How to lose $840 by buying a B2B lead list
In this article, I’ll tell you how I was duped into buying a list of B2B leads from an Indian company (Sparkling Leads). The data was unusable, and despite a claim with PayPal, I lost $840.
The 3 recurring problems facing B2B companies
The research we conducted at Vivatech and Websummit shows that B2B companies face 3 specific problems that impact their business development. We analyze them in this article.
Market research: When should you involve your customers?
Your customers can actively participate in developing new products and services. This is the principle of co-creation. But involving them at the right time is important so the process runs smoothly. We give you the keys to understanding this in this article.
![How to succeed in growth hacking? [podcast]](https://www.intotheminds.fr/blog/app/uploads/growth-hacking-240x240.webp)
How to succeed in growth hacking? [podcast]
Everyone’s talking about growth hacking, but few are as expert at it as Denis Cohen. So, I invited him on the IntoTheMinds podcast to share his secrets with us. It’s also an opportunity to talk about DropContact, the company he founded, which makes a major contribution to the growth hacking ecosystem. On a personal note, it’s a podcast that has helped me a lot because I’ve never done growth hacking or outbound marketing before. It made me want to...
How to define a brand territory? Definition and examples
For companies, defining a brand territory is an essential aspect of their marketing positioning. For this reason, it responds to key issues of consumer behavior and brand image. It pushes brands to question their intrinsic values and the expectations of their target market. In this article, we look at the distinctive elements of this practice. We also propose 3 examples of well-defined territories to help you better understand the ins and outs of this territory. IntoTheMinds helps you rethink your marketing strategy!...
![Cross-media: definition, strategy, and examples [Guide 2023]](https://www.intotheminds.fr/blog/app/uploads/cross-media-240x240.jpg)
Cross-media: definition, strategy, and examples [Guide 2023]
Cross-media campaigns are becoming the norm for brand communication! This process consists of promoting a product/service on several media simultaneously. This way, companies combine their design efforts into a single thought process to promote customer conversion. This article helps you understand the concept behind cross-media. We also explain how a good cross-media strategy works with two concrete cases! Contact us to carry out your market research Summary 5 key figures on cross-media What is cross-media? Its 3 best practices Determining which...
Content syndication: statistics, definition, and strategies
Content syndication means publishing your content on a platform other than your own. This article proposes a complete definition of this concept with multiple benefits. On the one hand, content creators use it to increase their online visibility. On the other hand, third-party platforms benefit from quickly available, free, and qualitative content. We will then explain the 3 strategic axes to adopt for good syndication. But before that, we return to 5 important statistics to better...
3 examples of social proof to convert your visitors into customers!
Social proof is an ideal companion to increase your conversion rate. It consists in confirming the opinion of your prospects. Here, we help you better understand the definition of this concept with many merits. Customer testimonials, expert interventions, and case studies are good practices to follow. At the end of the article, we will detail 3 of the best examples of social proof to increase your customer base. Become more visible on Google and contact us!...
Customer-centric approach: definition and 3 strategic axes
Customer-centric approaches put the customer at the center of all business decisions. This means designing activities and processes to achieve maximum customer satisfaction in marketing. These strategies proved particularly successful for brands: our B2C statistics support this. In this article, we come back to the concept of customer-centric brands. Finally, we present 3 effective strategic axes, all summarized in our summary table. Contact us to understand the reasons for customer loyalty Summary 5 statistics on customer-centric...
Lead scoring: its 4 benefits on sales performance
Lead scoring proposes a different approach to customer acquisition. This method detects the proximity of a brand’s prospects to the act of buying. It focuses on the “best” potential customers: this classification greatly simplifies lead management. Thanks to recognized scientific sources, we clearly define lead scoring. We also explain the 4 reasons why this concept boosts your sales performance. Contact us for your B2B market research Summary What is lead scoring? The inextricable links between lead...
