Looking back at the DCF Lyon conference
A great evening organized by the DCF at EM Lyon this Monday evening on the topic of commercial war machines.
A very good introduction by Nicolas Woirhaye, author of the book that gave this event its name. His presentation suggested considering marketing and sales from an “analytical” point of view.
No room for chance! Tools exist to “simply” measure processes, then iteratively adjust those that have proven effective. Sales & marketing departments then achieve a high-performing war machine thanks to an analyzed and proven model, with the idea of reproducing it. With “scalable” models, the impact is multiplied tenfold!
A 3-step method
Implementing these “scalable” and high-performing processes is, of course, the goal of the many executives and sales managers who attended the round tables. But with what method and what tools? It’s difficult to find your way through the abundant offer available online. A 3-step common thread for designing the digital strategy helps us see things more clearly:
- Attracting the visitor, or “how to be visible to initiate the relationship”. This topic includes SEO themes (SEA and SEO), the online user experience, editorial marketing, presence on social networks and other blogs…
- Conversion is ultimately not so far from attraction, rather its more concrete continuation, since once a visitor reaches your site, all you have left to do is track them to record their behavior with marketing automation for example, and offer them the right “carrot” so that they submit a form. For the carrot, think of a configurator, a white paper, a case study, a comparison tool, or even a discount coupon.
- And finally, transformation, and for that we need tools that alert us at the right time, along with good sales follow-up. So nothing is better than a good CRM made in France for that.
The lesson for your company to remember
However, if there is one lesson to remember that was clearly highlighted during this event, I would say that you should not throw yourself headlong into all these new tools, each as effective and relevant as the next.
Indeed, some will be good for you and others less so.
You therefore need to audit your needs and choose tools according to those needs. And for that, nothing is better than getting support from competent people who have great mastery of all these tools and technologies.
That is why I was very happy to be in the company of our friends and partners, respectively an editorial agency and a digital agency, Invox and JetPulp!
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Didn’t have time to talk during this event?
