GÉNÉRATION DE LEADS EN B2B : QUEL MARKETING MIX METTRE EN OEUVRE ? Le club B2B de l'Adetem a organisé le 20 Janvier 2016 un atelier sur le meilleur Marketing mix pour la Génération de Leads en B2B. Pour lancer les débats, SiriusDecisions a présenté cette étude de 2015 sur l’efficacité des tactiques de création de la demande en Europe. Nous y apprendrons :
• en quoi l’usage des tactiques a changé
• quels sont les tactiques jugées les plus efficaces par les Marketers B2B européens.
Sirius Decision a enqueté aupres de 470 directeurs de la création de la demande sur le marché européen, en particulier le Royaume Uni, la France, l’Italie, l’Allemagne, l’Espagne et la Hollande. Nous avons demandé a chaque participant d’identifier le mix marketing qu’ils utilisent pour générer des “Inquiries” (un lead dans son état le plus basique), et les faire évoluer a travers les 3 étapes du parcours d’achat: Education, solution et sélection.
Les résultats nous ont montré un changement significatif des tactiques de Marketing Mix comme :
• les white papers,
• les essais en ligne,
• les demandes de devis
• les bannieres en ligne,
• les séminaires,
• le marketing aupres des associations,
• l’acquisition de listes de contact.
La réunion a été animée par :
Hervé GONAY, Directeur Général de GETPLUS et Co-Président du Club B2B de l'Adetem
Lead gen and demand creation in europe full report - sirius decisionsHervé Gonay
Ensemble BtoB (Think Tank in marketing BtoB) has invited Sirius Decisions to have a conference on Lead Generation and demand creation in europe. This is the final report with text and notes
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...MassTLC
Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April 4.
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016Full Circle Insights
www.fullcircleinsights.com
Jon Donlon discusses the Demand Waterfall and explores the best practices to unlocking sales and marketing performance in world class organizations.
April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014Kevin Marasco
How to operationalize the demand funnel - as presented at Sirius Decisions Summit 2014. Presented by Kevin Marasco, HireVue CMO and David Lewis, CEO DemandGen.
Learn how to recruit top talent in half the time with HireVue's Talent Interaction Platform at hirevue.com
About HireVue - HireVue make business personal again. And we do it by promoting meaningful human interaction through a digitally-enhanced, connected experience that we call a Talent Interaction Platform™.
Ensemble b2b Segmentation and relative targettingHervé Gonay
A growing number of b-to-b marketing and sales leaders are incorporating the concept of Segmentation and relative targeting into their planning strategies. Ensemble BtoB et Siruis Decisions have seen some confusion around what factors should drive a relative targeting exercise.
Sirius Decisions presentation ROI Award Winner. Cisco Case StudyJoseph Puthussery
The Cisco Case Study in winning the ROI Award at Sirius Decisions Conference, Orlando. Please contact me, if you have any questions or would like to discuss
Lead gen and demand creation in europe full report - sirius decisionsHervé Gonay
Ensemble BtoB (Think Tank in marketing BtoB) has invited Sirius Decisions to have a conference on Lead Generation and demand creation in europe. This is the final report with text and notes
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...MassTLC
Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April 4.
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016Full Circle Insights
www.fullcircleinsights.com
Jon Donlon discusses the Demand Waterfall and explores the best practices to unlocking sales and marketing performance in world class organizations.
April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014Kevin Marasco
How to operationalize the demand funnel - as presented at Sirius Decisions Summit 2014. Presented by Kevin Marasco, HireVue CMO and David Lewis, CEO DemandGen.
Learn how to recruit top talent in half the time with HireVue's Talent Interaction Platform at hirevue.com
About HireVue - HireVue make business personal again. And we do it by promoting meaningful human interaction through a digitally-enhanced, connected experience that we call a Talent Interaction Platform™.
Ensemble b2b Segmentation and relative targettingHervé Gonay
A growing number of b-to-b marketing and sales leaders are incorporating the concept of Segmentation and relative targeting into their planning strategies. Ensemble BtoB et Siruis Decisions have seen some confusion around what factors should drive a relative targeting exercise.
Sirius Decisions presentation ROI Award Winner. Cisco Case StudyJoseph Puthussery
The Cisco Case Study in winning the ROI Award at Sirius Decisions Conference, Orlando. Please contact me, if you have any questions or would like to discuss
At the B2B conference in November Paul Everett, Director of Marketing Strategy took us through the importance of building a balance between customer experiences and doing something as a business that’s worth marketing.
