L'Atelier BNP Paribas est une cellule de la banque française, dédiée à l'innovation qui a pour ambition de détecter les innovation de ruptures qui annoncent des évolution pour les entreprises... ([Infographie] Comment on lance une startup?
Feeling a bit guilty. I don't want to talk about my own private Idaho, but there's an inherent problem with all the positive marketing technology content that we're collectively reading/reviewing.
I’m constantly reviewing and delivering a plethora of marketing technology articles that are seemingly so simple to grasp: top 10 this, 5 ways to do that, etc. And on the surface, it really is easy to understand the point of the article, the tools/tips/tricks, the strategies and tactics, and so on.
But that’s one layer of the onion. Dig a bit deeper, and it’s much harder than presented.
Everything, and I mean EVERYTHING, regarding marketing technology for the B2B marketer is complex. Implementation may be fairly easy, but it’s difficult to get the results you want/desire. Why? It takes two resources that you may not have: time (a luxury), and expertise. Those constraints will prevent you from achieving what you want, and thus is the justification for outsourcing.
POV: I’m delivering the knowledge our there to you, but only you know what you can and cannot do relative to your desires. And it ain’t easy.
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Doug Kessler looks forward to the Second Era of Social Media which is characterized by Big Social Data. Today, Social Data is only just emerging as a discipline, when it does fully emerge, the Second Era of social kicks in.
Make no mistake: the new Big Social Data tools will make the current ones look like so many Etch-A-Sketches.
There’s no structure. Context is buried or lost. The torrent never stops. And the sheer volumes are staggering. This kind of data challenge demands a new kind of analytics stack that doesn’t rely on neat little databases and tidy indexes. The next generation of Social Data platforms and apps designed to handle this is emerging. In my job as a high-paid pimp for tech companies, I’ve seen some of these. And I’ve been blown away.
When Big Data techniques are applied to the social media firehose, some amazing things start to happen. Like being able to ask some unbelievably specific questions and getting instant answers. Or being able to predict the things that, today, we can only react to. Today, Social Data is only just emerging as a discipline. When it does fully emerge, the Second Era of social kicks in.
I suppose the action item is: don't invest too heavily in tools if the second era is going to blow this away.
Google+ is making waves in social media. So what are some powerful Google Plus tools that should be added to your social media marketing toolbox to improve your effectiveness?
Summarized and excerpted...
#1. Adobe Social
Adobe Social is all about relationships. With the new Adobe® Social, marketers have a comprehensive solution to build stronger connections through content that’s guided by tangible data. It allows you to create, publish, monitor and respond to conversations, measure results, and connect social activities to business results.
Sprinklr is a disruptor. Want to manage your social media at scale from one place then Sprinklr is worth checking out.
Engagor can monitor, analyze and measure engagement. It can manage specific Twitter accounts, Facebook pages, Linkedin groups, RSS feeds, Google+ profiles and Foursquare venues. Posts, interactions and growth statistics for these profiles are also monitored.
#4. Salesforce Marketing Cloud
The Salesforce Marketing Cloud has had Radian 6 and Buddy Media in its toolkit for a while now. The feature set has been strengthened by the addition of Exact Target to its suite of products. The addition of Google+ as a third party partner platform makes its offering comprehensive.
SproutSocial is also part of the third party Google+ page management partnership. Its features include managing publishing, engagement, monitoring, mobile, CRM and analytics.
One of those time saving platforms for updating Google+ is Hootsuite which allows you to manage sharing to Google+. If you have a Google+ “Page” then it also allows you to update the page and also schedule updates.
The WidgetPlus widget allows you to show the visitors of your blog or website that you have a Google+ account. Therefor it’s a great opportunity to get in touch with your visitors! It also provides social proof by displaying your Google+ follower count.
Want to identify users to follow on Google+ that the community values? Then RecommendedUsers.com allows you to find and share the most interesting users and valuable content on Google+.
If you need to identify Influential users on Google+ then you ca use the PlusClout.com website. PlusClout is the measurement of influence a user has on Google+. It is a number between 0 and 100.
