Digital Body Language

Trending Sources

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

Are there multiple product lines that need to be scored separately? 2) What is marketing's service level agreement with the sales team? Are there overlays for strategic accounts, specific product lines, or geographies we need to take into account when routing leads? The market for marketing automation software is doing very well these days. What mistakes can be avoided? Area code?

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

For example, a customer in the early stages of the buying cycle might want to read articles and white papers, while someone who is closer to making a purchasing decision is more likely to request sales literature or product demos. Define buyer personas. For your marketing and sales efforts to succeed, you need to understand your buyers’ challenges. Create interesting and relevant content.

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

marketing campaign results in a website visit, a product is added to the visitor’s shopping basket, and the transaction is completed. It’s the ultimate question in marketing: What effect did this campaign have on revenue? In short buying cycles, where the buyer generally understands the category of the offering, and the transaction is quick and simple, this can be measured relatively easily.

Virgin America tackles cross-identity marketing

Digital Body Language

With the holidays, Google Chrome and Virgin America have teamed up to provide inflight WiFi for free, so I was more productive on the flight than any flight I have taken before. I’ve become a big fan of Virgin America as they seem to be innovating quite a bit on the inflight experience. I just took a flight on Virgin America from San Francisco to Toronto. At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also. Sure enough, within 30 minutes, Twitter notified me that Virgin America was following me.

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

Sales Handoff and the Net Quality Score

Digital Body Language

With this understanding of which territories, product lines, and salespeople are provided with leads, and of what average quality, the next step is to provide insight into the outcome of those leads. One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. What Happens After the Handoff?

SQO 25

Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

For example, if you are looking at the title to find an executive responsible for content strategy, you may give 10 points for "VP", "Content", "Digital", "Media" or "Production". However, would you want to give 50 points for a "VP of Digital Content and Media Production". 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. What whitepaper, excerpt, or download they last looked at, and what this means in terms of their propensity to purchase. who to nurture further?

Marketing Dashboard: Active Discovery

Digital Body Language

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. These are the main search terms that would ideally lead prospective buyers to your web properties.

What is B2B Marketing?

Digital Body Language

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. Whereas the classic role of marketing (as described by Peter Drucker), to know and understand the customer so well that the product or service fits them and sells itself, has not changed, the techniques for doing that in a B2B scenario are different from those used in a B2C scenario. What exactly defines Business to Business (B2B) Marketing? It’s worth exploring what B2B marketing entails.

How much is too much? Frequency management and control

Digital Body Language

If the messages are in an "active interest" category, you may suppress Low and Moderate Engagement segments from receiving them (up to the minute news, detailed product information, etc), and if the messages are in a "moderate interest" category you may only suppress the Low Engagement segment. conversation. Aunt Hilda? Neighbors? Old friends from school days?

The Book: Digital Body Language

Digital Body Language

Whether it is Google’s ability to make the information resources of the Internet searchable or social media’s ability to connect people with peers for credible opinions on products and services, the way in which we access information and search for products has fundamentally changed. As this transition happens, marketing and sales teams must react.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I.

5 technology trends every software marketer needs to know about

Digital Body Language

You don’t build products, write code, design architectures, or fix bugs. So why on earth should you want to be aware major trends that are happening in the software development space? Because these current trends are big, transformative, and are changing the nature of how software is built, delivered, and sold. This is not a “back in my day” rant, it’s just the nature of the business.

API 11

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 11

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

Digital Body Language

The reality is, none of our organizations, our products, or our services, are perfect. However, we will not waste anyone’s efforts in denying those mistakes, we will put all our effort into fixing them. - No Stalling: We recognize that you rely on our products or services, are happy to shine a light on anything that you, the customer, believe needs to be improved and fixed.

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

Digital Body Language

Delivering your products through full service models like the App Store removes much of this backend work. In exchange for a 30% commission, Apple will take care of your credit card transactions and provide a platform where you can focus solely on your product. Selling your product through major distribution networks like the App Store lets you reach a new audience and gain brand recognition. If you’re wondering how this model has affected sales of a fully featured software product, read the results of The Great 99 Cent Software Experiment of 2010. What about you?

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

The Sales Team as a Content Testing Crucible

Digital Body Language

For example, in the following chart, you can see that the Product Spec Sheet is not being discovered by the sales team, while the ROI calculator is being discovered by sales, but is not being used. It's been a while since we've talked much about the topic of sales enablement , so I wanted to loop back to some interesting peripheral points.

Publicly Available Pricing: Theory and Practice

Digital Body Language

Last week we made the pricing for Eloqua’s software product packages public on our website for the first time: The starting prices range from $1450 to $10,000 per month, depending on the level selected. A lot of what I write on this blog has to do with the changes that have happened as a result of buyers’ increasing access to information. Won’t this blow up deals?

SMB 4

Passive Discovery vs Active Discovery

Digital Body Language

Passive messages are messages that would not be actively sought by potential buyer, such as messages that alter pre-conceived notions of reliability, applicability of a solution to a certain industry, and perceptions of product usability, service quality, or price-point. Some will be "actively discovered", and some will be "passively discovered".

Mapping the Buying Process - A Framework

Digital Body Language

One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general agreement in the audience, but the question of how to map a buying process often comes up. Every organization, and every industry, deals with a slightly different set of buying challenges.

