Conversionation

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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

Customer & business intelligence , data, analysis, wisdom, decision-taking Crowd sourcing, tribe sourcing, community sourcing Removing destructive silos and barriers towards efficiency New and better aligned or integrated and social customer-facing processes (pre-sales, sales, post-sales, marketing, customer service,…) Information and content creation Etc.… Why do that?

Why We Still Fight Over Social Media and Content Marketing

Conversionation

No, no, it’s about sales and lead generation. Who is active in that domain? A few examples: Demand generation and sales people. Bloggers with a PR or media background are no sales experts. If you don’t know branding or PR, don’t say social is just good for sales. A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. Guess not.

Social CRM and Return on Marketing: Customer Life Cycle Value

Conversionation

The value of the customer life cycle, also called CLV, looks at the investments we plan to make for the customers (retention, sales, promotion, customer service, etc.) Another way to calculate the value of the customer life cycle value starts from the micro levels, even individual marketing and sales actions. No marketing activity is an island. Integrated. People-centric. Why now?

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

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

Conversionation

In many B2B companies, especially those with a longer sales cycle (or buying cycle if you will), there is at least one division where employees meet customers and prospects without sitting behind their computers and campaign or CRM dashboards all the time: sales. Divisions such as sales, can be involved much better in social CRM and social media processes.

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Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

Do they rely too much on dashboards, input from other managers and sales numbers? 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. Consumers are becoming channel-agnostic. The shift is clear. Consistency does matter.

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

Conversionation

And sales that will follow up on leads. Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. No matter how you look at it: no business can succeed if it doesn’t make sure that its customers can make their customers succeed. An open letter to the CxO. Of course, it’s not just about IT.

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The First Two P’s of Broken Marketing

Conversionation

What’s going to happen to sales? Despite the variety of topics, tactics and speakers, our Fusion Marketing Experience conference last Thursday and Friday clearly revolved around one theme: marketing is broken. We are disconnected from our customers and other departments. The word that was most often mentioned: silos. It was interesting to see how the seeds of new views were planted.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers

Conversionation

Since beginning of this year, many brands have postponed or even canceled more integrated campaigns and chosen direct response methods or sales promotions. Alain Heureux, IAB Europe According to the IAB Europe AdEx Benchmark Europe 2012, the online advertising market in Europe rose to a total market value of €20.9bn in 2011, a year-over-year growth by 14.5%. Ask any serious agency.

From Conversation Company to Optimization Organization

Conversionation

The optimization organization Marketers should focus on interactions across every single touchpoint , whether it is a ‘social media conversation,’ an email, a website visit, a talk with a sales or customer-service rep, an interaction with an ad or even an indirect touchpoint, that cannot be measured at all. This is my second post in the series of ‘ The Future of Social Media ’. Optimization.

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

Conversionation

Sales? 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! 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. Furthermore, 73% of the questioned companies don’t have a social media policy. What is the problem? However, is that all?

The Power of Powerlessness: Let Go and Put the Customer First

Conversionation

Sales and marketing have always been about social interaction The trick is to find power within this factual powerlessness. Jan Van Aken I was recently asked to participate in the creation of a collaborative white paper, initiated by Selligent (for the record: one of our customers). It’s a similar approach as the B2B Blogging Trends paper Aggregage did in 2011. Facilitating.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

The Digital Business Impact of Multifunction Device Consumer Adoption

Conversionation

The use of CRM, for instance, grows as sales people and field reps get access to mobile CRM. Aberdeen Research conducted a survey that clearly showed sales reps and other workers would use the CRM system more and better if they could access it in a mobile way. Research by CSO Insights , showed 64% of sales people reach their goals against 58% when no mobile CRM is used.

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

Conversionation

Waiting for sales-ready leads sometimes seems to have become an excuse for ‘farming’. Customer service becomes essential in sales and marketing and satisfied customers become, so to speak, part of our “sales teams”. Do you remember the days of the Pareto principle? Businesses used to look at the top 20%, generating 80% of the revenue, customers first? Customer service rules.

