Digital Body Language

Trending Sources

Cartoon: Who is creating content for your company?

Digital Body Language

Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). hope you enjoy it! First posted this morning on It's All About Revenue : Tags: Social media Content

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

Have you considered the sales and marketing processes you’ll need to make it work for you? 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. Get sales and marketing to agree on what a qualified lead looks like.

Evaluating Marketing Automation - 10 Questions To Ask

Digital Body Language

How do the data, activities, and process aspects of the integration work together with our business? 5) How good is our data? 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. What mistakes can be avoided? How are leads routed to sales?

Virgin America tackles cross-identity marketing

Digital Body Language

Is it working for you? I just took a flight on Virgin America from San Francisco to Toronto. 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. At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also. Now they have opened up a new channel of interaction with me.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

CEOs and Marketing Metrics

Digital Body Language

Similarly, CEOs must work to have Sales and Marketing present their views of revenue projections, and the needed investments, in a coordinated fashion. 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.

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 fact, most of the challenges he faced – high credit card processing fees, pirates and extra work handling orders – would have been resolved if he had used more current sales methods and sold the software through an online transaction system such as the App Store. (this post originally appeared on the "It's All About Revenue" blog) With the popularity of iPhone apps, common software price points have dropped from $39.99–$59.99 to $0.99–$1.49. Marketing costs are minimized.

B2B 9

What is B2B Marketing?

Digital Body Language

Marketing needs to work on not only a steady flow of qualified leads to sales, but also needs to provide the insights needed to sell better through sales enablement techniques. 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.

Measuring the Unmeasurable: Influencers

Digital Body Language

It's not perfect, by a long stretch, but this framework at least provides a way to look at the challenge of measuring influencers and efforts to work with them. 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. However, while this is important, it can be notoriously difficult to measure.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

The Sales Team as a Content Testing Crucible

Digital Body Language

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. 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.

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. However, for content like whitepapers, it just does not work. However, interesting developments continue at LinkedIn, with their recent promotion of a sharing bookmarklet.

5 technology trends every software marketer needs to know about

Digital Body Language

Software, in many ways, works like Lego. You work with building blocks to create something. 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? This is not a “back in my day” rant, it’s just the nature of the business.

6 Ways For Marketing to Help with Social Media

Digital Body Language

This means that the "marketing" folks generally work with two major levers: - A Budget for campaign spend (ads, search keywords, event promotions, show attendance) - A Marketing Database of interested or potentially interested prospects Because they don't fit into these two major levers, the "social media" person's efforts often feel a bit disconnected from the major promotions being run.

Content as Advertisement

Digital Body Language

Buying Your Way to Earned Media This is not a shortcut of the mantra of earned media; for this strategy to work, the content has to be interesting, relevant, useful, and valuable. Did it work? Content has long been a key driver of success for great B2B marketers in today's world. However, one challenge that remains is how to draw attention to your content.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Personalization and the bottom end of the scale

Digital Body Language

What have you seen that worked well in identifying and re-engaging this end of the spectrum? 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.

The Flywheel Effect

Digital Body Language

As I return to the world of work, now two weeks later, I realized that Sejal's surprising arrival gave me an accidental test-bed for one of the interesting aspects of social media, the fly-wheel effect. I'm back to blogging after a rather spontaneous, two-week hiatus. looked at the analysis of blog traffic for the two weeks that I was inactive, I saw an interesting result.

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

Digital Body Language

Last week we opened up public access to Eloqua’s best practices community portal where the biggest and most vibrant community of marketers gets to work, tackles challenging business problems, and builds the lead management processes that power their businesses. Can home owners watch the show, take notes, and then do it themselves, or use a low cost contractor to get the work done?

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Obviously, Google has been working on this problem too, from a different angle, by allowing business owners to update their own information on Google Maps. 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. The motivation to do this is startlingly small.

B2B 2

Google, Display Ads, and B2B Marketing

Digital Body Language

This works well, but only in situations where they are actively searching for a specific type of information. Google just pushed a tiny bit further into their long-stated strategy of making display advertising their next billion dollar business. What does this strategy mean for B2B marketers? A lot. Outside of that, we have no way to reach them. This may soon change.

B2B 2

Calculating the True Cost of an Email Campaign

Digital Body Language

As a marketing team, you work hard to populate your database -- attending shows and events, putting on webinars, publishing research, and investing in paid and natural search. Since the advent of email marketing in the mid-1990s, companies have embraced the misconception that email is virtually “free” as a marketing medium. For the sake of this discussion, let’s assume that cost is $10.

Re# (ReHash) - Rehashing old great posts on Twitter

Digital Body Language

This metaphor works well for current events and other time-sensitive discussions, but not so well for conveying the deep content that is of relevance for an audience in a specialty field. Is this experiment going to work? Interestingly, however, this real-time nature has a unintended side effect in that anything older than a few days is deemed to be “old news” and can’t be discussed.

