Beyond Marketing
10.7K views | +0 today
Follow
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
Your new post is loading...
Your new post is loading...
Scooped by Denis Failly
Scoop.it!

Why the Cost of Inaction is so important in B2B Sales

Why the Cost of Inaction is so important in B2B Sales | Beyond Marketing | Scoop.it

Return on Investment (ROI) projections are often regarded as a critical element of B2B sales proposals, particular for high-value considered purchases. There’s no arguing that they have a role to play - but your sales people would be very unwise to rely on them.

In fact, I’ve become convinced that over-reliance on ROI calculations is one of a number of key factors that are driving the high level of “decisions to do nothing after all” that so bedevil many long and complex sales cycles. Here’s why:

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Eye Tracking Lessons for SEO and Conversion-Optimized Pages

Eye Tracking Lessons for SEO and Conversion-Optimized Pages | Beyond Marketing | Scoop.it
Denis Failly's insight:

A real question than can be also asked about Ad words

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

2013 Content Marketing Research: What B2B Content Delivers Best ROI?

2013 Content Marketing Research: What B2B Content Delivers Best ROI? | Beyond Marketing | Scoop.it
Time and money are the the obvious and most reported constraints in implementing content marketing programs that work.
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Digital Marketing Integration Roadmap, the Role of Technology

Digital Marketing Integration Roadmap, the Role of Technology | Beyond Marketing | Scoop.it
Driven by the emergence of a bridge organization in charge of analytics and business intelligence, a collaboration between departments that just a few years ago were considered completely separate is now a necessity.
Denis Failly's insight:

"...technology and marketing intersect in a complex web of relationships between applications, technologies, and business functions.

Technology organizations are historically and inherently risk-averse."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Why Marketing will Never be Replaced but What Every CMO Must Change

Why Marketing will Never be Replaced but What Every CMO Must Change | Beyond Marketing | Scoop.it

As businesses become more social, there have been a lot of articles about marketing. Some have spoken about the need for marketing and IT to get together, if not even merge in some way (See the Forbes article last month). Others have proclaimed the end of the CMO’s position altogether, including the infamous piece by IMD’s President Dominique Turpin last year “The CMO is Dead ..… Welcome to the CCO”.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

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

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

B2B Buying Behavior Trends

B2B Buying Behavior Trends | Beyond Marketing | Scoop.it

My conversations with B2B marketing and sales leaders are indicating it will be tougher for B2B marketing and sales to keep pace in both customer acquisition and retention.Trends suggest buyers are more inclusive, collaborative, and discerning than ever before.  New technologies are opening up the floodgates on purchase decisions, which are becoming a collective organizational act.

Denis Failly's insight:

"...recalibration of B2B marketing and sales is on target in 2014 and beyond."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How Digital Transformation Drives Business Value

How Digital Transformation Drives Business Value | Beyond Marketing | Scoop.it
A recent McKinsey report# highlights how digital can shape every aspect of the enterprise.
Denis Failly's insight:

"Many organizations are also still structured based on vertical competencies, while digital and social are horizontal domains that impact all areas of a business -- from product to service, pricing models, operational workflows, etc. Along with the gap in recognizing and engaging with experienced talent creates a double whammy affecting problem solving, communication, and customer relationships.

So far, the advantage is going to new entrants, because native to digital."

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Marketing Technologist: Neo of the Marketing Matrix

The Marketing Technologist: Neo of the Marketing Matrix | Beyond Marketing | Scoop.it
Denis Failly's insight:

Great post about Marketing Technology

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How B2B Marketers Will Spend Their Budgets in 2014

How B2B Marketers Will Spend Their Budgets in 2014 | Beyond Marketing | Scoop.it
While marketing budgets should always be allocated based on a company's unique situation, a recent survey of B2B marketers offers helpful benchmarking guidance.
Denis Failly's insight:

Except Emailing, Years after Years Outbound is more and more Out

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Target Personas: Content Marketing’s New Buzzword

Target Personas: Content Marketing’s New Buzzword | Beyond Marketing | Scoop.it
Target personas go beyond traditional demographics to measure consumers’ budget, existing and perceived needs, purchase readiness and buying timelines.
Denis Failly's insight:

Personas creation and knowledge is the first step before engaging Content Strategy

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

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

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Five valuable tips for using marketing attribution

Five valuable tips for using marketing attribution | Beyond Marketing | Scoop.it
In late 2012, Econsultancy published the latest edition of its Marketing Attribution Management Buyer’s Guide, at a time when attribution was a particularly hot topic for marketers.
Denis Failly's insight:

"success with attribution for a marketer is likely to come down to three key factors:

Internal skill.Internal politics.Data quality."
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Improving Strategic Implementation with Agile Methodologies

