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. I was truly honored to host a panel at Dreamforce to discuss that question with three of the very best in the field.

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. wanted to dig in a bit into where social media is in most of today’s businesses.

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

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. As a big believer in the economics of smart buyers , I wanted to share ten question areas that are key to dive into when evaluating a marketing automation investment.

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.

150 Content Marketing Tips

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

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.

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? 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.

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. purchased a meal on the flight (seat-back TV with touch-screen food ordering, nice.), and as part of that I asked for a receipt, and typed in my email address. 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 Results: Is B2B Content "Likeable"

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Tags: Facebook Twitter B2B Marketing

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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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. Tags: marketing analysis Marketing Investment Marketing Funnel Depending on what is being sold, this is associated with an annual contract value, total deal size, or other measurement of bookings. An individual?

Evangelizing a Content Marketing Program

Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.

Buyer Roles, Buying Stages, and Perception Challenges

Digital Body Language

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.

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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.

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?

Four Reasons for an Information Concierge

Digital Body Language

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.

Staffing and Launching Your Content Marketing Program

Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.

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.

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.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

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. As a B2B marketer, especially one selling to very small businesses that are owner-run and not adopters of technology, this (theoretically) makes available a highly targeted data set. Foursquare may soon have the best data set.

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.

What is B2B Marketing?

Digital Body Language

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.

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.

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. Broadcast The modern marketing industry was born with the advent of mass broadcast communications. Tags: mass media Social media Discovery Email marketing search One-to-One The oldest form of communication is the one-to-one model.

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: Brainstorm on how your business model might be attacked by a new entrant, with very low costs, selling $0.99 Tags: Technology Trends Software B2B Marketing Software, in many ways, works like Lego.

Content Marketing Playbook: Strategy and Roadmap

planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.

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?

Interview with David Meerman Scott

Digital Body Language

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. Tags: Social media lead management B2B Marketing 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. As part of that transition, we need to focus on creating a steady flow of rich, interesting, shareable content.

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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. As this transition happens, marketing and sales teams must react. Marketing must step in to read prospects’ Digital Body Language and use that knowledge to guide the prospects’ buying process.

Winners of the 2009 Markie Awards

Digital Body Language

Congratulations to the winners, to the finalists, and to all the marketers who created great campaigns, deepened their alignment with sales, or achieved new heights in their analytics. Tags: B2C Marketing Social media Markies B2B Marketing Eloqua It was a great night last night in San Francisco with the Markies awards gala being the show highlight at Eloqua Experience.

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What is Predictive Marketing?

Predictive marketing = predictive demand generation + predictive scoring

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. wrote recently about our Facebook B2B marketing strategy , which leveraged the context of the Facebook medium to guide the message being delivered.

CEOs and Marketing Metrics

Digital Body Language

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.

The Goals of Lead Nurturing

Digital Body Language

One of the most common ways to use a marketing automation system is for lead nurturing. Also called “drip marketing”, “nurture marketing” or various other names, this is the art and science of keeping prospects “warm” until such time as they are ready to buy. Often, buying decisions are influenced by how buyers think about the market, what “fault lines” they see as crucial in comparing vendors, and what they believe to be possible in the market. Tags: lead nurturing marketing automation emotional unsubscribes Buying Process Email Frequency

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?

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.

Evaluating Marketing Automation/CRM Integration

Digital Body Language

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. The way to think about this is a 2X2 matrix.

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

Digital Body Language

A "Goof-up" can be a great social media marketing opportunity. One of the clearest of these is the difference between marketing’s goal of being a “vision of perfection” and social media transparency’s goal of “perfect visibility”. The transparency required of us in a social-media led world causes a number of fairly wrenching paradoxes. What is the Goal of Transparency?

4 Quick Steps to Understand Search Discoverability

Digital Body Language

There is a lot of art and science to the field that makes it worthy of having a specialist on your marketing team focus on consistently. For example, while “ marketing automation ” is a key phrase for us, buyers may be looking for a “marketing automation platform” or “ marketing automation software ”. Tags: marketing analysis Discovery search

Social media analysis moves mainstream

Digital Body Language

An analytics platform that treats each of the platforms as silos would be forcing marketers to think of communications by “silo” not by “idea”, and that would be a significant mistake. The second interesting trend that became apparent in looking at this integration of Facebook activity into the marketing analysis world was the lack of campaign centricity. What do you think?

Study: How Much of Your Content Marketing Is Effective?

Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.

Calculating the True Cost of an Email Campaign

Digital Body Language

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. As these efforts succeed, new names will enter your marketing database. Let’s use this figure for our example.