketing teams, there's "marketing" and then there's "social media". The reason is that most B2B marketing teams are not set up to truly invest in social media. Sort of. But there's more to it than that. So what can be done?

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

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

5 technology trends every software marketer needs to know about

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As a B2B marketer in the software space, these trends will likely have a major impact on how you do your job, or whether your job exists in the coming year or two. Note for Marketers: Expect new capabilities in your space to pop up, fully formed, much more rapidly than they did just a few years ago. Tags: Technology Trends Software B2B Marketing transactions.

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Event Marketing and the Information Concierge Concept

Digital Body Language

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. Tags: Social media Discovery Event Marketing The audience at most events are in the early stages of awareness and education.

Evaluating Marketing Automation - Data Management

Digital Body Language

Continuing on a theme that received great feedback, I wanted to provide another real, down in the details, way to evaluate the various claims in the marketing automation field. Last time we looked a way to ensure that a provider could have the performance needed for your marketing goals - a quick and simple upload that will test actual marketing automation system performance.

Is Foursquare Relevant for B2B Marketers?

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Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. I suspect, however, that this way of using foursquare in a B2B marketing environment is temporary at best, and will quickly pass. Tags: Social media data management B2B Marketing However, the dynamic is very different.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

Building Benchmarks - 3 Main Approaches

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As the market, technologies, competitors, and your own capabilities change, you must continually adapt, learn, and optimize. If, for example, a webinar and a whitepaper marketing campaign are being compared as alternatives, they can only be reasonably compared with a clear definition of what the outputs are. Current State of Benchmarking? Do you feel you have dashboards in place?

Marketing Automation and B2B Marketing Predictions for 2010

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Overall Prediction Trend: Buyers continue to gain control of their own buying processes, and marketers respond by building "revenue engines" to understand, facilitate, measure, and predict these buying processes. Marketers who think this way, and truly work to provide valuable information to their audience, will do well. 3) A Degree in Marketing Engineering?: Sort of.

The Sales Team as a Content Testing Crucible

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Marketing teams generally work hard to provide not just content and messaging that is available online, but also content and messaging that can be used directly by sales teams as they guide buyers through the buying process. Tags: marketing analysis sales enablement sales and marketing alignment Content

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Measuring the Unmeasurable: Influencers

Digital Body Language

One of the most important ways to "get the word out" and have your message discovered is to have good relationships with key market influencers. We need a new way of measuring how engaged we are with each influencer in the market. The following framework is a starting point for assessing your ability to influence the market influencers. How are you approaching this challenge?

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Google, Display Ads, and B2B Marketing

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What does this strategy mean for B2B marketers? As B2B marketers, we love search, both natural, and paid, as it gives us a highly precise way of targeting buyers based on a real-time understanding of their interests. This active/passive challenge for marketers is about to move to the fore-front as Google brings its weight into the display search game. A lot.

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. However the final outcome of great marketing dashboards rests on a strong foundation of data. Data Quality: The next foundation for marketing analysis is data quality.

Predicting Revenue through the Marketing Funnel

Digital Body Language

With a buying funnel modeled from the top of the funnel, however, it is possible to begin understanding whether there is enough in the marketing funnel to support the desired and planned revenue goals. With an 80% acceptance rate, this means marketing needs to create 3125 MQLs. However, time is an important element of analysis of the marketing funnel.

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Evaluating Marketing Automation/CRM Integration

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In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. This gives a good sense of the key elements that need to be integrated in order to have a seamless flow of the business process between marketing and sales. Are you that CRM vendor’s recommended provider of marketing automation? -

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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