the truth about digital body language
TRANSCRIPT
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
insig
ht into individu
al 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