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.
eMarketer / August 19, 2013
Marketing handles much of the purchase cycle that formerly went to sales
The internet has become a primary source of information, recommendations and reviews when business decision-makers contemplate potential purchases. This places significant responsibility on marketers, who must now guide and nurture these leads via digital through the majority of the buying cycle.
Relying on automated solutions to create and deploy lead nurture programs is not new, but business-to-business (B2B) marketers are eyeing them with a renewed focus, according to a new eMarketer report, “B2B MarketingRead More
Mathew Sweezey / ClickZ / July 2, 2013
Marketing automation is new to many companies, and yet old hat for many others. Regardless of whether marketing automation is a fresh or familiar concept to you, learning about and understanding the benefits of agile marketing can change the shape of your department and easily increase the impact of your marketing automation tool. The benefits of agile marketing lie in being able to execute more campaigns with greater efficiency and with less time and effort. So how do you become an agile marketer?
First off, let’s define agile. Agile is a term borrowed from software developers who createdRead More
Nick Panayi, CSC / BtoB / June 10, 2013
I remember the day very clearly. My first day with CSC, and also the opening day of CSC’s global sales conference. After a video on the power of digital marketing received thunderous applause, I got introduced to the entire audience as the guy who would make this vision come true (big gulp!).
As I stood there, all I could think about was that this storied and very successful $16 billion giant hadn’t updated its website in what seemed like a decade, had never had a marketing automation system, nor a central marketing database, nor a systematic connection between marketing and sales.Read More