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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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Infographic: Content marketing metric best practices

Infographic: Content marketing metric best practices | Beyond Marketing | Scoop.it
Peter Drucker famously said that you can't manage something if you can't measure it. Content marketing metrics (as well as anything digital) have so much noise associated with them that often times...
Denis Failly's insight:

Content Marketing one of the overriding pillars of Inbound Marketing

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Stéphane Favre-Réguillon's curator insight, January 26, 2014 3:19 AM

Le fameux tunnel de conversion, voila le vrai sujet ROIste du Web !

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Why the Digital CMO Is Already Obsolete

Why the Digital CMO Is Already Obsolete | Beyond Marketing | Scoop.it
Learn why CMOs would be wise to adopt the inbound philosophy.
Denis Failly's insight:

The digital CMO needs to evolve into an inbound CMO.

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Nicolas Desachy's curator insight, February 12, 2014 2:43 AM

From Digital CMO to Inbound CMO...

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5 Inbound Marketing Mistakes To Avoid

5 Inbound Marketing Mistakes To Avoid | Beyond Marketing | Scoop.it

Inbound marketing sure has come a long way. The term was coined by HubSpot, a company that was founded just 7 years ago, and is now one of the hottest concepts in the marketing world. When we signed on as a HubSpot partner back in 2011, nobody in our neck of the woods (Baltimore-Annapolis-Washington) had heard of inbound and we found ourselves having to explain the concept so that we could then sell our services.

Inbound marketing sure has come a long way. The term was coined by HubSpot, a company that was founded just 7 years ago, and is now one of the hottest concepts in the marketing world. When we signed on as a HubSpot partner back in 2011, nobody in our neck of the woods (Baltimore-Annapolis-Washington) had heard of inbound and we found ourselves having to explain the concept so that we could then sell our services. Fast forward to today and the number of companies that have adopted inbound strategies has skyrocketed and instead of explaining what inbound marketing is, we can now spend our time sharing best practices. Or, in this case, worst practices
Read more at http://www.business2community.com/marketing/5-inbound-marketing-mistakes-avoid-0680808#AYrxaWhdx0VwmkFF.99Inbound marketing sure has come a long way. The term was coined by HubSpot, a company that was founded just 7 years ago, and is now one of the hottest concepts in the marketing world. When we signed on as a HubSpot partner back in 2011, nobody in our neck of the woods (Baltimore-Annapolis-Washington) had heard of inbound and we found ourselves having to explain the concept so that we could then sell our services. Fast forward to today and the number of companies that have adopted inbound strategies has skyrocketed and instead of explaining what inbound marketing is, we can now spend our time sharing best practices. Or, in this case, worst practices
Read more at http://www.business2community.com/marketing/5-inbound-marketing-mistakes-avoid-0680808#AYrxaWhdx0VwmkFF.99v
Denis Failly's insight:

5 points to consider

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An Insider's View: Inbound Marketing in Europe Versus the U.S.

An Insider's View: Inbound Marketing in Europe Versus the U.S. | Beyond Marketing | Scoop.it
When European marketers do inbound, here are some insights that we found.
Denis Failly's insight:

1) Inbound marketing is growing just as quickly in Europe as in the U.S.
2) Inbound marketing enjoys slightly higher internal support in Europe than it does in the U.S.
3) European inbound marketers are still predominantly focused on growing the top of the funnel, whereas U.S. inbound marketers have a more developed approach to lead nurturing.
4) European marketers don't align with their sales teams as well as U.S. marketers align with their sales teams.
5) European marketers don’t test their inbound strategies as much as their U.S. counterparts.

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Inbound vs. Outbound Lead Generation, The Differences and Similarities

Although you may feel that the marketing world is entirely focused on inbound right now, there is a place for both inbound and outbound lead generation in your marketing mix.

The first step to determining which approach is right for you is understanding them. So, here is an introduction to both inbound and outbound lead generation with specific attention paid to how they differ and how they are similar.

Denis Failly's insight:

In reality, both outbound and inbound lead generation strategies can probably produce results for your business and, if you can afford it, we recommend utilising both. Inbound lead generation is long term play that has the potential to bring in leads at lower cost per lead. Meanwhile, outbound lead generation, if planned correctly, can produce a welcome spike in opportunities.

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Inbound Marketing – evolutionary

Interruption marketing is dead!

You might not have heard the term before, but I bet you immediately understood what we meant.  You live the reality every day of your life.  The incessant stream of marketing messages is simply overwhelming, and the sheer volume of data which you must process is stupefying.  And to understand why inbound marketing has huge potential for your business development you have to first understand the shifting landscape.

 

Is caller ID awesome or what? (You’re probably among the 2/3 of Americans on the “Do Not Call” list)How quickly do you delete emails – those that sneak through your filtering? (91% of people have unsubscribed from emails they once opted into)Actual postal mail – especially the advertising type – read much lately?  (44% is never even opened)Ads?  Right… (86% skip TV ads)
Denis Failly's insight:

The average cost for leads with inbound marketing is approximately 1/3 the cost using traditionally methods

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Don’t Let the Tail Wag the Dog: Inbound Marketing Should Start with Story

Don’t Let the Tail Wag the Dog: Inbound Marketing Should Start with Story | Beyond Marketing | Scoop.it
I’ve noticed something about a lot of companies that are calling themselves “inbound marketing firms” these days: they are actually SEO firms or Web
Denis Failly's insight:

When SEO for Web design firms attempt to reposition like actor of Inbound Marketing.

