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Articles, expert advice, and case studies to master inbound marketing and optimize customer relations.
CRM and marketing automation don’t have the same role, but they work far more effectively when they work together. When properly connected, they help you better qualify leads, smooth the handoff between marketing and sales, nurture relationships over time, and maintain a clearer view of each contact’s journey.
For SaaS and subscription companies, winning a customer is only the first step in “Customer Lifetime Value”, that is, the expected value over the entire lifetime of a customer. This is why it is important for B2B marketers to focus more on the entire lifecycle of a customer than on their buying journey. However, acquisition […]
The new GDPR regulation, General Regulation on Data Protection, is more relevant than ever. Coming into effect on the 25th of May 2018, it aims to better protect personal data. This subject is well known for being confusing but, good news for 98% of the companies out there, it only takes a few simple steps […]
Let’s start this article with a question: What is the point of investing in a magnificent website that has traffic but does not convert? Let me explain: why spend several thousand euros on a website that simply welcomes visitors (even a lot of them) but does not engage them and does not convert them? Far […]
Are you familiar with the Pareto principle, more commonly known as the 80/20 rule? This principle states that 80% of your revenue comes from 20% of your customers. Add to that the fact that it costs 10 times more to acquire new customers than to sell to your current customers. According to eMarketer, you have […]
On Thursday, May 16, 2019 in Nantes, we took part in the Monster Startup Golf Cup event. An event dedicated to start-ups and golf. It was structured around four key moments: A morning of content themed “Pivot at the right time, adapt to take off”, featuring Marie COUSSEAU (CIC OUEST), Julia JONCHERE (10Vins), and Sébastien […]
A quarter of a century after its appearance, marketing automation has not run out of steam, far from it. The advent of social media has caused the market to soar, reaching $1.65 billion today. However, automation alone does not explain this explosion. In reality, Marketing Automation has become more effective simply because it has become […]
Contents of the Automation update – May 2018 We are pleased to inform you of the release of the new version of your Webmecanik Automation software! It includes versions 2.13.0 and 2.13.1 of Mautic as well as additional contributions from us. You will find new campaign actions, improvements to make it easier to use, the integration of Google […]
Calling all marketers: it is time to abandon old habits when it comes to marketing content and embrace change. Over the last ten years, you have been flooded with the term “content marketing”. Even though it seems that everyone has their own definition, we can agree that when it comes to implementing “content marketing” with […]
B2B sales are a real challenge and will never be an easy task. This involves a long process to find and nurture leads: 80% of B2B marketers believe that their lead generation efforts do not meet ROI objectives. If your sales team is having difficulty converting new customers, it may be time to rethink your […]
We regularly provide you with a comparison of different marketing automation software solutions on the market. Each software solution is analyzed based on more than 60 criteria. You can search for the feature you need; we offer a side-by-side comparison of software following the benchmark of marketing automation solutions by the Marketing Automation Academy. This […]
Automation campaigns allow you to do this, but it implies creating a scenario. Some emails do not necessarily require a scenario; this can be the case, for example, for sending a newsletter. To do this, it is possible to configure a send date for a segment email. Tutorial – Setup in Automation First of all, you […]
A study carried out by Smart Insights in 2017 reveals that only 6% of companies believe that their online and offline strategies are effectively combined. Huge opportunities are therefore being left aside, in a world where 75% of people say they use the internet primarily to find information about goods and services. In addition, 64% […]
With the name “marketing automation,” it’s not surprising that sales teams are confused about using this platform. As a member of the sales team, you have probably already asked the marketing team: “Hi, how does this concern me?” and the answer is always, “everything”. Marketing automation supports your prospects’ buying cycle while ensuring that the […]
We regularly provide you with a comparison of different marketing automation software solutions on the market. Each software solution is analyzed based on more than 60 criteria. You can search for the feature you need; we offer you a side-by-side comparison of software following the benchmark of marketing automation solutions by the Marketing Automation Academy. […]
The company J2 Global surveyed more than 500 marketers among their clients. We are sharing a few avenues for work on email marketing strategies based on the survey results. The first quarter proves to be the perfect time to reflect on the previous year’s campaigns and set goals for the year. Some companies, for example, […]
21We regularly offer you a comparison of different marketing automation software solutions on the market. Each software solution is analyzed on more than 60 criteria. You can search for the feature you need, and we offer you a side-by-side comparison of software solutions following the benchmark of marketing automation solutions by the Marketing Automation Academy. […]
