Reading Digital Body Language

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The journey of the B2B buyer has changed radically over the past few years and smart marketers have started to use this to their advantage. These days B2B companies can use marketing tools to predict which customer company will actually buy by learning how to read their “digital body language.”
According to CEB (2015), customer companies spend 57 percent of the buying process searching, finding and engaging in the specific product or service that they are looking for. And a whopping 85 percent of these companies are researching anonymously without wanting any help from the salespeople (McKinsey & Company 2017). To top it all off, you’re no longer selling to a single individual – you’re selling to a committee of over a dozen people. Consequently, the need for being attuned to the buying signals from your customers has never been more prominent.
Reading the digital body language of your customers is the most efficient way to overcome these challenges. Engagement signals from potential customers along many marketing touch points, such as your website, ads, marketing emails, sales emails and even IoT, are the most important sensors in predicting which company is closest to buying your product or service. With the right tools, marketers can create a strategy and a plan to, in cooperation with the sales team, put efforts on the right accounts, at the right time.
In addition to collecting this data, you need to examine your content. Creating quality content is an investment and considering the fact that 92 percent of B2B purchases start with a search (Forrester 2017), it’s time to recognize that your website and the content you create have a real impact on future revenue. In fact, 62 percent of B2B buyers say they can develop a vendor shortlist solely on digital content (Forrester 2017). Tailor-made content that can be distributed to your potential customer companies through each step of the buying cycle should be a predominant marketing strategy in your company. Use digital body language to automatically personalize content to the needs and profile of your customers.
Being constantly aware of the digital body language of your customers can speed up the entire buying process. Influence and educate your buyers with strong digital content. There’s no need for long buying journeys where sellers and buyers continuously play guessing games on what the other has or desires. If you can increase efficiency through making the buying experience seamless and more memorable, why not do it?

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