Customer Lifetime Value: definition, calculation, and an example
The Customer Lifetime Value (or CLV) is one of the best indicators to determine the value of a customer. It is very interesting to find the most profitable elements of its customer base. Nevertheless, the definitions of the concept differ according to the sources. However, our definition includes the most relevant scientific sources on the subject. In this article, we will also detail the calculation of the CLTV (click here to discover it). Finally, a numerical...
Referral marketing: definition, advantages, and strategic guidelines
Referral marketing relies on a brand’s existing customer base to increase its number of prospects. Companies identify their best “referrers” and encourage them to spread positive messages about their offer. This practice of word-of-mouth, under the influence of brands, is particularly adapted to modern marketing. What is this process? How does it allow you to hone your industry expertise? All the answers can be found below. At the article’s end, we will return to the central...
Direct marketing: definition, advantages, and strategic objectives
Direct marketing aims at getting as close as possible to the customers. It solicits them to obtain immediate answers to a given situation. This process relies heavily on target marketing since its purpose is to deliver personalized messages. Its advantages are diverse and varied, although they evolve essentially around its profitability and the loyalty it generates. Following our concept definition, you will find all the necessary information about its benefits. Finally, we will propose 3 strategic...
Lead management: definition, advantages and strategy
Among the different facets of marketing, lead management is an ideal solution to improve your conversion rate. It is based on “leads,” i.e., potential customers, thanks to 3 main fields of action. With lead management, we accumulate leads, classify them, and then we try to maintain good relationships with the most prolific ones. In the end, there are 3 advantages to this practice: better customer experience, higher productivity, and more sales. More details are available below....
6 B2B trends to succeed in 2023 despite uncertainty
What will be the key B2B trends in 2023? The year 2022 was a tough one, but 2023 is likely to be even tougher. In this article, I share my concerns and hopes to stay the course in a storm that some call “perfect.” In particular, I reflect on strategies to go after B2B customers and to catch competitors off guard. Anticipate your market trends with our market research If you only have 30 seconds We...
![Relationship marketing: advantages, advice, and examples [Guide 2023]](https://www.intotheminds.fr/blog/app/uploads/relationship-marketing-240x240.jpg)
Relationship marketing: advantages, advice, and examples [Guide 2023]
Relationship marketing puts the customer before the product. It differs from the so-called “traditional” marketing. Indeed, it is composed of many good practices to get closer to the consumer. It is based on a human relationship between brands and people. It is a good practice on several points: financial, satisfaction, and customer loyalty. How to maintain good relations with its customers? What are the examples of brands with effective relationship marketing? At the end of this...
Growth marketing: definition and practical advice
Growth marketing includes many tactics to increase business activity. These methods are mainly about increasing the number of customers. This marketing branch is interesting because it includes many priceless consumer data to grow your company. It follows a complete customer conversion tunnel: the AARRR funnel. This funnel extends from acquisition to customer recommendation. Here we explain the details of this model before discussing several strategic and practical recommendations. Contact us to analyze the dimensions of the...
Trade marketing: advantages and strategic advice
Trade marketing aims to build a relationship of trust between manufacturers and distributors. This practice has many benefits for companies, but also the consumer. Indeed, it encourages brands to design a better offer and propose a better customer experience. How to set up a good trade marketing strategy? What are the best practices to adopt? We propose 2 examples of marketing operations to develop for good use of this trading tactic. Contact us for your B2B...
DIONE: What does a good internationalization strategy look like?
During our coverage of SIAL, we met several entrepreneurs who are redoubling their ingenuity in their internationalization strategy. Lithuanian ice cream producer DIONE is a shining example! First, the family-owned company developed largely on its territory before embarking on an inspiring international expansion. Today, the manufacturer can boast of being recognized all over the world. Europe, Middle East, Maghreb, East Asia: DIONE ice creams are traveling the world thanks to an efficient marketing mix. Here we reveal the keys to the success...
