Digital Body Language / Lead Generation for the Complex Sale

 

An amazing book has been written by fine folks at Eloqua and a follow up White Paper that you can download here called Digital Body Language. The premise is that by using Eloqua’s tracking capabilities, sellers can now know when their prospects hit their website, what pages they go to, and how often they do so. By creating an algorithm that weights all three – our prospects score themselves and sellers use that score to triage their selling efforts. As an example, pages on your website that indicate cursory interest like the home page result in a low score. Pages that reflect deep interest like an online demo and customer testimonials reflect a much higher score. The number of times that individual returns to these pages acts as a multiplier thus giving them their final tally.

Brian Carroll of InTouch writes a fantastic book and subsequent e-book entitled Lead Generation for the Complex Sale. You can download it here. Brain describes lead generation as multimodal in that successful companies are working in 9 different areas to create demand – and I will add a 10th for Social Media:

1. Branding – Advertising, Associations, and Sponsorships
2. Public Relations – Editorials, Public Speaking, Press Releases, and News Coverage
3. Web Site – Search Engine Optimization, Landing Pages, Blogs, Podcasts, E-books, and RSS Feeds
4. Events – Seminars, Workshops, Webinars, Tradeshows, and Conferences
5. Phone Calls – Cold Calls, Top-Down Dialing, and Voice Mails
6. E-mail – One to One, One to Many, and HTML updates
7. Online Marketing – Organic Search, Paid Search, Newsletter Sponsorships, Portals, and Banners
8. Direct Mail – White Papers, Post Cards, Invites, amd Personal Letters
9. Referrals – Vendors, Consultants, Customers, and Partners
10. Social Media – Twitter, Facebook, LinkledIn, YouTube, and MySpace

 
By using the multimodal approach we can ensure that we are engaging our prospects in a manner that they prefer and before they are ready to make a purchasing decision. Then, we can track their digital body language as they begin to show interest in our solution. As a longtime sales person who has driven blindly for so long – all I can say is Hooray! As Mike Scher of Frontline Selling has so aptly framed, “Successful demand creation should be a farming exercise, not a hunting event. After all, we as a society began to progress when went from hunter / gatherers to farmers.”

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One Response

  1. Scott,
    Thanks for the kind words on Digital Body Language, much appreciated. It sounds like we’re both talking about very similar ideas in the market.
    Best,
    Steve

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