Beyond Marketing
10.8K views | +0 today
Follow
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
Your new post is loading...
Your new post is loading...
Scooped by Denis Failly
Scoop.it!

UX Axioms - 26 Principles to Drive Better Product Design

User Experience (UX) theory and practice can be confusing for the uninitiated. This talk outlines a set of UX Axioms designers and developers alike can use to i
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

9 Revealing European Content Marketing Trends to Watch [New Data]

9 Revealing European Content Marketing Trends to Watch [New Data] | Beyond Marketing | Scoop.it
Curious about the state of content marketing in Europe? Take a look at this SlideShare and some recent data to find out all about European marketing efforts.
Denis Failly's insight:

Time to wake up in Europe

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Sustainable SEO Methods and Tools that Work in 2014 [Infographic]

Sustainable SEO Methods and Tools that Work in 2014 [Infographic] | Beyond Marketing | Scoop.it
It is getting harder to correctly rank in search engine because Google keeps changing the goal-posts, and now they have released the Google Hummingbird update the search engine is supposed to evolve of its own accord.
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Is Your B2B Content Stuck in Purgatory ?

Is Your B2B Content Stuck in Purgatory ? | Beyond Marketing | Scoop.it

One of the challenges I’ve had a number of conversations about recently has been the ability of B2B content to attract the right audience. Much of the content created by B2B companies gets a limited amount of pageviews, social shares or direct passalong.

There can be many reasons for this, but for the purpose of this post, we’ll assume that your content meets the standards for “amazing.” We’re going to talk about distribution.

One of the things I’ve often ranted about is the lack of content strategy. An important part of content strategy is distribution. So hopefully, this post will help start a trend for more B2B marketers to turn to strategy before they publish.

Denis Failly's insight:

What's your goals ?

 

Do you want to engage new audiences?Do you want people to engage with that content and then demonstrate their level of interest by clicking on a “see also” link to a related piece? Or something else.Brand awareness? Although this is often a pretty wimpy catch-all on its own.Lead generation?Customer engagement and retention?
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Assessing Company Culture for Successful Social Business Transformation [INFOGRAPHIC]

Assessing Company Culture for Successful Social Business Transformation [INFOGRAPHIC] | Beyond Marketing | Scoop.it
Apply the Principles of the Competing Values Framework for Successful Social Business Transformation
Denis Failly's insight:

And you ?

what"s your present culture and where do you want to go ?

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Customer Experience, Correlations and Predictions of the Future

Customer Experience, Correlations and Predictions of the Future | Beyond Marketing | Scoop.it
Denis Failly's insight:

"...the better a model is (i.e. the longer it works as expected without re-calibration) the more we tend to forget that it was designed to calculate probabilities, not to discover a causal certainty."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Eye Tracking 101: How Your Eyes Move on Websites [Infographic]

Eye Tracking 101: How Your Eyes Move on Websites [Infographic] | Beyond Marketing | Scoop.it
Eye Tracking 101: How Your Eyes Move on Websites [Infographic] - infographic Web Design
Denis Failly's insight:

F & E viewing pattern

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

2014 - The Embolden Years: Change agents lead the way for digital transformation

2014 - The Embolden Years: Change agents lead the way for digital transformation | Beyond Marketing | Scoop.it

2014 is upon us and it’s once again time to share our (Altimeter Group) predictions for the year ahead. Except this time, predictions are moved aside in favor of important trends that are on the horizon. Let’s use this time together wisely in the hopes of prioritizing our investments in relevant strategies and the time and resources necessary to bring them to life this year and next.

In 2013, Charlene Li and I published several reports, infographics, Slideshares, and even an ebook on the state and evolution of social business. I also published a new book that focused on the specific behavior of Generation-C and how they make and influence decisions, digitally, in each of the Four Moments of Truth

Denis Failly's insight:

Brian Solis prediction for 2014

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

B2B Businesses Are Adopting a B2C Sales Approach

B2B Businesses Are Adopting a B2C Sales Approach | Beyond Marketing | Scoop.it
See where B2B and B2C sales are converging.
Denis Failly's insight:

"Rather than having a solid “average sales cycle,” we simply know how long we've been engaged with them (not how long they've been in the process of buying)."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The 2014 Content Marketing Imperative

The 2014 Content Marketing Imperative | Beyond Marketing | Scoop.it

We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors.

And according to Harvard Business Review, “Solution Selling is Dead” because talking about our products and our solutions is no longer good enough. It may even hurt us in the buying process.

Why? Because our buyers are too smart. They see right through these self-serving tactics. They are looking for brands that put buyers first.

They are looking for brands that know how to connect on a human and emotional scale. In fact, the Corporate Executive Board’s latest report shows that “emotion beats promotion” by a factor of 2 to 1.

