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Digital Body Language

4.3 out of 5 stars 10 customer reviews
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 (10 customer reviews)
  • Amazon Best Sellers Rank: #557,941 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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Format: Hardcover Verified Purchase
A lot has changed in terms of technology that facilitates buying decisions, but some intrinsic truths remain. This book helps frame those changes with real examples and implementation strategies for business today. From online marketing to continuous optimization, this book is a practical implementation guide from anyone in digital marketing or especially as a catch up guide to those marketers not up to date with the monumental changes that have undertaken our industry.
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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
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 [...] where he offers tips and tricks on how to further apply topics in the book, using Eloqua's product.
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Format: Hardcover
Steve's Book was insightful and quite timely. Buyers have changed the way they buy (using the Web) but marketing departments have not changed at all. Steve addresses this disparity with a logical and well thought out model to measure and market in a Web world.

I highly recommend this book for all marketers who have to face a new Web world and all MBA students who have just learned the old model with little application. With Steve's new paradigm you will be able to hit the ground running.
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