Why are we doing Content Marketing? How is it being measured (good and bad examples)? How can we increase the ROI we are getting?
My presentation (with added notes for explanation) from Raconteur's High Performance Content event on 9 September 2015.
Channel Transformation & The Role of Incentives360insights
How do you go about designing effective incentive programs that incorporate best practices, achieve transformational goals and positively impact channel behavior? At our recent webinar, Channel Transformation: Influencing Behavior with Incentives, presenters, Maria Chien, Service Director, Channel Marketing Strategies @SiriusDecisions, Lisa Penn, Chief of Staff, Global Partner Marketing @SAP, and Steve Kellam, VP of Global Alliances @360insights outline key tactics on how to do this.
How do you choose the right channel incentives to match your strategy and accomplish your organizational goals? Is it science? Is it art?
In this presentation, Dan Overgaag, Principal for The Spur Group, Rod Baptie, Founder of Channel Focus/ Baptie & Co, and Steven Kellam VP of Global Alliances at 360insights shared and discussed a framework for how to choose and implement the right channel program to achieve transformational goals.
B2B Marketing Awards Winner - Intelligent Operations Programme by GenpactThe Marketing Practice
Our work with Genpact on the Intelligent Operations Programme was rewarded with the trophy for Best Lead Generation or Nurturing Campaign at the 2015 B2B Marketing Awards. Here is our submission:
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
SiriusDecisions: Why sales enablement is essential for your B2B growth strate...SHOWPAD NV
Growth is a crucial objective for any successful business. More than 52% of executives expect to grow 10 - 20 percent year-over-year. However, growth requires excellent coordination between a company's sales & marketing team. During this webinar, you'll learn how sales enablement aligns your sales and marketing organizations, and how it's key to successful B2B growth.
MOCCA board member Linlin Li, VP of Digital, Demand Gen, Ops, and SDRs at Centrify presented at the recent Silicon Valley Marketo User Group how revenue alignment, innovation and data science are becoming the three pillars in a best in class Marketing Operations team.
Tactical to Transformational: The Evolution of Marketing OperationsAllocadia Software
How the Marketing Operations function can lead transformational change across the organization.
While some Marketing Operations teams are operating at a tactical level, often disconnected from marketing leadership, best-in-class organizations are empowering their marketing operations teams to drive transformational change in the way marketing aligns with the product and sales.
With the increasingly essential role of planning, measuring and reporting marketing’s contribution to the corporate bottom line, marketing operations is uniquely positioned to enable better alignment, efficiency and transformation across marketing, sales and product organizations.
What you'll learn:
1. The evolving role of marketing operations in strategy, infrastructure, enablement and accountability
2. How to align marketing strategy and investments to business goals and revenue performance
3. An overview of key financial planning perspectives that provide the basis for aligned measurement and performance
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Managing Advertising Agencies Throughout a Product's LifecycleDana Small
Find out best practices when it comes to managing advertising agencies throughout a product's lifecycle. From pre-launch to decline, find out what you can do to ensure you're getting the best support and price.
Indirect Go To Market Strategy Powerpoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Indirect Go To Market Strategy Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of six three slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/39IzzK7
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Channel Marketing in Automation - ISA Marketing & Sales Summit 2013Juliann Grant
Juliann Grant presents the challenges in managing or participating in the proliferated channel in the industrial automation Market. She shares 4 marketing best practices: Demand Modeling, Tele-propsecting, Account-Based Marketing and Sales Enablement.
At the B2B conference in November Paul Everett, Director of Marketing Strategy took us through the importance of building a balance between customer experiences and doing something as a business that’s worth marketing.
Why are we doing Content Marketing? How is it being measured (good and bad examples)? How can we increase the ROI we are getting?
My presentation (with added notes for explanation) from Raconteur's High Performance Content event on 9 September 2015.
Channel Transformation & The Role of Incentives360insights
How do you go about designing effective incentive programs that incorporate best practices, achieve transformational goals and positively impact channel behavior? At our recent webinar, Channel Transformation: Influencing Behavior with Incentives, presenters, Maria Chien, Service Director, Channel Marketing Strategies @SiriusDecisions, Lisa Penn, Chief of Staff, Global Partner Marketing @SAP, and Steve Kellam, VP of Global Alliances @360insights outline key tactics on how to do this.
How do you choose the right channel incentives to match your strategy and accomplish your organizational goals? Is it science? Is it art?
