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Digital Body Language
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Top Customer Reviews
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.
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 ›
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.
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.
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
Whether you are a salesperson or company, your prospects are changing. Finding and connecting with prospects is more difficult today than ever before. Read morePublished on April 6, 2009 by Paul Mccord, Author, Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals
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