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 aren’t
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:
Don’t 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 buyer’s 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
