Beyond Marketing
Follow
Find
10.2K views | +0 today
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!

Interpreting Results: Absolute difference versus relative difference |

Interpreting Results: Absolute difference versus relative difference | | Beyond Marketing | Scoop.it
Marketers are not always data savvy mathematicians and sometimes the full understanding of the math behind our campaign results (and for the purposes of this post, split tests) is overlooked, or simply taken at face value.
Denis Failly's insight:

Learn the difference between "absolute" and "relative"

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

Analytics 3.0: Measurable Business Impact From Analytics & Big Data

Analytics 3.0: Measurable Business Impact From Analytics & Big Data | Beyond Marketing | Scoop.it
Analytics has rapidly become a competitive differentiator and is now entering a new stage of maturity: Analytics 3.0. Analytics 1.0 is marked by enterprises assembling business intelligence systems...
Denis Failly's insight:

Most of companies still are in Analytics 1.0

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

Prove Your Worth:10 KPIs for Marketers

Prove Your Worth:10 KPIs for Marketers | Beyond Marketing | Scoop.it

What numbers do you give executives to prove your marketing's value?

Denis Failly's insight:

Here are 10 KPIs that every marketer should be measuring:

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

Forget the Flowchart! Lead Nurturing’s New Paradigm in 4 Simple Steps

Forget the Flowchart! Lead Nurturing’s New Paradigm in 4 Simple Steps | Beyond Marketing | Scoop.it
Forget the flowcharts! Here's how to enter the new lead nurturing paradigm with effective, relevant nurture streams.
Denis Failly's insight:

Adopt new lead nurturing paradigm

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

B2B Complex Sales: process is no substitute for emotional intelligence

B2B Complex Sales: process is no substitute for emotional intelligence | Beyond Marketing | Scoop.it

Many sales leaders believe that having a sales process is important - as evidenced by the over 300 million references on Google to the term. But in most complex sales environments, having an over-prescriptive sales process can actually damage your chances of winning.

Denis Failly's insight:

"But in lengthy, high-value complex sales environments with multiple stakeholders, your sales “process” should be a flexible framework that incorporates the latest best practices but also allows an intelligent sales person to go off-piste from time to time as long as they have the ultimate destination in mind."

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

Marketing automation: six case studies and an infographic on how it improves sales and revenue

Marketing automation has been one of the hot topics in digital this year and it’s likely to remain high on the agenda during 2014.
Denis Failly's insight:

It’s an important tool for bringing order to the warring worlds of marketing and sales by improving lead scoring and nurturing.

Much has been said on this blog about the value of marketing automation technology, but I thought it would be useful to pull together some case studies to help quantify the impact it can have on sales and revenue.

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

The Rules of Inbound Marketing Rewritten for Outbound Marketers

The Rules of Inbound Marketing Rewritten for Outbound Marketers | Beyond Marketing | Scoop.it

I cut my teeth in the B2B marketing world at a company that generates leads entirely through events and inbound marketing. With the naiveté of an English major who could recite every scene from Jane Eyre quicker than she could describe a lead list, I believed that inbound marketing was going to completely eclipse outbound marketing in a matter of years. Who would ever buy a list of leads when they could just wait for their customers to come to them? I thought.

Hundreds of thousands of companies, it turns out. The maintenance of an effective inbound marketing process requires an immense amount of work and resources, and for companies that sell to small businesses, a well-oiled inbound marketing funnel is simply not worth the effort and money. Companies like Aflac Insurance and Yellowpages.com–companies that sell to the millions of small businesses in the U.S.–aren’t going to fire their thousands-deep call centers to bring in an arsenal of copywriters to craft ebooks for small business owners to read in their vast amounts of spare time.

I cut my teeth in the B2B marketing world at a company that generates leads entirely through events and inbound marketing. With the naiveté of an English major who could recite every scene from Jane Eyre quicker than she could describe a lead list, I believed that inbound marketing was going to completely eclipse outbound marketing in a matter of years. Who would ever buy a list of leads when they could just wait for their customers to come to them? I thought.

Hundreds of thousands of companies, it turns out. The maintenance of an effective inbound marketing process requires an immense amount of work and resources, and for companies that sell to small businesses, a well-oiled inbound marketing funnel is simply not worth the effort and money. Companies like Aflac Insurance and Yellowpages.com–companies that sell to the millions of small businesses in the U.S.–aren’t going to fire their thousands-deep call centers to bring in an arsenal of copywriters to craft ebooks for small business owners to read in their vast amounts of spare time.


Read more at http://www.business2community.com/marketing/rules-inbound-marketing-rewritten-outbound-marketers-0665293#kmLMCPIM7E5LIAfF.99

I cut my teeth in the B2B marketing world at a company that generates leads entirely through events and inbound marketing. With the naiveté of an English major who could recite every scene from Jane Eyre quicker than she could describe a lead list, I believed that inbound marketing was going to completely eclipse outbound marketing in a matter of years. Who would ever buy a list of leads when they could just wait for their customers to come to them? I thought.

