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Inbound Marketing - Les Mains dans le Digital #1 - Loic Simon

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Lors des 2 sessions "Les Mains dans le Digital" d'1h30, la 1ère focalisée sur l'Inbound Marketing, la 2nde sur le Social Selling, Loic Simon @loicsim partage avec les participants leur expérience et la sienne de l'exploitation des outils du numérique pour le marketing et la vente B2B. Depuis 2008, Loic exploite (bien & mal) ce qu'on a pu appeler Marketing 2.0, Digital Marketing, Content Marketing, Social Media Marketing, Paid owned earned, Marketing syndiqué, Marketing mutualisé, etc... d'abord dans le cadre du @cluballiances (pour IBM & avec Marketor), puis avec @aspaway, un MSP partenaire d'IBM, PME de 40 personnes, 10M€ de CA.

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Inbound Marketing - Les Mains dans le Digital #1 - Loic Simon

  1. 1. Inbound Marketing Les Mains dans le Digital Session #1 Partage d’expérience sur l’exploitation du « numérique » pour le marketing & la vente B2B Photo Loic Simon
  2. 2. Photo Loic Simon 1. Inbound Marketing : Comment se différencier et générer plus de leads prêts à acheter ? 2. Social Selling : Comment provoquer l’intérêt des clients et prospects et les engager plus efficacement ?
  3. 3. Une Stratégie & un Plan pour commencer, et ensuite seulement…
  4. 4. • Point de vue d'expert, • Témoignage de mise en oeuvre ou d'exploitation de technologies/services/solutions, • Compte-rendu de conférence/évènement, • Annonce d'un évènement • Cas d'usage, avec ou sans témoignage(s) clients • Mode d'emploi - "How to" • Trucs et astuces (par exemple sur l'utilisation d'une technologie, d'un service, etc...) • Traduction d'articles parus sur un Blog anglais (eg IBM ou « ami »), • Curation d'un article écrit par un autre (même en anglais) avec quelques phrases pour introduire • Introduction à la mise à disposition d’une vidéo, d'une présentation, d’une étude, d'un livre blanc
  5. 5. “Over 75% of our blog views and 90% of our blog leads came from old posts”.
  6. 6. Intégrer dans un Blog, un site Web, etc…
  7. 7. vs Cold calling Face-to-face events Email blasts Launch events SEO Blogs Communities Forums Podcasts Videos Conversations Infographics Webinars Document sharing Comments & ratings Telemarketing Purchased lists Install base programs 28 InboundInbound OutboundOutbound Clients find you Self-serve (just in time) Content rich and visual Contextual Solution/pain based Two way You find clients Disruptive / interruptive Hard sell Product based Audience-limited One way 82%of companies have adopted a multi-tactic marketing approach Source: Constant Contact March 2014 - Small Biz Council Study
  8. 8. Générez des Leads « Sales Ready » en combinant Inbound/Content Marketing & Sales Development
  9. 9. Photo Loic Simon 1. Différenciez-vous et générez plus de leads prêts à acheter en exploitant l’Inbound Marketing 2. Provoquez l’intérêt de vos clients et prospects et engagez les plus efficacement en vous mettant au Social Selling
  10. 10. • Blogs: • http://aspaway.blogspot.fr/ • http://www.saas-guru.com/blog/ • Twitter: • https://twitter.com/aspaway • https://twitter.com/loicsim • https://twitter.com/cluballiances • LinkedIn: • https://www.linkedin.com/company/aspaway • https://www.linkedin.com/in/loicsimonibm • https://www.linkedin.com/groups/Club-Alliances-SaaS-Guru-1435957 • Youtube • https://www.youtube.com/user/Aspaway • http://techtoc.tv/saasdiscute-saison1 • http://techtoc.tv/saasdiscute-saison2 Loic Simon IBM Business Development, Aspaway lsimon@aspaway.fr loic_simon@fr.ibm.com 06 76 75 40 71

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