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Behind the BlueGlass Curtain: Interview with Loren Baker

Behind the BlueGlass Curtain: Interview with Loren Baker | H2H Marketing | Scoop.it
Get an exclusive look into our methodologies at BlueGlass in this interview with our Vice President of Business Development.
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H2H Marketing
The marketing from human to human
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Storytelling, non raccontiamoci storie - Fabrizio Faraco

Storytelling, non raccontiamoci storie - Fabrizio Faraco | H2H Marketing | Scoop.it

Si fa un gran parlare di storytelling e spesso sembra una tecnica per avere successo, il nuovo proiettile d’argento dei marketing manager di tutto il mondo. Graham Brown nella sua ultima produzione ci da finalmente un quadro chiaro di cosa sia lo storytelling ai tempi del social.

Fabrizio Faraco's insight:

Per me lo storytelling come strumento di customer engagement è quello descritto alla perfezione dal Graham Brown. Nella sua ultima produzione “Brand Democracy” ci sono tutti gli elementi per cui il narrare è lo strumento principe di ogni relazione, inclusa quella commerciale. Non da oggi ma da sempre.

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The Gap Between Big Data and Big Insights: Turning data into engaging stories - Brian Solis

The Gap Between Big Data and Big Insights: Turning data into engaging stories - Brian Solis | H2H Marketing | Scoop.it

It’s just that every time I hear about big data, it’s either in the context of social media, The Internet of Things, data technology, Nate Silver, or a combination of all of the above. What I don’t hear enough is the human side of data, the questions asked, the insights that are drawn, and the ways that insights are then executed against at every level that matters (internally and externally).

Fabrizio Faraco's insight:

The problem with big data is we think that by saying “big,” we automatically convey importance and urgency up, down, and across our organization.

Nope.

It’s not unlike saying social media, mobile, real-time, wearables, etc. They’re just buzz words. It’s what we do with them that counts. Big data,  activity, behavior, the importance of each is in how we set out to learn and more importantly, apply learning toward adaption or innovation…everywhere.  The greatest promise about big data isn’t access to it; it’s the ability to excavate intellectual gems in a mountain of commodity information. Big data takes a personal touch. I call this the human algorithm.

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Leading Your Team into the Unknown

Leading Your Team into the Unknown | H2H Marketing | Scoop.it
How great managers empower their organizations to innovate
Fabrizio Faraco's insight:

We have brought these strands together to map out the end-to-end process successful innovators use to conceive, develop, test, and launch innovations more reliably.

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Storytelling, do not beat about the bush - Fabrizio Faraco

Storytelling, do not beat about the bush - Fabrizio Faraco | H2H Marketing | Scoop.it

There is much talk about storytelling and often seems to be a technique to be successful, the new silver bullet of marketing managers around the world. Graham Brown in his latest production finally gives us a clear picture of what is storytelling at the time of the social.

Fabrizio Faraco's insight:

Nevertheless for me, storytelling is a tool for customer engagement and it is perfectly described by Graham Brown. In his latest production “Brand Democracy” there are all the reasons that make narrative the key element of relationship, including the commercial one. Not today, but since the birth of the human being.

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25 Lessons from 25 Months of Content Marketing

25 Lessons from 25 Months of Content Marketing | H2H Marketing | Scoop.it
At Help Scout, we take content and customer success through education very seriously.
Fabrizio Faraco's insight:
Twenty-five months in, here are some of the odd lessons I’ve picked up along the way.
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Inbound Marketing: 50 Best Slideshare Presentations

Inbound Marketing: 50 Best Slideshare Presentations | H2H Marketing | Scoop.it
Want more information on inbound marketing? The DSM Group found the best 50 Slideshare presentations on inbound marketing.
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The B’s in B2B Are People Too – A More Human Approach to Business Marketing

The B’s in B2B Are People Too – A More Human Approach to Business Marketing | H2H Marketing | Scoop.it
Answering any question about what's next in B2B marketing must involve the increasing attention on buyers as people vs. simply "business to business". The human
Fabrizio Faraco's insight:

By viewing B2B marketing from the buyer’s perspective, whether it’s an individual or committee, business marketers can start to break free of the mechanical and start creating more meaningful marketing experiences for buyers

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How’re things going? Depend on the storytelling!

How’re things going? Depend on the storytelling! | H2H Marketing | Scoop.it

Storytelling, overused word, but … We can solve the problems just how we picture them in our storytelling. If  we tell them catastrophically, for sure we will not solve the problems. On the contrary, taking note of the problems, we tell the stories of those who put their souls in dealing with them every day, achieving results, we will strengthen the many women and men who are changing the world.

