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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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The Correct Way to Define a Lead

The Correct Way to Define a Lead | Beyond Marketing | Scoop.it
To increase b-to-b sales productivity, consider the following factors to help sales and marketing define and agree on lead quality
Denis Failly's insight:

The most important thing to set for Marketing - Sales alignment

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Beyond Personas: Progressive Persona Profiling

Beyond Personas: Progressive Persona Profiling | Beyond Marketing | Scoop.it
Denis Failly's insight:

"The Modern Buyer’s 10-Stage Journey"

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The Data Behind What Makes an Effective Sales Process - The Infographic

The Data Behind What Makes an Effective Sales Process - The Infographic | Beyond Marketing | Scoop.it
We all know how important a sales team is to any organization. And we also know that fine tuning a sales team for optimal performance does wonders for the health and culture of a business.
Denis Failly's insight:

So Sales And Marketing  have lots of things to learn, to undertand and to do

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4 Ways to Shorten Your Sales Cycle

4 Ways to Shorten Your Sales Cycle | Beyond Marketing | Scoop.it
It can easily take 13 or more “touches” to nurture a prospect to sales qualified. Here are 4 ways to speed up that process and shorten your sales cycle.
Denis Failly's insight:

Another recent survey assess at about 11 the number of touches necessary to convert a lead

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[INFOGRAPHIC] How to Create the Best Videos

[INFOGRAPHIC] How to Create the Best Videos | Beyond Marketing | Scoop.it
Denis Failly's insight:

"

Today, it’s necessary to include video in your marketing. This, we already know. The question is, how do you determine the purpose of a video, or the best way to implement a call-to-action?

This week’s infographic discusses how to create videos that drive traffic and increase conversions. Whether you’re looking for new leads, brand reinforcement, or just want to improve your website, these steps will give you the direction you need to utilizing video to maximize all areas of your marketing."

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The Sales Funnel is Dead

The Sales Funnel is Dead | Beyond Marketing | Scoop.it

A circle of continuous engagement is born.

We all grew up with the sales funnel. You know, the one where the company was in control and pushed the prospect through the sales grinder. Well, it's dead.The good news is that it's been buried by empowered customers who don't see the sale as a “close”, but as the beginning of deeper value and engagement.According to voice of the customer research we conducted, ongoing value and engagement post-sale are critical for retaining today's empowered consumers. During the past 12 months we included the following question in many of our research efforts: Which has more impact on retention and repeat purchases: customer satisfaction or customer engagement/relationship?The answer was consistent across our B2B and B2C research: Engagement/relationship strength has 12 times more influence on retention and repeat purchases than satisfaction. Basic satisfaction is now table stakes. Today's consumers expect that the sale is just the beginning of a journey of increasingly personalized and sustained engagement.
Denis Failly's insight:

To complete this alternative approach of buyer journey, I suggest my presentation :

 

"7 metaphorical variation about customer conversion funnel"

always available here :

 

http://bit.ly/WVj7sg



Summary

- Simplicity & linearity,
- A prospect irrationnal and multiple
- A non sequential conversion journey
- The Labyrinth
- Quantum tunneling in customer conversion prospect, - Virtuous strip or spatio – temporal shifts,
- Chaos and catastrophe
- Strange attractor« A field based approach of the buying cycle »

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Taking Journey Mapping to the Next Level

Taking Journey Mapping to the Next Level | Beyond Marketing | Scoop.it

Journey Mapping is a tool that many companies use to diagram how a customer engages with their product or services. Many of these companies have adopted journey mapping for the purposes of defining what their customers want in their experience and how they get what they need. It is often touted as defining the moment of truth that a customer makes a decision to participate in a company’s offering and giving a complete picture of the customer experience.

 

 

Denis Failly's insight:

To complete this alternative approach of buyer journey, I suggest my presentation :

 

"7 metaphorical variation about customer conversion funnel"

always available here :

 

http://bit.ly/WVj7sg



Summary

- Simplicity & linearity,
- A prospect irrationnal and multiple
- A non sequential conversion journey
- The Labyrinth
- Quantum tunneling in customer conversion prospect, - Virtuous strip or spatio – temporal shifts,
- Chaos and catastrophe
- Strange attractor« A field based approach of the buying cycle »

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Fire the funnel — 5 stages of the real buyer’s journey

Fire the funnel — 5 stages of the real buyer’s journey | Beyond Marketing | Scoop.it

The funnel model of marketing and sales doesn’t reflect reality very well. We know this.

