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. For your marketing and sales efforts to succeed, you need to understand your buyers’ challenges. Get sales and marketing to agree on what a qualified lead looks like. Identify the right leads for sales.

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

Ten questions to ask your team, your services partner, or your software vendor, in order to highlight key questions, process issues, and areas of concern: 1) How will we define a qualified lead for sales? Having sales buy in to your definition is crucial, but reaching agreement between marketing and sales on the definition of a qualified lead is not as easy as it seems.

The Changing Dimensions of Lead Flow

Digital Body Language

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. However, in building an end-to-end plan for managing your overall revenue performance, it is important to stay aware of how the “dimensions” change over time. An individual? company? dollar?

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Four Reasons for an Information Concierge

Digital Body Language

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. This role bridges the gap between potential buyers and the information we have that is of value to them. So why not search? Does anyone in your organization currently perform this role?

Trust, Reputation, and Inside Sales

Digital Body Language

While the general evolution of buyers is causing some challenges for field sales teams , the evolution of trust is opening up new opportunities for inside sales teams. It is unlikely that field sales as a discipline will disappear any time soon, the economic bar at which a face-to-face interaction is “necessary” is in the middle of a dramatic shift.

Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

are you using lead scoring to determine who to hand off to sales? 10 points for any of the key terms, up to a maximum of 20. 5) Are your Scores Loosely Mapped to the Ranks that Determine Follow-Up?: If you are going to teach sales to follow up with leads that are defined as "A leads", you need to build in the flexibility to slightly adjust the bar on what makes a lead an "A lead" over time, without retraining sales. Tags: marketing automation explicit scoring Lead scoring Digital Body Language sales handoff sales and marketing alignment implicit scoring

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.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Marketing Dashboards

Digital Body Language

Sales Alignment and Adoption A successful B2B marketing organization needs to focus as much on enabling the sales team they serve as on their own marketing activities. Even more so in this case than in others, the use of marketing dashboards is crucial in understanding how successful they are being with enabling the sales team. Response, is also critical to measure.

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

Digital Body Language

In addition: You don’t need a major investment in a sales and accounting team to sell 99¢ software. Reviews on popular blogs and YouTube can drive sales and give you plenty of free publicity. When they lowered the price to 0,79€ (approximately 99¢), their sales tripled and 50% of their new customers went on to purchase the full version. The sales model allows for discovery through free trials. Offering users a free version of your software is critical to attracting new customers and driving sales of the full version. Why Does the 99¢ Software Trend Exist?

What is B2B Marketing?

Digital Body Language

Sales Involvement The complexity of most B2B transactions means that there is usually involvement of a sales team prior to a deal being finalized. 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. Tags: lead nurturing Lead scoring sales and marketing alignment B2B Marketing It’s worth exploring what B2B marketing entails.

The Sales Team as a Content Testing Crucible

Digital Body Language

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. 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.

Influencing Sales Behaviour - Tips for Marketers

Digital Body Language

(excuse the image as a metaphor for influencing sales behaviour. but anyone in B2B marketing who has tried to guide what sales does will understand) Being able to accurately understand and score leads is only as valuable as the likelihood that your sales team picks up those leads and begins to work with them. The next step with sales management is to reach alignment on metrics.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Relationship Sales and Today's New Buyer

Digital Body Language

For years, the prevailing thinking in sales has been oriented around relationship sales. In initial conversations, sales would ask a lot of questions, learn about the prospect’s business, delve deep into areas of pain or business challenge, and finally wrap things up with a solution that was oriented to curing these pains and solving these challenges.

Sales/Marketing Integration - The Technology Stack

Digital Body Language

Integration between Marketing Automation systems and CRM systems allows a very powerful and valuable flow of data, and business alignment, between marketing and sales. It forms the technology and data basis for a new relationship between your marketing team and your sales team. First, and most critical, is a look at what actually needs to be integrated between marketing and sales.

Sales Enablement: A Key Goal of B2B Marketers

Digital Body Language

As B2B marketers , many of us have mainly focused on lead flow to sales as our key driver. Lead flow is definitely an important and vital part of good B2B marketing and sales alignment, but it is not the only area that should be focused on. In a new eBook - "Beyond Lead Flow - Enabling Sales Through Marketing Automation" - 5 main areas that marketing can enable sales are discussed.

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

Digital Body Language

Marketing organizations looking to only hand qualified leads over to their sales teams are faced with an interesting analysis challenge. The machinations of this scoring algorithm, however should be kept separate from the sales organization. For a sales organization to be comfortable building a process, they need a stable definition to be applied to the leads that are sent their way.

Sales and Marketing Alignment: Operational Challenges Might be a Good Sign

Digital Body Language

I often get asked how one measures success in aligning marketing and sales. One of those signs is when the different operational styles of marketing and sales become an observed problem. That is actually a symptom of growing alignment between sales and marketing. Sales and marketing are very different organizations with very different natural ways of operating.

Lead Handoff and Sales Measurement - Video

Digital Body Language

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.