Fabrizio Faraco's insight:

I tried to convey in the Storify below the richness of what I have experienced and learned from this conference. But one thing I brought as concrete result: the strength and expertise of many, especially young people and women, who, despite the difficulties of our country are able to generate income and wealth for Italy.

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3 Reasons to Kill Influencer Marketing

3 Reasons to Kill Influencer Marketing | H2H Marketing | Scoop.it
Friends in high places don't help as much as you think.
Fabrizio Faraco's insight:

marketers like the idea of “influentials,” seemingly ordinary people who determine what others think, do and buy.  A recent study of 1300 marketers found that 74% of them planned to invest in influencer marketing over the next 12 months.

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The Most Productive People Know Who to Ignore

The Most Productive People Know Who to Ignore | H2H Marketing | Scoop.it
Prioritizing is easy. Triaging is hard.
Fabrizio Faraco's insight:

Our time and attention are finite resources, and once we reach a certain level of responsibility in our professional lives, we can never fulfill all the demands we face no matter how long and hard we work. The line of people who want to see us stretches out the door and into the street. Our to-do lists run to the floor. Our inboxes are never empty.

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How the Internet of Things Changes Business Models

How the Internet of Things Changes Business Models | H2H Marketing | Scoop.it
Value creation is no longer one-and-done.
Fabrizio Faraco's insight:

Thanks to over-the-air updates, new features and functionality can be pushed to the customer on a regular basis. The ability to track products in use makes it possible to respond to customer behavior. And of course, products can now be connected with other products, leading to new analytics and new services for more effective forecasting, process optimization, and customer service experiences

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Social Media is Lost Without a Social Compass - Brian Solis

Social Media is Lost Without a Social Compass - Brian Solis | H2H Marketing | Scoop.it

Given the high rate of social media use by the public, organizations are compelled to engage with key audiences through these outlets. Social media engagement requires organizations to actively participate with public groups, and this highly-interactive exchange raises a new set of ethical concerns for communicators

Fabrizio Faraco's insight:

Social media is not lawless. It is governed by the code of each network. At the same time however, each network is governed by the culture that develops in how people connect and communicate. The laws that we abide by in the real world influence what’s right and wrong. But more so, the laws of humanity govern what we say and do whereas judgment is passed according to the law of popular society and the unsaid ethics that serve its center

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The Content Marketing Revolution

The Content Marketing Revolution | H2H Marketing | Scoop.it
Companies are no longer just economically important -- they're intellectually valuable, too.
Fabrizio Faraco's insight:

The success of content marketing has radicalized the way companies communicate. For innovative brands, an award-winning Tumblr now carries serious clout; hashtag campaigns have become as compelling as taglines; and the Digiday Awards are as coveted as the Stevies. The content marketing revolution signals more than a mere marketing fad. It marks an important new chapter in the history of business communications: the era of corporate enlightenment

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What Is Content Marketing? And Why You Need To Understand It!

What Is Content Marketing? And Why You Need To Understand It! | H2H Marketing | Scoop.it
In the course of working with brands across the business landscape, a few questions come up time and time again. What is content marketing? Why is it important? Who should care? What should they do about it.
It reminds me of the classic journalism approach of answering the who?, what?, when?, where?, why? and how? questions to get to the bottom of every good story.
So here is my attempt at answering those basic questions.
Who needs to worry about content marketing?
Strategic...
Fabrizio Faraco's insight:

Content Marketing is the process of continuously publishing content that people want (vs. advertising that attempts to interrupt the content people want) to help connect your brand to its audience. The key words are highlighted: continuous, publishing, customer-focused content that leads to quantifiable brand value.

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Customer Experience Happens To You Not Because of You - Brian Solis

Customer Experience Happens To You Not Because of You - Brian Solis | H2H Marketing | Scoop.it

As such, the opportunity for customer experience requires elevated discussions where organizations assess current experiences against a vision for what they can and should be. For example, is today’s customer experience a byproduct of our brand promise? Do we deliver against our stated intentions and is that experience reinforced at every touch point?

Fabrizio Faraco's insight:


Approaching customer experience in this fashion takes what is typically today a bottom-up approach and shifts decision-making to a top-down model. And we all know that true transformation comes from the top. The difference though is that implementing customer experience initiatives with both, top-down and bottom-up strategies sets the foundation of which customer-centricity can build and flourish. One is directional, the “North Star” if you will, where customer experience initiatives map against a vision for how brand promises are enlivened and reinforced before, during and after transactions. It sets the standard for investments in technology, engagement, insights and pilots. It also sets the standard to follow and benchmark to measure against for all those who are responsible for the experience, wherever and whenever it’s formed or affected.