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Our Take on the Most Commonly Cited Shortcomings of Inbound Marketing

Our Take on the Most Commonly Cited Shortcomings of Inbound Marketing | Beyond Marketing | Scoop.it

At HubSpot, we have the privilege of talking to a lot of marketers on a regular basis. And although we're ultimately trying to sell inbound marketing software, a big challenge for our salespeople isn't just in convincing people our software is a good choice for them -- it's also in selling them on the idea of inbound marketing in general, especially if those marketers aren't convinced they should be shifting their marketing from a traditional, outbound approach toward a more inbound one. Because this is the case, our salespeople have heard every concern in the book when it comes to shifting gears to inbound -- and a lot of those concerns have to do with their perceived limitations and shortcomings of inbound marketing.

So let's clear the air once and for all by highlighting some of the most commonly believed inbound marketing shortcomings we've caught wind of from other marketers on the phone and on the web, and giving you our two cents about them.

 

 

Denis Failly's insight:

Claim and rebuttal about Inbound Marketing

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B2B Businesses Are Adopting a B2C Sales Approach

B2B Businesses Are Adopting a B2C Sales Approach | Beyond Marketing | Scoop.it
See where B2B and B2C sales are converging.
Denis Failly's insight:

"Rather than having a solid “average sales cycle,” we simply know how long we've been engaged with them (not how long they've been in the process of buying)."

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Interesting Infographics: How B2B Sales Has Changed | CustomerThink

Interesting Infographics: How B2B Sales Has Changed | CustomerThink | Beyond Marketing | Scoop.it
There are vast differences between inbound and outbound marketing approachesThe outbound approach is too assertive. For example, a cold calls are conducted; by the time a salesperson contacts the potential client, the response is apathetic. The salesperson will move on when the potential client ignores messages.The inbound approach is accommodating. For example, a potential client will search for solutions to his problem via the web, coming across your company’s website. When he accesses and uses your company’s free instruction guide and email tutorials, he feels confident in your company. Then he contacts you.
Denis Failly's insight:

Inbound Marketing costs 62 % less /lead than traditionnal (Outbound) Marketing

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The B2B Sales Power Punch

Inbound marketing, social selling and marketing automation are a powerful trifecta for sales. Read to find out why.
Denis Failly's insight:
Inbound Marketing Stats“Call to actions promoting ebooks get almost twice the click through rate as emails promoting webinars.” (HubSpot)“Those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages. (HubSpot)”“Inbound Marketing costs 61% less per lead than traditional, outbound marketing. Outbound average cost per lead $346. Inbound average cost per lead $135.” (State of Inbound Marketing, Hubspot, March 2012)57% of companies have generated revenue producing leads from the company blog. 62% have done the same on LinkedIn. 52% produced revenue from Facebook. 44% generated revenue from Twitter. (State of Inbound Marketing, Hubspot, March 2012)Social Selling Stats“In 2012, 72.6% of sales people using social media as part of their sales process outperformed their sales peers and exceeded quota 23% more often.” (Social Media and Sales Quota, A Sales Guy Consulting)“There is a direct correlation between closed deals and social media usage…54% of survey respondents have tracked social media usage back to closed deals.” (Social Media and Sales Quota, A Sales Guy Consulting)“50.1% of sales people told us that their time spent using social media ranged from less than 5% to up to 10%” (Social Media and Sales Quota, A Sales Guy Consulting)“The 21.7% of sales people who told us they were not using social media, the vast majority said that they either didn’t see the value (18.9%) or they didn’t understand it (45%). (Social Media and Sales Quota, A Sales Guy Consulting)“75% of the respondents told us they were given no training on effective use of social media.” (Social Media and Sales Quota, A Sales Guy Consulting)Marketing Automation Stats50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research)Only 25% of leads are legitimate and should advance to sales. (Source: Gleanster Research)79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa)A whopping 68% of B2B organizations have not identified their funnel. (Source: MarketingSherpa)57% of B2B organizations identify ‘converting qualified leads into paying customers’ as a top funnel priority. (Source: MarketingSherpa)Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Source: Forrester Research)Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)Event-triggered marketing can potentially save 80% of your direct mail budget. (Source: Gartner Research)
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6 Ways to Win Executive Buy-In for Inbound Marketing

6 Ways to Win Executive Buy-In for Inbound Marketing | Beyond Marketing | Scoop.it
The most common challenge faced by marketing teams today—proving ROI—points to a crucial need to drum up and perpetuate internal support.
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The Four Ingredients Needed for Scrumptious Inbound B2B Marketing

The Four Ingredients Needed for Scrumptious Inbound B2B Marketing | Beyond Marketing | Scoop.it

B2B marketers who artfully blend the four essential ingredients of inbound marketing will have a recipe for consistently delicious success.

Denis Failly's insight:

1) traffic generation, 2) lead generation, 3) lead nurturing and 4) measurement

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5 Reasons Why Your Inbound Marketing Isn’t Working

Read this blog for reasons why your inbound strategy may not be working and ways that you can really amp up the volume.
Denis Failly's insight:

- Your aim is too wide
- Some prospects may find you, but many don’t know you exist
- You aren’t reaching the decision makers
- Sometimes you can’t break through the noise
- Sometimes there isn’t any noise6

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Lessons From Seth Godin on Inbound Marketing Strategy

Seth Godin is the pioneer of inbound marketing online, which changed the way people viewed marketing to others in a social context on the internet.
Denis Failly's insight:

something to think about

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5 themes and 21 ideas to help create a content strategy

5 themes and 21 ideas to help create a content strategy | Beyond Marketing | Scoop.it

"We’d no doubt agree that creating, sharing, distributing and promoting great content is now a very significant component of not only effective marketing, but effective brand-building today? We’d certainly suggest that it requires a key place in the strategic thinking in almost every organisation...".

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