TNS Sofres s'est penché sur la réputation des marques et son lien avec les réseaux sociaux. Muriel Humbertjean, dg adjointe de TNS Sofres, commente les résultats de cette enquête exclusive portant sur 26 grandes marques/entreprises françaises.
La firme dirigée par Larry Ellison a annoncé le rachat d'Eloqua, spécialiste de l'automatisation des processus marketing dans l'optique de construire un ensemble de logiciels d'automatisation pour le marketing.
Chirurgien, conducteur de trains, journaliste... des métiers qui ne sont plus à l'abri d'une automatisation, via des robots ou logiciels. Grâce aux progrès de l'intelligence artificielle, la robotisation de tâches non routinières devient possible.
For those who are contemplating marketing automation, here's a quick primer on what you need upfront get execute on the platform cleanly. There's so much more between the lines, but this is a nice view from 60,000 ft. A summary...
Start with as clean and clear a database as possible. Your CRM should incude valuable data only. Merge, purge and filter out duplicates, old dead leads and unproductive data before beginning, or else the system will be flooded with wasteful information.Establish a consistent lead scoring methodology to rank leads. You should define a method internally to rank prospects against a scale that represents the perceived value each lead represents to your company.Establish strong communication between the marketing department and sales department. In order to achieve best results, sales and marketing must communicate regularly so they can collaborate on key events and campaigns.Evaluate your current sales process flows. How many different sales process flows are there when a visitor views your company’s site? What are the steps of each sales process flow? Which steps make sense to automate and which steps do not? The who, what, where and when of the sale come into play in developing logical, usable, sensible sales flows.Map your content (or develop a plan to do so). How is/should content be mapped, or developed to be mapped? Does your site include content that leads the visitor to the action they would like to pursue that is appropriate to the stage of the sales cycle from which they come? Does the content inform? Does the content address a common question? Does the content invoke a reader to desire to act and make a contact or fill out a form? Sales process flows each need multiple kinds of content and each flow usually requires both unique and shared content relative to other flows.
Here are The Marketing Automation Alert's best marketing automation-related articles curated today, Monday, 2/4/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
Featured Marketing Automation Article
B2B Marketing Stats for Twitter, Facebook, and LinkedIn - Optify
Great article inasmuch as it points out the potential that gamification offers to the B2B marketer. We believe that B2B gamification can significantly supplement and compliment your content marketing strategy, which of course is the fuel to the marketing automation process. You can easily see how gamification could be the sole sources of content for marketing automation. No hard direction from this article, but rather wondering outloud, as you can read from this excerpt...
Many companies profess to be thought-leaders in their industry - especially in BtoB - yet few are good at engaging employees to use social tools like blogs to demonstrate this thought leadership in an engaging kind of way (IBM being an obvious exception). How might we use game theory to help employees see blogging as a game? Maybe something as simple as posting a company league table of KLOUT scores on the intranet would begin to change behavioural dynamics. Would this cause the leading thinkers in our organizations to challenge themselves to raise their Klout score? How can we create a game-like challenge so employees can solve it, just as gamers solve obstacles put in front of them in games?
Cool! Great reference piece. Registration required, but Marketo probably knows who you are anyway. Here's their teaser...
Discover why your B2B company needs more content. This B2B Marketing Cheat Sheet provides you with the fundamental information to help you get started with your content marketing strategies.
Download this cheat sheet today to learn:
The six rules for content marketing - it is relevant, it closes a gap, etc.The top three tips for content marketing optimization - reorganize, rewrite, retireGlossary terms to improve your content marketing vocabulary
Blocking and tackling again. The author's argument: social media drives opportunities for the B2B marketer, and Big Data is just a buzzword (for now). Focus on the B2B basics, and drive leads and sales. Summary:
Especially in the world of business-to-business marketing, the last few years has seen the meteoric rise of marketing automation, sales enablement---whatever buzzword term you want to use it amounts to one thing: The bridging of sales and marketing through technology-driven processes. Social media marketing? Well, lately it seems to be suffering a similar fate: social isn't as strategic as it is routine. Big data is getting ALL the attention.
