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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Is B2B social media marketing lagging behind B2C?

There seems to be a perception that social media is better suited for business-to-consumer brands than business-to-business marketing. This view is supported by a lack of easily accessible social media success stories in the B2B space — on the Internet and at conferences. But it is a misconception.

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10 Guiding Principles Of NextGen Strategies

10 Guiding Principles Of NextGen Strategies | Beyond Marketing | Scoop.it

Corporations cannot reinvent themselves by applying the same old strategic thinking of the past. Instead, if they’re going to change to meet the demands of the Social Era they are going to have to think differently about strategy.While there is no generally accepted definition for strategic thinking, no common agreement as to its role or importance, and no standardized list of key competencies of strategic thinkers; most agree that traditional models of strategy making, which are primarily based on strategic planning, are not working. Strategy in today’s competitive business landscape is moving away from the basic ‘strategic planning’ to more of ‘strategic thinking’ in order to remain competitive.

 

 

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4 Principles Of NextGen Marketing

4 Principles Of NextGen Marketing | Beyond Marketing | Scoop.it

Marketing no longer controls the message or the media. The control has shifted to the masses and now marketing methods must change to meet the demands of NextGen buyers.NextGen marketing efforts will focus on social methods which enhance opportunities to engage with buyers. NextGen marketing efforts will also focus on insuring that the message is in context to what buyers care about. Communicating what customers care about, how and where they communicate that message as well as when and where the message is delivered.

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Average Sales Are Over: Hello Social Selling

Average Sales Are Over: Hello Social Selling | Beyond Marketing | Scoop.it

The first time I recall hearing the question "what’s the point of using social media for sales?" was when I was a Vice President of Sales for a software company presenting to a room full of salespeople in Las Vegas, Nevada.Their objections that social media didn’t work were intense: "I’ve tried Twitter and it’s a bunch of nonsense,” or, “No one responds to my sales requests on LinkedIn.” There was a noticeable disdain in the room for anything related to sales prospecting and social media.

I’m still hearing those objections. I have heard salespeople recently make the argument that the reason they are not meeting their quotas and are losing more deals to the competition is largely because of the economy or that their marketing team just doesn’t “get it”. When I ask them to expound on the latter point they usually respond: “Our marketing organization doesn’t generate quality leads – no one takes our phone calls.”

Up until recently, salespeople with average sales skills, making an average amount of phone calls, doing an average product demonstration, could earn an above-average income. But, that age of average is over. And salespeople need to shift to a new playbook.

 

 

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How to Calculate the Value of a Like

How to Calculate the Value of a Like | Beyond Marketing | Scoop.it

Over my decade working in web marketing, I've spent a ton of time at various marketing conferences, and I've read countless books and blogs about new media. I've noticed a disturbing trend over the past few years in the social media end of the communications world. Much of the advice and strategy I hear boils down to little more than "unicorns and rainbows" superstitions like "engage in the conversation" and "be awesome." Not only has much of the industry ignored hard metrics and dollars-and-cents ROI math; there has actually been a vocal opposition to measurement and accountability.

Effective marketers expect to see clear cut, positive ROI for every other channel of online marketing including email, search, and display advertising. But for some reason, many seem to forget about return when it comes to channels like Facebook and Twitter.

 

 

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Adeline Ventrone's curator insight, December 14, 2012 3:36 AM

Encore une fois les outils de Hubspot sont bien pensés et très utiles!

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Why Customer Loyalty is Hard -

Wrapping your business around the customer has been a core business principle since before Adam Smith wrote the “Wealth of Nations” in 1776. Yet every year, there are new technologies, theories, and business models that promise to get a company closer to its customer, as if customer alignment had just been discovered for the first time.

 

 

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Should We Chase The Algorithm?

Should We Chase The Algorithm? | Beyond Marketing | Scoop.it

You might not be surprised to hear that I’ve been a little obsessed with the Google algorithm this past year. While many SEOs and business owners share that obsession, others have asked questions like “Why don’t you stop chasing Google and focus on 'real' marketing?” It’s an honest question, and I think it’s a fair one. I’d like to try to answer it and to explain why I think understanding the algorithm is an essential part of a well-rounded online marketing campaign going forward into 2013.

 

 

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Protecting Your Business, Brand, and Profits in Today’s Reputation Economy

Protecting Your Business, Brand, and Profits in Today’s Reputation Economy | Beyond Marketing | Scoop.it
Learn how to leverage online customer reviews to boost your business's reputation and increase profits in this guest post from Scott Metcalfe.
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Buyer Persona Backlash: Right Person, Wrong Company

The premise behind the "buyer persona backlash" is that marketers may choose to market to a Director of IT, for example, but if that contact works for a company that will never buy from you, then it's a wasted effort.

Okay - I'm with the logic thus far, but here's where it goes off the rails for me:

Jason went on to talk about the wasted costs from investing in follow-up calls and other personalized contact with this right person at the wrong company. This is where the rubber meets the road for responsibility....

 

 

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Want Your Digital Marketing To Win? Choose Your Words Carefully.

Want Your Digital Marketing To Win? Choose Your Words Carefully. | Beyond Marketing | Scoop.it
People buy from people so make sure you sound human when you are communicating online.
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The New Marketing Paradigm

The New Marketing Paradigm | Beyond Marketing | Scoop.it

Change is the only constant in today’s world. New paradigms constantly replace old ones and what worked well in the past is either obsolete or on its way to obsolesce. Marketers need to understand this fact and change their strategies and practices accordingly.

 

 

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Driving Direct Sales With Social Media

Driving Direct Sales With Social Media | Beyond Marketing | Scoop.it

Although social media is a relatively new marketing channel, there is fairly strong consensus that it can help with business growth.