Buyers don’t proceed in lock-step fashion down a pipeline. They never did, actually. But the wide-ranging journeys of exploration that buyers can take today on the web have only exacerbated the disparity between the model and reality.

Denis Failly's insight:

To complete this alternative approach of buyer journey, I suggest my presentation :

 

"7 metaphorical variation about customer conversion funnel"

always available here :

 

http://bit.ly/WVj7sg



Summary

- Simplicity & linearity,
- A prospect irrationnal and multiple
- A non sequential conversion journey
- The Labyrinth
- Quantum tunneling in customer conversion prospect, - Virtuous strip or spatio – temporal shifts,
- Chaos and catastrophe
- Strange attractor« A field based approach of the buying cycle »


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Fast Lead Response Keeps B2B Leads from Going Stale

Fast Lead Response Keeps B2B Leads from Going Stale | Beyond Marketing | Scoop.it

the time to respond to inbound leads is a key success metric.

 

Denis Failly's insight:

 

51.4% of B2B leads are never called.The average number phone calls made to new leads is 1.The average number of emails sent to new leads is 0.9.The average call response time for leads is 46 hours.85% of sales teams don’t track call response times.

Here’s the really bad news – if these lead response d

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Boring Your Prospect to Death? Revive them with a Story

Boring Your Prospect to Death? Revive them with a Story | Beyond Marketing | Scoop.it

The subject of capturing proof points and formatting them to tell stories came up during the messaging workshop and I want to use a story to illustrate the point of using a storytelling and to describe the discrete steps in the storytelling format. I partner with Mike Bosworth and use his Story Seekers method in formatting and telling stories. The format is universally understood and follows the basic "hero's journey" format that powers so many of the scripts in our popular film culture.

 

 

Denis Failly's insight:

SummaryStories give us the natural ability connect emotionally with buyers in a non-threatening way and to accelerate trust. Stories need tension and emotion/vulnerability to connect emotionally with buyers. Stories are boring without emotion and contrast to bring them to life and are quickly forgotten.Salespeople need to be prepared to be vulnerable and go first with a story and then to carefully "tend" or listen to the buyer’s story.The “Who I’ve Helped Story” starts with the setting and introduces our buyer and the status quo.The journey begins with Barriers that describe what's preventing the buyer from achieving their goals.Complications/constraints are emotional factors that bring our story to life and give it tension through struggle, resistance to change and ultimately this is the point of human connection.The turning point is the insight we bring with our expertise and the use of our software to help the buyer see the problem in a new light.The resolution is the successful outcome and if possible, some hard ROI evidence Stories are the most powerful connective link between salespeople and buyers to convey insight in a way that buyers want to receive it. Just about everything else can be gotten from the Website.

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17 Examples of Lead Gen Forms Optimized for Conversion

17 Examples of Lead Gen Forms Optimized for Conversion | Beyond Marketing | Scoop.it
Did you know that Expedia eliminated ONE form field resulting in a $12 million increase in profit? How can you optimize your lead gen forms for conversions?
Denis Failly's insight:

To build a attractive form is an art...

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What Are the Characteristics of a Good Lead?

What Are the Characteristics of a Good Lead? | Beyond Marketing | Scoop.it
All leads are not the same. Some are just random clicks; others are just queries. To qualify as a solid Sales-ready lead, a lead needs to have the following characteristics.
Denis Failly's insight:

A good lead is one that has shown an interest in buying—or at least an interest in starting the buying process. When is an inquiry no longer just looking and researching, but ready to buy? A sales-ready lead is one that meets certain criteria as defined by your company, has shown an interest in what you are saying, and also is interested in what you are selling.

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Lead Generation vs. Demand Generation

All too often in conversations with clients and colleagues, I hear the terms “Lead Generation” and “Demand Generation” used interchangeably. Of course, once you start asking more questions, it becomes rather easy to delineate between which of the two they are really talking about.

