DIGITAL BODY LANGUAGE - Wild Apricot · • Use digital body language to understand buyers • Deliver the right message to the right person at the right time • Use automation to

PRIVILEDGED AND CONFIDENTIAL1

DIGITAL BODY LANGUAGE

DECIPHERING CUSTOMER INTENTIONS IN AN ONLINE WORLD

TPMA OCTOBER 2009


A Story• Ian Brown (TriNet)

• 1999 vs now

• What changed?


Transformative Shifts in Marketing

Distribution Becomes Free

Content Creation can be Decentralized

Information is Free; Sales is Not Information Conduit


What really happened?• Information became free

• Prospects access information online

• Sales is no longer information conduit

• Sales is not able to read body language

• The challenge of reading and understanding the buyer falls to marketing


What is “Digital Body Language” really?


How Should We Interact With the New Buyer

Campaign Management• 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

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

• Use digital body language to understand campaign influence

• Understand the phases of the buying process

Marketing Analysis Data 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


Campaign Management

Campaign Management• Batch & Blast Communication• Segmentation Marketing• Event-triggered Marketing• One-to-one personalization• Real-time, multi-channel

marketing

• Make your campaigns more successful at driving revenue

Batch & Blast Marketing

Segmentation Marketing

One-to-one Marketing

Real-time, Multi-channel

Marketing

Always on,Always Connected

ProductFocused

RelationshipFocused

CustomerCentric

MarketingAutomation

Event-TriggeredMarketing

SegmentMarketing One-to-One

Personalization

Multi-ChannelMarketing


AwarenessAwareness

ValidationValidation

DiscoveryDiscovery

Buying Process

Buying Process

Facilitating Buyers: Plug the Leaky Funnel

• Flying Car: Increase Awareness• Brief key influencers and bloggers• Search: related problems• Content and education efforts

• Wallflower: Be Found• Nurture marketing for top-of-mind• Search: seek to be found• Social media for awareness

• Red-Headed Stepchild: Be Selected• Listening post to understand reasons• Establish buying criteria through nurture

marketing• Engage sales at the right point through

careful lead scoring

Flying Car

Wallflower

Red-Headed Stepchild


Examples: Campaign Management 1. Share

2. Entertain

3. Reciprocate


Thoughts as a Product Manager• How do buyers learn about my product category?• How do buyers discover my company?• How do buyers validate that my solution is the right one?

• Can my product decisions facilitate this?• Do I have market data that can be “talked about”?• Can the product exploit a network effect?• Can the product encourage peer-to-peer awareness?


Sales and Marketing Alignment• Get sales and marketing on the same

page for greater sales effectiveness

Prospect/Lead Profiling

Co-Dynamic Lead Scoring,Lead Routing

Real-time Lead Alerts, Nurture Marketing

Coordinated, Real-time

Lead Processes

Sales and Marketing Alignment• Lead Scoring• Lead Routing• Lead Nurturing• Real Time Lead Alerts

Overall Demand Creation Focused

Prospect Data CollectionFocused

Sales EffectivenessFocus

Objective MetricsFocused

Lead NurturingLead Scoring

Sales Handoff

Lead Alerts

Lead Routing


Part 1: Sales Alignment• Marketing Qualified Leads

• A common definition agreed to by sales and marketing> Marketing metrics: creating MQLs> Sales metrics: follow-up with MQLs to close

• A process agreement for full lifecycle of a lead> When is a lead passed to sales> How long for follow-up> Does marketing “claw back” leads> Should communication continue when sales is

selling• Nurturing throughout education process

prior to sales> Education and buy cycle can last months or

years


Part 2: Sales Enablement• Individual Prospect Visibility

• Digital Body Language guides conversations

• Buying Team Visibility• Understand who key influencers

are

• Territory Visibility• Identify interested companies


Examples: Aligning With Buyers

1. Empathize

2. Nurture

3. Target


Thoughts as a Product Manager• What does my sales team need to know about my users?• Are there user actions that indicate a buying event?• How do we stay top-of-mind prior to a buying event?

• Can my product decisions facilitate this?• Am I providing the right user data to marketing/sales?• Are there ways my product can nurture/stay top-of-mind?


Data Management• Get a 360 degree view of

your marketing prospectsData Management

• Data Profiling• Data Cleanse/Append• Data Acquisition• Inline/Real-time Data

Mgmt• Segment/Permission

Mgmt

Lists, Segmentation & Permission

Data Profiling & Bulk Cleansing

Data Append & Enhancement

Inline, Real-time Data Mgmt

Data InsightFocused

ListFocused

Data CompletenessFocus

Data QualityFocus

List Mgmt

SubscriptionManagement

Data Cleansing

Data Enhancement

Data Profiling


Manage Data• Marketing touches data

constantly• Many are “non-controlled” sources

(lists, tradeshows, web forms)• Most are “continuous” sources

(web forms, registrations, events)

• Data is key to rules• Scoring leads• Routing leads• Analyzing results• Defining segments


Examples: Managing Data1. Cleanse

2. Understand


Thoughts as a Product Manager• What usage data is critical to marketing?• How does usage tend to grow?• What leads to attrition?

• Can my product decisions facilitate this?• Am I providing the right user data to marketing/sales?• What signs of growth are there?• How would upcoming attrition look?


Marketing Analysis• Understand where your marketing

spend is most effective

Tactical Measurement

Segment Analysis, Process Analysis

Conversion & Lead Qualification Metrics

Pipeline and InfluencedRevenue Analysis

• Tactical metrics• Segment analysis• Conversion metrics• Pipeline and

influenced Revenue

Marketing Analysis

ROIFocused

Single TacticFocus

Sales EffectivenessFocused

Initiative Focused

DashboardsTacticalMeasurement

ProspectAnalysis

ConversionMetrics

Pipeline/ROIAnalysis


Marketing Analysis – Top-Down Framework• Buying Process vs Selling Process

• Buyers progress at their own pace• Digital Body Language can indicate where they are• Campaigns can be targeted to stage


Marketing Analysis – Top-Down Framework• Balance Sheet View

• Current state of funnel• Time-based degradation is necessary• Names vs Active Names

• Actions and Decisions• Where to focus campaigns• Market strengths / weaknesses


Marketing Analysis – Top-Down Framework• Income Statement View

• Transition in lead funnel during a time period (Quarter)• Both promotion (draining funnel) and degradation decrease• Lead progress can be multiple stages

> Net new> Dormant

• Actions and Decisions• Diminishing success of messages• Warning of upcoming change in lead flow


Examples: Analysis

1. Socialize

2. Analyze

3. Optimize


Thoughts as a Product Manager• Where is our marketing funnel weak?• How are buyers moved along their buying process?• What criteria are most critical in the marketing/buying

process?

• Can my product decisions facilitate this?• Can my decisions drive Awareness? Discovery? Validation?• Do my use cases include the marketing/buying process? Or just

using?


How can we engage with this new buyer?• Unleash your information;

• Watch prospects’ digital body language

• Think like a buyer• It’s NOT a selling process

• Take your data seriously; • It’s with you for longer

• Build a culture of analytics• Change behavior through culture


Thank you

More Information:• Digital Body Language (Amazon)• Digital Body Language blog

• http://digitalbodylanguage.blogspot.com

• Email: [email protected]• Twitter: @stevewoods

Documents

DIGITAL BODY LANGUAGE - Wild Apricot · • Use digital body language to understand buyers • Deliver the right message to the right person at the right time • Use automation to