According to a recent survey of some 3,000 consumers conducted by Bain & Company, customers who interact with brands via social media spend 20-40% more money with those companies than other customers. In addition, customers who engage with brands over social media show a deeper loyalty to those companies.

What few people realize, though, is that you can actually drive direct sales from social media—provided you have the right strategy in place. This article, then, is an overview of how to deploy a social media sales mechanism in your company.

 

 

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6 Reasons People Hate Your Dynamic Content

6 Reasons People Hate Your Dynamic Content | Beyond Marketing | Scoop.it

"Dear Marketers,

 

I’m writing to let you know that I know all about this new dynamic content thing you’ve got going on. I know you can change aspects of your website, calls-to-action, and emails based on the interests, characteristics, or past behaviors of your viewers.

Well, good for you. But you know what? Sometimes I think you just don’t get that the way you’re using dynamic content is actually making your marketing worse, not better. So if you're struggling with this dynamic content thing, let me help you out by pointing out 6 reasons lots of people out there might kind of despise the way you're using it."

 

 

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The Engagement Pyramid: Turning Media Planning Upside Down

The Engagement Pyramid: Turning Media Planning Upside Down | Beyond Marketing | Scoop.it

"...If you’ve worked in or studied marketing, you’re probably thinking back to Philip Kotler and the Marketing Funnel. The funnel is how most of us were taught to think about our customers’ journeys.

Most of us agree that in a world of four screens and constant digital content proliferation, the funnel is busted -- yet, we still plan media against it in the same way we always have. We start big and broad with traditional media like TV, print and out-of-home, using them to fill the top of our funnels. Then, we focus on capturing interest through more active and intent-based media like search or online video. And, finally, we utilize immersive experiences like our website or store to get to the consumers who actually matter -- the Waldos who will consider and ultimately choose our brand. We prioritize reach to get to engagement..."

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NextGen Leadership Purposes

NextGen Leadership Purposes | Beyond Marketing | Scoop.it

Leadership attributes are being redefined by shifts in employee attitudes and market demands. These shifts are reshaping the way leaders think about work environments, relationships and organizational purpose. Leadership attitudes in the past embodied “us vs. them” thinking, which was reflected by their beliefs about business models, strategies, organizational design and power. These attitudes are evident by management beliefs such as:...

 

 

 

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[video] The 6 things you must know about the science of persuasion

If you have never read the classic book Influence by Robert Cialdini, you really should. But you’re also in luck, because the Influence at Work team just released this summary of the six principles of persuasion that the book covers. Spend 11 minutes watching this video - it’s well worth your time.

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Too Many B2B Social Media Objections Got You Down?

Too Many B2B Social Media Objections Got You Down? | Beyond Marketing | Scoop.it
Many B2B marketers face common objections and obstacles in getting social media started at their B2B companies. How do you answer them?
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The Latest 27 Social Media Facts, Figures and Statistics for 2012 - Infographic |

The Latest 27 Social Media Facts, Figures and Statistics for 2012 - Infographic | | Beyond Marketing | Scoop.it
The social media landscape has continued to evolve at a rapid pace. It has become more fun with the addition of Instagram and Pinterest.
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IBM Study: How to Make Social Work

IBM Study: How to Make Social Work | Beyond Marketing | Scoop.it
IBM has been on a roll lately with interesting information you can use to grow your business.
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We’re All Techies Now

The Marine Corps has a saying that, when things get serious, it doesn’t matter if you’re a cook, a truck driver, clerk or radio operator. When the shit hits the fan, everyone’s a rifleman.
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Brand Marketing Trends For 2013: Branding Strategy Insider

Brand Marketing Trends For 2013: Branding Strategy Insider | Beyond Marketing | Scoop.it

...for marketers and brand managers who want to look beyond the horizon, we have identified 13 critical trends for 2013:"

 

 

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Why Social Media Ads Don’t Work

Why Social Media Ads Don’t Work | Beyond Marketing | Scoop.it
Beyond fueling social media and search, the one reason content marketing works is that customers trust it; they don’t trust advertising. Additionally, content marketing is more cost effective than digital advertising.
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Le web : en lettres capital

Le web : en lettres capital | Beyond Marketing | Scoop.it

L'intérêt de ce tableau (dont vous serez juge) est de permettre de rendre compte de l'évolution conjointe de 3 dimensions du web habituellement dissociées dans l'analyse :

 

- celle du document lui-même (ce qui fait document, la manière dont il est constitué et la matière qui le constitue, l'ordre documentaire qui le sous-tend)

' celle des comportements de navigation et d'interaction (la ou les logiques dont procède la navigation)

- celle de l'économie (économie "triviale" des acteurs en présence, mais également économie globale des biens informationnels)

 

 

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How Marketers Can Make a Smooth Transition to Customer Lifecycle Approach | Right On Interactive

How Marketers Can Make a Smooth Transition to Customer Lifecycle Approach | Right On Interactive | Beyond Marketing | Scoop.it

"Forrester Research estimates that almost half of all B2B marketers close fewer than 4 percent of marketing generated leads. The bulk of the sales now come from sources such as referrals, upsells and repeats, which are outside the conventional funnel. The focus of new-age marketers is therefore customer lifecycle marketing, or engaging the prospect throughout the marketing lifecycle rather than placing leads in a funnel and passing them on to sales..."

 

 

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Social vs. Search: Which Is the Winner?

Social vs. Search: Which Is the Winner? | Beyond Marketing | Scoop.it
Social Media - The differences between search and social media marketing are many, but both are essential in today's marketing. The trick is to know which to use when and how to combine ...
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