Digital Body Language

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5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

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. 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.

What Exactly IS Digital Body Language?

Digital Body Language

In the same way that body language, as read by a sales person managing a deal, is an amalgamation of facial expressions, body posture, eye motions, and many other small details, digital body language is the amalgamation of all digital touchpoints. 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

How will we make sure we are not over/under-communicating to each person? What if a person doesn’t exist in the CRM system? If a person is influenced by multiple campaigns, how does this appear? Are we building rules for personalization, segmentation, lead scoring, or lead routing on top of data that is not standardized? What mistakes can be avoided? Area code?

The Changing Dimensions of Lead Flow

Digital Body Language

One of the more interesting ways of assessing the revenue performance of an organization that we looked at in thinking about revenue benchmarking was via an overall plan (whether just an adjustment of historicals, or a forward-looking revenue projection). Depending on what is being sold, this is associated with an annual contract value, total deal size, or other measurement of bookings. company?

Staffing and Launching Your Content Marketing Program

The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

Understanding the Stages The first key step is to understand where each person is in their buying process. Lead scoring allows you to objectively define where each person is in their buying process. It’s the ultimate question in marketing: What effect did this campaign have on revenue? Tying the buying event to that marketing campaign is both easy and sensible.

Four Reasons for an Information Concierge

Digital Body Language

The information concierge role, however, can put these two together easily, and guide a person who asks that question in a discussion to the right discussion. There is a role in modern sales and marketing that is just starting to form. call it the “Information Concierge” , but I suspect a similar role is called many things in many different organizations. So why not search?

Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

Once the lead has been clawed back, it can be re-allocated to another sales person, re-entered into a nurture program, or passed to a partner channel. 8) Have You Provided Sales with Disposition and Nurture Options?: If leads are not being followed up on by sales, it is difficult to adjust your processes unless you know why. 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? what message to communicate to them?

Marketing Dashboards

Digital Body Language

First, an understanding of digital body language allows us to determine where in their buying process each person is. Another key view of your outbound communications would show your email frequency – how many times you are communicating to each person in your database – to indicate if you are having any over or under-communication challenges. Response, is also critical to measure.

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.

How much is too much? Frequency management and control

Digital Body Language

One conversation I end up in a lot with clients is the "how many times can I email a person per month?" conversation. Unfortunately, there is not a magic number, and attempting to govern around one can be damaging. Think of this question in terms of your communications with your friends and family - how many times per month do you communicate with your spouse? Aunt Hilda? Neighbors?

Personalization and the bottom end of the scale

Digital Body Language

I'm a big fan of increasing relevance through carefully personalized content. However, the personalization I receive is clearly targeted at amplifying my usage. In setting up the personalization systems that we all use, the temptation is there to focus on the highly engaged, and amplify their engagement. How do you cater your personalization to the non-engaged?

The Four Dimensions of Personalization

Digital Body Language

I did a webcast radio show for the AMA a few years back, and I remember that one of the hot topics was content personalization. At the time, I tried to broaden the topic to include other areas of personalization as well, but I am not sure many people understood what I was trying to articulate. Who, When, How, and What - Personalization Who is sending the communication?

5 things to do to get ready for coming communication shift

Digital Body Language

Much like Amazon’s book recommendation systems which looks at “people like us” and sees what they are interested in, Google and Bing may soon be able to accurately detect and show specific conversations that are most likely to be of interest to each person. A while ago, I wrote a piece on the next transition in communication that sparked a number of conversations.

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

Digital Body Language

Here’s an example from a recent goof-up that we made (Jim suggested I write this post to talk about the topic), where we (as experienced as we are in all things email marketing) left a hard-coded email signature personalization in a communication. A "Goof-up" can be a great social media marketing opportunity. But is the goal the opposite – one of “perfect visibility” and total transparency.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

Friends, Avatars, Countrymen, lend me your ears

Digital Body Language

So, how about a personality… in our next B2B marketing experiment, we’re exploring the idea of a corporate “personality” in the social space. He now has a Facebook page , a growing bunch of friends, and a personality. Having a personality is a good start, but how can one translate that into real market traction? Very well put, and I agree with him.

6 Ways For Marketing to Help with Social Media

Digital Body Language

The "social media" person manages the Twitter handle, the Facebook page, and the blog. I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? Sort of. But there's more to it than that. The problem is that in many marketing teams, there's "marketing" and then there's "social media". So what can be done?

LinkedIn as Facebook for the Business World

Digital Body Language

It is a great medium for personal sharing, and works well when businesses hit on the rare, but brilliant creative campaigns that go viral because they are cute, funny, or whimsical. (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.

The Next Transition in Communication

Digital Body Language

person who was not in the discussion would not see the discussion happening and could not join the discussion without explicitly being included by an insider. 4. Over time, the way in which communication happens has gone through some very interesting transitions. Each of them resulted in profound changes in information flow, and with that, significant changes in the discipline of marketing.

