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: steven.woods@eloqua.co

Twitter: @stevewoods

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om