#10. Simply Measured
Metrics are often built into applications but there are many that just focus on monitoring and measuring. Simply Measured is one of those tools that measures. Google+ is now one of the nine major social networks it collects data on and presents in a very visual format.
The B2B buying process is changing. Improve B2B marketing and keep your results ahead of the curve with real-time content, social selling, and more.
3. Engage your audience with video and YouTube.
85% of the US audience is now viewing video online on a weekly basis, and 37% of B2B customers access videos via mobile devices to research products and services. It’s more important than ever to refine your video strategy to adjust to changing technology and available marketing techniques. And don’t worry if your budget is small but your goals are big—effective video marketing doesn’t require heavy production—just a smart message that’s relevant to your target audience. Watch B2B Video: Best Practices and Techniques to see how Cisco uses video to reach their target audiences.
4. Adopt social selling and monitor buying signals.
According to a study by IBM, 75% of buyers are likely to use social media in the purchase process, and when IBM adopted a social selling pilot program, they saw a 400% increase in sales. Wow! But what is “social selling”, at least in the context of digital? It’s pretty simple—leveraging social networks, content, and the entire digital ecosystem to build meaningful connections, nurture relationships, share expertise, and position yourself as credible and trustworthy—all critical parts of the sales process, whether offline or online. (I like Jill Rowley’s deep dive into the topic.)
I skipped the first two as they were BS. The last two are important, and could have an immediate impact on short term results. Video/YouTube can drive prospects quickly, and social monitoring tools can identify quick opportunities. Look to HootSuite for help on this.
I've found, in my direct interactions with firms, that leaders know the real value of big data is lower cost and greater agility. When I interviewed 11 firms with production-class big data implementations, all of them told me the same thing — they got into big data when they couldn't figure out how to accomplish what their business wanted in an affordable way with their existing technology. Further, none of these firms started with external social, mobile, or other exotic forms of data. They began with data they had and understood but could not afford to capture and analyze at scale.
The point is that high-performance firms seem to be on to something in big data that many miss. It's not about the hype, it's about the best solution to meet needs most effectively. They are opportunistically finding ways to exploit new technology and analytic techniques to get past limitations, lower cost, and create greater agility; and they are focusing on the data they have while looking opportunistically toward the potential for adding newer internal and external data sets into the mix.
While all this works out, the best advice I can give firms is to dump their isolated, IT-led "big data strategy" aspiration, and embrace the potential that the big data concept implies. Rather than separate big data or even data strategies, I encourage firms to ensure that a plan for data is a part of their business strategy, and this plan must account for the new reality — we have the tools and techniques to enable agility while we affordably operate a larger scale. At the end of the day, that's what big data is all about.
The main point: plan for data to be a huge part of the business strategy, and not shove it over to the side as a department task. There's plenty of data out there (or in there, when looking in the mirror), so start with a meaningful goal and move from there. And this is absolutely applicable to the B2B Marketer: start small, e.g., social monitoring, and build on it.
LinkedIn for business: here's a complete guide to create the marketing strategy you need for your business to be successful on LinkedIn
#1: Build a Robust Company Page on LinkedIn
To create a business presence on LinkedIn and gain access to additional features that enhance your visibility, you must build a LinkedIn company page.
#2: Launch a LinkedIn Group Based on Your Company or Industry
LinkedIn groups are still going strong and are another component of a comprehensive strategy that helps position your company as an industry thought leader.
#3: Create an “All Hands on Deck” Ongoing Thought Leadership Program
Although you’ll need to designate specific company employees or partners to help implement and maintain your comprehensive LinkedIn marketing strategy, getting all employees involved and on the same page is critical to success.
#4: Leverage Paid LinkedIn Content Ads and Sponsored Updates
While LinkedIn social ads grow company page followers and group membership, there are additional ads run on LinkedIn that drive clicks to your website, or preferably to a specified landing page.
#5: Monitor, Track, Adjust
Before you begin to build out your comprehensive LinkedIn marketing strategy, decide what your business goals are. The success of your comprehensive LinkedIn marketing strategy is measured by whether you achieve your goals.