Content Marketing Playbook: Strategy and Roadmap

person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. 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. years prior.

Email as a Discoverable Medium

Digital Body Language

This is based on the person or source from whom the email is received, and the subject line of the email. If they do not, however, we have likely pushed that person one step further away from being open to discovering our next communication. I wrote on Tuesday about the difference between messages being "delivered" and messages being "discovered".

Calculating the True Cost of an Email Campaign

Digital Body Language

If you look at a “reasonable maximum” for this number – say the 80th percentile – you can see how long it takes a person to disengage. 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.

Evaluating Marketing Automation - Data Management

Digital Body Language

An inability to do proper segmentation, personalization, lead scoring, or analytics can quickly result if you are not able to standardize and normalize the data in your marketing database. 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.

6 things the iPad means for B2B Marketers

Digital Body Language

Yesterday, Steve Jobs announced Apple's latest device, the iPad. A 10 inch, touch-screen tablet with Wi-Fi access, and an extension of the iPhone/iPod platform for both application development and media purchase. 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? Any I have missed?

Content Methodology: A Best Practices Report

stories per person • Total attention time • Total people • Total social actions • Avg. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.

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. Data is key to all your marketing efforts. However, when thinking about your marketing automation efforts, data management can often be an afterthought. This is never a good idea.

The Evolution of Social Influence

Digital Body Language

This is clear just by looking at our own personal lives; a person we might turn to for advice on audio visual equipment might not be the same person we’d get local restaurant recommendations from, and we might turn to a third friend for guidance on the best travel deals. Increasingly, social media sites are investing in ways to list, rank, and categorize participants.

Simple Metrics and the Business Case for Marketing Automation

Digital Body Language

Even with this simple version of buyer understanding and message personalization, the level of personalization required quickly moves you from a single communication per month, of perhaps 9000 recipients, to 36 individual communications, each only going to 250 people. There has been a lot of great discussion lately about the business case for marketing automation.

No such thing as a Neutral Outcome

Digital Body Language

One of the key goals of any marketing automation implementation is to do just that – to understand each individual’s behaviors and interests, and allow that person to be nurtured only with content of relevance to them. There is no way to determine with 100% accuracy where an individual buyer is in their buying process. This thinking is wrong, and leads to dangerous decision-making.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

The Longevity of Fun in B2B Social Media

Digital Body Language

Being fun and entertaining forces us as marketers to connect with the actual people and personalities who might buy our products. What makes a person smile, laugh, or think today will likely make them smile, laugh, or think a year from now. Connecting with buyers on a personal level makes your message not just more shareable, but also more long lasting.

Evaluating Marketing Automation - System Performance and Usability

Digital Body Language

Evaluating the various claims in the marketing automation space is an interesting challenge. There are a variety of players, and many of the claims overlap quite a lot. It can be daunting to tell truth from fiction. In light of that, I wanted to provide a series of actual tests that you can do when evaluating marketing automation systems. One of the basic elements to look at is system performance.

Publishing vs Social Media; a Difference of Filters

Digital Body Language

With a bit of setup cost, a vast number of books could be produced, and that setup cost spread across all the books produced, making them economical enough for the average person to buy. I’m sure we’ve all been in conversations around why social media is important to us as B2B marketers. To understand what social media means in terms of marketing, we need to go all the way back to 1450.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

It’s coming around to that time of year again when we all offer up predictions for what the coming year will offer. As with any of these, it’s a guess, and entirely my own opinion. Here are some of the trends and changes I think we’ll see in the coming year. If, at the end of the year, it turns out I guessed right on a few of these, I will be happy. Sort of. What do you think?

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

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 2

Service Economics in a "Something Failed to Go Right" World

Digital Body Language

I don’t think I’ve been to a conference lately that didn’t have a mention of Twitter and its effect on service teams everywhere. What I mean is, the idea that Twitter and social media can, and should, be used to enhance our service offerings will almost certainly fail if we just think of it as a service team challenge. Let’s look at the math. Where will this budget come from?

Relationships Salespeople's Biggest Competitor

Digital Body Language

To provide value, as a sales person, the level of information you provide needs to improve beyond this. Truly great sales skills are both rare, and genuinely valuable in the overall revenue creation process. The art of understanding the people, politics, and pains within an organization, and positioning your offering in such a way to navigate through to a closed deal is difficult and needed.

Market Relationships, Social Relationships, and B2B Marketing in Social Media

Digital Body Language

However, it is when we attempt to merge the two that awkwardness can result. I’m not in any way saying that if you’re in a market relationship, you cannot be fun, engaging, and interested in a person’s family and personal life. The meal ends and you pull out your wallet to pay your mother-in-law for the great meal she has provided. It just makes those relationships more visible.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.