- 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: 10 customer reviews
- Amazon Best Sellers Rank: #1,925,975 in Books (See Top 100 in Books)
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Digital Body Language
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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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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.
Steven Woods in Digital Body Language: Deciphering Customer Intentions in an Online World (2009: New Year Publishing) argues that just as it used to be critical for a salesperson to be able to read a prospect's body language in order to be able to successfully move them to make a positive decision to purchase, it is now equally critical--and possible--to read a prospect's "digital" body language via their use and movements through the company's internet resources.
Digital Body Language is aimed at the marketing function of companies with relatively sophisticated marketing departments engaged in business-to-business complex sales. For Woods, the activities that allow one to read the body language of a company's electronic visitor is very much a pre-sales handoff activity. This, however, doesn't mean that smaller companies, salespeople, and individual professionals can't pick up some good ideas of how to understand where in the buying cycle the visitors to their website, blog, podcast, or other resource are.
Woods argues that by understanding and analyzing where the visitors to the company's website or blog come from, how long they stay, what they engage while they are there, and what they go afterwords can help the marketing department formulate a campaign to eventually move the prospect from investigator who is researching issues and options to being handed off to the sales department for final follow-up and consumating the purchase.
Each movement a prospect makes signals their individual involvement within the purchase, where in the process they are, what type of information the company can follow-up with that will interest them, and when to turn the lead over to sales.
Reading digital body language requires a set of data mined from both your electronic and non-electronic resources, as well as "a marketing team prepared to implement numerous processes that deliver the right communication at the right time to the right prospect." No easy task and one that Woods says requires "the entire organization to make siginficant changes to marketing." Traditional marketing concepts and functions still apply, Woods says, but now take a back seat to understanding and responding to prospect's online behavior.
Digital Body Language is a throught provoking look at how prospects are buying in today's market and how marketing--and ultimately sales--must respond. As more prospects move to self-education, analysis, and solution creation, a new understanding of the prospect must emerge. And since it seems that everyday brings an additional resource that allows prospects more control over their purchases, those companies who learn how to "read" their prospects and engage them with the information they are seeking in a manner they will respond to will be the companies who manage to maintain their margins and grow their business--even in a market where more and more "complex" products and services are moving into the realm of commodities to be bought at the lowest possible price.
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.