But the issue remains that too few of us understand the differences between the two terms. So today I am sharing my take on what they mean. You may have some other ways of differentiating them. I’d love to hear any other ideas to add to the below.

Denis Failly's insight:

Demand Generation feeds Lead Generation

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Optimizing Your Sales Funnel

Optimizing Your Sales Funnel | Beyond Marketing | Scoop.it
If you work in a large organization, you're probably fortunate to have people devoted to creating and setting up testing and tracking mechanisms. People who also provide reports and analyses so you can make decisions about what to do next. There are thousands of things you can test, track and analyze.
Denis Failly's insight:

Key and very simple metrics to know whether you hit your goals

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A 10 Step Framework to Accurate Lead Scores

A 10 Step Framework to Accurate Lead Scores | Beyond Marketing | Scoop.it

Lead scoring is the process of ranking a leads fit, interest and propensity to buy by assigning or removing point values to the lead based on explicit (demographics and profile fit) and implicit (behaviors and activities) attributes.

Successful lead scoring enables marketing to prioritize leads, send (only) sales-ready leads to the sales team, nurture the not-yet-sales ready leads until they become qualified and reduce the perennial problem of lead leakage. From a payback perspective, Marketing Sherpa reports that "On average, organizations that use lead scoring experience a 77% lift in lead generation ROI, over organizations that do not use lead scoring."

Denis Failly's insight:

"...it’s marketing’s job to score leads in order to send ready buyers to the sales force, nurture the not-yet-ready-to-buy prospects until they’re ready and disqualify the leads that are really not leads at all."

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How to Shorten the Sales Cycle: Part 2

How to Shorten the Sales Cycle: Part 2 | Beyond Marketing | Scoop.it
Here are 7 proven tips to help you shorten the sales process and bring in sales-ready qualified leads—in fewer than seven to 13-plus touches.
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7 B2B Website Redesign Essentials for Lead Generation

7 B2B Website Redesign Essentials for Lead Generation | Beyond Marketing | Scoop.it

There's no way around it, B2B companies need a great website. With up to 63% of corporate buyers, age 36-45, searching for goods and services online, B2B companies are scrambling to optimize their websites for lead generation.

In addition to this rush for lead generation, almost all companies are noticing increased traffic from smartphones and mobile devices.

Denis Failly's insight:

Key things you should be sure are included in your B2B website redesign for effective lead generation

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PowerMinute: How to Establish a Meaningful Lead Definition

PowerMinute: How to Establish a Meaningful Lead Definition | Beyond Marketing | Scoop.it

If you are using BANT (Budget, Authority, Need, and Timeframe) to define a sales-ready lead, it’s time to STOP! BANT is an outdated methodology responsible for more lost opportunities than your CEO and CFO care to hear. Truth is, many companies buy solutions that have never been budgeted. Why?

Denis Failly's insight:

Enough relevant, what do you think ?

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Rethinking the Value of BANT (It's Not as Outdated as Some Suggest)

Last fall, I published a post here titled Why BANT No Longer Works for Qualifying Leads. In that post, I argued rather strongly that BANT (the acronym for Budget-Authority-Need-Timeframe) is no longer an effective way to qualify sales leads because of changes in how B2B buyers make purchase decisions.

Denis Failly's insight:

BANT should never be the only criteria used to qualify sales leads. As noted earlier, BANT is not appropriate for qualifying early-stage leads, and it provides only some of the criteria for identifying when a lead is sales ready. However, BANT is not nearly as useless or outdated as some of us may have thought.

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Lead Generation: The 3 pillars of lead generation

Lead Generation: The 3 pillars of lead generation | Beyond Marketing | Scoop.it

Most marketers of the world can be broken down into two groups – lead generation marketers or e-commerce marketers (and perhaps, Beatles or Elvis fans).

While in the worlds of A/B testing and optimization, sometimes the focus seems to be on e-commerce, lead gen marketers can utilize these techniques to learn about their customers and improve their marketing performance, as well.

But, the lead gen marketer interested in conversion rate optimization can have a bigger challenge than the e-commerce marketer since they are dealing with a complex sale and, usually, many more moving parts.