In this presentation, Dan Overgaag, Principal for The Spur Group, Rod Baptie, Founder of Channel Focus/ Baptie & Co, and Steven Kellam VP of Global Alliances at 360insights shared and discussed a framework for how to choose and implement the right channel program to achieve transformational goals.
B2B Marketing Awards Winner - Intelligent Operations Programme by GenpactThe Marketing Practice
Our work with Genpact on the Intelligent Operations Programme was rewarded with the trophy for Best Lead Generation or Nurturing Campaign at the 2015 B2B Marketing Awards. Here is our submission:
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
SiriusDecisions: Why sales enablement is essential for your B2B growth strate...SHOWPAD NV
Growth is a crucial objective for any successful business. More than 52% of executives expect to grow 10 - 20 percent year-over-year. However, growth requires excellent coordination between a company's sales & marketing team. During this webinar, you'll learn how sales enablement aligns your sales and marketing organizations, and how it's key to successful B2B growth.
MOCCA board member Linlin Li, VP of Digital, Demand Gen, Ops, and SDRs at Centrify presented at the recent Silicon Valley Marketo User Group how revenue alignment, innovation and data science are becoming the three pillars in a best in class Marketing Operations team.
Tactical to Transformational: The Evolution of Marketing OperationsAllocadia Software
How the Marketing Operations function can lead transformational change across the organization.
While some Marketing Operations teams are operating at a tactical level, often disconnected from marketing leadership, best-in-class organizations are empowering their marketing operations teams to drive transformational change in the way marketing aligns with the product and sales.
With the increasingly essential role of planning, measuring and reporting marketing’s contribution to the corporate bottom line, marketing operations is uniquely positioned to enable better alignment, efficiency and transformation across marketing, sales and product organizations.
What you'll learn:
1. The evolving role of marketing operations in strategy, infrastructure, enablement and accountability
2. How to align marketing strategy and investments to business goals and revenue performance
3. An overview of key financial planning perspectives that provide the basis for aligned measurement and performance
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Managing Advertising Agencies Throughout a Product's LifecycleDana Small
Find out best practices when it comes to managing advertising agencies throughout a product's lifecycle. From pre-launch to decline, find out what you can do to ensure you're getting the best support and price.
Indirect Go To Market Strategy Powerpoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Indirect Go To Market Strategy Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of six three slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/39IzzK7
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Channel Marketing in Automation - ISA Marketing & Sales Summit 2013Juliann Grant
Juliann Grant presents the challenges in managing or participating in the proliferated channel in the industrial automation Market. She shares 4 marketing best practices: Demand Modeling, Tele-propsecting, Account-Based Marketing and Sales Enablement.
The dawn of the demand centre - John Neeson, Managing Director and Co-Founder...Demand Generation Summit
John Neeson, Co-founder of Sirius Decisions, together with a panel of senior technology marketers explores the development of the demand centre. He looks at how organisations need to adapt; what should be centralised and what left to local markets; and what technologies and processes are needed to make it all work.
Batiment: passage construction exploitationLahaye86
Pour l'immobilier d'entreprise, interface entre la phase construction et la phase exploitation. Comment prendre en compte les problématiques de de maintenance en phase construction
Une politique nationale volontariste est engagée pour réduire les consommations énergétiques et les émissions associées dans l’ensemble des secteurs économiques, dont celui du bâtiment, avec plus particulièrement la mise en œuvre du Plan de Rénovation Energétique de l’Habitat.
Face à l’ampleur du défi, c’est un plan d’actions ambitieux qui est mis en place : mobilisation de tous les acteurs du bâtiment, mesures réglementaires, information renforcée des particuliers, incitations financières pour les ménages, importants soutiens financiers aux maîtres d'ouvrage, mais aussi appui aux actions de recherche et développement.
L’édition 2013 des « Chiffres Clés du Bâtiment » s’inscrit dans ce contexte. La diffusion des données, issues pour beaucoup d’études réalisées à l’initiative de l’ADEME, permet de mesurer annuellement les tendances et les évolutions de la maîtrise de l’énergie et de l’environnement dans le bâtiment.
By Paul Reynolds. The 2015 ISG Advisor Relations Benchmark investigates how service providers fund and allocate their Advisor Relations budgets and how teams are changing in each region to engage with third-party advisors. Join this session and leave with the information you need to benchmark your own Advisor Relations program.