 

 

Denis Failly's insight:

So let's Go

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Infographic: Transmedia storytelling in 5 steps

Infographic: Transmedia storytelling in 5 steps | Beyond Marketing | Scoop.it
Discover the 5 elements for successful transmedia storytelling with this Getty Images infographic.
Denis Failly's insight:

If you know Transmedia cases in B2B, I am interested...

more...
Brad Tollefson's curator insight, March 4, 2014 1:01 PM

An infographic re: transmedia that employs transmedia - excellent

Scooped by Denis Failly
Scoop.it!

Top 10 Sales & Marketing Innovations of the Past 10 Years

Top 10 Sales & Marketing Innovations of the Past 10 Years | Beyond Marketing | Scoop.it

Sales Leaders have experienced a lot change in the past 10 years.  Some have embraced it and some are still in denial.  This blog represents a test.  Look at the top 10 innovations and ask yourself each question below.  Is your team embracing each trend or fighting them?

As you go through the ten, grade yourself as a leader.  Have you embraced, or been skeptical about each of them?  The leaders that embrace innovation will get the next promotion.  They will outpace their peers.

Denis Failly's insight:

Top 10 Sales Innovations
Top 5 Most Obsolete Sales Practices

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Data Behind What Makes an Effective Sales Process - The Infographic

The Data Behind What Makes an Effective Sales Process - The Infographic | Beyond Marketing | Scoop.it
We all know how important a sales team is to any organization. And we also know that fine tuning a sales team for optimal performance does wonders for the health and culture of a business.
Denis Failly's insight:

So Sales And Marketing  have lots of things to learn, to undertand and to do

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

A 10 Step Framework to Accurate Lead Scores

A 10 Step Framework to Accurate Lead Scores | Beyond Marketing | Scoop.it

Lead scoring is the process of ranking a leads fit, interest and propensity to buy by assigning or removing point values to the lead based on explicit (demographics and profile fit) and implicit (behaviors and activities) attributes.

Successful lead scoring enables marketing to prioritize leads, send (only) sales-ready leads to the sales team, nurture the not-yet-sales ready leads until they become qualified and reduce the perennial problem of lead leakage. From a payback perspective, Marketing Sherpa reports that "On average, organizations that use lead scoring experience a 77% lift in lead generation ROI, over organizations that do not use lead scoring."

Denis Failly's insight:

"...it’s marketing’s job to score leads in order to send ready buyers to the sales force, nurture the not-yet-ready-to-buy prospects until they’re ready and disqualify the leads that are really not leads at all."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Explore the Marketing Evolution (Infographic)

Explore the Marketing Evolution (Infographic) | Beyond Marketing | Scoop.it

The marketing landscape has officially changed—and marketing teams must adapt or risk falling into oblivion. Since the Internet has more than doubled the number of marketing channels, traditional outbound marketing (newspapers, consumer magazines, radio, trade magazines, TV) is quickly going out of style. Inbound marketing, on the other hand, is on the rise. This includes marketing via such channels as mobile media, social media, social networks, and search engines. Inbound marketing accounted for 34 percent of all the leads generated in 2013, and it produced 54 percent more leads than outbound marketing. The rise of digital marketing also means access to more trackable data—price points, demographics, and traffic.

Denis Failly's insight:

Nothing more constant than Change

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

A Behavioral Manifesto: Measuring and Managing Customer Experience and Loyalty

A Behavioral Manifesto: Measuring and Managing Customer Experience and Loyalty | Beyond Marketing | Scoop.it
Denis Failly's insight:

About behaviors and the "emo-rationnality" of decisions makers, I suggest you too read the excellent book of  Daniel Kahneman: "Thinking, Fast and Slow" : http://amzn.to/1f5Xz4v

That will be very usefull in B2B inter alia

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Infographic: Content marketing metric best practices

Infographic: Content marketing metric best practices | Beyond Marketing | Scoop.it
Peter Drucker famously said that you can't manage something if you can't measure it. Content marketing metrics (as well as anything digital) have so much noise associated with them that often times...
Denis Failly's insight:

Content Marketing one of the overriding pillars of Inbound Marketing

more...
Stéphane Favre-Réguillon's curator insight, January 26, 2014 3:19 AM

Le fameux tunnel de conversion, voila le vrai sujet ROIste du Web !

Scooped by Denis Failly
Scoop.it!

Online Community ROI, Redefined (In Pictures)

Online Community ROI, Redefined (In Pictures) | Beyond Marketing | Scoop.it

There’s a cringe-worthy trend emerging around how online community ROI is being articulated which has captured my colleague, Peter Ward and my attention.  So, we pulled together this blog post our workshop materials, in order to share our point of view.  We see many online communities using cost reduction as the primary measure for assessing return on investment (ROI).  In some cases, communities can reduce call center costs by offering customers a self-serve option using the online forums and interactive FAQs. This is a good thing; it enables customers to resolve low-complexity questions independently and frees up customer support to focus on more complex issues.  When online customer communities are first launched, cost reduction is often a short term focus.  But over time, if the community becomes adept at solving customer problems and engaging with customers about new products, services and enhancements, customers will start turning to the community for customer support due to the company’s demonstrated attention to customer care.  This success will actually raise costs – but in a good way – because additional benefits will come from increased customer loyalty, time-to-market and quicker recognition of customer needs and wants.

