Understand your buyers' heart

Understand your buyers' heart

In many companies, the buying processes usually involve not one but several people. Each of them plays a particular role in the decision. 

Aligning Sales and Marketing...concretely

Aligning Sales and Marketing...concretely

If you think that the purpose of Marketing is to identify and qualify leads, develop lead generation operations and nurture campaigns, well, I'm afraid you’re mistaken...

Relevance and respect, the best bulwark against adblocking

Relevance and respect, the best bulwark against adblocking

In order to deal with the threat of the proliferation of adblocks in the digital advertising ecosystem, it is time for advertisers, publishers and the media to stop dithering. Because it is urgent: over 30% of Web users are equipped with an adblocker, 69% of whom for over one year. 

Account Based Marketing: Why is it so important?

Account Based Marketing: Why is it so important?

Account Based Marketing (ABM) is an individualized marketing approach by client/prospect account. Why are these approaches so important today? How can you set one up and what new benefits do they provide?

The limits of Content Marketing

The limits of Content Marketing

An essential component of efficient content marketing is personalization, in other words, the degree to which a content is specifically adapted to precise expectations and interests.

Social Selling: from tweet to sale

Social Selling: from tweet to sale

The multiplication of social media and the cost and time it takes to develop an audience and build relationships have forced marketers to beef up their social strategies. Does this mean that the time of exploration, testing, and communication angles is over? Nothing is less certain...

The ten awkward truths of Modern Marketing

The ten awkward truths of Modern Marketing

Marketing is undergoing incredible change and CMOs have never faced so many challenges. Today, to be successful, marketers have to manage areas they never had to before... 

The Irony of “Nurture”

The Irony of “Nurture”

Everyone from SMBs to large enterprise companies need a good email nurture programme. But most marketers still confuse outbound email blasts and nurture streams.

Lead Scoring - 1/3

Lead Scoring - 1/3

Lead Scoring is a key part of any demand generation strategy and essential to marketing automation. What are the basic steps to efficiently build your Lead Scoring ‘algorithm’?   This post is the first of a series of 3.

Lead Scoring 2/3

Lead Scoring 2/3

In this second post on Lead Scoring we'll explore the heart of the algorithm process : stakes,  building steps, common mistakes and what to avoid. 

Lead Nurturing and sales actions

Lead Nurturing and sales actions

Our personal experience is our main learning and inspiring source. Because of this, sometimes we also draw the wrong conclusions and make mistakes, specially when it comes to Marketing strategy and Nurturing. 

Do you speak Lead ?

Do you speak Lead ?

When you have to build a vital cooperation to manage Marketing and Sales and coordinate their action plans, sharing a common vocabulary and definitions is absolutely mandatory.

What's wrong with Lead Generation ?

What's wrong with Lead Generation ?

When defining a campaign and its objectives, many marketers still think that, on the basis of last year’s conversion rates, they need to generate x number of new contacts to meet their sales objectives. It's far from being enough!