 

 

Denis Failly's insight:

Links around leadGen

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4 Myths to Avoid in B2B Inbound Lead Generation

4 Myths to Avoid  in B2B Inbound Lead Generation | Beyond Marketing | Scoop.it
Avoid these 4 myths in B2B inbound lead generation. Adopt a methodical commitment with a “marathon, not a sprint” mindset for sustained results.
Denis Failly's insight:

Marathon mindset is the beginning of wisdom

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How NOT to Lose SaaS Sales

How NOT to Lose SaaS Sales | Beyond Marketing | Scoop.it
For example, if you run a SaaS business that demos products, how quickly should you follow up with customers who ask for a demo?
Denis Failly's insight:

Glaring figures :

"Out of 2,241 U.S. companies audited for the study,

37% responded to leads within an hour,

16% within 24 hours,

24% took longer than 24 hours,

and 23% of companies never responded at all. For the companies that responded within 30 days, the average response time was 42 hours"

 

"The study revealed that the odds of making contact with a new lead are extremely high if you call within the first 5 minutes of submission,” said Elkington. “The odds drop off dramatically by the first 30 minutes. Specifically, a rep is 100x less likely to make contact if the first call is made 30 minutes after submission. The odds of making contact drop by 3000x if the first call is made 5 hours after lead submission.”


So the best time to follow up with online sales leads is within the hour,

 

Here is a step-by-step guide to fix that.

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Successful Lead Generation - One Size Does Not Fit All

Successful Lead Generation - One Size Does Not Fit All | Beyond Marketing | Scoop.it

Top performing B2B sales organizations rarely employ just one lead generation tactic. According to recent research, B2B companies are using multiple lead generation tactics including, email marketing, search engine optimization, teleprospecting, inbound marketing, direct mail and trade shows. Why then are so many consultants and companies out there actively promoting inbound marketing as the dominant lead generation strategy of our time?

Inbound marketing is based on developing high quality content that attracts qualified buyers, who are in the early stages of the sales cycle. “Build it and they will come.” But can you build enough content and who will come? The same inbound marketing experts will tell you that it might take 50 blogs to impact your website visits. Despite their best intentions, many B2B companies are not able to generate the frequent high-quality content necessary to fuel an inbound marketing lead generation program.

Denis Failly's insight:

One of the main source of conflict between Sales and Marketing is the definition of Qualified lead; here is the author suggestion with some attributes of a truly qualified lead :

SIC or NAICS code
 Firmographics (revenue, #employees, # of locations)
 
Decision makers and influencers identified
 
Environment documented
 
Decision-maker engaged
 
Business pain(s) uncovered/validated
 
Decision-making process and timeframe documented
 
Budget allocated or process for budgeting documented
 
Competitive landscape documented
 
Sense of urgency or compelling event exists
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The 2013 Lead Nurturing Best Practices Checklist

The 2013 Lead Nurturing Best Practices Checklist | Beyond Marketing | Scoop.it

It’s easy to lose sight of the forest for the trees when embarking on lead nurturing initiatives. Research suggests that even Top Performing B2B marketers struggle to fully leverage nurture marketing tactics to capture revenue across the entire marketing and sales cycle. But, Top Performers do reveal some interesting best practices with respect to nurture marketing strategy. In the first half of 2013, Gleanster surveyed over 800 B2B marketers to uncover how Top Performing companies achieve an average of 300% higher YoY growth in revenue, double digit click-through rates, and predictable quantities of sales accepted leads on a quarterly basis. Here are five lead nurturing best practices that Top Performers have a propensity to leverage; tactics that should probably go on your nurture marketing to-do checklist.

Denis Failly's insight:

"Use 2 or 3 nurture flow to feed Sales Cycle, no reason to recreate the wheel every time a new campaign is created. "

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The 10-Step Road Map To Promoting Webinars

The 10-Step Road Map To Promoting Webinars | Beyond Marketing | Scoop.it

...nothing is better than a good webinar. You can educate, inform, engage and convert your target market - all at once.

Denis Failly's insight:

I confirm with my own experience that Webinar in B2B is a good lead generator

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