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Steve woods digital body language

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Demand Generation Summit

The document discusses how to understand customer intentions in the digital world based on lessons from 700 customers. It recommends using digital body language to understand where customers find information and what stage of the buying process they are in. Companies should share information freely on the customer's timeframe instead of trying to sell. Data on customers needs to be clean and consistent to understand their interests and buying phases. Marketing should focus on the buying process instead of selling and build a culture of analytics to continually improve engagement with new types of customers.

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Digital Body Languaage: Deciphering custom intentions g mer in an online world Lessons learned from 700 customers Steve Woods, CTO, Eloqua
Transformative shifts in marketing Distribution becomes free Content creation can be decentralize ed Map display on-the-fly y allows new information layers Information is free; sales is not informat tion conduit
What do we know? Wants information on his/her timefram me, not ours. Does not want to be sold to Wants a to. access to sales only when ready to buy. Our data on him/her is inconsistent and messy. Will likely interact with us multiple tim mes before buying
How should we interact with the new buyer Sales and Marketing Alignment Campaign Management Use digital body language to understand who is U di it l body language to understand buyers Use digital b d l t d t db ready to buy Deliver the right message to the right person at the right time Connect sales with those who are, nurture those Use automation to respond on his/her timeframe, not ours who arent Marketing Analysis Data Management Use digital body language to understand Model the phases of buying process campaign influence Use digital body language to see when a buyer is at which Understand the phases of the buying phase process Keep data clean and consistent
Communication Prospect wants information on his/her timeframe, not ours n 1. Listen: 1 Li Know where your buye ers find information 2. Share: Set your information frree 3. Reciprocate: Dont forget to ask for g something in return
Sales Alignment Prospect does not want to be sold to. Wants access to sales only d when ready to buy 1. Empathize: p R Recognition Understand the buyers buying process Evaluate E 2. Target: g Right Person, Right Time for sa ales S Sample 3. Respond: Integrate I Build a response process around T Test one prospect; scale that to all D Deploy prospects
Data Our data on him/her is inconsisten and messy nt 1. Cleanse: Build a Contact Washing Machine 2. Model: Model all aspects of the buying g process 3. Understand: Build activity/interest into your 360 view; plug leaky funnel
Analytics Prospect will likely interact with us multiple times before buying s 1. Socialize: Culture of analytics is more important than absolutes 2. Sequence: Analyze conversions of each stage in funnel 3. Rebuild: Use analytics to break down Sales/Marketing silos
How can we engage w this new buyer? with Set your information free; watch prospects digital body langu uage Thi k i t Think in terms of a buying p f b i process NOT a selling process Focus on your data; underst tand your prospects interest Build a culture of analytics
Thank you More Information: Digital Body Language (Amazon) Digital Body Language blog http://digitalbodylanguage.blogspot.com Email: steven.woods@eloqua.co om Twitter: @stevewoods
Steve woods digital body language

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Steve woods digital body language

  • 1. Digital Body Languaage: Deciphering custom intentions g mer in an online world Lessons learned from 700 customers Steve Woods, CTO, Eloqua
  • 2. Transformative shifts in marketing Distribution becomes free Content creation can be decentralize ed Map display on-the-fly y allows new information layers Information is free; sales is not informat tion conduit
  • 3. What do we know? Wants information on his/her timefram me, not ours. Does not want to be sold to Wants a to. access to sales only when ready to buy. Our data on him/her is inconsistent and messy. Will likely interact with us multiple tim mes before buying
  • 4. How should we interact with the new buyer Sales and Marketing Alignment Campaign Management Use digital body language to understand who is U di it l body language to understand buyers Use digital b d l t d t db ready to buy Deliver the right message to the right person at the right time Connect sales with those who are, nurture those Use automation to respond on his/her timeframe, not ours who arent Marketing Analysis Data Management Use digital body language to understand Model the phases of buying process campaign influence Use digital body language to see when a buyer is at which Understand the phases of the buying phase process Keep data clean and consistent
  • 5. Communication Prospect wants information on his/her timeframe, not ours n 1. Listen: 1 Li Know where your buye ers find information 2. Share: Set your information frree 3. Reciprocate: Dont forget to ask for g something in return
  • 6. Sales Alignment Prospect does not want to be sold to. Wants access to sales only d when ready to buy 1. Empathize: p R Recognition Understand the buyers buying process Evaluate E 2. Target: g Right Person, Right Time for sa ales S Sample 3. Respond: Integrate I Build a response process around T Test one prospect; scale that to all D Deploy prospects
  • 7. Data Our data on him/her is inconsisten and messy nt 1. Cleanse: Build a Contact Washing Machine 2. Model: Model all aspects of the buying g process 3. Understand: Build activity/interest into your 360 view; plug leaky funnel
  • 8. Analytics Prospect will likely interact with us multiple times before buying s 1. Socialize: Culture of analytics is more important than absolutes 2. Sequence: Analyze conversions of each stage in funnel 3. Rebuild: Use analytics to break down Sales/Marketing silos
  • 9. How can we engage w this new buyer? with Set your information free; watch prospects digital body langu uage Thi k i t Think in terms of a buying p f b i process NOT a selling process Focus on your data; underst tand your prospects interest Build a culture of analytics
  • 10. Thank you More Information: Digital Body Language (Amazon) Digital Body Language blog http://digitalbodylanguage.blogspot.com Email: steven.woods@eloqua.co om Twitter: @stevewoods