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Transcript of Our Mission: Improve members’ ability to manage BtoB marketing and communications for greater...
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Our Mission:• Improve members’ ability to manage BtoB marketing and
communications for greater productivity and profitability • By providing unique access to information, ideas, and
the experience of peers • In the form of educational and networking opportunities
that will help enhance their careers.
Welcome!
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Next Event: October 28, 2009
“Improving Sales and Marketing Channel Communications”
Michael Happe, Vice President, Commercial Business, Toro
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Partners – we thank you!
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Today’s Event:
“Digital Body Language”
Steve Woods
Co-Founder & CTO
Eloqua
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PRIVILEDGED AND CONFIDENTIAL5
Digital Body LanguageDeciphering Customer Intentions in an Online World
A conversation with the Minnesota BMA
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PRIVILEDGED AND CONFIDENTIAL6
A Story
• Ian Brown (TriNet)
• 1999 vs now
• What changed?
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PRIVILEDGED AND CONFIDENTIAL7
Transformative Shifts in Marketing
Distribution Becomes Free
Content Creation can be Decentralized
Information is Free; Sales is Not Information Conduit
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What really happened?
• Information became free
• Prospects access information online
• Sales is no longer information conduit
• Sales is not able to read body language
• The challenge of reading and understanding the buyer falls to marketing
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PRIVILEDGED AND CONFIDENTIAL9
What is “Digital Body Language” really?
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What do we know?
• Wants information on his/her timeframe, not ours.
• Does not want to be sold to. Wants access to sales only when ready to buy.
• Wants interaction, not marketing, thus data is critical
• Will likely interact with us multiple times before buying
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PRIVILEDGED AND CONFIDENTIAL11
Unleash your information
1. Listen
2. Share
3. Reciprocate
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PRIVILEDGED AND CONFIDENTIAL12
Think like a buyer
1. Empathize
2. Target
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PRIVILEDGED AND CONFIDENTIAL13
Take your data seriously
1. Cleanse
2. Model
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PRIVILEDGED AND CONFIDENTIAL14
Build a culture of analytics
1. Socialize
2. Rebuild
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How can we engage with this new buyer?
• Unleash your information; • Watch prospects’ digital body language
• Think like a buyer• It’s NOT a selling process
• Take your data seriously; • It’s with you for longer
• Build a culture of analytics• Change behavior through culture
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PRIVILEDGED AND CONFIDENTIAL16
Thank you
More Information:• Digital Body Language (Amazon)• Digital Body Language blog
• http://digitalbodylanguage.blogspot.com
• Email: [email protected] • Twitter: @stevewoods
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Questions & Answers
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Thank you!