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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The 2013 Lead Nurturing Best Practices Checklist

The 2013 Lead Nurturing Best Practices Checklist | Beyond Marketing | Scoop.it

It’s easy to lose sight of the forest for the trees when embarking on lead nurturing initiatives. Research suggests that even Top Performing B2B marketers struggle to fully leverage nurture marketing tactics to capture revenue across the entire marketing and sales cycle. But, Top Performers do reveal some interesting best practices with respect to nurture marketing strategy. In the first half of 2013, Gleanster surveyed over 800 B2B marketers to uncover how Top Performing companies achieve an average of 300% higher YoY growth in revenue, double digit click-through rates, and predictable quantities of sales accepted leads on a quarterly basis. Here are five lead nurturing best practices that Top Performers have a propensity to leverage; tactics that should probably go on your nurture marketing to-do checklist.

Denis Failly's insight:

"Use 2 or 3 nurture flow to feed Sales Cycle, no reason to recreate the wheel every time a new campaign is created. "

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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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Acquiring Customers in 4 Enterprise Inbound Marketing Steps

Acquiring Customers in 4 Enterprise Inbound Marketing Steps | Beyond Marketing | Scoop.it
Here we take a look at one efficient and successful way to gain customers in four Enterprise Inbound Marketing steps.
Denis Failly's insight:

a classical process of inbound marketing

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7 Critical Things Every Lead Nurturing Email Needs to Communicate

7 Critical Things Every Lead Nurturing Email Needs to Communicate | Beyond Marketing | Scoop.it
The 7 things every marketer should be communicating in their lead nurturing emails.
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The Marketing Kitchen: Recipe for Nurture

The Marketing Kitchen: Recipe for Nurture | Beyond Marketing | Scoop.it
The idea of “Nurture Marketing” has really hit the shelves. Just Google the phrase “how to nurture market” and you’ll be amazed at all the so-called
Denis Failly's insight:

"True lead nurturing takes at least 3 to 6 months. In the real world, not many companies can wait that long – the mandate is to show results NOW! This pressure leads many companies to take the idea of “Nurture Marketing” and try to condense it down."

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Enterprise Inbound Marketing Process: Lead Nurturing

Enterprise Inbound Marketing Process: Lead Nurturing | Beyond Marketing | Scoop.it
Enterprise lead nurturing is all about keeping the conversation going after an initial lead conversion. Personalize it, and you win.
Denis Failly's insight:

Once time you generate demand,or if you are a first conversion the job just begin, you have to nuture your contact, so the next step is Nurturing

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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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