Just because it's simple doesn't mean it's easy. It's not. It takes time, effort, dedication. And you can't get sucked into its vortex, otherwise you'll get nothing else done.
How to create an effective and targeted content strategy that will drive targeted prospects to your website, convert them into quality leads, and make your sales team and boss love you.
Start With Your Personas
Whether it's marketing or product development, everything you do in your business should all start with your personas. Your company's personas should be at the heart of everything you do in your inbound marketing strategy, including content.
Map It All Out: Lifecycle Stage Is Key
To make your life easier, I've created a basic inbound marketing content strategy template that you can use in developing your content strategy. This should be used as a general guide, but feel free to change and modify it based on your business. You can download the free template here.
Realize Problem or Need (Driving Visitors)
At the very top of the inbound marketing funnel your goal is to drive prospects to your website. There are many different parts to this from social, email, etc., but the one we are interested in for this discussion is blogging.
I want you to think of your blog as the fuel of your content (and marketing) engine. Blogs can be used to boost the impact of all the other marketing channels (social, SEO, email, etc). Once developed over time it will prove to be the biggest driver of traffic to your website and be one of your company's biggest digital assets.
Perform Research (Top Funnel)
In this stage content types that work effectively are e-books, webinars, research guides, reports, etc. Again, I can't stress enough how important it is to keep this non-biased, non-promotional, and focused around amazing quality content that delights and educates that person.
Establish Buying Criteria (Middle Funnel)
In this stage there are a few more styles of content that work especially well in bringing across the feeling and messages you want at this stage. These include white papers, webinars, comparison guides, detailed guides, etc.
Evaluating Vendors (Bottom Funnel)
If your inbound marketing has been done correctly it will be your best sales team member. The lead will be very interested in your solutions, have a great deal of education on the topic, and be biased toward your solution over competitors.
Once you have created an inbound marketing content map then you can start thinking about how you can incorporate SEO into the mix. Start using keyword and search tools to find the best titles and copy to include in your content to ensure it will be found by those who are searching online.
Review and Update
It's also important to consider that you should be revisiting both your personas and your content strategy map on a monthly or at the minimum quarterly basis. As new information and ideas come out, it will be important to include those into your persona profile and pivot your content accordingly.
Inbound 101. It's beautiful when simplified, such as you see above. More details in the original post, but it's not that hard.
“How should we get started?” I’m asked that question all the time. It’s clear that by now, most marketers recognize the link between data-driven marketing and business value.
When I say, “It’s time to get strategic,” I mean you need to develop each one of these five:
1. Customer interaction strategy. Map and understand the buyer journey, from first contact all the way through purchase and aftermarket relationships. Then, identify the changes that need to occur in your company across organizations, systems and data to transform and deliver on your customer engagement plan. Remember: Your goal is to create a consistent, omnichannel customer-centric journey.
2. Analytics strategy. There are three main categories of analytics: business analytics, predictive analytics and prescriptive analytics. Because data and technology will fuel analytics, you need to determine where you are currently and what type of analytics you need to compete and better position your organization in this age of digital disruption.
3. Data strategy. Given the traditional silos of information across the enterprise and the fact that data-driven marketing requires credible data, the development of an enterprise-wide data strategy is absolutely critical. In order for your data strategy to be actionable, it needs to permeate the enterprise, and it needs to be driven as a partnership between IT, marketing and other key business functions.
4. Organizational strategy Since big data transcends departmental walls and challenges conventional approaches, it is disrupting traditional organizational structures and silos. As a result, the C-suite needs to work together to revisit organizational models, evaluate current structures and design new approaches to maximize revenue growth in this new world.
5. Technology strategy. Successful organizations not only nurture strategic partnerships between the CMO and CIO, but also marry business and technology strategy. Then, when debates or roadblocks emerge in these companies, the CIO and CMO can use the broader vision to continue to drive change.
Most B2B marketers do not need a Big Data strategy, however, you do need a Data strategy, and these five points are invaluable when thinking about how to structure that strategy.
10 tips from the Content Marketing World community, and a tool to content check yourself (so you don’t wreck yourself).