Wake Up: Your Customer Does Not Want to Be Your Friend

Conversionation

Blog Conversion Customer engagement Customer experience Customer relationships Customer service Marketing theory Opinion Sales Social media marketing brand advocates Bryan Eisenberg Chief Customer Officer conversion customer advocate customer experience customer-centricity people-centricity social mediaWords are extremely important. word that was playing in my mind all week is ‘social’ Since the advent of “social media&# , it often seems as if we believe that marketing, and by extension even society, has become more ‘social’. Don’t think so. Businesses are not social.

The Ripple Effect of Blogging: Inbound Marketing is Not Enough to Exist

Conversionation

Often, inbound marketing, one of those new terms we have invented in the ‘social media age’, is defined as a combination of marketing strategies that focus on “being found” by people in the online space. It consists of what we now call content marketing (including blog marketing), social media marketing (which really is not about being found alone), Search Engine Optimization and so on. Period.

The Road to Revenue: Feel Your Customer and Facilitate the Buy

Conversionation

Blog Conversion Customer relationships Opinion Sales buying journey Kristin Zhivago roadmap to revenue salesRevenue Coach Kristin Zhivago, wrote a new book, called “Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy”. She sent me a review copy (thanks for that, Kristin) and when starting to read it, I immediately realized that she is spot-on with the book that spares us from fancy marketing theories [.].

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Word of Mouth Marketing: When a Human Phenomenon Goes Business

Conversionation

They see communities, people like you and me, influencers, loyal customers and social network users as extensions of their sales and marketing force. 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. Period. Remember the ripple effect.

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

Conversionation

Here is a quote from “ Using your customers’ desired actions to increase your sales ”, a paper Gerry McGovern and Kristin Zhivago published last year (note: it’s not about Social CRM): “You think you know what is important to customers. The traditional ways of looking at “the list” were mainly built around historically gathered demographic, transactional and – increasingly – behavioral data from several customer interactions (online, call centre, customer service, after-sales, email, whatever). It seems everyone is offering social CRM solutions these days. 

Where does Content Marketing Belong in the Social Business?

Conversionation

It’s difficult to compare a large international B2B technology company with long sales cycles and a complex go-to-market model, to a local fast moving consumer goods e-commerce pure player or a non-profit organization, for instance. Content touches all channels (social, email, SEO,…) and all functions (sales, R&D, marcom, customer service, lead nurturing, PR, …). After all, he also has to cooperate closely with other services such as sales, R&D and product marketing. My default answer to responsibility questions is: “it depends”. Do you need those?

Shortening Sales Cycles By Focussing On The Social Buying Process

Conversionation

One of the main advantages of word-of-mouth marketing is that it shortens the sales cycles, according to George Silverman. Blog Sales Social CRM customer-centricity Sales 2.0 sales cycles social buying process word-of-mouthOr better: it speeds up the buying process. The reason: people increasingly rely on advice form their peers, which is regarded as more “trustworthy”.

Earning Attention of Potential Customers When Attention is Scarce

Conversionation

Well, in fact, originally it was a sales funnel model, called AIDA. [.]. Do you remember good old AIDAS? Just in case: AIDAS is an acronym for Attention, Interest, Desire, Action and Satisfaction. It is an illustration of the various stages of the marketing process as we have been using it for decades and still do. Blog Connected marketing Content marketing Conversion User experience action AIDAS attention content desire earning attention inbound marketing interest outbound marketing satisfaction SEO social sharing word-of-mouth

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. content marketing plan is closely linked to other operations and plans, including SEO, social, lead management, sales, R&D, product marketing, events, marcom, etc. Content that is adapted to the preferred channels, digital signals, triggers, stages in the life cycle and needs of people is becoming increasingly important. Social”, anyone?

Content Marketing: Creating and Using Appealing Customer Cases

Conversionation

Content marketing Sales buying process content marketing customer case multi-channel referral stories testimonial word-of-mouthWhile planning to purchase a product or service, people have always sought the advice from other people they trust or know. This is one of the reasons why companies make use of customer cases and client references. They hope these will give the prospect a little push in the right direction to go into business [.].

