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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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Where Do Marketers Get Customers? [Data]

Where Do Marketers Get Customers? [Data] | Beyond Marketing | Scoop.it
Learn all about inbound customer generation from surveyed marketers across the nation.
Denis Failly's insight:

Part 1: Where do we get our customers?
Part 2: What is the average cost per customer?
Part 3: What is the average percentage of leads your company converts to sales?

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The Dangers of Using Cost per Lead as a Metric to Measure Marketing

The Dangers of Using Cost per Lead as a Metric to Measure Marketing | Beyond Marketing | Scoop.it

Twice over the past two years I blogged about the dangers of using cost per lead as a metric to measure marketing.

Denis Failly's insight:

three critical elements that impact B2B lead generation costs in the complex sale

 

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How to Measure the ROI of Your Marketing Programs

How to Measure the ROI of Your Marketing Programs | Beyond Marketing | Scoop.it
Measuring the contribution that a marketing program has on revenue is the holy grail of marketing measurement. Learn what you should be looking at when measuring.
Denis Failly's insight:

a great expert post, to read absolutely

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Should You Stop Generating Leads When Sales Is “Wasting” Them?

Should You Stop Generating Leads When Sales Is “Wasting” Them? | Beyond Marketing | Scoop.it
Learn the answer to the age old question of whether marketers should stop generating leads when Sales is "wasting" them.
Denis Failly's insight:

Who can do more can do less

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The 5 Key Marketing Metrics You Should Be Watching

What are the most important metrics that should be on every smart B2B marketer’s wish list? Find out in today's blog post.
Denis Failly's insight:

- Lead Volume
- Close rate
- Time to close
- Cost per close
- Revenue per new customer

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Réseaux sociaux et B to B : pourquoi vous devez vous focaliser sur la création de contenus

Réseaux sociaux et B to B : pourquoi vous devez vous focaliser sur la création de contenus | Beyond Marketing | Scoop.it
Etude : l'apport de trafic et l'apport d'opportunités d'affaires grâce aux réseaux sociaux dans un contexte de vente en B to B
Denis Failly's insight:

Les réseaux sociaux : 2 % d'apport de trafic en B2B

Première souce visite en B2B : Facebook...Mais

1ère source Leads (Business potentiel ) : Twitter

De belles marges de manoeuvre devant nous...

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Who to Include on Your Winning Lead Nurturing Team

Who to Include on Your Winning Lead Nurturing Team | Beyond Marketing | Scoop.it
Lead Nurturing is a critical part of the sales cycle because it allows marketers to maintain communication with leads that are not yet ready to buy. Planning
Denis Failly's insight:

- Never assume marketing and sales define qualified leads in the same way—in fact, their definitions are often very different.
- Prior to launching a lead nurturing program, educate the reps on the process and how better qualified leads will benefit them
- You may find that not all copy may need to go through the same rigorous review process.
- Our success is often measured on the revenue generated from the leads.
- Your customer service and technical support departments can provide you with valuable insight.

Final Thought: Remember a successful lead nurturing program often requires the assistance of multiple departments within your company. Before jumping in head first, take the time to meet with and educate key players.

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Enterprise Inbound Marketing Process: Lead Nurturing

Enterprise Inbound Marketing Process: Lead Nurturing | Beyond Marketing | Scoop.it
Enterprise lead nurturing is all about keeping the conversation going after an initial lead conversion. Personalize it, and you win.
Denis Failly's insight:

Once time you generate demand,or if you are a first conversion the job just begin, you have to nuture your contact, so the next step is Nurturing

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5 Steps For Grading Inbound Marketing Leads

5 Steps For Grading Inbound Marketing Leads | Beyond Marketing | Scoop.it
Learn how to scientifically grade your inbound marketing leads with these 5 simple steps.
Denis Failly's insight:

Fist view on Lead Scoring

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Five steps for improving lead generation ROI

Most companies involved in lead generation spend a considerable amount of time thinking about, well, lead generation, with an emphasis on generation.

Unfortunately, the truth of the matter is that far more organizations have mastered the art of generating leads than have mastered the science of converting leads into sales.

Sales, of course, are ultimately the name of the game. Leads generation for lead generation's sake doesn't generate revenue, and without revenue, it's hard to build a successful business.

So how can companies make the most of their leads? Here are five steps for translating leads into ROI.

 

 

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Ecosystem of Lifecycle Marketing Infographic |

Ecosystem of Lifecycle Marketing Infographic | | Beyond Marketing | Scoop.it

Learn the ecosystem of lifecycle marketing. Start at the surface with lead generation and dive into the depths of the world of marketing with lifecycle marketing automation. With sales cycles increasing in length and complexity, marketers and businesses alike are turning to new tactics, strategies and technologies to drive the right relationships forward.

 

 

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The Cost of Not Nurturing Leads [White Paper]

The Cost of Not Nurturing Leads [White Paper] | Beyond Marketing | Scoop.it

Buyers are now the power brokers in the sales cycle/buy cycle equation. With the Internet’s massive amounts of content, they have the ability to thoroughly research the subject matter, including each and every product or service that meets their needs before they make a purchase decision. Marketers need to change their lead management process to adapt to the buyer’s process. This paper outlines steps that can be taken to drive sales-ready leads with the adoption of nurturing, and the cost of not doing it.

