The event took place on Tuesday, September 4, 2018 at the Hôtel de Région in Lyon. In total, there are 7 conferences, 19 marketing automation workshops and all the themes associated with Inbound marketing, content marketing, SEA, marketing automation, video content, GDPR, etc.
Link to the program
Summary of the workshops I attended
Nurturing revolutionizes teleprospecting
Speakers: Stéphane Ronteix (Force Plus), Christophe Prieur (Poivre & Sell), Jean-Yves Airiaud (Performance Directe)
Teleprospecting has evolved, it no longer means by telephone, but taiwan phone number remotely, it has become multi or even omni channel . We build loyalty with the prospect even before the salesperson makes contact.
“79% of consumers follow brands that treat them as individuals. Today, it is necessary to send the right message to the right person at the right time.”
Nurturing tools require real thought, an internal revolution within the company. Nurturing allows you to address different people within the company.
We need to break down the silo between commerce and marketing.
Tools must adapt to the company's strategy. Each client must define what is the best recipe for them.
Content production can be either internal or outsourced to a service provider or agency.
The Marketing Automation tool is the tip of the iceberg . The biggest cost is the time you will spend on it.
Homo Commercialus of the 21st Century
Speaker: Vincent Caltabellotta (Sineos Consulting)
In 20 years, there will be no more salespeople as we know them today. We have entered the era of emotional marketing.
It is no longer about selling products (a self-centered approach in which we talk about ourselves), but about making people want to buy.
Customers want to feel understood, reassured. This requires creativity, in which the emotional aspect must be highlighted. The products/services offered must have a differentiating added value, and provide emotion. Example: I do not sell training, but new skills, professional development, employability.