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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7 métaphores autour du tunnel de conversion client

Denis Failly's insight:

Le tunnel de conversion marketing classiquement représenté sous forme d’entonnoir, est une représentation simple, compréhensible et qui s’inscrit dans un process séquencé de cycle d’achat (phase après phase) , programmatique et convergent (la sortie vers l’achat).


Les individus qui y transitent selon des scénarii pré-établis de nurturing et de (re)targeting de contenus, sont progressivement « rangés » (l’esprit de classification / segmentation) dans des cases (prospects, leads,…) en fonction de leur parcours progressif  de phase en phase.


D’une logique de pensée, voire d’un moyen mnémotechnique, nous sommes tombés dans le modèle utilisé à outrance sans le questionner comme si il était gravé dans le marbre.


L’expérience prospect/client, humaine avant tout pétrie de conviction, doute,  renoncement/abandon, simple curiosité, humeur changeante, zapping, hétérogéneïté et paradoxes des comportements, serendipité, irrationnalité…ne rentrent pas dans les fourches caudines d’un Tunnel de conversion :
Pour l’avoir pratiqué moi-même comme marketer je me suis rendu compte comme d’autres, que cette mécanique de l’entonnoir était trop bien huilée, trop simple même si on l’accepte comme une représentation, une convention, un modèle pour agir.


Ecoute, (dés)engagement, conversation,  partage, buzz négatif ou positif… sur les médias sociaux nous apportent chaque jour la preuve, que nos outils, notre pratiques, nos KPI …ne sont pas adaptés pour intégrer cette dynamique humaine, foisonnante et complexe. Il est clair que  le nouveau terrain de jeux des marketers  est le Web social, le Web « vivant » dont la matière première est l’humain avant que d’être le bit d’information.

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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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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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Key Factors that Determine Success of Lead Generation Efforts

A recent survey on lead generation practices conducted by the BtoB magazine reveals that 74 percent of the marketers have a formal lead generation program or the other, and of them, 48 percent have extensive lead generation programs in place.
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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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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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6 Steps to Turn Your Online Lead Generation Into Lead Nurturing

Lead nurturing is just as important as lead generation, but is often forgotten. Learn how to take new leads into paying customers using these 6 steps.
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Is Outbound Lead Generation Right for You? Consider the Complexity of Your Sale First

Is Outbound Lead Generation Right for You? Consider the Complexity of Your Sale First | Beyond Marketing | Scoop.it
the two most important factors to consider when deciding whether or not to launch an outbound lead generation team; complexity of the sale, and...
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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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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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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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