Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

To create this view, chart the traffic to your website by its originating source. In charting these two sources of awareness, all active discovery, such as referrals from search sites such as Google and Bing, and all natural traffic (visitors who just typed in your website’s address, and were not referred to it), must first be removed. This view is instructive in two ways.

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5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

The software follows the footprints buyers leave on your website and shows you what content they have accessed. 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. Define buyer personas. Create interesting and relevant content.

The Changing Dimensions of Lead Flow

Digital Body Language

Whether it is views of a banner ad, anonymous visitors on a website, or searches being performed against key phrases, these views are often anonymous and may occur multiple times for the same individual. - As individual prospects become known, uniquely identifying them by an identifier such as an email address or other id becomes possible. An individual? company? dollar?

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.

Evangelizing a Content Marketing Program

user engagement metrics and quality of your website— how long are people spending on the page, how easy it. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I.

Building Benchmarks - 3 Main Approaches

Digital Body Language

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. As the market, technologies, competitors, and your own capabilities change, you must continually adapt, learn, and optimize. Current State of Benchmarking?

5 technology trends every software marketer needs to know about

Digital Body Language

Think about how prevalent the Facebook “Like” button has become as it is “snapped in” to websites around the world, bring a small element of Facebook functionality to those websites. 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?

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Event Marketing and the Information Concierge Concept

Digital Body Language

Each mini-card was essentially the title of a catchy blog post, and guided people to a specific landing page on the BKV website. 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.

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

Digital Body Language

I wrote recently about our decision to expose our pricing publicly on our website. It was one of the most commented-on posts ever on this blog, as it seems to have connected with a number of people in the same situation. The intersection of theory and reality in the world of social media always spurs some interesting debates. We all agree that transparency is great and noble.

Content Methodology: A Best Practices Report

sources such as company websites, industry publications, and secondary research. 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. for Content Methodology IV.

Social media analysis moves mainstream

Digital Body Language

This manifests in both the way that the data is captured (not just within properties under our direct control like main websites, but wherever the audience is, such as on Facebook) and in how it is presented, as an integrated view of activity across communication platforms. Last week, Webtrends announced that they had extended their customer intelligence capabilities into Facebook.

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 2

Calculating the True Cost of an Email Campaign

Digital Body Language

To identify people who have “ emotionally unsubscribed ,” you need to measure whether they have engaged at all – email opens, clicks, or website visits – in the past three or four months. Since the advent of email marketing in the mid-1990s, companies have embraced the misconception that email is virtually “free” as a marketing medium. Let’s use this figure for our example.

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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.

The Foundation for Great Marketing is Great Data

Digital Body Language

basic definition around “active”, such as a certain number of emails opened or clicked, visits to the website, or form submits will give you an objective definition of who is active. 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.

B2B Marketing Trends for 2016

website traffic, brand. Better targeting, retargeting, and website personalization will replace the omnivore approach. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Look for.

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.

Natural Search in B2B Marketing - Analyzing Discoverability

Digital Body Language

For example, if “widget transportation” is a search phrase of interest, and your website appears as number 8 on the natural ranks on Google for that page, you would give yourself one point in the “top 10” category for your main website. Being discoverable by your potential buyers is critical to success in many businesses. You will want to be discoverable when they are looking.

Loose Coupling and Analysis of the Marketing Process

Digital Body Language

Obviously, you will be scoring the leads prior to handing them to this team, so you might call them “Qualified Inquiries” to differentiate them from the raw inquiries you see on your website. The best approach, when you have a hand-off between one team and another, is one that is “loosely coupled”. The reason for this is two-fold. You may reduce the design parameter to 60%.

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

Digital Body Language

Similarly for a lead’s “engagement”, or their activity on the website, a standard definition of 1,2,3,4 can be applied, again with 1 representing high engagement and 4 representing a low engagement. Marketing organizations looking to only hand qualified leads over to their sales teams are faced with an interesting analysis challenge. This is where the fit/engagement matrix is highly useful.

B2B Marketing Trends for 2016

website traffic, brand. Better targeting, retargeting, and website personalization will replace the omnivore approach. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Look for.

Influencing Sales Behaviour - Tips for Marketers

Digital Body Language

Prospect activity can be communicated in real time to your sales team with email alerts each time prospects do anything interesting on your website. (excuse the image as a metaphor for influencing sales behaviour. If you cannot change behavior in sales, then your lead scoring efforts are of limited value. Firstly, and most importantly, is buy-in.

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Data and Predictions in B2B Marketing

Digital Body Language

Looking at the businesses visiting your website gives very intreresting clues as to where a vigorous buying process is happening. I recently read an interesting book on predictions - things like weather, economics - called "Apollo's Arrow" by David Orrell. In the book, he talks about a number of challenges to accurately predicting future events.

Marketing Automation - What does it mean?

Digital Body Language

Whether it is through vendor websites, analyst websites, social media, or peer reviews, buyers can acquire the information that they need in order to move towards a purchase decision. Consistently, the term “marketing automation” is applied to our industry. find it a term that is less than ideal when it comes to describing what the industry does, but nonetheless, the term has stuck.

5 steps to a more honest view of buyer interests

Digital Body Language

Define areas of your website that also map into this buyer's toolkit, allowing you to understand how web activity best maps to buying stage and area of interest. I was talking with Stefan Tornquist the other day while we got ready for a video webcast with On24 (see the webcast here ). The results were very interesting.

B2B Marketing Trends for 2016

website traffic, brand. Better targeting, retargeting, and website personalization will replace the omnivore approach. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Look for.

