News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Vince Koehler / Sales Benchmark Index / October 1, 2013
The Holy Grail of 2014 Planning: Marketing Contribution as a % of Total Revenue.
2013 is the last year executives accepted activity-level results from marketing. CEO’s don’t accept activity reports from Sales leaders without revenue results. Expectations of marketing accountability have increased to the level expected of sales performance.
It’s easy to get caught up in reporting activity and miss the big picture. There is so much interesting click data available. Executive marketing leaders need to push the debris aside. Focus on the core business drivers thatRead More
David Meer, partner, Booz & Company / Strategy + Business / September 18, 2013
Imagine for a moment the following scenario: You and your fellow members of the senior leadership team are gathering in the conference room for a regular meeting with the CEO. She starts talking about a recent global economic forum where there was a lot of buzz about a technology that promises—or threatens—to turn the business world upside down. She turns to the group, with particular glances toward the chief marketing and chief technology officers, and asks, “What’s our strategy for dealing with this? Are we ready?” During the next few weeks and months, task forces form, new peopleRead More
Mathew Sweezey / ClickZ / September 26, 2013
Over 294 billion emails are sent every day, which dwarfs the supposed 400 million tweets and the 2 million blog posts published each day. With email hogging the majority of the communication we have with people, it’s easy to see why so many B2B buyers shape their opinions of a company’s brand based on email communications.
So lets take a step back and look at a few key items in your emails which can help you ensure your emails are building a stronger brand, and not hurting your other marketing efforts.
The data: Out of the 400 B2B buyers surveyed for this report, 15 percent were marketersRead More
Karen J. Bannan / BtoB / September 26, 2013
If they’re not already, business marketers may want to start paying close attention to what their consumer counterparts are doing to reach customers and prospects. That’s because personal and professional worlds are collapsing into each other for most people, said Sheryl Pattek, VP-principal analyst at Forrester Research’s CMO practice.
“When you’re not at work, work bleeds into your personal life; so now [prospects] set the same expectations that they have in b-to-c marketing as they do in b2b,” said Pattek, who is in the process of finalizing a report about
Parth Mukherjee / ClickZ / September 24, 2013
Enough and more has been written about the importance of big data. So I will not labor the point any further. These large, complex, disparate, and rapidly changing data sets offer the world of display advertising many advantages. Retargeting too utilizes big data in order to improve the experience for the consumer and also the results for the brand or the marketer.
What kinds of data are used in retargeting?
The two main types of data captured and mined for retargeting are user data and product data.
User data refers to the millions of users who visit the brand website and exhibit different formsRead More