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
Gray Associates and Keypath - Selecting Your Program PortfolioGray Associates, Inc
- There are great programs in every segment – from trades to graduate degrees
- Looking at one dimension (e.g., inquiry growth) gives interesting insights, but to make sound decisions, you need a 360-degree view, including:
– Student demand: including social media buzz and inquiries
– Employment: including jobs and wages
– Competition: primarily completions by program
– Strategic fit: including degree levels
- The right answer varies by market and institution
This presentation on High Performance Content Marketing is from Raconteur's event for senior marketers in London, September 2015. Experts from Quartz, The Marketing Practice, and the Chartered Institute of Marketing shared their insights.
CCI’s SVP of Sales and Marketing Steven Kellam was joined by PartnerPath’s CEO Diane Krakora to present the recently released 2015 Channel Incentive Benchmark Study. They delved into the results of the study and its relevancy to channel vendor programs in the software, hardware, and telecommunications industries.
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
How do you scale account-based marketing (ABM)? That’s a critical question for many companies right now. Two SiriusDecisions clients, Medidata and Demandbase, are really getting it right with their efforts and we invite you to learn from them and see how to enhance your company’s ABM deployment. For Medidata, ABM in its first year delivered a 714% improvement in senior executive engagement and 159% improvement in marketing sourced pipeline in target accounts. For Demandbase, this meant close rates were doubled, and Annual Contract Values increased by more than 30%.
http://go.siriusdecisions.com/LessonsinScalabilityWebcast
Rahul Shrivastava from Cyient Ltd. will tell you: -
• How to know and target the right customer?
• How to put in efforts in the right areas to generate results?
• Knowing which audiences to focus on the most
Remodel Your Marketing With Analytics And DashboardsRegalix
Title: Remodel Your Marketing With Analytics and Dashboards
Presenter: Koen Pauwels
Description:
In this webinar, Remodel Your Marketing With Analytics and Dashboards, Koen Pauwels shares in-depth, best-in-class approaches and how you can leverage the full spectrum of analytics and dashboards to be proactive in uncovering meaningful insights to add to your decision making firepower so that you can achieve above-market growth.
Key Takeaways:
· How to convert data into productive action
· Ways to use marketing analytics to improve decisions and reap rewards
· Which metrics industry leaders rely on to make decisions
· Ways to measure your marketing success
What issues are top of mind for CPOs? We asked hundreds of them – and we’re r...SAP Ariba
In this session, we’ll share the most important insights from Deloitte’s 2016 Global CPO Survey, which reflects the sentiments of more than 300 procurement executives from 33 countries representing every major industry. The survey covers the state of play in key procurement disciplines such as business engagement, talent, and productivity. With five years of data under our belt, we’ll talk about how the CPO’s outlook has changed over the years—as well as what the future holds.
5 Prescriptions for Attracting and Engaging Your AudienceWebAttract, LLC
A well-executed marketing webinar can help attendees grow into healthy customers and advocates.
Based on a recent webinar with the Content Marketing Institute and Adobe Connect, here's the 5 prescriptions covered:
1. Pick a winning topic that connects
2 Using KPIs and metrics to validate if you're on track or, if you're not
3. Motivate fence sitters to register
4. Make your speakers shine with table reads & dress rehearsals
5. Use lifecycle intelligence for post webinar follow up
CGI Voice of the Client Telecoms Industry IT Trends for 2015Stephen Craig
CGI Voice of the Client Analysis for 2015 in the Global Telecommunications Industry. Includes IT trends analysis and business implications. Key topics for 2015: IT Modernization, Digital Transformation, Customer Experience, Omni-channel strategies, and Outsourcing.
In this prescriptive breakout session learn what successful Solution Providers are doing to build their Cloud/Mobility business. This workshop is designed for Solution Provider new to cloud/mobility marketplace or have not yet seen success. Success in the new marketplace starts with a Practice Statement, entails new ideas on building marketing savvy and better sales execution. We will cover a variety of tools, tips and techniques partners are using to drive Cloud /Mobility success.