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3 Ways To Generate Leads For Your Time-Starved Business

3 Ways To Generate Leads For Your Time-Starved Business | H2H Marketing | Scoop.it
Your small business is probably strapped for time and resources...but you need leads to survive. Fortunately, time-saving ways to generate leads do exist.
Fabrizio Faraco's insight:

You know they’re out there, and you know they need your products or solutions. They know they need your products or solutions as well.
The problem?
They (your leads) have yet to find you and your business…and vice-versa.

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What content should you create? | pruneau

What content should you create? | pruneau | H2H Marketing | Scoop.it
5 tactics to ensure that you create content that addresses your customer's needs.
Fabrizio Faraco's insight:
The reasons are clear: it works better, cost less than traditional advertising and delivers the measurable ROI missing from old school marketing. For those not yet converted, content is the driver of inbound marketing. It’s the essential component that connects you with your audience, fosters online relationships and ultimately drives prospects back to your website or blog for nurturing and conversion.
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What’s the most valuable content of all?

What’s the most valuable content of all? | H2H Marketing | Scoop.it
10 experts tell us about the most valuable piece of content they've ever created. 6 clear lessons & some great ideas to take away for your business.
Fabrizio Faraco's insight:

There’s a lovely quote about writing, from Pulitzer Prize-winning journalist and author David McCullough.


“Writing is thinking. To write well is to think clearly. That’s why it’s so hard.”


Well, written or visual, valuable content is your thinking made manifest; it’s a place for your best ideas.

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Getting People to Believe in Something They Can’t Yet Imagine

Getting People to Believe in Something They Can’t Yet Imagine | H2H Marketing | Scoop.it
Four ways to push an idea through resistance.
Fabrizio Faraco's insight:

 It is not enough to come up with next great idea. To turn that idea into a reality you have to influence people and gain their support

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A New Era for Search: The Zero Moment of Truth is Now Defined by Shared Customer Experiences - Brian Solis

A New Era for Search: The Zero Moment of Truth is Now Defined by Shared Customer Experiences - Brian Solis | H2H Marketing | Scoop.it

Search is only part of the story now.

The experiences that people have and in turn share is created a powerful collective repository that is indexed and tapped every minute of every day…mostly outside of Google.

Fabrizio Faraco's insight:

This isn’t a debate about the merits of SEO versus social media optimization (SMO). Nor is this a discussion about social media. This is a discussion about behavior and the importance of discovery among an increasingly connected customer and the need to optimize and unite their journeys whether it’s on the traditional web, in social networks, or via mobile.

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Storytelling e problemi: dipende da come raccontiamo la storia

Storytelling e problemi: dipende da come raccontiamo la storia | H2H Marketing | Scoop.it
Storytelling, parola abusata, ma ... ci raccontiamo anche quando semplicemente parliamo dei problemi. Superarli dipende da come ci raccontiamo la storia!
Fabrizio Faraco's insight:

Brevi considerazioni e storify sul convegno sul turismo digitale a Bari lo scorso 15 e 16 settembre

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How Beacons Are Changing the Shopping Experience

How Beacons Are Changing the Shopping Experience | H2H Marketing | Scoop.it
The missing piece in the mobile marketing puzzle is falling into place.
Fabrizio Faraco's insight:

technology typically relies on GPS tracking, which only works well outside the store. With beaconing, marketers can lead and direct customers to specific areas and products within a store or mall.

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How to Tell a Great Story

How to Tell a Great Story | H2H Marketing | Scoop.it
It’s a skill every leader needs to master.
Fabrizio Faraco's insight:

In our information-saturated age, business leaders “won’t be heard unless they’re telling stories,” says Nick Morgan, author of Power Cues and president and founder of Public Words, a communications consulting firm. “Facts and figures and all the rational things that we think are important in the business world actually don’t stick in our minds at all,” he says. But stories create “sticky” memories by attaching emotions to things that happen. That means leaders who can create and share good stories have a powerful advantage over others. And fortunately, everyone has the ability to become a better storyteller.

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3 ways to create an amazing experience for your customers - Albuquerque Business First

3 ways to create an amazing experience for your customers - Albuquerque Business First | H2H Marketing | Scoop.it
How do you create a superior experience — one so good that it creates strong digital word of mouth and keeps customers coming back? These three key strategies can help you create your own unique customer experience.
Fabrizio Faraco's insight:

This generation of businesses, both large and small, are taking a broader approach. They focus on creating a unique customerexperience that differentiates them from their competitors.

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Content sharing and storytelling: why and how people share content

Content sharing and storytelling: why and how people share content | H2H Marketing | Scoop.it
Why do people share content and stories. A long story on content sharing: the what, why and how.
Fabrizio Faraco's insight:

Sharing isn’t anything new, humans have always shared content in one way or the other. From oral histories around a fire to troubadours to water coolers and coffee bars, we digest content and then we want to share it and discuss it. It’s a fundamental fuel of communities offline and online.

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