Hundreds of thousands of companies, it turns out. The maintenance of an effective inbound marketing process requires an immense amount of work and resources, and for companies that sell to small businesses, a well-oiled inbound marketing funnel is simply not worth the effort and money. Companies like Aflac Insurance and Yellowpages.com–companies that sell to the millions of small businesses in the U.S.–aren’t going to fire their thousands-deep call centers to bring in an arsenal of copywriters to craft ebooks for small business owners to read in their vast amounts of spare time.


Read more at http://www.business2community.com/marketing/rules-inbound-marketing-rewritten-outbound-marketers-0665293#kmLMCPIM7E5LIAfF.99
Denis Failly's insight:

"Marketers have never had as much information about their customers available to them as they have today. The lead generation methods we praised a decade ago seem obsolete; the tides of marketing trends constantly shift. As we move into a new era of marketing–one led by social media and big data–outbound marketing is on the up and up. Since my days as an exclusive inbound marketer, I’ve learned that smart outbound prospecting is possible again–for the first time in years. Lead lists don’t have to be burdens anymore."

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

How Much Does A Lead Cost? [Infographic]

How Much Does A Lead Cost? [Infographic] | Beyond Marketing | Scoop.it
The folks at Madison Logic just released an infographic that breaks down the cost of a lead across various industries. To get to us in marketing, brands wi
Denis Failly's insight:

The Big Question....

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

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

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

How to Build A Scorecard to Measure Content Marketing Effectiveness

How to Build A Scorecard to Measure Content Marketing Effectiveness | Beyond Marketing | Scoop.it

Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but marketers are largely dropping the ball when it comes to monitoring, reporting, and improving performance.

 

 

Denis Failly's insight:

Dasboard and Scorecard to assess ContentMarketing performance

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

Top marketing job in 2014: Director of content

Top marketing job in 2014: Director of content | Beyond Marketing | Scoop.it
Companies will be on the hunt for content directors next year. Find out the 10 skills this position requires and see if you'd be a good fit.
Denis Failly's insight:

I love this job ;-)

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

McKinsey: why most B2B marketing messages fail to move the customer

McKinsey: why most B2B marketing messages fail to move the customer | Beyond Marketing | Scoop.it

Recent research by McKinsey has revealed a dramatic divergence between the brand messages used by B2B companies and the characteristics that their customers actually value the most. The results make compelling reading for any B2B organisation that is committed to stand out from the crowd.

Denis Failly's insight:

Stop "me too" contents et be different

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

Web Marketing Cannibalization: Is Your Web Traffic Eating Itself?

Web Marketing Cannibalization: Is Your Web Traffic Eating Itself? | Beyond Marketing | Scoop.it

Competition, generally, is a good thing. When web marketers compete, they push to improve quality, to be more relevant, and to connect with qualified visitors. But there’s one company you don’t want to compete against – your own.

Web marketing cannibalization happens when you pull your audience in more than one direction. Instead of providing a clear path that gently guides visitors toward a goal, you eat away at your own results. Here are a few examples:
Social Cannibals: Facebook, Twitter, Google+, Instagram, Pinterest, etc.

 

 

Denis Failly's insight:

Have a unique (inter)action proposition to avoid a eviction effect

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

The 7 Business Goals of Content Marketing: Inbound Marketing Isn’t Enough

The 7 Business Goals of Content Marketing: Inbound Marketing Isn’t Enough | Beyond Marketing | Scoop.it

I’m tired… tired of the large amount of destructive posts about content marketing that are completely and utterly false.

Two posts in particular, as penned by Hubspot, are clearly written by individuals (no offense here) who do not understand what content marketing really is (here is one and here is the other for your reading enjoyment).

I’m not sure why Hubspot is targeting the term content marketing and misleading its customers in such a way. Do they want to misinform marketing professionals? That is something I cannot live with.

 

Denis Failly's insight:

" inbound marketing is a critical component of the new rules of marketing. Creating compelling and valuable content and distributing that content through a variety of online channels, as well as getting active in online communities, are essential for all companies today."

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

The Author Rank Building Machine [Infographic]

Build your author rank by producing great content, attracting authoritative links, and building your reputation on social media outlets.
Denis Failly's insight:

A animated infographic to check out

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

How to Build an Effective Content Marketing Plan

How to Build an Effective Content Marketing Plan | Beyond Marketing | Scoop.it
Creating a content marketing plan can make the difference between effective and ineffective content marketing for 2014. Find out what should be in your plan.
Denis Failly's insight:

A very complete post

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

How to Reduce the Cost of a B2B Lead

How to Reduce the Cost of a B2B Lead | Beyond Marketing | Scoop.it

That’s a question that keeps almost every B2B marketer up at night. Rising costs of lead generation, increasing competition and a rapidly growing population of buyers that function almost like intense research organizations—these are the factors we are up against in the B2B world.

