Marketing content: take an example from the best French companies

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The 2020 Inbound Marketing barometer takes stock of the best practices in inbound and content marketing among French BtoB SMEs. Find here best practices identified among the most successful companies in content marketing.

The 2020 BtoB Inbound Marketing Barometer is the result of several months of auditing and interviews with 200 French SMEs. This study was carried out by Plezi, a French marketing automation solution , specializing in BtoB inbound marketing.

The reason for this study? The observation that many preconceptions prevented marketers and companies from launching into inbound: you need a lot of resources, a lot of content, ROI is difficult to measure...

In marketing, it's true, many myths still have a hard life and can be real obstacles to the development of your team and strategy. By researching these companies and talking more about their experience in the field and their results, we observe that many of these myths deserve to be deconstructed.

Here are three success factors for companies whose marketing strategy has taken off: what if you did the same?

Summary

1/ Agile teams, supported by service providers… who do not need to be numerous
Small teams
Marketing teams are rarely the largest in a company, and even less usa whatsapp lead so in SMEs. This is one of the biggest obstacles to launching an inbound strategy: the lack of internal resources.
Plezi inbound barometer

What the barometer does highlight, however, is that marketing and inbound are not the preserve of large companies. 75% of the teams responding to the barometer show this: 1 to 3 people are in the marketing teams… with a third of respondents alone at the helm.

As the barometer points out, the profiles making up these teams are real Swiss army knives. Marketing team leaders are often alone or accompanied by interns and manage all the strategies and objectives of their structure.

It may seem complicated, in this configuration, to manage everything and free up time to focus on content, and yet: the arrival of inbound marketing allows even these small teams to reorganize themselves as they go along.