Here are the 6 best affiliation platforms in 2022
Affiliation is one of the best ways to make your blog’s natural referencing profitable. And in this field, affiliation platforms are excellent intermediaries to carry out this commercial process. Each player has advantages: commission, advice, expertise, and so on. This article aims to remind the principles of affiliation before presenting the 6 best affiliation websites. Summary Why use affiliation platforms? 6 popular affiliation platforms in 2022 A gateway to affiliation platforms: Awin CJ Affiliate, an innovative affiliation platform by nature...
Shrinkflation: the new commercial strategy of brands to increase prices
In this time of record inflation, you may have noticed something strange while shopping. After scanning the labels on the shelves, you noticed a change in the price and size of the products. In this case, prices are going up, but quantities are going down. This pricing technique, used by brands such as Lindt or Kiri, is called shrinkflation. The practice is denounced by several consumer protection associations, such as foodwatch France or Codacons. Many actors in the...
Succeed in your marketing mix, and follow Lego’s example!
The marketing mix of each company must be carefully defined. Indeed, it is the concrete application of the structure’s marketing positioning. The right mix is the one that ensures an effective differentiation from your competitors! We propose here, an example of Marketing Mix: that of Lego. To do this, we will go beyond the traditional 4Ps: here are the 7Ps of the Danish company’s mix. If you only have 30 seconds Lego’s marketing mix is, above...
B2B marketing: 10 actions to take advantage of the next recession
The recession is knocking on our doors. With 70% of GDP, the B2B sector will be the first to feel the effects. How can you use the upcoming recession as a growth lever? Investing at a time when all your competitors are giving up and leaving the field open to you. Thanks to a few simple actions between 2020 and 2022, we have increased our audience by 180%. If we have done it, you can do it too....
![Marketing 360: definition, examples, action plan [Guide 2022].](https://www.intotheminds.fr/blog/app/uploads/marketing-360-240x240.jpg)
Marketing 360: definition, examples, action plan [Guide 2022].
360 marketing is a communication strategy that relies on all relevant channels for the brand. Therefore, through a 360 marketing approach, it is necessary to identify and activate all the communication channels to reach prospects and customers. In this article, you will find a complete tableau of all the communication means according to the objectives pursued. If you are new to 360 marketing, take a look at our 5-step 360 marketing plan. Summary Marketing 360: definition How to select the right...
8 examples of augmented reality for marketing
Augmented reality is a technological advance that offers businesses real opportunities in marketing. Yet, few are using it. In today’s article, we propose 8 examples of marketing projects based on augmented reality, what they have in common: creating a unique customer experience and supporting a differentiation strategy. 1. Pizza Hut The principle Play Pac-Man with pizza boxes from Pizza Hut. How does it work? Simply scan the QR code on the pizza box via your cell phone. You are then...
Content marketing: stop making excuses!
Everyone is aware of the importance of content marketing. All the businesses I advise are firmly convinced of the need to attract customers (inbound marketing). Yet, a large majority of them do not produce content. So, what’s the problem? With more than 4000 blog posts to my credit in the last 15 years, I’m looking into the problem. In this article, I put some figures on what a content strategy means in terms of workload. credits: Shutterstock Introduction To increase...
Covid-19: why I have not ordered a take-away
With the Covid crisis, one of the most impacted sectors has undoubtedly been the restaurant industry. Between restrictive measures and imposed closures, the only way out has been takeaway sales.  Presented as a panacea, the takeaway has only been adopted by 5% of restaurants. Despite my proximity to many of the restaurant industry’s representatives, I have not once ordered a takeaway in the past 12 months. Why? Because the pleasure is not the same. 3 arguments that...
