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Why do we close the deals? How does it happen?
Imagine a sales rep in a brick-and -mortar store or on a meeting with a B2B prospect. She doesn’t only recite the script but rather observes and analyzes her interlocutor’s behavior. Not only the words, but also subtle body language messages that reveal more than open declarations.

Traditionally, sales happened face-to-face. You could see prospects’ reactions, see how they respond to your actions. But how to do it online? Well, that’s where Marketing Automation comes to the rescue. Did you know Digital Body Language?

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What is Digital Body Language?

Digital Body Language means all that your users does online, all their actions. The aim is to map prospects’ engagement: why, how and with what they interact with the brand?  With technology, you can answer such questions with precise answers backed up by numbers and objective analysis.


5 essential behavioral metrics

For the beginning, to understand the behavior of your new leads, track the following:

  1. The source of the visit: where that person came from? Did she find you thanks to social media? Or maybe someone has recommended her your company? Perhaps a particular campaign outperformed other in delivering traffic? Maybe you owe the visit to organic search? Such data will help you both: personalize the message to that person and to optimize your website and your marketing actions (you know what are the most effective sources of new leads).
  2. Site visits: how many times has a lead visited your website? If someone comes back to your site frequently, it indicates higher motivation to buy. It’s as if the buyers were raising their hands.
  3. Pages visits: not only the amount of site visits that matters. How much content does the prospect consume during one visit? Maybe she visits less frequently, but learns more per visit? Browsing through your materials for a while is a good sign.
  4. Forms submitted: what contact forms has your prospect filled in? What materials has she downloaded? Such intelligence tells you two things: how motivated the person is (if she downloads only ebooks and whitepapers, she might be researching, but if she registers for a demo, she could be more interested in buying) and what interests her (what problems does she face).
  5. Reactions to emails: does the person open your emails? Does she click the links in them? Such data is vital to learn what the customers plans and how engaged is she.


Why to track online behavior and how to use that data?

That data shouldn’t be just collected and stored in your CRM. Translate these into action!
– Quickly identify hot leads: that ways sales reps can
– Define personas: such intelligence helps you understand your customers and know what they feel
– Personalize: with such data; you can tailor messages to the context. It can be done either automatically (you create rules of automation based on that data) or in the direct communication (when sales rep calls a lead, she can use that knowledge and refer to an ebook or something to start a conversation).


How to do it?

Digital Body Language is a solution both for B2B and B2C. And to track and interpret it, you need:
– Marketing Automation platform
– staff to analyze it and create rules of automation based on that.



John Shea

Alison Murdock