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Connecting the customer experience

Conversionation

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

The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

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.

Defining Social Business: a Call for Clarity and Collaboration

Conversionation

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?

Why We Still Fight Over Social Media and Content Marketing

Conversionation

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.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

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.

The Cross-Channel Customer Experience Must and How to Achieve It

Conversionation

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.

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

And this although  satisfaction leads to sales, both on the long and short run via, among others, word of mouth, one of the cheapest ways to incremental sales and essential in speeding up the route to purchase. This leads to an obsession with acquisition and quick wins while the foundations of future business, great customer experiences, are being forgotten. The shift is clear.

Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Conversionation

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.

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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.

Is Touchpoint Marketing the Only Marketing Left?

Conversionation

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.

Content Marketing As A Process: Three Rules Before Starting

Conversionation

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, [.].

The First Two P’s of Broken Marketing

Conversionation

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.

B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

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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IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers

Conversionation

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.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

The Perception of Social Media Marketing: it’s a Free Lunch

Conversionation

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

Conversionation

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.

By: The Perception of Social Media Marketing: it's a Free Lunch

Conversionation

[…] 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 […

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Social Business: the Essence of Collaboration and Purpose

Conversionation

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.

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.

The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others

Conversionation

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?

Marketers Need Return On Marketing Investment Now

Conversionation

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.

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How to Earn Trust When Distrust Rules

Conversionation

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.

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Putting Customer First in Practice: a Humble Example

Conversionation

” 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.

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.

Word of Mouth Marketing: When a Human Phenomenon Goes Business

Conversionation

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.

Prospecting the Social Customer: Same Needs, Different Scale

Conversionation

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.

Social CRM: Social Media and Communities in Customer Relationship Management and Marketing

Conversionation

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. 

Where does Content Marketing Belong in the Social Business?

Conversionation

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.

Social Media and Inbound in B2B Marketing: Evolutions and Challenges

Conversionation

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?

Business risks from and for the insurance industry

Conversionation

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.

Content Marketing: Considerations When Defining a Content Plan

Conversionation

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?

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Fans, Followers and Ecosystems: Retention Beyond the Customer Matters

Conversionation

The potential buyer is called a lead, prospect, suspect and about a gazillion other things, depending on whom you talk to. Do our lead nurturing activities correspond with reality? Traditionally, we look at the customer journey, the sales/buying process and lead nurturing from the good old funnel perspective. Nurturing fans, connections and social ecosystems.

The Lack of Customer-Centricity and Integration in (Mobile) Marketing

Conversionation

Should I repeat that the adoption of mobile devices, with the smartphone leading the pack, is rising at an unseen pace and this consumer-driven mobile revolution offers plenty of new opportunities and challenges for businesses and marketers? recently wrote a guest post , based on research showing that US advertisers will spend a whopping 1.1 billion USD on mobile this year.

People-Centric Landing Page Conversion: Don’t Make Me Think or Puke

Conversionation

Most companies still use conventional landing pages, mostly with a form, to acquire leads or achieve another desired outcome. Obviously, landing pages are important in most forms of online marketing where you want to develop a relationship that goes beyond a connection or social relationship.  Therefore, it’s sad to see how many people, despite decennia [.]. Conversion Customer experience Web Analytics A/B testing Avinash Kaushik bounce rate customer experience landing page conversion multivariate testing people-centric social sharing Steve Krug

Content, Stories and the Blurring of B2B and B2C Marketing

Conversionation

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.

The closed loop of content and customer data in lead nurturing

Conversionation

In marketing automation driven lead nurturing programs, businesses aim to provide the right information at the right time via the right channels to optimize the relevance of their interactions. Two keywords here are content and customer data. But there is more. Below you can find a guest post I. Click title to read more

Customer Engagement: the Role of Social Networks and Email

Conversionation

The numbers of the Econsultancy report illustrate that social media are successful in creating customer engagement and are also being used more often: 48% of respondents feel that an active presence on social networks leads to a tangible improvement of the online customer engagement. Moreover, social media is not the most important grower regarding ‘customer engagement tactics’ That honor is bestowed upon email marketing which, according to 72% of the respondents, leads to a tangible improvement of the online client engagement. summary of the most striking findings.

Content marketing: creating relevant and efficient customer cases

Conversionation

Improve SEO, credibility, trust, social media mentions, lead generation and word-of-mouth with your customer’s stories While planning to purchase a certain product or service, people have always sought the advice from other people they trust or know. This is one of the reasons why companies. Click title to read more