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Digital Body Language
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More About the Author
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.
Top Customer Reviews
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 LeadSloth.com). 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.
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.
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.Read more ›
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?".Read more ›
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.
Most Recent Customer Reviews
Great read for digital marketers. A great place to start in learning about online personas and their actions. Must read.Published on December 6, 2013 by Daniel Dawes
A lot has changed in terms of technology that facilitates buying decisions, but some intrinsic truths remain. Read morePublished on August 18, 2011 by M. H. Hanley
Steve put together the science behind the art of demand gen, marketing and database management as it pertains to marketing and sales. Read morePublished on March 12, 2009 by Michael R. Damphousse
Steven Woods book explains how marketing is playing a role deeper into the buying funnel than ever before what marketers need to think about in order to effectively interpret the... Read morePublished on February 22, 2009 by W. S. Marshall