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Marketing has undergone a fundamental change over the last decade. More buyers have moved online to educate themselves on the market and available products, and our ability to guide them through a "sales process" has diminished.

Today's buyer is in control, has access to numerous high-quality sources of information, and goes through a "buying process" at his or her own pace.

This transition means that our sales teams are no longer required as a conduit of information. Industry websites, vendor sites, blogs, social media, and search all make the required information readily available and, by doing so, leave the sales representative out of the room.

As a result, it's impossible for the sales rep to read a buyer's physical body language to understand what aspects of a message are of interest and determine whether the prospect wants to move forward.

Marketing teams must therefore instead read a buyer's digital body language—his or her Web activities, email responses, search activities, and engagements in events and demos—to understand what messages are working and where each buyer is in his or her buying process.

To understanding a buyer's digital body language, marketers should focus their actions on four main areas: communication, sales alignment, data management, and marketing analytics.

Below are tips for how to use digital body language to improve your efforts in those key areas and reorient your marketing efforts around a buying process rather than a selling process.

1. Communication

Be findable: A key goal in communicating with today's buyer is to be findable wherever the buyer is looking for information. Whether it's sharing videos on YouTube, asking questions on LinkedIn, reading industry newsletters and reports, or searching on Google, buyers seek information in a variety of ways. Being findable on these channels, rather than simply pushing out a louder message, allows marketers to better connect with today's buyers.

Set your information free: Prospective buyers will find the information they're looking for, whether it's from you, your competitors, or their peers in the industry. It's in your best interest to make sure they find it from you, as that gives you a chance to guide the conversation and highlight topics that the buyer should consider.

Digital body language in every touch: As you communicate with buyers in a variety of ways and forums, each touch point becomes an opportunity to better understand each prospect's area and level of interest. Emails with a link to more information should allow you to gain insight into the recipient's Web activity to better understand what he or she is interested in. With direct mail, a personal URL can similarly allow you to identify the individual's Web activity and area of interest. As you understand more about each prospect, you can provide much more personalized information to each person.

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ABOUT THE AUTHOR

Steve Woods is cofounder and CTO of Eloqua (www.eloqua.com), a provider of marketing-automation technology. He is the author of the book Digital Body Language and also writes on the topic at his blog (https://digitalbodylanguage.blogspot.com).