Here are 10 Hall of Fame-worthy takeaways to help you navigate the content marketing jungle:
1. You need customer personas, just like you need buyer personas. Personalization hinges on them! –Ardath Albee, Marketing Interactions 2. Content innovation comes from all around us. Find that thing that inspires you and apply it to your industry. –Ann Handley, MarketingProfs 3. Social is the gasoline that fuels content. –Jay Baer, Youtility 4. Strategically “eavesdropping” or listening, like HiltonSuggests, can help provide utility and value regardless of transactional exchange. –Jay Baer
5. The future of content is visual, real-time, mobile, human and cross-platform. Find out what contributes to a moment of inquiry becoming a lead. –Lee Odden, TopRank Online 6. Behind every successful content marketing program is a home-run piece. –Doug Kessler, Velocity 7. Customers are a wonderful test bed for floating new ideas! Chances are if they get excited; others will, too! –Ardath Albee 8. Leverage research and feast on the content. Slice, dice, tweak, and tweet it. -Todd Wheatland, Kelly Services 9. Keep in mind the ‘5 rings of buyer insight’ (priority initiatives; success factors; perceived barriers; buyer’s journey; decision criteria) – Adele Revella, Buyer Persona Institute 10. “If you don’t have the room to fail, you don’t have the right to grow.” – Jonathan Mildenhall, Coca-Cola
Some of the aforementioned are Seth-ish, but there are a few that are worthy of further investigate, e.g., #1, #9
Search Engine Marketing - High numbers of social signals—such as likes, shares, tweets, and plus-ones—help websites appear at the top of Google search results, according to a recent study by Searchmetrics.
Content marketing strategies continue to change, especially with advancements in mobile technologies and access to high bandwidth is becoming commonplace. Marketers need to be more resourceful in their approach to generate content.
Smile, intégrateur français de solutions open source, vient de lancer un portail dédié aux solutions libres professionnelles : Open Source Guide qui recense plus de 320 logiciels libres et applications, solutions d’infrastructures, développement et couches intermédiaires.
Alors quand une start-up française souhaite lui donner le coup de grâce, je ne peux que lui tirer mon chapeau. On va quand même tout de suite le dire, Bunkr a beau proposer un très joli produit… nous ne sommes pas prêts ...
« Vu le rythme du changement qui menace certaines grandes entreprises, les incubateurs ‘corporate’ deviennent de plus en plus importants pour créer de nouveaux relais de croissance.» Stephen Wunker, directeur général de la société de conseil « New Market Advisors ».
De grands groupes industriels visent à développer des produits inédits ou des services innovants pour leur industrie par la création de programmes internes afin de favoriser l’émergence de véritables start-ups. Mais l’esprit d’entrepreneur peut-il prospérer en interne des entreprises ? Cet article développera les différents aspects des incubateurs d’entreprise, les bénéfices pour les grandes entreprises qui les mettent en oeuvre et les entrepreneurs qui les rejoignent ainsi que les pièges classiques à éviter.
Startupbootcamp, programme européen d’accélération de startup, annonce aujourd’hui la sélection mondiale des 10 startups qui rejoindront le premier programme d’accélération intégralement dédié au NFC et aux communications sans contact, destiné à...
The combination of bright colors and exotic typography has paved the way for unique flat interfaces. Minimalism is a big part of this design idea, and you can see how popular these trends have become in recent months.
Lean Startup est un mouvement : ce n'est ni une méthode, ni un framework de développement. Il s'agit d'un état d'esprit à avoir lorsqu'on veut créer une entreprise innovante, ou lorsqu'on veut remettre de l'innovation dans ...
Frenchweb.fr Les startups doivent elles éviter de multiplier les investisseurs? Frenchweb.fr En général, les jeunes pousses cherchent à obtenir des financements importants d'un petit nombre d'investisseurs.
Apple veut déposer comme marque "startup" ZDNet Apple est depuis des mois en pleine bataille juridique avec Samsung autour de plusieurs brevets, mais l'appétit de la firme de Cupertino pour les conflits de propriété intellectuelle reste entier...
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.