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?

B2B 2

The Foundation for Great Marketing is Great Data

Digital Body Language

There may be a significant amount of data in your database, but unless it is data you can work with, it will not be adding value to your organization. Data is key to all your marketing efforts. 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.

Influencers, Advocates, and the Mainstream

Digital Body Language

However, it can occasionally be challenging to see how these philanthropic actions tie back to the metrics that we are all measured on by the companies we work for. We've all heard the hesitations on social media - "I don't use it", "my peers don't use it", "our buyers don't use it", etc. This is indeed the main challenge of today’s marketers.

Simple Metrics and the Business Case for Marketing Automation

Digital Body Language

If you look at the business process that B2B marketers using marketing automation are working to enable, it has a similar challenge. There has been a lot of great discussion lately about the business case for marketing automation. For obvious reasons, I'm excited to see the discussion, but it often takes an interesting turn. comparison is the transition from film to digital cameras.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

Marketers who think this way, and truly work to provide valuable information to their audience, will do well. 2) Relationships, Education, and Nurturing: The trend in data becoming free (prediction 1) will work in parallel with a trend in information, of relevance to buyers, being expected to be free. As with any of these, it’s a guess, and entirely my own opinion. Sort of.

B2B 2

Data Management and Marketing Automation - Video

Digital Body Language

In order to successfully move beyond the most basic drip marketing, it’s crucial for B2B marketers to effectively manage the data that they are working with. Secondly, as we work to use marketing automation software to understand buyers, and then communicate with each buyer based on his or her unique needs, we end up using the data for various rules and automated systems.

Predicting Revenue through the Marketing Funnel

Digital Body Language

From there, with the conversion rates known or approximated, simply work backwards up the funnel. Predicting revenue is a difficult task for any organization, and it has historically been only attempted in the sales organization. Note that it is critical to have leads degrade from a stage after an appropriate period of time. With a 40% conversion rate of SALs to SQOs, this means 2500 SALs.

SQO 2

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

Digital Body Language

In this process, leads from marketing are handed to sales for follow-up, and sales calls in to those leads to engage with them and work towards an opportunity. I often get asked how one measures success in aligning marketing and sales. Alignment is a fairly fuzzy concept, so it’s hard to find a definitive metric to look at in order to determine alignment. What does that mean?

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.

Social Media Buzz at a Live Event

Digital Body Language

Destinations and Discussions Beyond the session content itself, the team worked to build a number of relevant destinations and discussions in order to keep the online conversation vibrant and flowing. We just finished up Eloqua Experience 2009, which was a spectacular event all around. As an obvious step, wireless access was available to all.

Evaluating Marketing Automation/CRM Integration

Digital Body Language

The first dimension is whether your Marketing Automation software is natively “aware” of the CRM system you are working with or not. In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. The way to think about this is a 2X2 matrix. There are, to significantly simplify, two main approaches to an integration.

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

Digital Body Language

Rarely do the teams in these support centers find themselves lacking work, and they are often very strapped for resources, as we manage the budgets for the call centers to maximize utilization and minimize costs. 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. My suggestion is Marketing.

Marketing Automation in Europe and Asia - for North American Marketers

Digital Body Language

Many organizations with a history in North America are legitimately concerned about what they need to consider when engaging with their European and Asian teams on the topic of marketing automation. In this information-packed video, Stuart Wheldon, Eloqua’s Director of Client Services for EMEA and Asia-Pacific walks through some of the important factors to consider.

Loose Coupling and Analysis of the Marketing Process

Digital Body Language

If this team is part of the marketing organization (in some organizations, this team is part of sales), then you might wish to call the output of this team’s work an MQL. The best approach, when you have a hand-off between one team and another, is one that is “loosely coupled”. Your marketing team, for example, may pass marketing qualified leads (MQLs) to your sales team.

Relationships Salespeople's Biggest Competitor

Digital Body Language

In almost any situation, as you try to navigate the buying process, your competitors will be working to disrupt your progress and further their own. 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. Google.

Marketing Automation for SMB Organizations

Digital Body Language

Marketing in a smaller business can be challenging. You wear many hats, from strategist, to copy-writer, to campaign manager. It can often be hard to find the quick wins that will give you more free time in your day while making you a hero with your management team and your sales team. Heather knows what she's talking about, as she heads up our SMB customer success team.

Social Media, Demand Generation, and the Evolution of Marketing

Digital Body Language

Most B2B marketers are thinking about how Social Media fits into their strategies, what works, and how to measure it. The relationship between Social Media and Demand Generation is a hot topic these days. To help with that discussion, Mike Volpe ( @mvolpe ) from Hubspot, Craig Rosenberg ( @funnelholic ) from The Funnelholic, and I got together on a web cast to discuss the topic.