1 / 7

Digital Body Language Benchmark Report

Introduction The modern marketing organization collects a lot of data from various encounters – touchpoints – that prospects and customers have with that organization. With the right implementation of technology, marketers are aggregating data about website visits, email opens, click-throughs, downloads, webinar registrations and any other existing form of digital interaction. Collectively, this rich set of data represents the “digital body language” of a prospect, providing marketing with the raw data to first detect and then predict a prospect’s level of interest in a solution and even when that prospect might buy. There is a tremendous amount of potential energy stored in this digital body language (DBL) data that marketing collects, and converting it to kinetic energy is a matter of passing it downstream, to the sales team, with high fidelity. It seems intuitive that marketing and sales would have an efficient, effective process to ensure that the sales team can fully exploit the DBL data that is available. In theory, collecting DBL data is an excellent practice for many reasons. This data helps marketing refine it’s part of the sales funnel for which it is responsible. This data, at least in theory, also gives the sales team a complete view of a prospects needs and readiness to buy, all before sales engages in dialogue with qualified prospects. Demand Metric and ion interactive teamed up to determine how well digital body language is living up to its potential. What this study discovered, and this report details, is that while digital body language is conceptually appealing, the sharing and exploitation of this data is relatively poor. A strategy that relies on digital body language whose execution does not produce a meaningful digital dialogue will disappoint. Table of Contents - Introduction - Executive Summary - The Digital Buyer's Journey - The Last Mile - The State of DBL - The Opportunity: A Digital Dialogue - Tools & Content - Analyst Bottom Line - Acknowledgements
 - About ion interactive - About Demand Metric - Appendix: Survey Background Research Methodology This Digital Body Language Benchmark Study survey was administered online during the period of May 22, 2015 through June 9, 2015. During this period, 358 responses were collected, 300 of which were complete enough for inclusion in the analysis. The data was analyzed to identify insightful relationships between variables in the study and to ensure the statistical validity of the findings. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.

demandmetric
Download Presentation

Digital Body Language Benchmark Report

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Digital Body Language Benchmark Report © 2015 Demand Metric Research Corporation. All Rights Reserved. Benchmark Report The Truth About Digital Body Language Sponsored By:

  2. TABLE OF CONTENTS 3 4 6 8 11 14 Introduction Executive Summary The Digital Buyer’s Journey The Last Mile The State of DBL The Opportunity: A Digital Dialogue 21 23 24 Acknowledgements About Demand Metric Appendix: Survey Background 16 19 Tools & Content Analyst Bottom Line 22 About ion interactive TABLE OF CONTENTS 3 4 6 8 11 14 Introduction Executive Summary The Digital Buyer’s Journey The Last Mile The State of DBL The Opportunity: A Digital Dialogue 21 23 24 Acknowledgements About Demand Metric Appendix: Survey Background 16 19 Tools & Content Analyst Bottom Line 22 About ion interactive

  3. INTRODUCTION The modern marketing organization collects a lot of data from various encounters – touchpoints – that prospects and customers have with that organization. With the right implementation of technology, marketers are aggregating data about website visits, email opens, click-throughs, downloads, webinar registrations and any other existing form of digital interaction. Collectively, this rich set of data represents the “digital body language” of a prospect, providing marketing with the raw data to first detect and then predict a prospect’s level of interest in a solution and even when that prospect might buy. There is a tremendous amount of potential energy stored in this digital body language (DBL) data that marketing collects, and converting it to kinetic energy is a matter of passing it downstream, to the sales team, with high fidelity. It seems intuitive that marketing and sales would have an efficient, effective process to ensure that the sales team can fully exploit the DBL data that is available. In theory, collecting DBL data is an excellent practice for many reasons. This data helps marketing refine it’s part of the sales funnel for which it is responsible. This data, at least in theory, also gives the sales team a complete view of a prospects needs and readiness to buy, all before sales engages in dialogue with qualified prospects. Demand Metric and ion interactive teamed up to determine how well digital body language is living up to its potential. What this study discovered, and this report details, is that while digital body language is conceptually appealing, the sharing and exploitation of this data is relatively poor. A strategy that relies on digital body language whose execution does not produce a meaningful digital dialogue will disappoint. INTRODUCTION The modern marketing organization collects a lot of data from various encounters – touchpoints – that prospects and customers have with that organization. With the right implementation of technology, marketers are aggregating data about website visits, email opens, click-throughs, downloads, webinar registrations and any other existing form of digital interaction. Collectively, this rich set of data represents the “digital body language” of a prospect, providing marketing with the raw data to first detect and then predict a prospect’s level of interest in a solution and even when that prospect might buy. There is a tremendous amount of potential energy stored in this digital body language (DBL) data that marketing collects, and converting it to kinetic energy is a matter of passing it downstream, to the sales team, with high fidelity. It seems intuitive that marketing and sales would have an efficient, effective process to ensure that the sales team can fully exploit the DBL data that is available. In theory, collecting DBL data is an excellent practice for many reasons. This data helps marketing refine it’s part of the sales funnel for which it is responsible. This data, at least in theory, also gives the sales team a complete view of a prospects needs and readiness to buy, all before sales engages in dialogue with qualified prospects. Demand Metric and ion interactive teamed up to determine how well digital body language is living up to its potential. What this study discovered, and this report details, is that while digital body language is conceptually appealing, the sharing and exploitation of this data is relatively poor. A strategy that relies on digital body language whose execution does not produce a meaningful digital dialogue will disappoint.

