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MAY 22, 2011 [Lead] Content Marketing: What Content People Share And Why They Do It
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.
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SEPTEMBER 10, 2011 [Lead] Content Marketing As A Process: Three Rules Before Starting
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, [.].
APRIL 24, 2013 | CONVERSIONATION
[Lead] Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
FEBRUARY 4, 2013 | CONVERSIONATION
[Lead] Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 3, 2013 | CONVERSIONATION
[Lead] Social Business Failure Is a Choice: Speaking a Common Language
NOVEMBER 27, 2012 | CONVERSIONATION
[Lead] The Big Content Marketing Fail: How Much Content Do You Need?
JULY 29, 2012 | CONVERSIONATION
[Lead] How to Earn Trust When Distrust Rules
JULY 18, 2012 | CONVERSIONATION
[Lead] Altimeter Report: the Convergence of Paid, Owned and Earned Media
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FEBRUARY 3, 2013 [Lead] Social Business Failure Is a Choice: Speaking a Common Language
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. What benefits do we intend to achieve?
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JULY 21, 2011 [Lead] B2B: Involve Your Sales People in Social Media Marketing and CRM Now
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.
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JUNE 9, 2012 [Lead] Defining Social Business: a Call for Clarity and Collaboration
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?
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NOVEMBER 27, 2012 [Lead] The Big Content Marketing Fail: How Much Content Do You Need?
And if we dare registering for one, someone at the other side mistakes our interest in the content with us being a sales-ready lead (phone call coming… ). This blog post tells some personal stories and takes you a bit back in time. So, if you care about your budget and your customers read this. In 2001, I acted as the administrator of a small company , called WebWare. Hurray.
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CONVERSIONATION | TUESDAY, JULY 26, 2011 [Lead] Content, Stories and the Blurring of B2B and B2C Marketing
An increasing number of marketers fortunately has understood how “users”, “prospects”, “leads”, “recipients”, “suspects”, “relations” or simply people and their emotional and individual needs, digital signals, social information-gathering processes and buying journeys define what works and what doesn’t. Content leads to stories when the networks and ecosystems it touches decide so. When talking about content marketing and content in context, we are, however, mostly talking about “inbound marketing” and lead nurturing and, indeed, often in a B2B marketing framework. MORE >>
CONVERSIONATION | WEDNESDAY, JULY 18, 2012 [Lead] Altimeter Report: the Convergence of Paid, Owned and Earned Media
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. If you haven’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the nineties. You probably also know that the number of media and channels has been growing for years now, often at adoption speeds we never witnessed before. Just two considerations. MORE >>
CONVERSIONATION | SUNDAY, JULY 3, 2011 [Lead] Prospecting the Social Customer: Same Needs, Different Scale
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. prospect is a potential customer. Blog Social CRM Social media marketing prospecting social customers social media listening MORE >>
CONVERSIONATION | WEDNESDAY, JUNE 20, 2012 [Lead] Social Business: the Essence of Collaboration and Purpose
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? What drives collaboration? Which business functions can be improved using co-creation and how do you get people to co-create? What new business models, such as crowdfunding, work and how? There is hope. We have. MORE >>
CONVERSIONATION | WEDNESDAY, JULY 27, 2011 [Lead] Word of Mouth Marketing: When a Human Phenomenon Goes Business
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. These changes affected the ways businesses can leverage the power of word of mouth for marketing purposes and, vice versa, the impact of word of mouth on businesses. Period. But when do we talk about word of mouth marketing (WOM)? MORE >>
- [Lead] How to Earn Trust When Distrust Rules CONVERSIONATION | SUNDAY, JULY 29, 2012
- [Lead] Marketers Need Return On Marketing Investment Now CONVERSIONATION | FRIDAY, MARCH 30, 2012
- [Lead] Why We Still Fight Over Social Media and Content Marketing CONVERSIONATION | MONDAY, FEBRUARY 4, 2013
- [Lead] Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration? CONVERSIONATION | WEDNESDAY, APRIL 24, 2013
- [Lead] The Perception of Social Media Marketing: it’s a Free Lunch CONVERSIONATION | FRIDAY, MAY 27, 2011
- [Lead] The Cross-Channel Customer Experience Must and How to Achieve It CONVERSIONATION | MONDAY, AUGUST 1, 2011
- [Lead] Five Cultural Reasons Marketers Fail to Keep Up with Consumers CONVERSIONATION | SATURDAY, APRIL 28, 2012
- [Lead] Social CRM: Social Media and Communities in Customer Relationship Management and Marketing CONVERSIONATION | FRIDAY, MAY 20, 2011
- [Lead] Where does Content Marketing Belong in the Social Business? CONVERSIONATION | FRIDAY, MAY 27, 2011
- [Lead] The First Two P’s of Broken Marketing CONVERSIONATION | SUNDAY, MAY 6, 2012
- [Lead] The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others CONVERSIONATION | WEDNESDAY, MAY 25, 2011
- [Lead] Customer Engagement: the Role of Social Networks and Email CONVERSIONATION | TUESDAY, JANUARY 25, 2011
- [Lead] Dramatically improving marketing conversion ROI with "social" landing pages CONVERSIONATION | FRIDAY, JULY 30, 2010
- [Lead] Optimize: a Holistic View of Content and Marketing Optimization CONVERSIONATION | WEDNESDAY, APRIL 18, 2012
- [Lead] Fans, Followers and Ecosystems: Retention Beyond the Customer Matters CONVERSIONATION | FRIDAY, JULY 29, 2011
- [Lead] Is Touchpoint Marketing the Only Marketing Left? CONVERSIONATION | TUESDAY, APRIL 3, 2012
- [Lead] IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers CONVERSIONATION | SUNDAY, JUNE 3, 2012
- [Lead] How to Unsuck at Personalization in Marketing CONVERSIONATION | WEDNESDAY, JULY 18, 2012
- [Lead] Content Marketing: Considerations When Defining a Content Plan CONVERSIONATION | MONDAY, MAY 23, 2011
- [Lead] The closed loop of content and customer data in lead nurturing CONVERSIONATION | WEDNESDAY, SEPTEMBER 22, 2010
- [Lead] The Lack of Customer-Centricity and Integration in (Mobile) Marketing CONVERSIONATION | THURSDAY, JULY 28, 2011
- [Lead] Social Media and Inbound in B2B Marketing: Evolutions and Challenges CONVERSIONATION | THURSDAY, MAY 19, 2011
- [Lead] Putting Customer First in Practice: a Humble Example CONVERSIONATION | WEDNESDAY, MAY 2, 2012
- [Lead] Content marketing: creating relevant and efficient customer cases CONVERSIONATION | TUESDAY, SEPTEMBER 14, 2010
- [Lead] People-Centric Landing Page Conversion: Don’t Make Me Think or Puke CONVERSIONATION | THURSDAY, AUGUST 4, 2011
- [Lead] Five conversion marketing rules: conversion is constant quality improvement CONVERSIONATION | MONDAY, AUGUST 2, 2010
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