[However,] for a select few large brands and small businesses social marketing IS surviving and, in fact, thriving---powering their businesses forward. These places are where we see today's Social Selling Experts emerging. These savvy pros see the rise of flash-in-the-pan trends as good news---a time to dig in and create bottom-line impact.
Today's most successful online marketers are online SELLERS. These people aren't afraid to be held accountable for leads and sales. Heck, they thrive on the chance to sing for their supper. They know success is all about applying a very practical "social selling system."
When blogging or using LinkedIn Groups, [social selling experts] are creating:
Confidence: They're helping customers solve problems, learn new skills and become smartter buyers in ways that create results in advance of their purchase. Helping customers become more confident buyers is earning them trust... as the source of that confidence.Curiosity: Ed and Marcus are explaining their remedies in ways that creates clarity AND active curiosity. They blog in provocative ways. This creates response to whatever they put out on social media.A Way: They're showing prospects a way to take immediate action on the thoughts they're provoking. They're helping customers choose a pathway to get more detailed information on the remedy (and to become a business lead).
Bottom line: what's being called "big data" is a lotta hype. We've seen it before in the rise of Enterprise Resource Planning (ERP), for instance. The mad rush into ERP investment has been a huge bust for many businesses. I see the rush toward big data as being dangerously similar. Marketers have many big data challenges to overcome---from privacy to the idea itself being proven out more substantially.
Big data (the idea), so far, amounts to an improvement in guessing what customers want, how, when and where. Nonetheless, big data is a threat to your social marketing budget. So it's time to do battle with big data.
Focus on leads and sales. Become a social selling expert. Prove that combining LinkedIn with blogging, Facebook with blogging or YouTube with e-mail can create that needed confidence, break down those barriers to selling stuff and identify precisely when and where customers need help in their lives---better than the unproven idea of big data can!
Lead Nurturing and Marketing Automation: 15 Key Questions Answered (Question 6) - Profs
In a continuing series, here is a summary of Question 6. To see the previous Questions, you can search The Marketing Automation Alert using the keyphrase 15 Key Questions Answered...
Question 6: Do we need a CRM system to do lead nurturing?
The Short and Simple Answer
A good customer relationship management (CRM) system is critical in helping you get all the value possible from your investment in lead nurture and marketing automation. That said, if you have only 2-3 salespeople, few leads, and a small target market, you probably don't need a CRM system to do lead nurture.
If you have more salespeople, however, and you want to automatically distribute leads, achieve and maintain good sales and marketing alignment, and give many people the ability to view the sales pipeline, then you probably want a CRM system.
But companies with as few as three salespeople can get a lot of mileage out of a CRM system that's tied to a marketing automation platform.
Three Steps for Making (Big or Small) Data Work for Marketers - Profs
No Big Data? No problem. The author offers some very obvious points, but our guess is that many of us just don't do what he offers in this summary...
With a few simple steps, data can work for you even if you don't have fancy tools. Here are three steps that can make the most impact.
1. Get to know the data
Take a look around your organization and see what is being measured. Start with your own department, noting that what is reported is typically a culled down version of a larger set of data. See whether there are things being measured that can help paint a larger picture of customer behavior, or can be used across functions. Next, check out what other departments are measuring and see whether relevant information is already being aggregated; you'd be surprised at the metrics that may not be shared across departments.
2. Measure everything
If you're not already measuring everything that you have control over, start now. Doing so can be as simple as creating a spreadsheet and using a naming system that gives everything you do a marketing type, campaign name, target audience, and date. Then, any information you collect, from Facebook posts to product announcements, can go into the spreadsheet for measurement.
3. Measure often
Once you've started measuring everything, make sure you set regular times to do a full metrics check. For our marketing team, we do a weekly pull of data from across the department every Thursday afternoon.
