Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

If your marketing automation program sends your buyers information that is off-target, they will ignore your messages. Imagine how this targeted information can educate your leads and convert more of them into customers.

What Exactly IS Digital Body Language?

Digital Body Language

However, the raw information that digital body language provides is often only the foundation. I've been using the term "Digital Body Language" on this blog quite a lot for obvious reasons.

Four Reasons for an Information Concierge

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I 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.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing.

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.

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.

What is B2B Marketing?

Digital Body Language

Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. This need to exchange information continues throughout the buying process. What exactly defines Business to Business (B2B) Marketing?

Information Will Find Me

Digital Body Language

As the way that we find information becomes increasingly driven by social influence , it’s interesting to look at where this trend goes in the longer term. When your information is found, and deemed interesting by an influencer population, it will find its way to a much broader population.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing.

Event Marketing and the Information Concierge Concept

Digital Body Language

Similar to the Information Concierge concept we discussed a few weeks back, they dropped topic-specific mini-cards on the tables. I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers.

Google, Display Ads, and B2B Marketing

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The Flaw With Search The problem with this is that it relies on the prospect to "actively" seek information. They need to make the effort to perform a search for a specific piece of information, and when they do, we are able to present them with a message.

5 things to do to get ready for coming communication shift

Digital Body Language

3) Create an “Information Concierge” Role: ensure that the high quality information you have finds its way into the conversations in the first place through identifying related conversations, and presenting your information, via an information concierge , in the context of those conversations.

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

Digital Body Language

There’s no need to add extra drama to the situation, but describe what happened, how broad the effects were, where people can find more information (if relevant), and what you’re doing to ensure it doesn’t happen again (even if that is just having an extra coffee in the morning).

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing.

Content as Advertisement

Digital Body Language

By using advertising to broaden the discovery of the information , Accenture and American Express are just fast-tracking the process. Content has long been a key driver of success for great B2B marketers in today's world.

Discoverable Messages and Direct Marketing

Digital Body Language

While they are not truly "direct" marketing in the sense that an individual's contact information is known, the precision with which the messages are delivered to specific segments makes them almost as precise.

The Next Transition in Communication

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Each of them resulted in profound changes in information flow, and with that, significant changes in the discipline of marketing. Over time, the way in which communication happens has gone through some very interesting transitions.

Message Delivery vs. Message Discovery

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The information “filters” we use are shifting from being economic filters, driven by publishers, to social filters, driven by the relevance of individuals and their messages. Search, either natural or paid, provides an active way to discover information.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Currently, they don’t collect contact information for those businesses, but it doesn’t seem unreasonable to apply the same model to acquire that data.

Publicly Available Pricing: Theory and Practice

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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. Now, buyers are able to gather information, form opinions, and come to conclusions without ever talking to a salesperson.

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Email as a Discoverable Medium

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Without being misleading or deceitful, the best headlines intrigue readers and leave them wanting more information. If they do, we have succeeded in having our information discovered.

Social media analysis moves mainstream

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When a blog post is written, Tweeted about, then shared on Facebook this is a natural way that information flows in today’s environment. As we market to B2B buyers, optimizing how information finds its way to them is crucial.

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

Digital Body Language

In the online community, however, Amit Varshneya and Tom Svec look at the nuts and bolts of building the type of deep segmentation that Mark talked about by leveraging company-level rather than contact-level information.

Passive Discovery vs Active Discovery

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Active Discovery Many of the marketing messages you want to be found by buyers will be found by the buyer explicitly taking an action (ie a Google Search) to seek out the information.

TV is Dead. Long Live TV.

Digital Body Language

Contrary to the prevailing wisdom, I don't think that Television is about to suffer the same fate as newspapers as information becomes free.

Deep Searches and Content Proliferation

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Today’s buyers are rapidly becoming accustomed to the prevalence of valuable information online , and the increasing accuracy of search engines. In response to this, buyers are beginning to adapt how they perform searches, and are seeking ever more precise and deep information.

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

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The real-time nature of Twitter, blogs, and social media in general is fascinating, and much has been written about how this real-time nature changes how we discover and consume information.

Dynamics of Influencers

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This is brought about by the fact that the cost of infrastructure needed to publish information has gone down to nearly zero. One of the most important uses of social media in a B2B environment is to build and maintain relationships with influencers in your space.

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.

Publishing vs Social Media; a Difference of Filters

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Johanes Guttenberg invented movable type, and with it, gave society the ability to mass produce information. This meant that the publisher had to pick good quality information to share – it was an “economic filter” on the quality of information.

Marketing Automation and B2B Marketing Predictions for 2010

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Marketers who think this way, and truly work to provide valuable information to their audience, will do well. How, where, and from whom, did an individual discover information relevant to key stages in her buying process.

The Evolution of Social Influence

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This effect will be relevant all the way through our buyers' entire buying process, as the information they need, and dicsover as buyers, will be presented to them based on their peers and influencers.

Evaluating Marketing Automation - System Performance and Usability

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Each one has basic information you would expect; name, address, company, email address. 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.

Relationships Salespeople's Biggest Competitor

Digital Body Language

Quite simply, the reason that you, as a B2B salesperson, are invited to meet with prospects is because you carry the promise of unique and valuable information. The reason is access to information.

Marketing Analysis: Foundations for Great Analysis

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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.

SaaS, Social Media, and the Economics of Smart Buyers

Digital Body Language

There are a few trends in the industry that are worth commenting on in that they relate in a very interesting way.

Marketing Automation in Europe and Asia - for North American Marketers

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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.

Evaluating Marketing Automation/CRM Integration

Digital Body Language

Instead of taking care of the calls directly and natively, the information is provided through an API, and is available for integration as needed, but a third party integration tool would likely be required.

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