Topics:
• Why you need to create a Practice Statement
• Aligning your marketing message to fit your Cloud strategy
• Building your Cloud marketing program that is unique and is active
• Creating a sales mentality and compensation program that works
• Developing a Business Guidance sales mentality
http://www.ingrammicrocloud.com
Similar to Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand generation (20)
Présentation atelier salon e-marketing 2017Hervé Gonay
67% du parcours d’achat des décideurs se fait désormais sur le web avant de prendre contact avec le commercial. Comment identifier les prospects qui s'intéressent à vous sans vous solliciter ? Comment créer une conversation adaptée et non intrusive selon le degré de chaleur du lead ? Nous partagons les constats clés sur le sujet ainsi que des business cases et best practices de nos clients. GetQuanty propose une solution Saas en B2B pour permettre aux directions marketing et commerciales, aux dirigeants de TPE/PME de détecter des opportunités de business à partir de leurs sites Internet, blogs, emailings, réseaux sociaux, campagne adwords, etc. grâce au PREDICTIVE B2B SCORING. Webagency, agence de communication et partenaires, vous pouvez aussi préconiser Getquanty à vos clients.
Prix OR de l'Excellence du Marketing B2B de l'AdetemHervé Gonay
Trelleborg Marine Systems (TMS) est une division du groupe Trelleborg spécialisée dans la conception, la fabrication
et l’installation d’équipements pour le secteur portuaire. Quand un navire se trouve dans un terminal portuaire, il entre
automatiquement en contact avec des équipements et solutions produits par Trelleborg, que ce soit les défenses à
quai, les systèmes d’amarrage ou les technologies nécessaires au bon déroulement des manœuvres d’accostage.
Les meilleures pratiques marketing quand on est une pmeHervé Gonay
Quelles sont les meilleures pratiques pour faire du Markeing quand on est une PME ? Comment gagner ces 10 premiers, 100 premiers et 1000 premiers clients ?
Rencontres internationales du marketing B2B 2015Hervé Gonay
Les Rencontres Internationales du Marketing BtoB offrent un tour d'horizon d’experts et des retours d’expériences exceptionnels pour vous faire découvrir les pièges à éviter et les réussites les plus spectaculaires, sur tous les continents.
Marketing btob summit 2015 : adoptez la data 'ttitudeHervé Gonay
La data est toujours plus smart, grâce au contenu, l'analyse des données et l’optimisation processus et des synergies entre marketing et vente. En un sens, le BtoB et le BtoC se rejoignent, les pratiques sont de plus en plus identiques.
En BtoB, jusque dans les années 2000, on pratiquait majoritairement l’Outbound à grand renfort d’emailing et de courrier. Aujourd’hui, la donnée permet de personnaliser les messages et de les envoyer au bon moment. Les stratégies Inbound permettent d’accrocher le prospect avec un contenu d’expertise. Ce contenu qui améliore la visibilité du site de l’entreprise servira ensuite pour le marketing automation avec une approche ultra personnalisée. C’est pour ça qu’il est essentiel à toute stratégie marketing.
Que dire de la Data ?
La grosse révolution en matière de Data, ce sont les Data Management Platforms qui vont permettre aux entreprises d’acheter des profils pertinents. Le digital permet en effet d’obtenir des données intelligentes agrégeant 3 types de data : la data interne comme le CRM , la data obtenue par le digital et la data externe. L’enjeu étant de confronter ces données pour le retargeting.
Qu'avez vous retenu du BtoB Summit ?
Getplus est le leader du retargeting BtoB depuis 5 ans. Nous voulons promouvoir la qualité du contenu et la fluidité des rapports entre marketing et vente. Nos clients nous demande de l’expertise sur ces sujets-là. C’est ce que le BtoB summit a concrtement démontré
On a pu pensé à tort que le digital était simple. Or ce n’est pas le cas. Le marketing classique imposait de maitriser 2 ou 3 techniques. Le digital demande la maitrise d’une dizaine de techniques pour lesquelles il faut trouver le bon mix ! Pour donner une image, la génération de leads est un agrégat de petits ruisseaux qui forment une grande rivière. Il faut bien choisir sa source. Le BtoB summit a été pour les participants une source de jouvence pour leur marketing.
Le futur de marketing B2B en france : Comment les directeurs marketing francais envisagent l'avenir de leur profession. (Victoria TUROMISTO, http://www.economistinsights.com/)
Comment mettre en oeuvre du marketing automation quand on est une pme (pres...Hervé Gonay
Le titre de cette présentation est trompeur. Il laisse entendre que nous allons parler de marketing automation et de PME. En réalité, nous allons parler de marketing automation, mais nous allons surtout parler de votre chiffre d’affaires. Comment le consolider et l’augmenter? Comment concevoir des campagnes marketing performantes pour augmenter votre chiffre d’affaires? Il existe plusieurs moyens, et le marketing automation en est un, que nous avons testé pour nos propres besoins avec la solution Getplus et Marketo, et qui s’est avéré redoutablement efficace.
