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Demand Metric

Demand Metric 2015 Benchmark Study 

The Truth about Digital Body Language

Results from Demand Metric’s June 2015 Benchmarking Study

The Truth About

Digital Body Language

Results from Demand Metric’s June 2015 Benchmarking Study

The Truth About Digital Body Language

How do Marketing & Sales view the Buyer’s Journey?

Click on each graphic to reveal more.

53 percent of those surveyed said their buyer's journey was mostly digital

52% of those Surveyed Said their Buyer’s Journey was Mostly Digital

Demand Metricmajority of the buyer’s journey is digital

“The digital nature of this journey provides opportunities for marketing – the journey’s presumed architect and guide – to collect a rich set of data as prospects interact.”

63 percent Say Content Plays a Significant Role

63% Said that Content Plays a Significant Role in…

nurturing prospects through the path of discovery

…nurturing prospects through the path of discovery, consideration and purchase.

BUT…

Less Than 30 percent Understand Content Needs

Less Than 30% Understand Content Needs

Marketing's Understanding of Content Needs

Marketing’s Understanding of Content Needs

“If marketing wishes to collect relevant data from touchpoints along the buyer’s journey, it must first understand that journey so it can deploy content that prospects will eagerly consume.”

How does Digital Dialogue change things?

What is Digital Body Language?

What is Digital Body Language?

behaviors that marketing uses to infer intent, score and segment leads

Clicks, downloads, page views, email opens and other behaviors that marketing uses to infer intent, score and segment leads.

What is Digital Dialogue?

What is Digital Dialogue?

responses given when prospects interact with content in their digital journey

Explicit, specific and descriptive responses given when prospects interact with content in their digital journey.

Sales is Missing Out.

72 Percent Personal Selling Plays a Significant Role

72% of Respondents Say that Personal Selling Plays a Significant Role in their Lead-to-Revenue Lifecycle

81 Percent in B2B Environments

In B2B Environments, an Even Higher Percentage — 81% — Say that Personal Selling Plays a Significant Role

Sales -  Just 22 Percent Making Regular Use of Data

Sales: Just 22% Make Regular Use of Digital Body Language Data

Frequency of DBL Use by Sales

Frequency of DBL Use by Sales

Only 22% of those surveyed use Digital Body Language data regularly, suggesting that something is very broken.

Why isn’t marketing data more useful to sales?

Reasons DBL Content Doesn't Work for Sales

Too much data. Too little knowledge.

Different interpretations of DBL data is the top reason it isn’t more useful to sales.

digital body language data is often like drinking from a fire hose

“Trying to swallow and digest digital body language data is often like drinking from a fire hose.”

82% Say that Data Doesn’t Identify Specific Buyer Needs

82 Percent Data Doesn’t Identify Specific Buyer Needs
Usefulness of DBL to Sales

“…marketing has an opportunity to create interactive content assets that produce a real dialogue with prospects and yield the data sales really wants.”

Close Rates are at Stake.

62 Percent Say their sales close rate would improve more than 10

62% say their sales close rate would improve more than 10%…

Deployment of interactive content with full sharing of data is currently quite rare.

...if collection and sharing of data from the digital journey were optimized.

“Optimizing the sharing of this data would have a significant impact on the sales team’s ability to close deals.”

Sales Wants More than They’re Getting from Digital Body Language.

71 Percent Want Data on Specific Pain Points

71% Want Data on Specific Pain Points

20 Percent Currently Get Digital Dialogue Data on Specific Pain Points

Only 20% Currently Get Digital Dialogue Data on Specific Pain Points

72 Percent Want Data on Buyer Readiness

72% Want Data on Buyer Readiness

Only 21 Percent Currently Get Digital Dialogue Data on Buyer Readiness

Only 21% Currently Get Digital Dialogue Data on Buyer Readiness

75 Percent Want Data on Barriers to Buying

75% Want Data on Barriers to Buying

Only 14 Percent Currently Get Digital Dialogue Data on Barriers to Buying

Only 14% Currently Get Digital Dialogue Data on Barriers to Buying

“Prospects who engage with interactive content have by default entered into a digital dialogue, and it becomes much easier for sales to transition that digital dialogue to personal dialogue: it is a very natural progression.”

Learn More

Learn more about using interactive content to collect and surface the digital dialogue to your sales team. ion interactive’s Sell-Side capability provides sales with instant access to their buyer’s digital journey.

More About Sell-Side
collect and surface the digital dialogue to your sales team

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