Digital Body Language (Hardcover)

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Editorial Reviews

Product Description

In complex business-to-business sales processes, buyers are rewriting the rules. Today s instantaneous access to an online array of information and resources from brochures to portals to Web 2.0 social media - means buyers can quietly self-educate and autonomously direct the pace, direction, and timing of the purchase (not sales) cycle. For companies accustomed to relying on trained sales professionals to act as trusted advisors and guide buyers through a defined, structured process from the very inception of the sales opportunity - these changes are potentially disruptive on a massive scale. In this virtual marketing environment, a savvy sales rep can no longer read the room. Today, B2B marketers must decode a buyer s digital body language to understand the roles, information needs, timing, and buying intentions of its largely faceless and elusive target market. In this thoughtful and groundbreaking book, Steven Woods helps B2B marketing professionals understand the new dynamics of marketing complex products and services. He walks through the new tools available to buyers, how to read digital body language, and how to respond most effectively to maximize the volume and quality of leads. Woods shows that, by embracing the concept of digital body language, marketers can re-engage with sales colleagues on a more strategic level and increase their value to the enterprise.

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.

Product Details

• Hardcover: 224 pages
• Publisher: New Year Publishing LLC (January 1, 2009)
• Language: English
• ISBN-10: 0979988551
• ISBN-13: 978-0979988554
• Product Dimensions: 8.6 x 5.6 x 1 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #84,113 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Marketing/Demand Gen Goodness, March 12, 2009

By	Michael R. Damphousse "http://www.green-leads... (Andover, MA) - See all my reviews (REAL NAME)

Steve put together the science behind the art of demand gen, marketing and database management as it pertains to marketing and sales. There are topics covered in this book that have not been touched by others. It's timely, accurate, provoking and a must-have handbook for any marketer out there that relies on technology to do their job.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Marketing Automation, February 22, 2009

By	W. S. Marshall (Silicon Slopes, UT) - See all my reviews (REAL NAME)

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 digital body language of largely anonymous consumers. This skill is critical to evaluate their information needs and provide them with the appropriate content and offers to help them progress through the buying cycle.

This is especially important during these trying economic times, where as Tony Jarros from SiriusDecisions indicates, people haven't stoppped shopping; they're just not buying. Nurturing these leads is vital to increase velocity through the pipe and ensure that when they are ready to purchase that your product is top-of-mind.

I have also become a fan of Steven's blog of the same name http://digitalbodylanguage.blogspot.com where he offers tips and tricks on how to further apply topics in the book, using Eloqua's product.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Useful book to improve demand generation, February 11, 2009

By	Jep Castelein "LeadSloth on Demand Generation" (California, USA) - See all my reviews (REAL NAME)

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 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.