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What to Send Email Contacts in Different Stages of the Marketing Funnel

What to Send Email Contacts in Different Stages of the Marketing Funnel | Beyond Marketing | Scoop.it
Learn about the different types of email contacts in your database, and what types of email marketing messages you should send them.
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Are You Tracking Metrics That Mean Nothing?

Unfortunately, many marketers are tracking metrics without knowing why or what they're looking for. Here are a few metrics that are meaningless without the proper context.
Denis Failly's insight:

Good question...question of context

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Consequences of a poor Lead Management

Consequences of a poor Lead Management | Beyond Marketing | Scoop.it

If you have gone through spring cleaning of your lead generation, then you should also be thinking about how well you are handling your lead nurturing or lead management. Lead Liaison produced an infographic recently to highlight the consequences of poor lead management.

Did you know:

78% of B2B buyers start their research for products online (in my view we all know this but we have still not been able to conclusively indicate where B2B buyers are – some studies say Twitter, blogs, LinkedIn and more)13% who respond to lead generation campaigns are actually ready to buy80% of marketers do not pass leads to sales (I wonder what definition of a lead they are using for this metric?)70% of leads generated will never be followed upLeads convert 22 times more often when you make contact in 5 minutes (this may explain Optify’s report that the most leads come from Twitter)Businesses that contact leads within the first hour have nearly 7 times greater chance of qualifying the leadThe average lead takes between 5 and 6 attempts to contact73% of sales teams do not have a process to re-qualify or re-visit leadsup to 70% of initially disqualified leads become qualified within 12 months if nurtured45% of businesses do not have standardized sales and marketing processes

So what happens if you ignore or conduct your lead management poorly?

Denis Failly's insight:

Indeed a Waterfall of consequences

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B2B Lead Generation on Google+

B2B Lead Generation on Google+ | Beyond Marketing | Scoop.it
When Google updates its algorithms, marketers, content writers and all companies with a website should update their content and SEO strategies on the double. Google+ is all the more important because of its increasing influence on search.
Denis Failly's insight:

Time to invest more time on Google+ which was until now a curiosity

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Ten Reasons Salespeople Lose Deals

Over the past year I've had the opportunity to interview several hundred business-to-business salespeople about how they win over prospective clients and the circumstances when they lose. These interviews were conducted with salespeople across a wide variety of industries including high technology, telecommunications, financial services, consulting, industrial equipment, healthcare, and electronics, to name a few. Their companies ranged from start-ups to billions of dollars in sales with the majority being between $50 million and $500 million in annual revenue.

Denis Failly's insight:

a daily reality

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Where Marketing is Going … in 2013 and Beyond

Where Marketing is Going … in 2013 and Beyond | Beyond Marketing | Scoop.it
2013 is already shaping up to be an epic year for marketers and writers. It’s the year that content, social, search, and email are coming together, workin
Denis Failly's insight:

"Modern marketers have more data available at their fingertips than ever before in history. And marketing automation allows them to manage that data into actionable insights. No longer is there any question around what the return on their marketing spend is and how it contributes to driving revenue, there are now hard metrics to report."

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On Pipeline Integrity

The funnel/pipeline is a key tool for sales people and managers to assess performance. It provides so many insights beyond knowing whether you will make your
Denis Failly's insight:

"A clean, accurate, high integrity pipeline is always critical. Good or bad, it enables you to know what’s happening and immediately focuses you on the right solutions to achieve your goals."

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For B2B Brands, Facebook Delivers Traffic, Twitter Delivers Leads [STUDY]

For B2B Brands, Facebook Delivers Traffic, Twitter Delivers Leads [STUDY] | Beyond Marketing | Scoop.it
For B2B Brands, Facebook Delivers Traffic, Twitter Delivers Leads [STUDY]
Denis Failly's insight:

I am a little sceptical Linkedin vs Twitter

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15 Metrics Every Marketing Manager Should Be Tracking

15 Metrics Every Marketing Manager Should Be Tracking | Beyond Marketing | Scoop.it

"A marketer who is skilled at using data -- whether you're entry-level or a CMO -- is a powerful force. Having data at your side will help you make smart decisions, suggest fast changes when necessary, and find opportunities for different marketing channels and teams to work together. Who doesn't want that?

Take a look at the marketing metrics you should be tracking, but many marketer aren't..."

Denis Failly's insight:

Various field of metrics

- Goal Setting and Progress Tracking
- Channel Effectiveness
- Content Effectiveness
- Marketing Qualified Leads

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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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How to Diagnose and Repair Rotten Lead Nurturing Workflows

How to Diagnose and Repair Rotten Lead Nurturing Workflows | Beyond Marketing | Scoop.it
How to identify and diagnose under-performing lead nurturing workflows so you can repair them for better results.
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Lead Gen, Market Perception Rank Low On B2B Social Media Use

Lead Gen, Market Perception Rank Low On B2B Social Media Use | Beyond Marketing | Scoop.it
Although more B2B companies use social media as part of their digital marketing strategy, Eloqua stats show they're still not tapping into its full potential.
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SEO KPI’s for Lead Generation

SEO KPI’s for Lead Generation | Beyond Marketing | Scoop.it
Just like e-commerce sites, businesses that look to generate leads online should be measuring the effectiveness of their SEO campaigns. Here's what to look for.
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