Digital Body Language™
Digital Body Language is the aggregate of all the digital activity you see from an individual.
In 2009 Steven Woods, Eloqua’s Chief Technical Officer and co-founder of Eloqua, published "Digital Body Language: Deciphering Customer Intentions in an Online World." Based on years of research, and with the cooperation of some of the world’s top marketers, the book explores a major shift in information consumption that is transforming the practice of sales and internet marketing around the world.
What is Digital Body Language?
The shift to online from face-to-face sales has crippled our ability to see body language when interacting with prospects leaving us less able to connect with prospects to determine their level of interest and drive sales enablement. The solution? Savvy marketers step in to read prospects' "digital body language" and use that knowledge to guide the buying process. What web pages did prospects click on? What emails excited their interest? What breadcrumbs are they leaving that show their paths through the buying process?
Lead Scoring, Lead Nurturing
Digital body language can arm sales people with deep insights into the areas and levels of interest of every prospect. Furthermore, digital body language allows marketers to determine which leads should be passed to sales at all. By applying the principles of lead scoring, marketers can leverage digital body language to determine the right buyer profile and interest profile of a sales-ready lead.
Leads not yet ready for sales, as indicated by their digital body language, can be nurtured until they are found to be ready. Again, an understanding of digital body language provides crucial insights. The art of lead nurturing is to maintain the permission of the audience to remain in front of them with your messaging. Understanding signs of loss of interest in the audience’s digital body language can give us a warning that our audience is losing interest and engagement.