The Four Dimensions of Personalization

Digital Body Language

Did I just visit the website, have I just attended a webinar or trade show? Campaigns that target based on Website user click-stream data outperform untargeted broadcast campaigns by nearly 4 to 1.” - Forrester Research (Jupiter) Make sure you think of all four of the aspects of personalization when planning your next campaign - as content (the "What") is only one of them.

6 Ways to Get Sales to Adopt CRM Systems

Digital Body Language

What did they see on the website? As refined as today's CRM systems are, they suffer from an age-old problem; sales rep adoption. They have come a long way in terms of usability, configurability, and universal access, but the problem still remains. The thing that we as marketers bring to the table is on the "carrot" rather than "stick" side of the equation. How can you do that?

Dimensions of Lead Scoring

Digital Body Language

how do you come up with a rule that scores leads based on "explicit" things like title, industry, and company size, while at the same time counting "implicit" things like what they've done on your website. I get asked very frequently how marketers should think about lead scoring. The way I see it, you don't. The two don't really mix. It measures ability to purchase.

Lead Scoring; Points, Ranks, and Sales Handoff

Digital Body Language

As your website changes, you launch new marketing campaigns, or you tweak the relative weights of one criteria over another, the scores of leads will change. Everyone uses the term "lead scoring" in demand generation. It's definitely a foundational concept for the industry, but under the covers, there are (or should be) two things happening, only one of which is scoring.

Social Media and B2B Marketing - 6 Things You Can Do

Digital Body Language

It may be high level (what is this company all about) or highly detailed (exact product specs on a certain model), but they are coming to your website with a specific question in mind. 2) The prospect is operating on their own timeframe: whether they are doing research, looking for a demo, or making a comparison among possible solutions, the prospect’s timeframe is governed by events that are happening in their business. The conversations are happening, and as marketers we do not have control of them. But, what does that mean for us as B2B marketers? Focus on being credible.

Driving Value for Sales: The Art in the Science

Digital Body Language

Help Make Them Look Good With all of the conversion analysis, website tracking , and Co-dynamic lead scoring algorithms out there, you sometimes forget that one of the best things you can do for sales, is help them deliver messaging in a professional and relevant way to their prospects. With Woods out of office last week, somewhere in the Caribbean, with limited WiFi (editorial) access, I thought this would be the perfect time to write my first post. Let me start by saying I love salespeople. Let's talk about a few principles that will help you drive more value for sales. 1.

Holiday Time: Top 10 Wish List for Sales

Digital Body Language

Real-time alerts when their own prospects visit your website so they see interest as it happens A weekly (daily?) An interesting chat between Rob Leavitt ( [link] ) and Drew Neisser ( [link] ) on Marketing as a Service got me thinking about Marketing's other customer - Sales. What can we as marketers do for them. Okay, sales complains about marketing. But, it's the holiday season, so in that spirit, let's look at the Top 10 gift ideas for marketing to give to sales. Most of these are quick to implement and show real value to sales. okay, I don't guarantee that, but it's a nice thought.)

Interesting Times in The Demand Generation Space

Digital Body Language

When we started Eloqua back at the end of 1999, Google was still 10 months away from launching adwords, blogs only existed in primitive form as frequently updated web pages, and most B2B websites were barely more than brochure-ware. I spent a bit of time this weekend reading (okay, more like skimming, I admit) a report on our recent SAS-70 audit. would be lying to call it an interesting read; detailed descriptions of our process controls, policies, and operations as a software company. But, it did get me thinking about the ongoing evolution of the Demand Generation space.

Content Marketing Strategy Must Drive Your Industrial Website Redesign

Industrial Marketing Today

An industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Visit my website for more content on industrial marketing.]. Content Marketing Industrial Websites Website Design & Development Industrial content marketing industrial content marketing strategy Industrial Marketing industrial website redesign

Content Industrial Buyers Want from Supplier Websites

Industrial Marketing Today

Visit my website for more content on industrial marketing.]. Content Marketing Industrial Marketing industrial website redesign website contentManufacturers and industrial companies have shifted more of their marketing dollars to digital marketing channels for a very good reason. This is only a content summary. Please click on the headline to read the full article.

Stop redesigning your website

Biznology

What I see, over and over, is otherwise smart companies getting sucked into massive redesigns of their websites for no better reason than “it looks old.” So try not to redesign your website–except in that you are redesigning it in small ways every day. The post Stop redesigning your website appeared first on Biznology. There. said it. You get the idea.

10 essentials missing from your business website

Biznology

You want a business website that sells. There are plugins and website features that make your life easier. Make it easy for them with an awesome comment plugin like Disqus , CommentLuv, or the like to get more people engaged in your website content. There are two things a solid brand identity and your business website absolutely need to succeed. Better Comments Setup.

Making SEO a Priority During Website Launch Planning

Act-On

Launching a new website is a large undertaking and an extremely huge challenge. Just like building a tall skyscraper, building a website requires a strong foundation. Each stage of developing a website is equally important, but starting off on the right foot will lead the way. We hope this list is extensive, cumulative, and helpful in your journey to launching a new website.

5 Ways Your Website Could Be Hurting Sales

Webbiquity

Unfortunately, many businesses don’t properly invest in making their website the best it can be. Think about the last time you visited a website that looked like it had been designed by an amateur. Investing in proper hosting will help your website satisfy even the most click-happy customers. So, you’ve finally built the perfect website. Conclusion.