Comment mettre en oeuvre du marketing automation quand on est une pme inter...Hervé Gonay
Le titre de cette présentation et interview est trompeur. Il laisse entendre que nous allons parler de marketing automation et de PME. En réalité, nous allons parler de marketing automation, mais nous allons surtout parler de votre chiffre d’affaires. Comment le consolider et l’augmenter? Comment concevoir des campagnes marketing performantes pour augmenter votre chiffre d’affaires? Il existe plusieurs moyens, et le marketing automation en est un, que nous avons testé pour nos propres besoins avec la solution Getplus et Marketo, et qui s’est avéré redoutablement efficace.
10 facteurs clés pour prospecter efficacement lorsqu'on est une PMEHervé Gonay
Prospecter pour maintenir son chiffre d'affaires voire l'augmenter. Les méthodes évoluent mais les objectifs restent les mêmes : le résultat
Découvrez nos 10 conseils pour booster la performance commerciale de votre entreprise.
Getplus social selling innovation factoryHervé Gonay
MÉDIA SOCIAUX ET B2B, UNE HISTOIRE D'AMOUR ?
Animée par Hervé Kabla, serial-best seller ("La communication digitale expliquée à mon boss", en tête des ventes B2B), cette table ronde va faire... le tour d'une question que beaucoup de marketers business to business se posent: les medias sociaux peuvent-ils me rapporter du business?
Qu’il s’agisse de produire du contenu, de gérer sa réputation, de qualifier des leads ou d’animer des communautés, les médias sociaux offrent une liberté d’action et une puissance de feu exceptionnelles en B2B, dans tous les secteurs de l’économie ... mais finalement encore peu exploitée pour cause de frilosité des entreprises. Et s’il était temps de réconcilier B2B et médias sociaux pour éviter de passer à côté de nouvelles sources de business ?
Lead generation B2B : Les nouveaux outils pour booster vos ventes :
Maitriser les meilleurs techniques de lead generation via le web, trouver des prospects quand on en trouve plus, Inbound Marketing, outband Marketing, Retargeting et Marketing Automation,
Getplus tous vos visiteurs web meritent de devenir vos clientsHervé Gonay
Solution de retargeting B2B et de génération de leads par des campagnes marketing performantes, Getplus identifie les entreprises qui parcourent les pages sensibles de votre site web et relance automatiquement leurs décideurs – ou vous donne toutes les informations utiles pour les faire relancer avec efficacité par vos commerciaux.
Innovation Marketing et Commerciale : Lead Generation en marketing B2B speake...Hervé Gonay
A toutes les questions cruciales que se posent aujourd'hui les managers Marketing pour atteindre voire dépasser leurs objectifs, 12 experts et 6 clients Grands Comptes répondent par des solutions efficaces et concrètes. Intervenants: Mohamed Khodja, Directeur Marketing Ebusiness d’Ubi France, Florent Nosel, Directeur Marketing Ebusiness de Kiloutou, Jean-Denis Garo, Directeur de la Communication et du support Marketing d’Aastra à Mitel, Hervé Gonay, CEO Getplus, Laurent Ollivier, Directeur associé d’Aressy, Xavier Paulik, CEO Tiki’labs,
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. The tactics and teams driving demand creation
in Europe
20 January 2016
The Pulse: European Demand
Generation
Isabel Montesdeoca
Research Director,
European Demand Creation Strategies
Good morning and welcome.
It’s a pleasure to be here
My name is …. from SiriusDecisions, a global B2B focused research and advisory firm.
At Sirius, it’s our mission to provide marketing, sales and product leaders the actionable intelligence they need to outperform.
As part of that mission, we regularly develop and primary research that tracks the current state of play in key areas.
Demand Generation is one of these areas and I am very excited to unveil today this first look at the state of Demand Generation in Europe today.
Directrice de la Recherche en Creation de la Demande chez SiriusDecisions
Our business is focused on three primary offerings that enable high performance execution.
As I stated our 3 core capabilities are the underpinnings of each offering.
The SiriusDecisions solution starts with our primary offer, Advisory Services. Our Advisory Services are designed for the executive team and direct reports to help craft, define and support your strategy while leveraging our three core capabilities and access to our thought leaders.
Once the organization has decided to standardize on these best practices, our learning practice is here to certify that your team has the skills and knowledge necessary to implement and execute on these best practices.
