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Digital Body Language Hardcover – October 28, 2010

ISBN-13: 978-0979988554 ISBN-10: 0979988551
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Editorial Reviews

About the Author

Steven Woods has been a leader in the current transformation of marketing since 1999 when he co-founded Eloqua. Through his work with hundreds of today's most innovative marketers, he has guided, been involved with, and written about many aspects of the changes currently under way in business to business and considered purchase marketing. Through both his writing and his leadership in creating the technology platform that today's best marketers require, Steven has been recognized as one of the top influencers in the CRM field. In this book, Steven distills his insights into the challenges and opportunities faced by today's marketers into a framework for thinking about their audience, and their role, in a new way. Steven holds a degree in Engineering Physics from Queen's University.
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Product Details

  • Hardcover: 224 pages
  • Publisher: New Year Publishing (October 28, 2010)
  • Language: English
  • ISBN-10: 0979988551
  • ISBN-13: 978-0979988554
  • Product Dimensions: 5.6 x 1 x 8.6 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #995,862 in Books (See Top 100 in Books)

More About the Author

Steven Woods cofounded Eloqua in 1999 and has held the position of Chief Technology Officer since that time. As CTO, Steven is responsible for defining the product strategy and technology vision at Eloqua. Steven's insights into the application of technology to the marketing profession have been key to Eloqua's consistent record of client satisfaction. He was also recently named as one of Inside CRM's Top CRM Influencers of 2007.

Steven is also a prolific writer on topics related to demand generation and the current transitions within the marketing profession. His book, Digital Body Language explores these topics, and he is a regular writer on his blog of the same name. Steven is also deeply involved with the Eloqua user community, with whom he regularly interacts through the discussions on his Eloqua Artisan blog.

Steven holds a degree in Engineering Physics from Queen's University.

Customer Reviews

4.3 out of 5 stars
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Most Helpful Customer Reviews

7 of 7 people found the following review helpful By Jep Castelein on February 11, 2009
Format: Hardcover
I'm not sure if I like the term Digital Body Language, but Steve Woods' book I like very much. It clearly shows how the role of marketing in the complex sale has changed, and gives lots of detailed suggestions on how marketing teams can cope with this change, by using smart demand generation strategies.

This book is required reading for marketers who currently use a marketing automation system such as Eloqua (for a full list of vendors see my blog Or for marketers who plan to use such a system. It provides useful guidelines to improve profiling, lead scoring, and lead nurturing. Also, it shows how to measure marketing ROI more objectively.

Steve Woods is CTO an co-founder of Eloqua, so the book is based on 9 years of practical demand generation experience. However, the book does not mention Eloqua, so you are spared any advertising and you get access to knowledge that is relevant regardless of the marketing software you use.

Digital Body Language is not an easy read, because it's chock-full of information that has never been put in a book before. Steve has added about two dozen case studies, which are brief but provide practical examples that make the book come more alive. All in all, I think this book will soon become a classic in the demand generation space.
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Format: Hardcover
Whether you are a salesperson or company, your prospects are changing. Finding and connecting with prospects is more difficult today than ever before. And once you do connect with a prospect, the chances are they know far more about the issues they want or need to address and the potential solutions to those issues than the prospects you've dealt with in the past.

It used to be salespeople were the dispensers of knowledge and solutions. Not too long ago most psopects needed salespeople to help them analyze their needs and to then propose viable solutions to those needs.

No longer.

Everyday more and more of our prospects are turning to the ever growing number of resources on the internet to research their problems and issues, their wants and needs. With the explosion of websites, artilce sites, blogs, forums, webinars, and other resources immediatley avaiable to anyone willing to take a few minutes to do a keyword search, salespeople are no longer the lynchpin of knowledge and solution.

Salespeople are increasingly engaging prospects at a later and later stage of the purchasing process--often so late in the process that their only task is to give a price since the prospect has already diagnosed the issue, researched the various solutions, determined the most appropriate solution for their situation, and now only need a potential product or service provider to quote a price.

This movement away from using salespeople early in their purchasing process creates a huge problem for companies and salespeople--how to recognize and capture a prospect early in their solution search.
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6 of 9 people found the following review helpful By Kevin on December 30, 2010
Format: Hardcover
Knowing whether Digital Body Language is a book for you depends on YOUR experience in this field. The book seems to get confused with who the reading audience is and I'll explain it by your experience level so you can make up your mind if it's right for you. Here's a rough breakdown by your experience:

If you have little sales/marketing experience and are someone looking to better understand how to break up your messages based on where customers are in the buying process, this is a good book to help you understand this. This book loosely defines sales funnel and segmentation from a short tail perspective of understanding how to deliver your content differently to your customers depending on what you know about them. Unfortunately, it does not dive too deeply into HOW TO exactly accomplish this. Your knowledge will need to be supplemented elsewhere but this will be a good introduction of how to think about content delivery.

If you are an experienced marketer who understands his customers well and know how to break up your messages based on where they are in the sales cycle, Steven Woods does not deliver strong thought leadership in this field nor does he propose tools outside your existing toolset to assist further. This book focused on overall strategy and really harps on switching from old sales processes to inbound marketing to a point where it becomes redundant, particularly if you've already purchased this book. This ought to be apparent when Chapter 3 is "What is Digital Body Language?".
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Format: Hardcover
Ever had the feeling that the marketing paradigm had changed since the advent of the new digital-Internet, Web 2.0, search engines and social media-universe, but nobody really quite told you exactly how? Well, the co-founder of Eloqua, Steven Woods, has done a pretty good job in doing just that in his book, "Digital Body Language."

DBL is about analyzing and using this comprehensive and cumulative digital footprint that is constantly being left behind by potential buyers in the new digital marketplace. In the buyer-driven, fast-converging sales/marketing demand generation cycle, DBL-based techniques track, nurture and manage each prospect, as the prospect traverses and consumes various marketing assets at different stages of the selling/buying cycle.

This new marketing paradigm needs to be very disciplined and synchronized by using constantly evolving buyer profiles, mutually acceptable (sales/marketing) lead scoring, unique segmentation methods, and by proffering the right message to the right person at the right time. Most importantly, it deploys performance metrics that marketing can actually be judged by!

Finally, sales can still do its face-to-face assessment of a prospect's physical body language, after that prospect has been qualified by marketing - through the afore-mentioned analysis of the prospect's digital body language. From my personal perspective, I am glad to see a meatier role for left-brained marketing because as we real marketers know - marketing is a lot more than brand.
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