Like any marketer, we spend a lot of time, effort and sometimes money producing content and campaigns that match our prospects or customers, to persuade them to move on to the next stage of the customer journey. Sometimes, the content delivered and the campaigns are not enough for our audience. In this article, discover the […]
We regularly offer you a comparison of different marketing automation software solutions on the market. Each software solution is analyzed based on more than 60 criteria. You can search for the feature you need; we offer you a side-by-side comparison of software following the benchmark of marketing automation solutions by the Marketing Automation Academy. This […]
“Please hold on, I’m going to find the solution for you,” the support team replies to a customer’s question. It is the equivalent response of a store salesperson wandering aimlessly through the aisles when you ask where a product is, as if you could not have done it yourself. Customers will eventually contact customer service […]
In SEO, reviewing content is a necessary step. To attract visitors to our page, we make sure that the hours and resources invested prove impactful and relevant over the long term. This sometimes requires going back over our work and reassessing our content to identify the parts that can be improved. That said, if you […]
As its name suggests, Marketing Automation refers to all the techniques put in place to automate and orchestrate the stages of your various marketing strategies. If Marketing Automation is being used more and more, it is because it delivers good results. After figuring out how to create a website, and putting effort into building it, all […]
It is useful to combine marketing automation with a CRM. On the one hand, you will be able to nurture and qualify your leads thanks to marketing automation, and on the other hand, thanks to the CRM, you will be able to track the customer or prospect journey. This way, salespeople will have access to […]
You’ve just looked at your reports and it’s confirmed: the unsubscribe rate for your emails is frightening. You notice that it has been steadily increasing for a few months and is becoming more and more worrying. What are you going to do? One of the things not to do is ignore it. A high unsubscribe […]
Like all marketers, we are looking for solutions to automate, optimize, and make things easier so that we can produce more content, achieve the highest ROI, and more. On the other hand, nearly half of consumers say that brands could do a better job of engaging them. Customers now expect real engagement, a personalized experience. […]
Automation Update – January 2018 We are pleased to inform you of the release of the new version of your Webmecanik Automation software! This contains many new features and functionality improvements! You will find many campaign actions, new fields for your forms, and internal notifications for campaigns and point triggers. List of Functionalities Contacts and […]
The holidays and the end-of-year festive season are fast approaching. Department stores have decorated their windows in holiday colors and in shopping centers, Santa Claus has long lines of children waiting in front of him. You have a choice to make for your brand: seize the opportunity to adjust your marketing or let it pass […]
The end of the year is fast approaching. Across France and Europe, companies are finalizing their marketing action plans for 2018. All of these strategies, as diverse as they may be, have one thing in common: the GDPR (General Data Protection Regulation). This new legislation is on everyone’s lips! These discussions generally highlight fears that […]
Lead scoring is generally a feature found in most marketing automation solutions, but it is often underused or poorly used. You should score your leads by lead stage to help your sales teams make better use of their time. Lead scoring is more effective when your marketing automation platform allows you to configure a minimum […]
Content Manager at Invox, a Content Marketing agency, Pauline Chambonnet shares her experience in the B2B world. Invox is a pure player in Inbound Marketing for B2B. As the first scenarios are always the same regardless of the industry, Invox’s template database – for Marketing Automation scenarios, landing pages and email campaigns – is key […]
One of the best uses of marketing automation is being able to anticipate and assess the flow of upcoming leads. In fact, marketing automation gives you visibility into your leads by telling you where they are and the average time you need to wait for them to move to the next stage. Tracking the progress […]
Romain Rullier, Head of Sales Development at Allo-Média, explains what conversational data tracking is and how it works. The Voice Cookie™ deployed since November 2016 by Allo-Media is a revolution in customer contact for call centers. Despite the rise of smartphones in the customer journey, the role of the telephone has never been so strong […]
Eolas – part of the Business & Decision group – is very active in the world of Retail e-Commerce and Real Estate. Marc Gruaz, Project Manager at Eolas, reminds us that the first challenge is above all to synchronize websites with CRM customer databases. This takes months, sometimes years. The issue is not so much […]
Sophie Ramonier, Digital Marketer at Agence Paprika, shares her vision of the evolution of the relationship chain with the emergence of Inbound Marketing strategies to adapt to changing buying behavior. Agence Paprika notably advanced its Marketing Automation strategy with Webmecanik for Deep Nature spas. Find the business case here. The Paprika agency is more than […]
At Okédito, content is king! The agency specializing in content marketing and inbound marketing helps B2B brands (high-tech, cleantech, industry & services) develop their image, influence, and sales through high-quality journalistic content. Sophie Panot, Sales Director at Webmecanik, wanted to learn more about what makes this approach unique. Paul Perdrieu, CEO of Okédito, shares with […]