Using those three steps can help you gain greater control over your organization's marketing efforts and it can lead to better and more rapid decision making. Over time, you should be able to uncover valuable insight into campaign performance, product adoption, social media channel effectiveness, marketing messaging optimization, and a lot more.
Putting B2B Marketing Automation to Work | OpenView Blog
A quick and easy opinion piece by the author. Main point: it takes work to get the marketing automation platform to work. Snippet...
However, it’s also clear that many organizations are struggling to get the most out of their marketing automation implementation and are making it a top priority to do so.
The implementation of these applications alone does not make for an optimized sales funnel. It takes an in-depth analysis of your target buyer’s behaviors, your content strategy, and lead qualification process to get these systems to really work for you.
Considering the trend towards lengthening sales cycles and the growing number of individuals involved in the buying process, that means developing a formal, repeatable lead generation process is really the only way to get the most of your marketing automation software.
[INFOGRAPHIC] Guide to Facebook Content Marketing | Wishpond
From contentmarketinginstitute.com - Today, 7:35 AM
We all inherently examine these types of metrics, but it should be a part of your daily routine to mechanize and standardize on a daily reporting format. Here's a summary of the author's take on KPIs...
Here is a definitive guide to what KPIs you should be measuring for your content marketing initiatives.
1. Unique visits: It is important to keep in mind that not all unique visits are the same. For example, a unique visit to a white paper might be much more valuable for lead generation purposes than a unique visit to a blog — especially if that visit spends more time with the content (which we’ll get more into later on).
2. Geography: Understanding where your content is being read is important in order to understand where to allocate more budget and resources based on where your audience is.
3. Mobile readership: a key to determining how to optimize your content and its design (i.e., responsive design) for future publications.
4. Bounce rates/time spent: An obvious goal (and one that’s critical to engagement) is to not lose your reader because you didn’t deliver on their expectation of what they were clicking on. Both bounce rate percent and time spent metrics are good early indicators of how engaged the traffic to your content is.
5. Heat maps and click patterns: There are many great tools out there that illustrate how your audience is engaging with a page and its content. One such tool, CrazyEgg, allows you to create heat maps to see what sections of a page are getting the most views.
6. Page views: This is another basic KPI that is often overlooked. We discussed UVs earlier, but understanding the correlation between UVs and page views (PVs) is an important one. A high page views/UVs multiple is a good sign that your audience is engaged — and quite often means that they are coming back regularly to your content.
8. Social sharing: Making your content easily shareable is critical for almost all content marketing initiatives. What better way to find new eyeballs for your digital content than by having people share it to their networks?
The Top 30 Most Popular WordPress Plugins - INFOGRAPHIC | Jeffbullas's Blog
L'usage des réseaux sociaux et notamment de Facebook est maintenant bien ancré dans les mœurs, chez les professionnels. Mais comment se constituer une communauté durable et ciblée en contrôlant son budget publicitaire ?
Découvrez dès à présent l'étude "Digital Luxury Marketing Report 2012" dressant un panorama des tendances en termes de prises de parole web multi-levier (SEO, Mobile, Pub, Websites, Réseaux sociaux, Blog, Brand content....) et tirant des...
Emailing Vs Marketing Automation :Que choisir? Ciblage et segmentation comportemental · Mettre en place une solution de Marketing... Pourquoi le marketing automation va devenir... Le CRM est il un bon outil pour la ...
L'automatisation du marketing BtoB à la performance, une ... Les Échos LE CERCLE. Les annonceurs B2B français sont les mieux positionnés d'Europe pour capturer les gains de l'automatisation des processus marketing venue des États-Unis.
Vous souhaitez organiser un jeu-concours sur Facebook mais vous ne voulez pas prendre de risques quant aux règles applicables ? Réalisez vos campagnes en tout (10 règles pour réussir son concours sur Facebook !
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.