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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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Rethinking the Value of BANT (It's Not as Outdated as Some Suggest)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 However, BANT is not nearly as useless or outdated as some of us may have thought.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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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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Beyond Lead Generation: How to Use Content for ...

Beyond Lead Generation: How to Use Content for ... | Beyond Marketing | Scoop.it
Content marketing is more than just lead generation. Learn how to use content for all stages of your funnel.
Denis Failly's insight:

Great content is for multiple purposes : lead generation, SEO, traffic, nurturing, and retention

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Make the Most of Your Marketing Budget: Scoring Content [Video]

Make the Most of Your Marketing Budget: Scoring Content [Video] | Beyond Marketing | Scoop.it
Things are changing, even in inbound marketing. How do you know what data to measure and at what point in the customer journey?
Denis Failly's insight:

Advice to create a attribution model [Video]

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Why Salespeople Don’t Follow Up on Good Leads

Get the buy-in of sales to keep following up on those leads, so Sales and Marketing can both get an accurate idea of how those leads perform over time.
Denis Failly's insight:

Salespeople often underestimate how long it takes for those leads to turn into sale

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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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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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The B2B Buying Cycle and How to Influence it, Part 2

The B2B Buying Cycle and How to Influence it, Part 2 | Beyond Marketing | Scoop.it
Part 3. of a series on understanding the Buying process and aligning sales and marketing with buying behavior.
Denis Failly's insight:

Part 2

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How to Implement An Effective Lead Scoring Strategy (Video)

How to Implement An Effective Lead Scoring Strategy (Video) | Beyond Marketing | Scoop.it
In our latest video post, we'll cover how to implement an effective lead scoring strategy and deliver more sales ready leads to your sales team.
Denis Failly's insight:

How to Know if Your Company Needs Lead Scoring

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Outbound Lead Generation: Do You Know (and Understand) Your Lead Generation Economics?

Outbound Lead Generation: Do You Know (and Understand) Your Lead Generation Economics? | Beyond Marketing | Scoop.it
Before you decide to launch an outbound lead generation team, your company’s lead generation economics should be taken into consideration.
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