And 3rd our consulting practice is complementary and supportive of our advisory business and learning offerings. Our research-informed consulting practice is focused on providing project-based engagements that support revenue-generating functions on their journey to operational alignment.
As I was planning this study, it struck me just how many marketing tactics marketers have to chose from today.
When I first started out in Marketing many years ago, the only choices I had were my brochures, my website, emails, events, direct mail, and some directory listings and that was it.
Today’s marketers have a much more complex task ahead of them. Not only do they need to be experts in all of these, they need to understand how to combine them to drive pipeline creation.
And that means marketers have to struggle with a couple of things
Understanding buyer behavior and their preferences
Understanding which tactics will work with which buyers at what points in the buying cycle
Understanding who they can look to for help in executing those tactics and delivering pipeline
What I will share with you today is
a view of how European marketers are allocating their demand generation budgets
Insight into which tactics markets rate as most effective and when
An understand of how european organisations are supporting demand generation activities internally
But first, let me tell you about our study.
A lot has changes since the first time we ran this study – the economies of many European countries has improved
Companies have started to focus on growth
In both difficult and strong economic types, budget is the ultimate expression of strategy.
And the percentage of the marketing budget dedicated to demand creation is a strong indicator of the contribution marketing makes to that strategy.
When we examined the results we say that on average across Europe, the %age of budgets allocated to demand had dropped only 1.5% from 34.4% to 32.9% in the two years since our last study. Considering the changes that have occurred since the market started to move upwards in 2013, that is a very positive sign.
When we looked at the break-down by country, we see however that the story is a little more varied but we are still near or above the 30% mark which is a good benchmark for investment. Looking at the breakdown by industry, we see the figure varies even more but possibly predictably with financial services and SaaS SW companies leading on this spend metric.
The take-away here is that investment in marketing is strong and therefore focus on demand generation remains a priority.
For reference, when I refer to the buyers journey, I mean something like this from SiriusDecisions.
Regardless of where you start, there are 3 phases Education, Solution and Selection.
While this is drawn in a linear fashion, it Is worth knowing that a buyer’s journey is not sequential (Buyers can jump around) and episodic (Buyers can be informing two stages at once). Knowing this is key to understanding what tactics are best suited for each stage.
So let’s see how marketers are spending those budgets.
We saw two really interesting findings
That marketers are allocating their biggest spend amounts to creating content and offers to share within their social communities. By social communities we mean both own hosted and private communities as well as publically hosted communities on social media sites such as LinkedIn and Twitter.
We saw that marketers are spending more marketing dollars with associations as a targeted and focused way to reach the individuals they want to speak to.
These two findings support the shift I am seeing every day in the industry to move away from generic marketing messages to persona-focused marketing
Other interesting items;
On offers, we can see that marketers are gaining confidence in using digital media to provide buyers with quotes and offers as way both help prospects self-select and help entice prospects to learn more.
We also see video moving up the ranks as a versatile content piece. It can be used in a variety of ways both long and short, in email, ads or video channels, as sales enablement tools or events. It can powerfully convey brand, message, intent. Youtube is prediciting that almost 70% of the world’s internet’s traffic will be video by 2018.
On delivery mechanisms, we see direct mail and contact list rentals return. Direct mail is making a comeback in small volume, targeted ABM strategies. Contact lists are targeted list provided by or augmented by 3rd party providers using publically available information that can be mined from websites, financial reports, new articles, etc.
Next we wanted to understand how things had changed over time.
Social communities remains at the top but Price quotes and incentives has replaced newsletters on the number 2 spot. Price quotes and incentives can help people progress down the buying journey quickly and their rise in popularity is likely linked to the work many marketers have been doing to map their content to the buyers journey.
Also we see Trials move off the list and be replaced instead by demos. There has been a lot of talk around the value of a free trial to attract and capture prospects. Unfortunately, the freemium strategy is not something that can be executed by one group on it’s own. It requires close and on-going collaboration between product, marketing, sales and operations teams to execute and this is often lacking. In companies where that level of collaboration is not possible or desireable, then demos are a good alternative to provide a customer proxy experience. If you can drive that close collaboration, trials can be very powerful.
Let’s start by comparing spend to effectiveness
We see that while marketers are spending money developing price quotes and incentives, they aren’t yet reporting it as an effective technique. They are in fact in the top 10 which is ok but not great. In speaking with clients, we feel that this is still new territory for many B2B organizations and they are still experimenting with the best way to develop and use these as a tool to progress the buyers journey.