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Always Be Optimizing: Don’t Forget Your Digital Marketing Crew

Conversionation

‘Always be closing’ has been the most famous sales phrase for decades. ‘Always be optimizing & improving’ should be more than a mantra for customer-centric marketers, they should show it by properly supporting their digital marketing teams. The role of optimizing across all touchpoints cannot be emphasized enough. It also requires an attitude of [.]. Blog Conversion marketing Marketing optimization A/B testing digital marketing email marketing improving landing pages optimizing testing

Conversion Rate Optimization Research Shows Blatant Lack Of Strategy

Conversionation

Businesses with a structured way to convert website visitors into customers are more likely to get better conversion rates and boost sales than those that are more disorganized. Econsultancy’s Graham Charlton reported on this finding from the company’s latest Conversion Rate Optimization report in a recent post. It seems obvious but apparently for many marketers [.]. Blog Conversion Research A/B testing conversion optimization conversion rate optimization CRO

Fans, Followers and Ecosystems: Retention Beyond the Customer Matters

Conversionation

Traditionally, we look at the customer journey, the sales/buying process and lead nurturing from the good old funnel perspective. However, they also sell your brand, directly or indirectly, to their own personal ecosystems, thus leading to sales. These are not my words but the definition of the word “customer” according to Wikipedia. Nurturing fans, connections and social ecosystems.

Content, Stories and the Blurring of B2B and B2C Marketing

Conversionation

So, no content, context and personal stories mean fewer sales and more effort. And soon no sales at all. Joe Pulizzi. Content has for many years been treated as the ugly duckling of the online marketing universe. Today, however, this seems to have changed. Content is part of all these needs and processes. As such, content has no meaning. B2B and B2C: it’s all just people-to-people.

Social CRM: the collaboration between sales and marketing in the social customer era

Conversionation

A recent article on MarketingProfs, entitled “Marketing and sales Alignment Pays Off in Recession” summarized several details from the 2010 edition of the “Sales Best Practices Study” by Miller Heiman, a company that specializes in ‘sales performance’ If you. Click title to read more

More Sales Less Time

Your Sales Management Guru

More Sales/Less Time. -A book review-. If want to exceed your sales goals this year-read this book…. I am not sure how some people do it?   Jill Konrath has written three other sales related books and now she hits the mark again with More Sales/Less Time published by Penguin books. What you will enjoy about this book is Jill created a story about her own professional sales life, with pipeline challenges, client work and worldwide travel challenges, plus including her active personal life. Accelerate Sales. Need more sales management resources?

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Which Comes First: Lead Nurturing or Inside Sales?

The Point

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. It’s when a prospect first expresses interest that nurturing can help highlight hot leads, filter out the junk, and increase the rate at leads engage with sales.

Sales Management End of Year Checklist

Your Sales Management Guru

Sales Management End of Year Checklist.  . Depending upon the person and the conditions in their sales organization each article may or may not be pertinent. decided to start with a Sales Management End of Year Checklist.  If you have other ideas or suggestions please comment within the blog so that all of our readers can benefit. ?       Evaluate your sales team. 

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July is Sales Leadership Month

Your Sales Management Guru

July is Sales Leadership Month. As a sales leader you must always have a vision and action plans for a rolling six months, this is why July is the perfect month for anyone that has sales management responsibility—so why not name it Sales Leadership Month !  Ok, it is not an act of government and it is only Acumen’s opinion, but let’s explore why I feel that way.

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7 Storytelling Tips for Sales Teams

Type A Communications

October 25, 2016 by Carla Johnson The biggest beef I hear from sales teams or sales-driven organizations is that they can’t get people to pay attention, make decisions or quit. Sales Storytelling Carla Johnson sales storytelling Type A Communicationsread more.

Slammed! Sales Management Book Camp

Your Sales Management Guru

The New Sales Manager Boot Camp. We have too much to do, we don’t have time to build a sales organization. I am frustrated with my sales team, do I have the right team? have a problem growing sales profitably. My pipeline is full, but nothing is closing. I don’t think my compensation plan is working. I am unsure what metrics to use to measure sales effectiveness.

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5 Prospecting Strategies for Obtaining Sales Context

Sales Prospecting Perspectives

Sales Context is an important part of any conversation, as it directly correlates to the potential of a sale. With 54% of sales reps not making quota this year according to SiriusDecisions, it’s imperative that you teach your team to make the most of Sales Context, the information that can influence a sale. Sales Prospecting Call Strategy B2B Sales Success