Digital Body Language, and the technologies that track it, have given marketing and sales an enormous amount of information about their customers. With its obvious benefits aside, I sometimes wonder at what point does this information become irrelevant. Does each visit to a page or a white paper download lead to a sale? Does each click and opened email end up in buyer engagement further down the sales funnel?
I liken this process to finding one’s mate. In your younger years, every word and every action has a proverbial meaning. As you mature, your criteria get more specific and your search fine-tuned.
Some marketers fall into the trap of sending all data intelligence to sales, leaving sales to decipher the good vs. the ugly. This can cause headaches in process, people and technology: sales time is wasted, confidence in marketing decreases, and data storage on CRM systems get maxed out. To avoid these pitfalls, marketing needs to decipher the buyer’s Digital Body Language and identify what data are most valuable to sales.
Determine Buying Signals. Review historical trends and determine, based on past closed opportunities, what set of signals buyers consistently demonstrate throughout their pre-sales engagement.
Score. Assign a ranking to buyers based on an understanding of their behavior and buying signals. Lead scoring can help you to qualify the level of interest of your buyer, ensuring buyers get relevant, timely communications and thus maximizing effectiveness of your sales force.
Capture Lead Source. Track where your buyers are coming in. This will provide insight on when and how they started engaging with you. Over time, you can identify the most effective sources and apply future investments where they matter most.
Monitor and Adjust. Establish a regular cadence where you review results and your impact on sales. Make sure to establish checkpoints and routinely revisit scoring criteria with sales management. Verify if your scoring process is effectively yielding sales results and if your buyers’ signals are shifting.
Digital Body Language, like most good things, should be consumed in moderation and leveraged strategically for optimal results.
Nadia de Villa, Senior Director of Customer Success at Eloqua, has spent pretty much her whole career in Management Consulting, specializing in Sales Enablement and Customer Relationship Management. In addition, to enabling customer success at Eloqua, Nadia is passionate about Marketing’s transformation from art to science as Marketing takes center stage in fueling the revenue engine.