An article in ClickZ titled “TriNet Uses Digital Body Language to Arm Sales Reps” describes how TriNet (an HR services company) leveraged Eloqua’s Program Builder to augment their process of online lead qualification. When I attended an Eloqua sales presentation on Digital Body Language, I immediately agreed with their approach – and found their digital body language analogy to be quite apt. Prospects who are interacting with you (e.g. via a visit to your web site) leave tremendously valuable fingerprints. Web site publishers ought to leverage this valuable data to smarten their lead qualification and follow-up.
I think that a perfect complement to this digital body language concept can be found in virtual events. Here, prospects are providing rather explicit cues regarding their interest in your products and services – they’re downloading your White Papers, returning to visit your booth, chatting with your booth reps, etc. Your nurturing and qualification cycle become condensed down into a single event (e.g. the virtual event!).
If you’re an online marketer who’s using Eloqua’s system, a great complementary program for 2009 might be a virtual event sponsorship. I think you’ll find valuable body language (from prospects). Some might even ask you out on a date (to meet with one of your sales reps, that is!).