The Truth About Digital Body Language
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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.
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The Truth About Digital Body Language
- 1. The Truth About Digital Body Language by Sco7 Brinker & Jerry Rackley
- 2. 53% digital is half or more
- 3. What is digital body language? • Website visits • Email opens/clicks • Content downloads • Social media touches
- 9. 72% say the role of personal selling is significant in closing deals
- 10. How significant is the role of personal selling in closing deals?
- 11. 69% say digital body language helps sales idenJfy “interest” among prospects
- 12. 69% idenJfies interest (or more)
- 13. 61% at best only hints at real needs
- 14. 36% never/rarely use digital body language
- 15. 78% at best use it someJmes
- 16. Noisy and not differenJated
- 18. What does it mean?!?
- 19. Reading digital body language works… …un=l it doesn’t.
- 20. !me story arc in buyer’s journey purchase decision the gap in sales/marke!ng alignment
- 21. 54% say there are at least some rough places in the markeJng-‐to-‐sales hand-‐off
- 22. The hand-‐off from markeJng to sales from the prospect’s perspecJve?
- 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.
- 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%
- 57. 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%
- 58. 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%
- 59. 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%
- 62. Digital dialogue
- 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
- 85. Digital body language Digital dialogue
- 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
- 88. say improving lead quality is the most important objecJve 70%
- 90. more consider sales qualified leads the most useful metric for measuring performance 53%
- 91. QuesJons? Download the free report. Sco7 Brinker @chiefmartec h7p://ioninteracJve.com Jerry Rackley @DemandMetric