Connecting the customer experience
SEPTEMBER 16, 2014
Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches. Integrated marketing customer experience single customer view
Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 4, 2013
No, no, it’s about sales and lead generation. A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. added a list of some below (impossible to be exhaustive). like that: it forces us to ask the right questions. Of course, these opinions and posts haven’t changed the world. Many people still use content marketing without a clear purpose. Guess not.
Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
Dada Gerardo has a definition himself: “Being a social business is not about having a team of people monitoring LinkedIn, Twitter, and (if you are in the “leading edge”), Google+ and Pinterest. Yes, you are right: social business is a buzzword. It is omnipresent and it is trendy to proclaim “it’s not about social media anymore but about social business.” Why do that?
Social Business Failure Is a Choice: Speaking a Common Language
FEBRUARY 3, 2013
In practice, today collaboration and customer-facing processes (with marketing and CRM leading the pack) are prominent, which is already a limitation of what it can be. We are warned. Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. There is a problem with that prediction and the perception it creates. Reality check: that’s a myth.
The First Two P’s of Broken Marketing
MAY 6, 2012
In order to regain its’ very reason of existence, marketing can take the lead in changing the organization from within. We called them targets and got stuck in war rhetoric, increasingly leading to alienation and a customer disconnect. We are disconnected from our customers and other departments. The word that was most often mentioned: silos. The organization as a living being.
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
We talk about how it should be: how important relevant and share-worthy content, how crucial it is in lead nurturing, how it makes or breaks our email marketing programs and even how it has become a currency. Why do people share content? It’s a simple question but when looking at it, you’ll quickly discover the answer is all but easy, depends on many factors and requires a good deal of psychological insights. Content is an enormously broad concept that we use every day without really defining it. We seldom talk about what it is. The focus on content relevance is normal.
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
If you haven’t done that yet, focusing on relevance and a measured approach from the customer journey perspective, you are years behind leading businesses that are doing it with success since ages. Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. Easy, although media proliferation made it look harder. In recent years, it only become clearer.
Optimize: a Holistic View of Content and Marketing Optimization
APRIL 18, 2012
With ‘Optimize’, Lee joins other experts, including Gerry McGovern and Bryan Eisenberg , leading the way by moving away from a pure tactical viewpoint to a focus on customer behavior, goals and pain points. Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. That’s optimization.
Evangelizing a Content Marketing Program
B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
If you think about it, the word customer often makes us reduce the human reality to a strict commercial one that makes us blind and even leads to business mistakes, as I explained in a post last Friday. Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. Why is the customer experience so important? Customer experience and your brand.
Content Marketing As A Process: Three Rules Before Starting
SEPTEMBER 10, 2011
Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROIContent marketing is defined as a marketing technique. However, it’s also a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. To succeed, [.].
Is Touchpoint Marketing the Only Marketing Left?
APRIL 3, 2012
However, “content-centricity” leads to the same mistakes marketers have always been making. It’s in aligning both and mapping mutual purpose that touchpoints occur and the basis for a relationship, potentially leading to tangible value, is laid. Consistent customer experiences across channels lead to recommendations, retention and loyalty. It has always been.
Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
APRIL 24, 2013
The collaboration between C-level executives and the lead over digital There is a lot to do about who will take the lead in this integrated era where digital is more pervasive and game-changing than ever before. And immediately the already existing discussions regarding the ‘lead over digital – and IT – debate’ multiplied. An open letter to the CxO.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Lead conversion (32 percent) is the most. budget can lead to more time if you’re able to hire. percent, was lead conversions and sales. ON SITE 7% OTHER 6% 32% LEAD. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. Copyright © 2015 Contently.
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
All these people-to-people interactions lead to a perception of your company and brand by your clients and prospects. In some companies, the role of sales has been reduced by strict lead management processes, whereby the role of sales reps has been reduced to order intake. Of course, it’s not the only division in most cases. Many businesses underestimate that.
IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers
JUNE 3, 2012
The connected consumer leads the dance, where many advertisers simply – and often in vain – try to catch up. traffic building in an effort to fill the pipe) lead the pack, most businesses fail at optimization and actually doing something with the traffic they generate. This means that 1 in 5 advertising Euros in Europe is now spent online. Ask any serious agency.
Marketers Need Return On Marketing Investment Now
MARCH 30, 2012
That’s why it’s pretty revolting that some ‘thought leaders’ (and I won’t mention names anymore or even link to them), especially in the social media space, keep repeating marketing ROI leads to failure (!). Yesterday, I had a long and interesting conversation with the president of STIMA , Belgium’s largest association of marketing professionals. Marketing ROI. And it’s about time.
Social Business: the Essence of Collaboration and Purpose
JUNE 20, 2012
How does engagement lead to action? The wisdom of the crowd, participation, co-creation, engagement, empowerment, collaboration,… The literature and ‘collective wisdom’ regarding social business is filled with statements on how important all these expensive words are today. However, the words don’t matter. What lies underneath them is key: how smart can a crowd really be? There is hope.
Content Methodology: A Best Practices Report
industry metrics such as sales and leads, or. generation Lead generation: Create. high-quality leads. Lead conversions • Avg. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. leader with industry-leading. Content. Methodology: A Best. All rights reserved. going.
