Beyond Marketing
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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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5 email marketing tools for conversion

5 email marketing tools for conversion | Beyond Marketing | Scoop.it
There are many ways to help with conversion for your website visitors to email subscribers. Here are 5 email marketing tools to help.
Denis Failly's insight:

That’s just 5 tools which hopefully will get you thinking about how you can improve your email conversion rate.

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The Magnificent 7: Using the Seven Most Effective Lead Generation Tactics

"When it comes to lead generation, many marketers aren't sure which are the best marketing tactics to use to provide their company with the largest number of qualified leads"

Denis Failly's insight:

No frozen rules, it's a case by case process, with subtle combination, that must be dynamic and adaptative

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The Mathematics of Revenue Cycle Strategy

The Mathematics of Revenue Cycle Strategy | Beyond Marketing | Scoop.it
Learn how to think of your revenue mathematically with marketing automation, measure variables, and benchmark your measurements and drive them to improve.
Denis Failly's insight:

what are the critical variables that drive revenue?”

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The B2B Buying Process and How to Influence it, Part 1

The B2B Buying Process and How to Influence it, Part 1 | Beyond Marketing | Scoop.it
This is 2nd in a series of articles on aligning marketing and sales with buying behavior and it will be of value to sales and marketing professionals
Denis Failly's insight:

Part 1

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Is Your Lead Generation Off-Target?

A problem facing organizations today is generating more leads.  Making this issue even more challenging is changes in buying behavior.  Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.

Denis Failly's insight:

Buyer personas, still neglected...

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How & Why You Need an Integrated Revenue Cycle

The revenue cycle is the lead to customer conversion cycle. For most companies it is disjointed, lacks discipline, and delivers imprecise visibility and unreliable predictability.

Marketers generally manage Top of the Funnel leads which begin with newly sourced leads and end with the lead transfer to sales. Sales then manages the Middle of the Funnel in a pipeline which begins with sale opportunities and ends with sales wins or losses.

 

 

Denis Failly's insight:

How to get there revenue cycle framework

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Evaluating Your Lead Management Process: 15 Questions to Ask

Evaluating Your Lead Management Process: 15 Questions to Ask | Beyond Marketing | Scoop.it

At times, it might seem like marketing moves at the speed of light.  Just when you think it’s safe to stop and take a breath, you realize you’re actually behind in 10 other areas.  It’s easy to set things on the back burner and rely on “the way it’s always been”.  But, as marketers, we have a responsibility to look for ways to improve and optimize our internal processes and campaign results.  You know you should probably focus a little bit more effort on lead management processes, yet, many marketers struggle to find the time.  According to MarketingSherpa, 68% of B2B organizations have not taken the time to document and identify their funnel.  65% of B2B marketers have not established lead nurturing and 79% of B2B marketers have not established lead scoring.

Denis Failly's insight:

Lead Mangement :

- Define

- Segment

- Automate

- Track

- Measure

- Report

 

I add "Adjust and Optimize" to integrate Feed back Loop

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How Do I Close Inbound Marketing Leads?

How Do I Close Inbound Marketing Leads? | Beyond Marketing | Scoop.it

As we focus a tremendous amount of time and effort on our marketing efforts, we need to remember the whole reason for marketing, which is nurturing leads to sales.  We are all looking for ways to grow our business, and looking for the differentiator that gives us the edge over our competition.  One of the real beauties of inbound marketingis that once we get our visitors to convert to leads, we already know a bit about the leads and they are likely truly qualified leads.  But a question we get on a routine basis is, “great we have gotten leads, now what?”

 

Denis Failly's insight:

The key is to remember to remain in the top of mind of your lead.

 
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Online Communities for B2B Lead Generation: A Guide for B2B Marketers

Online Communities for B2B Lead Generation: A Guide for B2B Marketers | Beyond Marketing | Scoop.it
With an increasing amount of time being spent online in communities and the subsequesnt uptake of community building activities in the B2B world, now is the
Denis Failly's insight:

Communities remain a "packaging" without high quality contents

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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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Last-click attribution is undermining your hard work

Imagine you’re a football manager, your objective is to maximise the number of goals your team scores for your budget.

However, if you were to start assessing players based solely on their goal scoring ability, you’d end up with an unbalanced team full of strikers and probably let in a lot more goals than you’d manage to score.

The same story goes for cross channel media buys; each channel has a unique position on the team and serves a unique purpose, however they’re often measured on their ability to achieve the end goal independently of the other channels.

Buying your media in this way is attractive because it uses simple metrics and makes for great reporting, but if you’re still measuring prospecting based on your conversion pixel, you could be missing a lot of opportunities from further up the path.

As a simple example we looked at a client which provides us information about the channel each conversion was attributed to. Using this data we examined how likely an ad is to get attributed depending on its position in the conversion path using a last click attribution model.

The results are hardly surprising...

 

 

Denis Failly's insight:

your different media channels are part of a team, working together to score that all important goal.

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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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A Lead Scoring Checklist for Sales and Marketing

A Lead Scoring Checklist for Sales and Marketing | Beyond Marketing | Scoop.it
Lead scoring is an effective method to help identity hot leads. You begin by identifying attributes that are characteristic of decision-makers at your best
Denis Failly's insight:

Checklist, one more...

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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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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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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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A Guide to Aligning Marketing & Sales Engagement with Buying Process

A Guide to Aligning Marketing & Sales Engagement with Buying Process | Beyond Marketing | Scoop.it
Buying behavior has changed permanently and way faster than sellers and marketers have been able to adapt their processes and their business.
Denis Failly's insight:

Introduction

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Interaction Analysis as a Leading Indicator of Funnel Conversions

How interaction analysis can help you better understand your sales funnel conversions.
Denis Failly's insight:

Addtionnal analysis to underdtand what is happening throughout your funnel

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Accelerate Demand using Rich Media

Mani Iyer is CEO of Kwanzoo, a cloud-based platform for building and running rich media campaigns that accelerate & optimize demand across all online
Denis Failly's insight:

Rich media to driving more top of funnel leads

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Lead Scoring: A Marketing and Call Tracking Guide

Lead Scoring: A Marketing and Call Tracking Guide | Beyond Marketing | Scoop.it
Lead scoring is a process for ranking leads based on sales readiness or on interest level. All leads are NOT created equal. Some leads are ready to buy right
Denis Failly's insight:

A White paper : "5 ways to prove ROI with Call Tracking" can be downloaded at teh end of the post.

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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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15 Steps to the Ultimate Lead Capture Landing Page

15 Steps to the Ultimate Lead Capture Landing Page | Beyond Marketing | Scoop.it
Follow 15 detailed steps to build a really high performance landing page for gathering leads. The ultimate lead capture landing page.
Denis Failly's insight:

Nothing new but a good reminder

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3 Big Problems Plaguing Enterprise Marketers (And How to Overcome Them)

3 Big Problems Plaguing Enterprise Marketers (And How to Overcome Them) | Beyond Marketing | Scoop.it
Learn how common marketing problems faced by Enterprise organizations can be solved with inbound marketing.
Denis Failly's insight:

- Abandoned Leads
- High Opportunity and Customer Acquisition Costs
- Developing a Social Media "Strategy"

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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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