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.
How SMB B2B Marketers Can Improve Lead Turnover by Using Big Company Tactics
Mimi Miles / Marketing Profs / Aug 13, 2014
Not surprisingly, a recent study by InsideSales.com points to a lack of leads as the top challenge for today’s business-to-business (B2B) marketers. The need for qualified leads almost always trumps other important efforts such as brand awareness, field enablement, and partner development. At the same time, B2B prospect pools are smaller and tougher to penetrate than those targeted in business-to-consumer (B2C) campaigns. Hefty deal sizes and lengthy sales cycles inherent in B2B relationships cause marketers and sales managers to struggle in uncovering enough leads to fillRead More
The CMO’s Guide to Marketing Automation
Alex Kantrowitz / Ad Age / August 13, 2014
You’d be forgiven for thinking “marketing automation” is an odd if not contradictory term. Until recently, those two words were rarely, if ever, mentioned in the same breath. The goal of marketing is to increase awareness for products and services, a mission often carried out via labor-intensive creative work. Meanwhile, automation is defined as making things happen with as little human intervention as possible. But the shift to online media opened the door for automation to trickle into the world of marketing. In the digital realm, marketers can see not only what messagingRead More
Sharon J. Rehana / Concrete Construction / December 5, 2013
Get ready to celebrate 40 years of World of Concrete. WOC 2014 promises to deliver innovative products, new seminars, live demonstrations, more than 50,000 concrete construction professionals, and 1300 exhibiting companies.
Now is the time to plan your visit to this exciting event Jan. 21-24 in Las Vegas; seminars begin Jan. 20. For more information on registration, exhibitors, and accommodations, visitwww.worldofconcrete.com. Here are some highlights that will interest concrete contractors.
Tuesday–Thursday, Jan. 21–23, during show hours, Booth C3639
If you wantRead More
John Crosby / HW.com / October 9, 2013
The conference will kick off next week with thousands of remodeling industry pros converging on Chicago’s Lakeside Center at McCormick Place. Make your plans to attend and gain an edge for your business with the latest product knowledge, business know-how, and new business contacts – all at the 2013 Remodeling Show. Check out the details on the show.
Remodeling magazine’s Lauren Hunter asked five 2013 Remodeling Show & DeckExpo presenters to describe their sessions in five words or less. Needless to say, they didn’t mince words. Read more.Read More
Avinash Kaushik / Occam's Razor / September 30, 2013
Two things I love a lot:
1. Frameworks, because if I can teach someone a new mental model, a different way of thinking, they can be incredibly successful.
2. Visuals, because if I can paint a simple picture about something complex it means I understand it and in turn I can explain it to others.
This post is at the intersection of those two lovely things.
Each of the six visuals re-frames a unique facet of the digital opportunity/challenge, and shares how to optimally take advantage of the opportunity/challenge.
We’ll start with digital at the highest strategic level, which leads us into contentRead More
eMarketer / September 30, 2013
In-house content is most common
Digital marketing has driven home the importance of content, as marketers strive to keep customers engaged and drive brand awareness. These were the top two benefits of content marketing, according to an August 2013 survey of marketers in North America from Unisphere Research. And marketers are certainly putting money behind that effort: 48% of respondents reported devoting at least 10% of their budget to content creation, with 19% of marketers allocating 25% or more.
That said, there are still holdouts among marketers who either do not think contentRead More
Ann Shea / Skyline Trade Show Tips / October 1, 2013
LinkedIn, especially when combined with Twitter and Google+, offers show presenters and attendees a way to connect with others before, during and after trade shows.
When you plan to attend or exhibit at a trade show, one of the first things you can do is determine whether there is a Twitter hashtag (denoted by a one-word keyword + the pound or # sign prior to the word) for the event. Hopefully event organizers have had the foresight to designate a short and unique hashtag. As an example, one of the largest trades shows every year is the Consumer Electronics Show or CES. The hashtag for recurring annualRead More