Similarly, with video, marketers are still testing the best format for messaging in video and how best to deliver it to the buyer at the right time in the process.
We would consider both of these as investments for the future.
Newsletters on the other hand is a tried and true method but producing newsletters is becoming more and more cost effective and the advent of persona based marketing is making this relative low cost and versatile tactic more productive year over year.
On the other hand, with whitepapers, these can still be costly to create but our buyer insights study has identified how important analyst and seller subject matter expert opinions are to a buyer and whitepapers are the perfect vehicle for this type of information.
Now if we go one level deeper, we can see where these tactics are at their strongest in the buying cycle.
Social communities are seen as most effective in 3 of the four stages, all but the Solution stage where the information needed to truly understand the different solution categories requires more in depth information than is typically provided via social forums. Social forums work well for awareness, education and advocacy / client testimonials.
Newsletters are seen as strong attraction and educational materials but Demos are seen as stronger Solution and Selection decisions tools
Demos and virtual tours are seen as better at attracting prospects than the more detailled whitepapers but once engaged, white papers become a valuable way to get across more in depth information.
If we look at how things have changed over the past two years, we see
Social Communities are the biggest winners
Demos have gone up in the later stages of the buyers journey
Virtual tours have gone up as a cheaper alternative, along side demos, to a trial as an education and facilitation aid.
And before we move off content, we took a moment to ask about content localization. We saw that not only are marketers getting more savvy with their content but they are also investing the time / money required to localize it for their markets.
So let’s see how marketers are spending those budgets.
We saw two really interesting findings
That marketers are allocating their biggest spend amounts to creating content and offers to share within their social communities. By social communities we mean both own hosted and private communities as well as publically hosted communities on social media sites such as LinkedIn and Twitter.
We saw that marketers are spending more marketing dollars with associations as a targeted and focused way to reach the individuals they want to speak to.
These two findings support the shift I am seeing every day in the industry to move away from generic marketing messages to persona-focused marketing
Other interesting items;
On offers, we can see that marketers are gaining confidence in using digital media to provide buyers with quotes and offers as way both help prospects self-select and help entice prospects to learn more.
We also see video moving up the ranks as a versatile content piece. It can be used in a variety of ways both long and short, in email, ads or video channels, as sales enablement tools or events. It can powerfully convey brand, message, intent. Youtube is prediciting that almost 70% of the world’s internet’s traffic will be video by 2018.
On delivery mechanisms, we see direct mail and contact list rentals return. Direct mail is making a comeback in small volume, targeted ABM strategies. Contact lists are targeted list provided by or augmented by 3rd party providers using publically available information that can be mined from websites, financial reports, new articles, etc.
Looking at the changes in the delivery mechanisms over the last two years, we see an intersting change in the first spot. We’ve moved away from a broadcast banner ad to a more targeted audience play, signaling that marketers are getting smarter and narrowing where they spend their money in order to make a bigger impact.
We also see events have lost some popularity. While events of all types will always be a part of a marketers tool kit, marketers are trying to take advantage of targeted association events rather than running the wide-net prospect roadshows they were doing a couple of years ago.
Moving on to Delivery Mechanisms, we see here that spend and effectiveness are more evenly matched. The outlier is in the fifth place spot where we find spend on live tradeshow events which are very costly but the cheaper content syndication is seen as more effective.
As is the case for many organizations, live tradeshows are non-negotiable for many sales leaders and they insist on attending to be seen. In that case, many markters chose to use the events to leverage as many other tactics on top as possible to make the pre/during/post event more worthwhile.
As we look one level deeper, we see that
Association Marketing is seen as the most effective way to find new prospects at the top of the funnel. And email is seen as the most effective way to nurture and progress those prospects through the buyers journey.
Targeted contact acquisition, while not as good as association marketing is still high on the list to help both support both broadbase marketing and targeted ABM account strategies.
Direct mail, specifically in an ABM context, is seen as an effective tool at the earlier stages of the waterfall
Persona specific content sydication programs is seen as an effective way to attract informed prospects.
Comparing 2013 to 2015, we see some failrly major changes to the top 5 effectiveness ratings.
Email is still high but
Association marketing is the biggest mover up across all stages completely replacing live seminars / roadshows.
Contact acquisition has replace display advertising and live tradeshows as the most effective way to drive traffic at the beginning of the funnel
Direct mail has moved up a couple of places and
Content syndication has replaced user groups as a better way of driving prospects at the top of the funnel.