The buyer's journey today is largely a digital one, and marketers collect a rich and detailed set of data from the many "touchpoints" marketing deploys for prospects on their journey. Scott Brinker, president, CTO and co-founder of ion interactive and Jerry Rackley, Demand Metric's chief analyst and research report author, share insights from recent research on Digital Body Language, sharing perspective and research results on the problems and pathways to better sharing and utilizing this valuable data.
26. What
is
digital
body
language?
•
Website
visits
•
Email
opens/clicks
•
Content
downloads
•
Social
media
touches
27. 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
28. Limited
by
what
you
can
observe
from
the
consumpJon
of
passive
content.
29. Interac=ve
Content
Content
that
has
soUware
funcJonality.
The
audience
ac=vely
par=cipates
instead
of
just
passively
consuming
it.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56. 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%
63. 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
86. 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
87. !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