How do you find and then engage, that one person in the crowd who might be interested in your products or services? With access to their Digital Body Language™ you have ways to respond to their customer journey and reduce the sales cycle.
Tips & ideas for using Eloqua Digital Body Language™ data to modify & personalise your customer’s journey.
If you consider the period from when a person enters your database through to buying a product or service, there’s a lot of activity there and hopefully, more information gathered along that journey.
Once you have an understanding of your buyer’s journey and possibly the various personas you’re talking to, you’re in a much better position to tailor, modify or personalise your buyer’s journey.
What is Digital Body Language™?
Digital Body Language is the online equivalent of the facial expressions revealed around the negotiating table. It’s comprised of website visits, content downloads, keyword searches, and email responses. In many ways, online buyer behaviour provides the most accurate picture of prospect interest and intent. By analysing the timing, frequency, and clickstream data of web site visits, marketers can zero in on the buyer’s pains, concerns, and motivations.
“A vast majority (87%) of B2B buyers said online content has either a major or moderate impact on vendor preference and selection, according to the CMO Council.”
–Better Lead Yield in the Content Marketing Field
Industry experts recommend taking a phased approach by focussing on the following best practices:
- Accumulate Digital Body Language
- Communicate Digital Body Language
- Evaluate Digital Body Language
- Accelerate the sales process
- Cultivate the Digital Body Language
- Validate marketing spend
Well, partially graduate… There will always be a place for regular campaigns.
If you still have a focus of “we don’t want to send people too many emails” or you have a policy in place that limits the number of emails you can send, you’re not in a position to respond to your audience as they engage with you.
The two thought processes are diametrically opposed.
However, it’s not a binary game, there is room for both ideas to play together. You’ll always have your regular campaigns, weekly or monthly newsletters etc.
What we’re trying to understand in this user group is ways to “listen” and “observe” a person’s Digital Body Langauge and then respond accordingly.
Talk through these points with your team:
- Make some time to evaluate campaign performance, especially the repetitive campaigns delivering similar content on a set schedule.
- Think about inclusions and exclusions from a Segmentation point of view to avoid overwhelming people.
- Use the information people have given you to tailor and personalise their journey.
- Don’t be afraid to stop sending people content if they haven’t engaged with any of the past 6 or so emails.
You’ll have to watch the replay to discover three cool ways to use your engagement data. Start at about 30 mins into the webinar.
We walk you through the use of different areas of Eloqua including Lead Scoring and Shared Filters and their use as Elements on the Campaign Canvas.
As you uncover the behaviour of your target audience, you can then begin to query certain types of data that will speed up or change the buyer’s journey altogether. The more you know about a person, the more you’re able to personalise their journey.
At the time of the June 2019 User Group, details had not yet been made public for Release 19C due in August.
We recapped on a few points from Release 19B in May and revisited the changes for the Form Design Editor, the one thing we do know about Release 19C.
“Starting in August 2019, you will not be able to create new assets using the Classic Form Design editor. Existing assets will be editable. As of May 2020, all legacy assets will be view-only and not editable. Classic forms will still function in their landing pages and capture form submission data. We recommend customers start preparing in advance for this transition. Customers can leverage the Save As and Save As Template features for their classic forms to save them as responsive forms in the new Design Editor.”†
† SOURCE: Eloqua Help Centre