The Truth About Digital Body
Language by Sco7 Brinker & Jerry Rackley

53% digital is half
or more

What is digital body language?
• Website visits • Email opens/clicks • Content downloads • Social media touches

Digital
body
language

72% say the role
of personal selling is significant in closing deals

How significant is the role
of personal selling in closing deals?

69% say digital body
language helps sales idenJfy “interest” among prospects

69% idenJfies interest
(or more)

61% at best only
hints at real needs

36% never/rarely use digital
body language

78% at best use
it someJmes

Noisy and not
differenJated

What does it mean?!?

Reading digital body language
works… …un=l it doesn’t.

!me story arc in
buyer’s journey purchase decision the gap in sales/marke!ng alignment

54% say there are
at least some rough places in the markeJng-­‐to-­‐sales hand-­‐off

The hand-­‐off from markeJng to
sales from the prospect’s perspecJve?

What is digital body language?
• Website visits • Email opens/clicks • Content downloads • Social media touches

What is digital body language?
• Website visits • Email opens/clicks • Content downloads • Social media touches • Browse your website • Sign up for a webinar • Download an ebook • Share a blog post

Limited by what you can
observe from the consumpJon of passive content.

Interac=ve Content Content that
has soUware funcJonality. The audience ac=vely par=cipates instead of just passively consuming it.

How well does content convert
visitors? Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014 3%! 22%! 39%! 32%! 4%! 0%! 7%! 23%! 56%! 14%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! Very poorly! Moderately poorly! Neutral! Moderately well! Very well! Passive! Interactive! 70% vs. 36%

2%! 13%! 15%! 64%! 6%!
0%! 2%! 5%! 48%! 45%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! Very ineffective! Somewhat ineffect.! Neither! Somewhat effect.! Very effective! Passive! Interactive! How effec=ve is content at educa=ng buyers? Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014 93% vs. 70%

6%! 38%! 39%! 15%! 2%!
5%! 7%! 50%! 21%! 17%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! Very infrequently! Infrequently! Neutral! Frequently! Very frequently! Passive! Interactive! How frequently is content shared by visitors? Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014 38% vs. 17%

2%! 20%! 23%! 45%! 10%!
0%! 2%! 10%! 55%! 33%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! Very ineffective! Somewhat ineffect.! Neither! Somewhat effect.! Very effective! Passive! Interactive! How effec=ve is content at differen=a=ng the firm? Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014 88% vs. 55%

Digital
body
language

Digital
dialogue

Digital dialogue >
Digital body language • website visits • email opens/clicks • content downloads • social media touches • scenarios calculated • configuraJons considered • quiz/assessment results • behavior inside content

Digital body language Digital
dialogue

insight into individual buyers
CRM MAP Sell-­‐Side Experience Interac=ve Content contact informa!on, third-­‐party data, and sales rep interac!ons buyer’s digital ac!vity buyer insights from interac!ve content (shown in buyer’s context) • website visits • email opens/clicks • content downloads • social media touches • scenarios calculated • configura!ons considered • quiz/assessment results • behavior inside content

!me story arc in
buyer’s journey purchase decision opportunity to accelerate pipeline through beSer story con!nuity classic digital marke!ng 2-­‐sided interac!ve content harnessing digital dialogue

say improving lead quality
is the most important objecJve 70%

more consider sales qualified
leads the most useful metric for measuring performance 53%

QuesJons? Download the free
report. Sco7 Brinker @chiefmartec h7p://ioninteracJve.com Jerry Rackley @DemandMetric