B2B 4

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

they praise your products and capabilities. more likely to trust a brand or product recommendation from friends or family than from an online. entrepreneurship by offering their counselors access to products, content, and experts like kildal. involvement in the planning, funding, and purchasing of business and technology products and. engage with peers. Read this report.

The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

Similarly, sales teams and product marketers are experienced at creating the “why buy us, why buy now” content that is appropriate for the Validation stage of the funnel, but a content gap is left in 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?

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?

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

Digital Body Language

We generally don’t forward videos that appear to be selling anything or promoting a product or company too strongly. I just wrapped up a great book – Predictably Irrational by Dan Ariely – that discussed, among many other things, the different relationship types we have between people; especially market relationships and social relationships. It just makes those relationships more visible.

Analyzing B2B Marketing: Balance Sheet and Income Statement

Digital Body Language

If a large number of leads have been passed to sales as Marketing Qualified Leads (MQLs) and accepted as Sales Accepted Leads (SALs), this may be viewed as a very productive quarter, but if the top of the funnel has been neglected and there is a decrease in awareness and a lower number of inquires than normal, this is a warning sign for future funnel trouble.

SQO 4

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Who and What Do We Trust?

Digital Body Language

Numerous examples exist of companies who attempted to maintain a difference between what they wanted their reputation to be, and what the reality of their product or service was. As the role of the relationship-based sales person shifts, with buyers collecting more of their information online, both prior to, and during conversations with sales people, we need to pay close attention to the most crucial aspect of a sale. Trust. It is trust that every relationship has as its foundation. In classic relationship-based sales, the buyer grew to trust the individual salesperson.

The Rise of the "Fanmium" Products

Digital Body Language

While we as marketers may want to get out there and promote the value of our products and services, the most effective way by far is to have our audience do it for us. We as marketing teams have energy and resources that we want to devote to making noise about our products and services, there is no longer an easy path to spending those resources in order to get the desired results. This is a twist on the “freemium” product strategy, but involves giving away licenses of your product (or an equivalent) to those who provide coverage.

Measuring the Unmeasurable: Influencers

Digital Body Language

This metric is only useful when viewed as a trend over time, as different publications with different niche focuses will naturally mention company and product names in a wide range of frequencies. 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. How are you approaching this challenge?

Personalization and the bottom end of the scale

Digital Body Language

Whether it is with product trials, education, or event attendance, we're all tempted to focus on this keen minority, as they are the most fun. I'm a big fan of increasing relevance through carefully personalized content. The more that is known about an individual with whom you are going to communicate, the more you can target a message that captures their attention and pushes them forward.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Membership has its Privileges; Best Practices IP vs. Social CRM

Digital Body Language

what about the realities of having a broad set of products that range in price by a factor of over 10x? These are great testimonial videos of the end state, and they highlight a great “finished product” in terms of results (thank you Mark and Katina). I wrote recently about our decision to expose our pricing publicly on our website. We all agree that transparency is great and noble.

TV is Dead. Long Live TV.

Digital Body Language

Whether it is through deeper integration of product placements, integrated story-telling, or better targeting or quality of 30 second ads that make us want to watch, the model can be found. A great post by Brian Halligan at HubSpot, on a dinner he had with a group of Madison Avenue folks , got me thinking about some possible futures for Television. Here's why - we're lazy. Probably.

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

Digital Body Language

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.

Google, Display Ads, and B2B Marketing

Digital Body Language

Targeting our messages against a profile that accurate makes sense in an environment where we are selling products that are often complex, expensive, and highly considered, to a very narrow audience of business people who are interested. Google just pushed a tiny bit further into their long-stated strategy of making display advertising their next billion dollar business.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Deep Searches and Content Proliferation

Digital Body Language

Similarly, when moving towards the final stages of validation of a purchase decision, the searches may involve specific brands or product names, along with capabilities, objections, or perspectives that the buyer is looking to learn more about (“ Eloqua email deliverability specifications ” or “ Eloqua marketing automation in financial services ”). Take, for example, search.

Metaphors, Mental Models, and Nurture Marketing

Digital Body Language

This presents an interesting challenge in software product design because it's all about matching the software to the way that a marketer thinks about the task. Tags: lead nurturing B2B Marketing nurture marketing Eloqua Product Management demand generation If you look at a very simple case, like a 30/60/90 day communications program, it seems like the right metaphor is a "timeline".

The Longevity of Fun in B2B Social Media

Digital Body Language

this chart measures the actual leads created as someone interacts with the campaign, and at the end decides to connect with our sales team for further discussions) However, in taking a message from product and solution, to fun and entertainment, an interesting transition happens. If there’s one thing that B2B marketers seem to be hesitant about it’s having fun in their marketing efforts.

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. This is indeed possible, and provides a powerful advantage to organizations who are successful. However the final outcome of great marketing dashboards rests on a strong foundation of data.

SaaS, Social Media, and the Economics of Smart Buyers

Digital Body Language

Products that do not deliver on their brand promise are quickly discovered and communicated, whether through structured reviews, such as in the travel industry, or one-off efforts, such as the United Breaks Guitars song-writing crusade. An investment then, in the product itself, becomes the best marketing effort that many organizations can make.

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

Digital Body Language

have long believed that social media is forcing marketers to think of their overall brand experience , including product and service realities, rather than just the visuals like logos, when they are considering brand. 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. Let’s look at the math.

25.37 μs: 455.0 ns, 14.63 μs, 42.00 ns 236.0 ms: 210.9 μs, 2.355 ms, 232.9 ms