Improving Strategic Implementation with Agile Methodologies | Beyond Marketing | Scoop.it

Software engineers use agile methodologies in order to deliver usable “chunks” of software more quickly and adapt to changing needs in an iterative process. This is in contrast to the more traditional waterfall method where requirements are established at the beginning, development occurs in one stream and a complete product is delivered at the end.

oftware engineers use agile methodologies in order to deliver usable “chunks” of software more quickly and adapt to changing needs in an iterative process. This is in contrast to the more traditional waterfall method where requirements are established at the beginning, development occurs in one stream and a complete product is delivered at the end.
Read more at http://www.business2community.com/strategy/improving-strategic-implementation-agile-methodologies-0717370#I1MzgYcAXKBRXGPX.99
Denis Failly's insight:

The traditional waterfall method is always the most used in Firms.

But beyond the Agility methodology, I think that also take place in the head, the mean you comtemplate the problematic, the project, the events and phenomenon. Getting the Agility tools is not sufficient if you aren't impregnated in your mind

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

2013 Content Marketing Research: Which type of content is most effective?

2013 Content Marketing Research: Which type of content is most effective? | Beyond Marketing | Scoop.it
This is the 5th post in our series on the current state of B2B Content Marketing with findings sourced from over 230 B2B marketing professionals. Last week we dug into the time commitment required to create customer case studies.
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Invent, Adapt, or Get Out of the Way

Invent, Adapt, or Get Out of the Way | Beyond Marketing | Scoop.it

Gerry Campbell is a serial entrepreneur, investor and adviser (bio). He’s also a good friend. Gerry has just published a new book, Demand Horizon: A Revolutionary Approach to Creating Great Products. The book introduces a new mental model for understanding and adapting to the demand-driven economy. It’s a framework for making sense of the new rules in product creation, offering both strategic understanding and practical actions for adapting to the new rules of business. Demand Horizon shines a light on the techniques and approaches that have enabled him to create patented products that are used by every person on earth who uses a search engine, social networking site or smartphone.

Denis Failly's insight:

Demand Horizon: A Revolutionary Approach to Creating Great Products

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Search Marketing vs Search Manipulation

Search Marketing vs Search Manipulation | Beyond Marketing | Scoop.it

For a long time, search engine optimisation has been seen as a means to manipulate search engines into increasing the visibility of one website over another.

When you consider the term ‘manipulation’, it implies that you are attempting to falsely inflate the perceived value of a website and trick the search engines into placing artificially higher value towards an actually lower-quality website.

There are still lots of people who stand by this perception of what SEO is and, without intending to offend, these same people often talk about link numbers, single key terms that are everything to them and see SEO as smoke and mirrors and intangible to measure. All of these things are incorrect.

 

 

Denis Failly's insight:

- SEO is not about tricking websites

- SEO is about making the most of what you have & identifying what you don’t have

- Removing the blinkers

- SEO is keywords still though?

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

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.
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Propinquity: The New Term on the Block

Propinquity: The New Term on the Block | Beyond Marketing | Scoop.it
Denis Failly's insight:

A strong word "Propinquity" almost synonymous of Inbreeding, Consanguinity

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Content Marketing Reaching Critical Mass

Content Marketing Reaching Critical Mass | Beyond Marketing | Scoop.it
What exactly is content marketing and what is a content marketing strategy?
Denis Failly's insight:

"Effective content marketing is all about a process of information management.  Process and people (as is always the case in social media), rather than channel selection or communications outputs, are what defines success."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Social Business is not Dead: New charts and data reveal the real evolution of social businesses

Social Business is not Dead: New charts and data reveal the real evolution of social businesses | Beyond Marketing | Scoop.it
Denis Failly's insight:

Too few firms have a Holistic Social Media approach, too much are focus on tools...

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

12 Content Marketing Books to Add to Your Holiday Gift List

12 Content Marketing Books to Add to Your Holiday Gift List | Beyond Marketing | Scoop.it
All in all, 2013 has been an exceptional year for well-produced books filled with fresh insights from both established authors and newcomers. Add these 12 content marketing books to your holiday gi...
Denis Failly's insight:

We can add the last book of Brian Solis :

What's the Future : Changing the Way Businesses Create Experiences

http://www.amazon.fr/Whats-Future-Business-Businesses-Experiences/dp/111845653X

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How to write a killer customer case study

How to write a killer customer case study | Beyond Marketing | Scoop.it
You've written your first case study but you're not sure if you got it right? Use this checklist as a reference.

***Sign up at the right-hand sidebar for monthly marketing tips like this one.

&n
Denis Failly's insight:

Case study is identiified as the mos effective Marketing tactic by 88% of B2B Marketer. Don't be afraid so to use it.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

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

more...
No comment yet.