- 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: #1,229,467 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.
Top customer reviews
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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.
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.
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.