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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Optimizing Your Sales Funnel

Optimizing Your Sales Funnel | Beyond Marketing | Scoop.it
If you work in a large organization, you're probably fortunate to have people devoted to creating and setting up testing and tracking mechanisms. People who also provide reports and analyses so you can make decisions about what to do next. There are thousands of things you can test, track and analyze.
Denis Failly's insight:

Key and very simple metrics to know whether you hit your goals

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Why Companies Need To See The Light At the End of the Funnel

Why Companies Need To See The Light At the End of the Funnel | Beyond Marketing | Scoop.it
Brian Solis explains why companies need to get out of the "sales funnel" mindset for converting customers and start taking a more social and experiential approach to marketing.
Denis Failly's insight:

Funnel ? a self- referential model; have a look here too :


7 metaphorical variations about customer conversion funnel

http://fr.slideshare.net/dfailly/7-metaphorical-variation-about-customer-conversion-funnel

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Forrester - Ditch the Funnel, Go for the Customer Life Cycle

Forrester - Ditch the Funnel, Go for the Customer Life Cycle | Beyond Marketing | Scoop.it
As customers gain numerous new channels such as mobile and social, the linear purchase path is fragmenting into a loose collection of numerous touchpoints over which marketers have little control. Forrester advises it's time for marketers to...
Denis Failly's insight:

Interesting but still too linear to integrate the complexity paradigm; I suggest  6+1 alternative visions of consumer funnel.

7 metaphorical variation about customer conversion funnel :

bit.ly/UjSLxZ

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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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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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Connecting the Buyer's Journey, Your Pipeline and Your Revenue Goals

Connecting the Buyer's Journey, Your Pipeline and Your Revenue Goals | Beyond Marketing | Scoop.it

The changing shape of the buyer's journey has introduced a raft of new issues for sales leaders who are trying to manage sales pipelines and generate accurate revenue forecasts. Prospects are leveraging the internet and business social media to do their research - and engaging sales people later in the decision making process.

In fact, the latest research from the CEB suggests that the typical B2B buying-decision process is 57% complete before a salesperson is even actively involved. By that time, the prospect is a long way down the path of scoping their needs, establishing their priorities, defining their requirements, and short-listing potential solutions

Denis Failly's insight:

Become more efficient by aligning Marketing & Sales , that suppose :

- Share common objectives

- Define by consensus : what is a ideal prospect, a qualified lead

- Identify and eliminate together the hindrances in the buying process

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How to Attract More Customers With Content Marketing | Social Media Examiner

How to create a content strategy for successful social media marketing. Learn how to attract prospects, convert them into customers and keep them coming back.
Denis Failly's insight:

The classical journey to lead consumer toward the end of conversion funnel, nurturing it with the good contents, at the good time, according the good need.

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Are You Helping Your Customers After They Buy From You?

Are You Helping Your Customers After They Buy From You? | Beyond Marketing | Scoop.it
Some buyers feel uneasy or remorseful after their purchases. To help such customers feel confident about what they've bought, companies should keep in contact with them... even after sales are completed.
Denis Failly's insight:

Once your prospect is in your conversion funnel and is became customer, the job is not finshed.We can considered it exist a new funnel : a post purchase funnel of loyalty.

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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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