The Perception of Social Media Marketing: it’s a Free Lunch
MAY 27, 2011
Recently, Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals. Although the respondents were Belgians, the report shows some shocking numbers that lead to conclusions that are valid in many countries! Looking back over the years there was barely any evolution to speak of since Leads United started the survey. The fourth edition of the survey indicated that the use of social media and networking tools is relatively well established, but that is about all, really.
How to Unsuck at Personalization in Marketing
JULY 18, 2012
In numerous reports they rank it as the channel with the highest ROI and best performance in many stages of the customer life cycle and lead management process. So, more personalization doesn’t lead to better conversion rates because of more touchpoints? US open rates of house lists rose 2.6% over 2010, and click-through rates grew with 1.1% in the same period. all play a role. Right.
Putting Customer First in Practice: a Humble Example
MAY 2, 2012
” Very simply put it’s about how talking to your prospects and customers, asking them the right questions (about their needs) and providing what they need, using buying process roadmaps, leads to revenue. Sometimes ‘small’ examples and experiences can help you illustrate a more important point. Somewhere else in the same hotel are the speakers. Among them, Kristin Zhivago. Knowledge.
The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others
MAY 25, 2011
Today they even fail more if you ask me, since I don’t see many ‘hunters’ anymore, despite lead management. Waiting for sales-ready leads sometimes seems to have become an excuse for ‘farming’. However, then again, when we generated leads in the ‘old days’,’ they often – literally – landed in the drawer of someone’s desk. Do you remember the days of the Pareto principle?
Content Marketing Playbook: Strategy and Roadmap
returned to the company after a 28-month stint leading. And it would lead to GE’s. leads through inbound marketing. “I think it’s almost. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.
By: The Perception of Social Media Marketing: it's a Free Lunch
JANUARY 14, 2014
[…] Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals” Although the respondents were […
How to Earn Trust When Distrust Rules
JULY 29, 2012
Someone in your marketing team can make an error, leading to a situation in which the expectations are not met and promises are broken. Obviously, developing a relationship in marketing is also about lead nurturing, which is about content, offers, scenarios etc. Relationships are based upon trust. Trust regarding what businesses say and do has been decreasing. Your product can be DOA.
Word of Mouth Marketing: When a Human Phenomenon Goes Business
JULY 27, 2011
Word of mouth leads to new customers, shortened sales cycles, improved branding and much more. People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon. With the arrival of interactive and social media the patterns, role and impact of word of mouth have changed. Period. Remember the ripple effect.
Social CRM: Social Media and Communities in Customer Relationship Management and Marketing
MAY 20, 2011
If your list is correct, your decisions and your actions will lead to better results – and higher revenue”. Social media do play a role in lead generation, direct marketing strategies and sales if you work in a customer-centric and thus by definition cross-channel way. It’s the role of a business to enable these conversations across all channels, leading to an improved customer experience and a truly social CRM. Social CRM is a term that is often misused, certainly in a product and solution context. It seems everyone is offering social CRM solutions these days.
B2B Marketing Trends for 2016
distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.
Prospecting the Social Customer: Same Needs, Different Scale
JULY 3, 2011
Customer relationship management is a strategy to manage the interaction with prospects, leads and customers. prospect becomes ‘lead’ if he gets [.]. That is the simple definition. The term consists of three parts: Customer, relationship and management. Relationship marketing is the building and maintaining of good relationships with customers.
Where does Content Marketing Belong in the Social Business?
MAY 27, 2011
As most of you probably know, the term content marketing was coined by Junta42’s Joe Pulizzi , and it emphasizes the use of relevant, customer-centric, multimedia and cross-channel content to support all possible marketing objectives, including lead management and community nurturing. Content touches all channels (social, email, SEO,…) and all functions (sales, R&D, marcom, customer service, lead nurturing, PR, …). Note that the question is about responsibility and management (who does what and where), not ownership. And it always really depends on numerous factors.
Content Marketing: Considerations When Defining a Content Plan
MAY 23, 2011
Furthermore, a content marketing plan is closely linked to other operations and plans, including SEO, social, lead management, sales, R&D, product marketing, events, marcom, well, basically everything. In most companies the key partners of the content marketing plan are the lead nurturing scenarios and conversion marketing paths. Obviously, everything has to be tracked and lead to more contact moments: directly, or indirectly (for instance, via brand impact or word-of-mouth). In any case, the content must ultimately lead to interaction. Social”, anyone?
Social Media and Inbound in B2B Marketing: Evolutions and Challenges
MAY 19, 2011
Oddly enough less than half reported they were using social for lead generation. Many B2B marketing experts still think that social media doesn’t work in lead generation. Is it perhaps a problem with not having their online marketing efforts integrated for lead generation? It’s very possible they just don’t know how to generate leads via social because their channels are not currently working in a coordinated way. Let’s take a look at where they expect the money to be going. B2B social media marketing (obviously) is on the rise as well. So, what’s the challenge?
Staffing and Launching Your Content Marketing Program
These examples may sound hyperbolic, but they get at values that lead. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. original photography as something Steve the Lead.
Business risks from and for the insurance industry
JANUARY 20, 2015
Although the impact of such changes is big and leading to digital transformations in the industry, the […]. Insurance companies struggle with the rapid pace of change within an increasingly demanding and digital market and customer context.