Marketing Advisor Blog

Eloqua's Digital Body Language visualized

Eloqua's Digital Body Language in a slideshare presentation. More about the Digital Body Language concept in this post. An interview with CTO Steven Woods in this post.

But now the presentation.

Digital Body Language, Dennis Dayman, Eloqua

View more documents from onlinemarketingsummit.

Marketo’s view on how B2B social media marketing drives inbound leads

Jon Miller from US-based marketing automation and lead management specialist Marketo, recently posted an interesting article.

The post looked at how B2B social media marketing drives inbound leads.

Miller writes that the B2B buying process is far from rational or simple and refers to Enquiro's research into the B2B buying process.

This research found that “managing risk plays a much bigger role in buying decisions than previously thought” and as Miller writes “that companies that can manage the ‘risk gap’ will be at a significant advantage for driving new business”.

How Twitter and social media can and should be used for marketing purposes

Last week we wrote that US-based marketing automation specialist Marketo announced that it has integrated B2B social media capabilities, including Twitter, with its lead management solution.

We asked Jon Miller, VP Marketing and co-founder, to share his view on how Twitter and social media in general can and should be used for marketing purposes. Below you can read Marketo's view on the subject.

Because the Internet has profoundly changed buying behavior and consequently how marketing gets done today, Twitter and Facebook have fast become a rich source of leads intended for customer acquisition (sales) or customer retention (service, up-sell).

This is especially important for subscription-based services like Marketo, where it is a top priority to maintain a trusted advisor relationship.

Social media, marketing automation, and lead management: fitting the pieces together

Steven Woods, CTO at leading marketing automation software provider Eloqua, kindly answered Marketing Advisor's request to explain how he sees the role of social media in marketing automation and lead management. 

Marketers today are learning about a barrage of new concepts and techniques. Social media is clearly a topic that cannot be ignored, as messages are spread through ever-larger social networks with increasing speed.  Marketing automation is being adopted at rapid pace, altering the way that marketers are able to define and deploy campaigns. 

Sales teams are increasingly becoming more aligned with their counterparts in marketing as the need to develop a lead management plan for the full lifecycle of a lead becomes an increasingly important strategic imperative. 

It may at first seem like these are three new tasks to add to an already overflowing task list that still includes the events, webinars, campaigns, and white papers that we have long used to promote our products and services.  However, there is a transition happening that underlies all of these changes, and that makes these merely related aspects of the same marketing challenge.

What multi-modal lead nurturing looks like

This week Brian Carroll posted an interesting mind map of what multi-modal lead nurturing looks like on his B2B Lead Generation Blog.

Carroll writes that ‘to be successful, lead nurturing marketers need to leverage a multi-modal portfolio of channels’. This is especially the case in complex sales situations.

In case you wonder why you need to do that, Carroll’s answer is simple yet has significant consequences that we forget too often: lead nurturing is about relations.

The underlying idea is that these days we don’t sell to customers anymore, they buy from us. And they decide when, how and where they will come to us.

This week Brian Carroll posted an interesting mind map of what multi-modal lead nurturing looks like on his B2B Lead Generation Blog.

Carroll writes that ‘to be successful, lead nurturing marketers need to leverage a multi-modal portfolio of channels’. This is especially the case in complex sales situations.

In case you wonder why you need to do that, Carroll’s answer is simple yet has significant consequences that we forget too often: lead nurturing is about relations.

The underlying idea is that these days we don’t sell to customers anymore, they buy from us. And they decide when, how and where they will come to us.

The three crucial elements of a successful CRM or SFA system

In yesterday’s post we explained you why B2B CRM systems are not the best friend of sales teams, according to Leadfab’ric’s Koen De Witte. In this post we tell you how, according to him, B2B CRM systems…can become the best friend of the sales team.

Remember how we said that the main problem in today’s CRM (Customer Relationship Management) and SFA (Sales Force Automation) tools is that they seldom or never add value to the customer interactions (if not, read the post here)?

How can that change? According to De Witte success can only be achieved by having another approach.

There are three main stakeholders that should be considered in this exercise: the customers, the sales people and management.

Why B2B CRM systems are not the best friends of sales teams

We recently sat down with Koen de Witte, Chief Weaving Officer of Leadfab’ric, a one stop shop for international B2B sales and marketing professionals that offers solutions to help their clients ‘weave’ eye-opening marketing acts with optimized sales execution.

In this post we tell you why B2B CRM systems (Customer Relationship Management) are not the best friends of sales teams, in a coming post we explain what should be done to change this in the view of Leadfab’ric.

When making an audit of your current sales management IT tools, you will probably notice that they are focussed on issues such as estimating future sales conversions or the performance of individuals.

It’s called sales force accounting and it is a very important part of sales management. Predictability and being able to see what’s coming next is what many managers wish to optimize. The only question is where the customer fits in all this? Right, nowhere.

How does my customer behave online: the Eloqua point of view

How do you call the customer that finds you and decides when he wants to talk to you or get information from you? We called him the 'pull' customer before ourselves and when we talk about his relative invisibility on online media like your website we talk about his 'digital footprints'.

Another nice way of looking at the digital behaviour and footprints of the online customer comes from US-based (but increasingly present in Europe) marketing automation and lead nurturing vendor Eloqua.

The company coined a new concept, which is called the Digital Body Language™ (yes, it is indeed trademarked). Eloqua came with it in a report, called “Digital Body Language, reading and responding to your prospects’ buying behaviour in the Web 2.0 world”.

How do you call the customer that finds you and decides when he wants to talk to you or get information from you? We called him the 'pull' customer before ourselves and when we talk about his relative invisibility on online media like your website we talk about his 'digital footprints'.

Another nice way of looking at the digital behaviour and footprints of the online customer comes from US-based (but increasingly present in Europe) marketing automation and lead nurturing vendor Eloqua.

The company coined a new concept, which is called the Digital Body Language™ (yes, it is indeed trademarked). Eloqua came with it in a report, called “Digital Body Language, reading and responding to your prospects’ buying behaviour in the Web 2.0 world”.

How do you call the customer that finds you and decides when he wants to talk to you or get information from you? We called him the 'pull' customer before ourselves and when we talk about his relative invisibility on online media like your website we talk about his 'digital footprints'.

Another nice way of looking at the digital behaviour and footprints of the online customer comes from US-based (but increasingly present in Europe) marketing automation and lead nurturing vendor Eloqua.

The company coined a new concept, which is called the Digital Body Language™ (yes, it is indeed trademarked). Eloqua came with it in a report, called “Digital Body Language, reading and responding to your prospects’ buying behaviour in the Web 2.0 world”.