Denis Failly's insight:

"Rather than focus our energies on driving down cost per lead, there needs to be greater focus on driving up quality of leads. Let’s bring back the emphasis on qualifying a lead through the key criteria of  BANT—Budget, Authority, Need and a defined Timeframe."

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

Content Marketing Essential for B2B Success

Content Marketing Essential for B2B Success | Beyond Marketing | Scoop.it
Less than 10% of B2B marketers say their content marketing is successful. But that is a loaded statement: Just what is success?
Denis Failly's insight:

Small companies are 40% more likely to have someone in charge of content marketing than are large companies! This is a shocking number, mainly because the marketplace usually shows that big companies have the most resources and can lead the charge. This stat provides good insight on big versus small companies, though. If you are small you have to be nimble, and you realize that content is where your business can gain an edge and ultimately win. If your organization is large, you better find a way to get your on the content bandwagon.

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

What Type of Emailer Are You? - Business 2 Community

What Type of Emailer Are You? - Business 2 Community | Beyond Marketing | Scoop.it

Before you begin any type of email marketing you need to define the following: “what type of emailer you are”.

To figure this out you need to ask yourself:

    What type of messages are you going to send?
    How are you collecting the data?

Are you a:

    Direct advertiser: You only send email messages to subscriber’s who have signed-up to receive your messages.
    3rd party sender or Email Publisher: These are senders who have rented or purchased email address and information from advertisers. These email recipients have “granted permission” to the original advertiser (opt-in) to rent or sell the recipients email address and information. Mostly, advertisements about various products or services are sent by these types of mailers

Before you begin any type of email marketing you need to define the following: “what type of emailer you are”.

To figure this out you need to ask yourself:

What type of messages are you going to send?How are you collecting the data?

Are you a:

Direct advertiser: You only send email messages to subscriber’s who have signed-up to receive your messages.3rd party sender or Email Publisher: These are senders who have rented or purchased email address and information from advertisers. These email recipients have “granted permission” to the original advertiser (opt-in) to rent or sell the recipients email address and information. Mostly, advertisements about various products or services are sent by these types of mailers
Read more at http://www.business2community.com/infographics/type-emailer-0655015#dzzmmjJvdbrymrd5.99
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Most Coveted Digital Marketing Skills for 2014 [infographic]

Most Coveted Digital Marketing Skills for 2014 [infographic] | Beyond Marketing | Scoop.it
These are the digital marketing skills advertising and Fortune 500 marketing executives value and need the most for 2014.
Denis Failly's insight:

The sheep with 5 legs, who is marginal today, will be trite tomorow

Be transverse, become hybrid

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

Taming the Big Data Monster [Infographic] -

Taming the Big Data Monster [Infographic] - | Beyond Marketing | Scoop.it
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How to Design a Compelling Demand Generation Strategy for the C-Suite

How to Design a Compelling Demand Generation Strategy for the C-Suite | Beyond Marketing | Scoop.it

The elusive C-suite sale. Marketers spend large amounts of time and energy digging deep into their demand generation toolkits to access executives and try to get them to buy, only to find themselves facing silence, disinterest or, at best, a pass-off to their team. But for large-scale B2B sales in particular, it’s critical to create a content plan and engagement strategy to break through to this lucrative and powerful buyer.

 

 

Denis Failly's insight:

Ready to target C-suite Buyers ?

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

Night of The Living Content [DATAGRAPHIC]

Night of The Living Content [DATAGRAPHIC] | Beyond Marketing | Scoop.it
Nothing can be scarier than neglected content aimlessly wandering the Google graveyard waiting to be revived. Learn how to repurpose, rejuvenate, and reshare.
Denis Failly's insight:

Content Revival...

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

Create Great Content? How to Get More From it Through Repurposing

Create Great Content? How to Get More From it Through Repurposing | Beyond Marketing | Scoop.it
Find out how to get more from the great content you create through repurposing. After all, we all know that, with all the time and people often involved in effective content creation, content marke...
Denis Failly's insight:

The sustainable development of content

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

Interesting Infographics: What’s The Big Deal About Big Data?

Interesting Infographics: What’s The Big Deal About Big Data? | Beyond Marketing | Scoop.it

Big data. Do you know what this is? Sure, it sounds like a new fast-food meal, but it’s actually a term that 63% of business executives are unaware of – and maybe you happen to be one of them.

Simply put, big data describes figures that are so complicated, conventional database management tools can’t even comprehend it. Big data is limitless. From purchases and mobile phone records, to digital and social media, sensors and online sharing, big data helps us make decisions, monitor cases and even pinpoint problems.

So what does big data have to do with marketing? According to an infographic by Demand Metric, big data is crucial for marketing analytics. For example, for-profit organizations utilize big data to boost revenue; not-for-profits use it to increase donations; and academics use big data to scrutinize problems.

To understand why B2B leaders like yourself must care about big data, here are some facts and stats to consider:

Denis Failly's insight:

Some keys to understand Big Data

more...
No comment yet.