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Digital Body LanguaDigital Body LanguaDeciphering customgin an online worldLessons learned from 700 Steve Woods, CTO, Eloqua
age:age:mer intentions
customers
Transformative shiftsTransformative shifts
DistributionDistribution
Content creContent credecentralize
Map displayallows new layers
Information not informat
in marketingin marketing
becomes freebecomes free
ation can beation can beed
y on-the-fly information
is free; sales istion conduit
What do we know?What do we know?• Wants information on his/her timeframWants information on his/her timefram
not ours.
• Does not want to be sold to Wants aDoes not want to be sold to. Wants asales only when ready to buy.
• Our data on him/her is inconsistent a• Our data on him/her is inconsistent amessy.
• Will likely interact with us multiple tim• Will likely interact with us multiple timbefore buying
me,me,
access toaccess to
ndnd
mesmes
How should we interactHow should we interact Sales and Marketing Alignment
• Use digital body language to understand who is ready to buy
• Connect sales with those who are, nurture those who aren’t
Marketing Analysis• Use digital body language to understand
campaign influence• Understand the phases of the buying
process
Marketing Analysis
with the new buyerwith the new buyerCampaign Management
U di it l b d l t d t d b• Use digital body language to understand buyers• Deliver the right message to the right person at the right time• Use automation to respond on his/her timeframe, not ours
Data ManagementData Management• Model the phases of buying process• Use digital body language to see when a buyer is at which
phase• Keep data clean and consistent
CommunicationProspect wants information on
1 Li1. Listen:Know where your buyefind informationfind information
2. Share:Set your information frSet your information fr
3. Reciprocate:Don’t forget to ask forgsomething in return
n his/her timeframe, not ours
ers
reeree
Sales AlignmentProspect does not want to be soldProspect does not want to be soldwhen ready to buy1. Empathize:p
Understand the buyer’s buying 2. Target:g
Right Person, Right Time for sa3. Respond:
Build a responseprocess aroundone prospect;one prospect;scale that to allprospects
d to. Wants access to sales onlyd to. Wants access to sales only
R • Recognition
processR
E • Evaluate
ales S • Sample
I • IntegrateI Integrate
T • Test
D • Deploy
DataOur data on him/her is inconsisten
1. Cleanse:1. Cleanse:Build a Contact Washing Mach
2. Model:2. Model:Model all aspects of the buyingprocess
3. Understand:Build activity/interest into your360 view; plug leaky funnel360 view; plug leaky funnel
nt and messy
ine
g
AnalyticsProspect will likely interact with us
1. Socialize:Culture of analytics is more important than absolutes
2. Sequence:Analyze conversions of each stage in funnelstage in funnel
3. Rebuild:Use analytics to break downUse analytics to break down Sales/Marketing silos
s multiple times before buying
How can we engage wHow can we engage w• Set your information free; wSet your information free; w
prospects’ digital body langu
Thi k i t f b i• Think in terms of a buying pNOT a selling process
• Focus on your data; understyour prospects’ interest
• Build a culture of analytics
with this new buyer?with this new buyer?atchatch uage
process
tand
Thank youThank you
More Information:
Digital Body Language (AmazonDigital Body Language (Amazon
Digital Body Language blog
http://digitalbodylanguage.blogspot.com
Email: [email protected]
Twitter: @stevewoods
))
om