Denis Failly's insight:

"...some key steps to establishing ROI for social business and online community: 

The community or social business initiative should be proactively aligned with one or more functional organizations (e.g. customer service, product management, R&D). Identify a limited but substantive set of business outcomes which can be created or accelerated due to the social initiative.Through discussion with the functional organization(s), learn how their success is measured today (e.g. problem resolution, new features, customer satisfaction).Establish which stakeholder/s (e.g. customers, field service, distribution network) provide the most reliable input / feedback, and which venues (e.g. customer advisory councils, regional conferences) have traditionally offered the best opportunity for interaction?  Why?Explore what the potential impact of feedback on a global and continuous basis, as well as the opportunity associated with integrating offline and online activities, will be on the functional organization.Come to agreement on meaningful ways the community initiative will measure success (in alignment with the functional organization) and establish an operating model for incorporating feedback and / or insights.Document baseline measures of success and establish a realistic target for the community initiative which is in alignment with the strategic objectives of the functional organization."
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Three Poisonous B2B Marketing Metaphors

Three metaphors in B2B content marketing and how they can lead you astray. Content Marketing is guided by the language we use to describe our activities. So me
Denis Failly's insight:

Around metaphor you can always check out my slides

7 metaphorical variations about customer conversion funnel

http://bit.ly/UjSLxZ

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

87% Of Content Marketers Use Social Media [INFOGRAPHIC]

87% Of Content Marketers Use Social Media [INFOGRAPHIC] | Beyond Marketing | Scoop.it
87% Of Content Marketers Use Social Media [INFOGRAPHIC]
Denis Failly's insight:

On average B2B Marketers use 13 different content Marketing tactics

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

L’année numérique 2014 : Internet des objets, impression 3D, données et sécurité »

L’année numérique 2014 : Internet des objets, impression 3D, données et sécurité » | Beyond Marketing | Scoop.it

Comme chaque année, le coup d’envoi de l’année numérique est donné par le CES de Las Vegas qui est l’occasion de présenter les tendances et des solutions innovantes préfigurant les produits et services de demain. D’ailleurs, c’est le terme numérique que j’ai adopté depuis plusieurs années (et non digital) – cf. l’élection du mot numérique de l’année – qu’il convient d’employer comme en témoigne le Syntec (devenu numérique après avoir été informatique), le ministère délégué à l’économie numérique, la Direction Générale du Numérique à La Poste, etc. Pour appuyer les éléments de prospective pour 2014, il est possible de s’appuyer sur le Hype Cycle du Gartner.

Denis Failly's insight:

topo 2013 et perspectives 2014 par David Fayon

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Why the Digital CMO Is Already Obsolete

Why the Digital CMO Is Already Obsolete | Beyond Marketing | Scoop.it
Learn why CMOs would be wise to adopt the inbound philosophy.
Denis Failly's insight:

The digital CMO needs to evolve into an inbound CMO.

more...
Nicolas Desachy's curator insight, February 12, 2014 2:43 AM

From Digital CMO to Inbound CMO...

Scooped by Denis Failly
Scoop.it!

Marketing Analytics vs. Web Analytics

Marketing Analytics vs. Web Analytics | Beyond Marketing | Scoop.it
Marketing analytics can help you improve and optimize your marketing performance on a channel-by-channel basis as well as an overall, highly effective marketing machine.
Denis Failly's insight:

Differenciate the 2 activities and learn to gather fragmented Marketing Data

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The strategic importance of measuring Customer Lifetime Value

The strategic importance of measuring Customer Lifetime Value | Beyond Marketing | Scoop.it

I’ve often referred to Customer Lifetime Value (CLV or LTV) as the loneliest CRM key performance indicator, which is particularly troublesome as this metric is forward looking, identifies both the degree of customer-centricity along with customer upside potential, and can be a catalyst for spurring increases in customer share, customer retention, margin improvement and top line revenues.

Denis Failly's insight:

Customer Lifetime Value = Profit ($) * Retention (%) / (1 + Discount (%) – Retention (%))

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

What Results to Expect from Inbound Marketing

What Results to Expect from Inbound Marketing | Beyond Marketing | Scoop.it

A question we hear from every business owner we speak with is “What results can I expect from inbound marketing?” Well, here is the answer

 

A question we hear from every business owner we speak with is “What results can I expect from inbound marketing?” Well, here is the answer.

Denis Failly's insight:

2014, a dedicated year to Inbound Marketing in your Company ?

more...
No comment yet.