Inbound marketing: why your traffic is not an indicator of success
Is your website traffic an indicator of inbound marketing success? Is it necessary to make thousands of views on YouTube to attract customers? In this article, I explain why my most effective content is the one that attracts the least visitors (“long-tail” strategy). I’ll also explain why I think SEO gurus like Brian Dean Neil Patel… are missing the point with their approach to keyword research. Summary Introduction Web editorial methods are obsolete Concrete example How to find the right keywords...
Guerrilla marketing: definition, types and examples
Many companies, both large and small, use the guerrilla marketing strategy: inexpensive and above all based on their teams’ creativity. Sommary What is Guerrilla Marketing? Different types of Guerrilla Marketing Some examples credits: Shutterstock Definition Guerrilla marketing is an advertising technique that aims to highlight products or services in an unconventional way and with little budget. This form of inbound marketing was initially designed for small businesses with limited marketing budgets. Of course, we know of large companies...
Operational Marketing: definition, tools, performance measurement
Operational marketing is a crucial area impacting the performance of companies. It is the marketing actions taken to achieve the objectives defined by the marketing strategy. Ahmed et al. (2014) emphasizes in their research that the internal resources related to marketing and operations are an essential point of the performance and competitiveness of a company. This impact is notably moderated by economic conditions and top management’s involvement in creating and providing marketing and operational resources. If you only...
World Packaging Organisation: our eye on the Awards
The well-known World Packaging Organisation (WPO) will announce the winners of the World-Star Packaging Awards 2019 next month, on the 15th of May. Considering the role of packaging on purchase decisions, we have chosen some of the finalists and analysed their packaging for you. Country Designer / Manufacturer Product Originality Packaging trend 1. Finland Jospak Oy Food trays 100% recyclable and customisable Eco-friendly 2. South Korea Crown Confectionery Co., Ltd. Potato waffles Opening system feels like peeling a...
SEO 2019: A look at the fundamentals
Having recently attended a conference focusing on SEO, I thought it very appropriate to share with you the lessons to be learned for 2019. This article will detail the points raised by the various speakers who shared their knowledge of natural referencing. Summary Know and optimise your website The link Between SEO and Content Marketing In brief, the essential points of a good SEO for 2019 Know and optimise your website Before launching a marketing campaign...
Retail marketing strategy: Nicolas, Comtesse du Barry and de Neuville join forces
In the age of the digitalisation of markets, many consumers are turning to e-commerce, sometimes undermining local shops, which are particularly affected by the phenomenon of showrooming. In response, retailers are increasingly redesigning their marketing strategy to maintain their share of the market. In this article, we review the opening of the ‘Savour Histoires de Gourmets’Â concept store in Vichy at the end of 2018, the partnership between the Comtesse du Barry, de Neuville and Nicolas brands....
Delhaize Fresh Atelier: analysis of a retail concept and new openings
In November 2018, the Ravenstein Gallery, near Brussels Central Station, saw the emergence of the new retail concept of Delhaize, the Belgian mass retail company belonging to the Ahold group, called “Fresh Atelier”. The city of Louvain (Leuven) has also hosted a Fresh Atelier in the Diestsestraat since December 2018. This new store concept aims to refocus on consumers’ expectations, both in terms of their consumption habits and lifestyles, while providing them with a unique experience....
What’s the marketing secret behind Frank Woolworth’s fortune?
The Woolworth building is one of New-York’s most iconic buildings. Not only was it the tallest building of the world from 1913 until 1930, but it also conveys the history of a brand that has revolutionized retail before going bankrupt. How did retail look like at the time of Frank Woolworth ? Frank Woolworth was a legendary businessman but also a legendary inept salesman. His inability as a salesman is told to have led him draft...
This startup may have needed a market research before going live
A Belgian startup, OneHouseStand, has launched an online platform to help businesses and individuals alike rent private places to organize their events. At first it may look like a good idea to enable private owners to make their property available for rent. But is this business idea really worthwhile? A market research may have been useful. What’s the market? In an interview (in French) with national newspaper Le Soir, one of the founders explains that 50% of...
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