Digital Body Language

Archive for Social Media

Calculating the Value of a B2B Marketing Campaign

March 17, 2010
It’s the ultimate question in marketing:What effect did this campaign have on revenue?In short buying cycles, where the buyer generally understands the category of the offering, and the transaction is quick and simple, this can be measured relatively…

Posted in Integrated Strategy, Online Lead Generation, Social Media | No Comments »

Membership has its Privileges; Best Practices IP vs. Social CRM

March 15, 2010
I wrote recently about our decision to expose our pricing publicly on our website. It was one of the most commented-on posts ever on this blog, as it seems to have connected with a number of people in the same situation. The intersection of theory an…

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Email as a Discoverable Medium

March 11, 2010
I wrote on Tuesday about the difference between messages being “delivered” and messages being “discovered”. Today, it’s worth looking at that difference in approach via a very tangible marketing example. As one of the most commonly used marketing med…

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Message Delivery vs. Message Discovery

March 9, 2010
The most obvious change in marketing that we are seeing lately comes down to how our messages reach their intended recipients. This is driven, of course, by changes in the behavior of our audience of potential buyers. The information “filters” we …

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TV is Dead. Long Live TV.

March 4, 2010
A great post by Brian Halligan at HubSpot, on a dinner he had with a group of Madison Avenue folks, got me thinking about some possible futures for Television. Contrary to the prevailing wisdom, I don’t think that Television is about to suffer the sam…

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Social media analysis moves mainstream

March 2, 2010
Last week, Webtrends announced that they had extended their customer intelligence capabilities into Facebook. In this new integration, there are two things happening that are worth commenting on. First, there is a continuing move to see a unified vie…

Posted in Email Marketing, Integrated Strategy, Online Lead Generation, Social Media | No Comments »

Publicly Available Pricing: Theory and Practice

February 24, 2010
A lot of what I write on this blog has to do with the changes that have happened as a result of buyers’ increasing access to information. Often, these changes are looked at from a general perspective. Today, I want to look a very specific example o…

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Google, Display Ads, and B2B Marketing

February 22, 2010
Google just pushed a tiny bit further into their long-stated strategy of making display advertising their next billion dollar business. Former DoubleClick exec Barry Salzman joined the team to bring this vision closer to reality, and it’s expected t…

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Cash Flow Statement as a Metaphor: Sources and Uses of Leads

February 18, 2010
Earlier, we introduced the financial metaphors for balance sheet and income statement when looking at B2B marketing analysis. Following on the same financial metaphor, a “cash flow” statement can show valuable insights into the sources and uses of…

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Passive Discovery vs Active Discovery

February 16, 2010
In looking at the messaging architecture you put together for each buyer role and how they progress through their buying process, it’s important to think through how the message you need to get to the buyers will be discovered. Some will be “activel…

Posted in Integrated Strategy, Online Lead Generation, Social Media | No Comments »


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