Golf, Putting, Sales Reps, and Growing Revenue

Digital Body Language

It’s odd then that so many CEOs associate growing revenue with hiring sales reps. Yes, it is the sales rep who gets the deal done, but that is at the end of a long process that involves building awareness, establishing thought leadership, nurturing leads throughout a long buying process, scoring leads based on interest, and routing those leads to the right sales rep. Well, no.

Cherry Picking of Leads: B2B Marketing to Sales Handoff

Digital Body Language

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. However, I would make a strong argument for "No."

Lead Scoring; Points, Ranks, and Sales Handoff

Digital Body Language

Then, the A1s would be passed to sales, the A3s would be nurtured, the C1s would be cultivated by inside sales to get to the right contact, and the C3s would be dropped (obviously the other categories would be dealt with also, but for the sake of simplicity bear with me). Tags: Lead scoring sales handoff lead ranking lead routing Eloqua demand generation Here's the challenge.

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

Digital Body Language

Understanding which sales teams are seeing the best sourcing of leads gives a good sense of whether there is any imbalance in the lead flows. With this understanding of which territories, product lines, and salespeople are provided with leads, the next step is to provide insight into the outcome of those leads once they have been handed off to sales.

6 Ways to Get Sales to Adopt CRM Systems

Digital Body Language

As refined as today's CRM systems are, they suffer from an age-old problem; sales rep adoption. The good news is that we as marketers can help to tackle that problem, and in doing so, gain a lot of goodwill with the folks over in sales management. Sales wants to know what messages their prospects have received in order to prepare for conversations with them.

Building Benchmarks - 3 Main Approaches

Digital Body Language

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. Metrics such as website traffic and raw inquiries will be too high in the funnel to be meaningful, and metrics such as sales pipeline movement or closed business will be too disconnected from the initiative to be useful.

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

Digital Body Language

It’s in our best interest to quickly and clearly give an answer (even if the answer is not the one you’re hoping for). - No Surprises: Rather than being surprised, after the sale, as to what the realities (both good and bad) of the solution are, those things will be communicated upfront. A "Goof-up" can be a great social media marketing opportunity. What is the Goal of Transparency?

Evaluating Marketing Automation/CRM Integration

Digital Body Language

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. Unique sources of data for segmentation, lead scoring criteria that come from your CRM system, novel lead handoff or claw-back processes with sales, or data requirements based on analysis needs can all drive custom integration processes.

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6 things the iPad means for B2B Marketers

Digital Body Language

Tags: Mobile sales enablement lead management Content

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Loose Coupling and Analysis of the Marketing Process

Digital Body Language

When analyzing the flow of leads through your marketing organization, and into your sales organization, how you design the stages in the process has a significant impact on both how you are going to be able to analyze it, and how you are going to be able to optimize it in the future. Your marketing team, for example, may pass marketing qualified leads (MQLs) to your sales team.

Relationships Salespeople's Biggest Competitor

Digital Body Language

Truly great sales skills are both rare, and genuinely valuable in the overall revenue creation process. This is definitely a threat, but many sales people seem to overlook an even bigger competitor to their efforts. If you can’t add more value than Google (or Bing) in your sales call, then you should not go. Google. The reason is access to information.

5 technology trends every software marketer needs to know about

Digital Body Language

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. 2) Selling without Transactions: Once you convince someone that your product is worthy, the “transaction” part of the sale has always been real work; taking credit cards, establishing AR departments, dealing with credit scores.

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Lead Scoring Best Practices

Digital Body Language

Tags: lead nurturing Lead scoring sales handoff sales and marketing alignment B2B Marketing

Event Marketing and the Information Concierge Concept

Digital Body Language

The best marketing content should find a way to be relevant to audiences at this stage of their buying process, and buy focusing on mini-cards, rather than sales pitches, BKV allowed their audience to passively discover the content that they would find interesting. I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers.

Lead Scoring - Providing Disposition Options

Digital Body Language

Handing scored and qualified leads to sales in order for them to follow up is an inexact science. One of the best sources of this information is the sales team themselves. However, as any marketer knows, getting information out of a sales team can be challenging. On a topic such as the quality of an individual sales lead, it may in fact seem almost impossible.

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

Digital Body Language

They want to compare notes with peers, understand how other marketers are engaging their sales teams, see what analytics their colleagues in similar industries have on their marketing dashboards, and get tips and tricks from people who have gone down this path before. I wrote recently about our decision to expose our pricing publicly on our website. Why do Marketers Upgrade?

Publicly Available Pricing: Theory and Practice

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Just hearing this likely makes everyone who has ever been a field sales rep cringe. Unfortunately, these arguments are based on an incorrect assumption that without talking to our sales team, buyers will not have the ability to form these perceptions of our price. The sales team is competing with Google as a source for information, and that is not an easy battle to win.

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Google, Display Ads, and B2B Marketing

Digital Body Language

As prospective buyers show an interest in investigating a certain area, say by clicking on a link, shared socially, that refers to an article on generating more leads for sales, Google may be able to then show them a display Ad targeted at any interest in “demand generation”. What does this strategy mean for B2B marketers? A lot. Outside of that, we have no way to reach them.