AT Internet, a global player in the field of Digital Analytics since 1996, tells us about marketing automation. At the end of 2016, they wanted to migrate to a solution better suited to their needs. Discover the reasons that led them to Webmecanik: Confidentiality and the protection of personal data: with the new legal framework […]
Adding contacts to a campaign The first step when building a campaign is choosing who will participate. There are 3 ways to do this: Contacts come from one or more of your segments. This is the ideal way to proceed because it gives you the ability to target accurately based on multiple behavioral and demographic […]
Turning a contact database into a customer database. It is the daily challenge of every company. To meet it, they now have a major new asset : marketing automation. A discipline that, according to its supporters, can increase the number of qualified leads by 300%. Provided, however, that a few crucial rules are followed. Advice from […]
Rodrigue Le Gall – CEO of Adooviz & former Co-Founder of Bonitasoft – highlights the usefulness of Marketing Automation in scoring the user journey through to conversion into a customer. Marketing Automation is his partner in launching Adooviz’s sales activity – a reporting solution for managers’ activities. The advantage of the software, according to Rodrigue, […]
Arnaud Le Roux – former CDO and new Digital Transformation Officer at Homeserve – explains why he focused on digital transformation. The new Chief Digital Officer – Linda Ghodbani – is now in charge of operational digital projects (Websites, Social Networks, Marketing Automation, etc.). Arnaud, for his part, supports employees and partners through change. Homeserve […]
Disrupted by the emergence of web marketing and social media, the sales profession is being completely redefined. Inbound marketing, content marketing, social selling are all terms that any business developer worthy of the name absolutely had to master in 2017. What should be remembered from these new approaches ? Sophie Panot, Sales Director at Webmecanik, answers. Why […]
Create custom contact fields First, it is necessary to properly structure your contact database. By going to the configuration menu at the top right of the application, you will find the custom fields menu. Here, you will see the list of all contact and company fields. So create a new field or edit existing fields […]
Eric Vibert, e-business director of Telecontact, a subsidiary of Theseis in Toulouse, places customer relationships at the center of their strategy at Telecontact. Initially, Telecontact focused on telemarketing and is now turning toward omnichannel, mainly targeting the real estate and tax exemption sectors with VEVP. For Telecontact, the decision to use Marketing Automation became obvious […]
Preamble: What is a UTM? These are parameters that are placed at the end of a URL in order to identify and track traffic from your campaigns, particularly in Google Analytics. No tool is required to create them; you simply need to add UTM tags at the end of a link. There is, however, Google’s […]
Preamble Before going into the details of using points, let’s take the time to understand the stakes, the good and bad practices. Indeed, scoring is not essential or relevant for everyone. Let us remember that the main objective is to bring important contacts to the forefront -normally because they are hot- in your contact database. […]
HELVET Communications Group is an independent group based in Nyon (Switzerland) with two specific offerings: HELVET Health Agency, entirely dedicated to the needs of clients in the healthcare sector (EMEA or international level), and HELVET Corporate, specializing in local and international issues in the B2B and corporate sectors. Fanny Rannaud, Global Digital Producer at HELVET […]
Import a resource Before using a resource, you first need to import it into your marketing automation tool. To do this, go to the left-hand side menu > Components > Resources. Create a new resource, give it a name, and choose the file to import. For example, I am going to choose a white paper […]
“80% of viewers watch a video through to the end when it is interactive, compared with less than 20% for written content.” Loïc Lechelle, Founder of Megapix’ailes, qualifies the viewer, segments and personalizes the video sequences according to the viewer’s watching behavior. By implementing Marketing Automation strategies in interactive videos, scenarios adapt to the viewer’s […]
The situation is difficult for car dealerships: 2 times fewer vehicle test drives in car dealerships over the past 6 years. average age of 56 for the purchase of a new vehicle many failed leads that go straight into the trash Simon Amaniera, CEO of Adstrategy, an agency specialized in the digital transformation of the […]
Jérôme Darmon is the Founder and President of Seasonpros, the seasonal worker recruitment platform that heralds the new Job Board 3.0. Hotel and restaurant owners face recurring constraints when recruiting their seasonal staff: attracting the best talent, qualifying candidates, referrals among students looking for summer jobs, getting the “good ones” to come back. All of […]
Automation Update – August 2017 We have the pleasure of informing you that the new version of your Webmecanik Automation software will soon be released! You will find new CRM integrations, performance improvements for importing files, UTM tracking for email links, as well as new campaign conditions. List of New Features UTM Tracking It is […]
Sébastien Henrot, CEO of INESCRM, explains his move toward Marketing Automation 2 years ago to become more effective across the B2B buying journey. The premise is an awareness of the B2B buying journey. For the most part, it is now identical to the B2C buying journey. In other words, each buyer completes around 60% of […]
Webmecanik supports you at every stage of the sales funnel—from first interaction to conversion—to transform your data into a powerful growth engine.