  4. EXECUTIVE SUMMARY The data for this digital body language study was collected through an online survey whose participants came largely from B-to- B organizations across a range of industries, technology having the strongest representation. Over two-thirds of respondents reported revenue growth in the most recently completed fiscal year, and these organizations range in size from less to $10 million to over $1 billion. The analysis of this study’s data provides these key findings:  For 52% of study participants, the buyer’s journey is mostly digital, providing ample opportunities for collecting digital body language data. But less than 30% of marketers understand reasonably or extremely well a prospect’s content needs during this journey.  Personal selling plays a significant to very significant role in closing deals for 72% of respondents.  Despite the heavy reliance on personal selling, the usage of DBL data by the sales team occurs often or always just 22% of the time.  The top reason why DBL data isn’t more useful to sales is because too many, different interpretations of it exist.  A majority of organizations are not yet using the four most common types of interactive content. Previous Demand Metric research confirms that this type of content is better at capturing prospect needs and interest, and creating dialogue. EXECUTIVE SUMMARY The data for this digital body language study was collected through an online survey whose participants came largely from B-to- B organizations across a range of industries, technology having the strongest representation. Over two-thirds of respondents reported revenue growth in the most recently completed fiscal year, and these organizations range in size from less to $10 million to over $1 billion. The analysis of this study’s data provides these key findings:  For 52% of study participants, the buyer’s journey is mostly digital, providing ample opportunities for collecting digital body language data. But less than 30% of marketers understand reasonably or extremely well a prospect’s content needs during this journey.  Personal selling plays a significant to very significant role in closing deals for 72% of respondents.  Despite the heavy reliance on personal selling, the usage of DBL data by the sales team occurs often or always just 22% of the time.  The top reason why DBL data isn’t more useful to sales is because too many, different interpretations of it exist.  A majority of organizations are not yet using the four most common types of interactive content. Previous Demand Metric research confirms that this type of content is better at capturing prospect needs and interest, and creating dialogue.

  5. EXECUTIVE SUMMARY  If the collection and sharing of DBL data were optimized, 62% of respondents report the sales close rate would improve by more than 10%. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. EXECUTIVE SUMMARY  If the collection and sharing of DBL data were optimized, 62% of respondents report the sales close rate would improve by more than 10%. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix.

  6. ABOUT ION INTERACTIVE ion interactive’s software replaces landing pages with app-like web, mobile and responsive experiences. Using ion’s simple drag- and-drop interface, anyone can create and test amazing, app-like experiences—no technical or design skills required. ion interactive’s experiences significantly improve lead generation and customer acquisition with research showing that 73% of ion’s customers report at least doubling their digital marketing conversion rates. ion is based in Boca Raton, FL, with a second office in Cambridge, MA. Customers include Dell, Iron Mountain, DHL and hundreds of other brands and agencies. For more information, visit www.ioninteractive.com. ABOUT ION INTERACTIVE ion interactive’s software replaces landing pages with app-like web, mobile and responsive experiences. Using ion’s simple drag- and-drop interface, anyone can create and test amazing, app-like experiences—no technical or design skills required. ion interactive’s experiences significantly improve lead generation and customer acquisition with research showing that 73% of ion’s customers report at least doubling their digital marketing conversion rates. ion is based in Boca Raton, FL, with a second office in Cambridge, MA. Customers include Dell, Iron Mountain, DHL and hundreds of other brands and agencies. For more information, visit www.ioninteractive.com.

  7. ABOUT DEMAND METRIC Demand Metric is a marketing research and advisory firm serving a membership community of over 55,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. ABOUT DEMAND METRIC Demand Metric is a marketing research and advisory firm serving a membership community of over 55,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com.

More Related