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The Webmecanik Blog
Articles, expert advice, and case studies to master inbound marketing and optimize customer relations.
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How to attract more leads with video content?
Video is the most effective marketing content for driving sales. According to Email Monks, emails with videos generate returns 280% higher than traditional emails. According to the report by Aberdeen Group, 67% of companies use video to build brand awareness, 60% to generate conversions and 53% to nurture leads. So how can companies really leverage […]
Key steps to develop a “guest posting” strategy
Nothing is more frustrating than a marketing strategy that does not work and for which many resources are deployed. Many bloggers have fallen into the trap: they contribute several times on another blog or in another publication, and become disillusioned when they do not achieve the expected results. To establish yourself as an expert and […]
Manage your cookies for your GDPR compliance
What the GDPR law says As part of the GDPR, it is required to obtain the explicit consent of your visitors on your site in order to use cookies. Why? Quite simply because cookie technology makes it possible to collect personal information about visitors’ behavior and profile while identifying them without their knowledge. Hence the […]
Give back to the community what the community brings to you, an Open Source philosophy
I wanted to share a few words and thoughts about Open Source. Working for 3 years very closely with the Mautic open source community, I’ve seen people and especially companies behaving differently. And sometimes, it irritates me a little bit to hear “I’m an expert of that community” when those experts never contributed. The advantages […]
4 questions to ask yourself to define your B2C nurturing strategy
Like any B2C marketing professional, you have probably imagined that the concept of “lead nurturing” is only suitable for B2B sectors. With the arrival of new platforms such as marketing automation, B2C marketers are beginning to understand that it is beneficial to implement nurturing programs for customers. B2C marketers add customer nurturing to their marketing […]
B2B marketers: focus more on the lifecycle of your prospects
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 […]
Webmecanik Marketing Automation meets with GDPR regulations
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 […]
The importance of having good call-to-actions on your website!
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 […]
How can you unlock the full potential of your customer base?
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 […]
Looking back at the Monster Startup Golf Cup ?️♂️
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 […]
How Artificial Intelligence Will Impact Marketing Automation in 2018
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 […]
Webmecanik Automation Update – May 2018
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 […]
Marketers, stay vigilant: your marketing strategy is too short-term!
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 […]
3 content marketing strategies to guide your lead nurturing strategy
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 […]
Comparison of marketing automation solutions: Hubspot vs Marketo
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 […]
Tutorial – Schedule a segment email
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 […]
How to combine online and offline marketing strategies
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% […]
Dear salespeople, marketing automation is for you too!
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 […]
Comparison of marketing automation solutions: Webmecanik vs Eloqua
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 challenges of email marketing in 2018
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, […]
Comparison of marketing automation solutions: Webmecanik vs Marketo
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. […]
4 reasons why your content isn’t working (and what to do)
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 […]
Comparison of marketing automation solutions: Webmecanik vs Hubspot
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 […]
Marketing content serving the support team
“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 […]
Reading between the lines: 3 steps to improve the content of a web page
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 […]
How to Double Your Traffic in 3 Months with Marketing Automation
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 […]
Tutorial – Pipedrive Synchronization
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 […]
Help, my unsubscribe rate is high! What should I do?
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 […]
5 ways to engage with Marketing Automation
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
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 […]
6 tips for successful holiday emails
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 […]
GDPR 2018: what obligations for marketers?
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 […]
Advanced examples of lead scoring and lead staging
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 […]
In B2B, templating helps accelerate the implementation of Automation campaigns
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 […]
How to create lead stages in marketing automation?
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 […]
Call Tracking offers phenomenal data richness for Marketing Automation
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 […]
The challenges of Marketing Automation are the synchronization and consistency of customer data
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 […]
Building the brand awareness of an SME/mid-sized company with the resources and logic of a multinational!
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 […]
As in real life, a digital sale is a series of high-quality conversations
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 […]
Data hosting in France, the main argument for migrating to the Webmecanik solution.
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 […]
Tutorial – Campaigns
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 […]
5+1 tips to turn an email address into a repeat customer
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 […]
Marketing Automation allows a start-up to grow faster with fewer resources
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, […]
Driving digital transformation at the same time as operations is a mistake
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 […]
Forget everything you thought you knew about the sales profession
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 […]
Tutorial – Contacts
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 […]
Accelerating business growth for companies through an omnichannel strategy
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 […]
Tutorial – UTM Tracking
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 […]
Tutorial – Points / Scoring
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. […]
Create and implement nurturing and engagement strategies for the healthcare and corporate sectors
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 […]
Tutorial – Resources
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 […]
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