| Digital body language (DBL) is the aggregate of an individual's passive and active digital footprints. A sales prospect's DBL communicates interest and purchase intent through online activity, just as their physical body language communicates interest and intent through kinesics. Before the mid-1990s, lead prospects in the business-to-business (B2B) marketplace often engaged with a salesperson in person at some point, perhaps over lunch or dinner, and it was not uncommon for the sales rep to note impressions of the prospect's body language. As buyers have moved online, however, face-to-face meetings during which marketers have the opportunity to read a potential customer's physical body language have become far less frequent. Online tracking and business intelligence (BI) technologies can fill the gap by analyzing and scoring data about specific criteria, such as which email promotions a prospect opens or whether they have interacted with the vendor's social media accounts. According to the 2010 book "Digital Body Language" by Steven Woods, looking at a prospect's DBL helps marketers determine not only what to communicate to prospective buyers, but also when to communicate, what communication channels to use and when to bring salespeople into the picture. Industry experts recommend that to adjust to a strictly online environment and take advantage of DBL data, organizations should do the following: - Integrate marketing channels into a single system of record (SOR) to build comprehensive prospect profiles.
- Communicate DBL data to the sales organization and other business stakeholders by integrating the marketing system of record with customer relationship management (CRM) systems.
- Automate sales alerts, notifications about web activity and marketing responses.
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