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.
Tamara Weiss / Content Marketing Institute / July 3, 2014
Content is created to help your customers — not for you to talk about yourself. You should be focusing on their problems, not on your products. But if the ultimate goal of content is to drive sales, then how do you create content that promotes your product, speaks to your customers, and also helps you reach your business goals?
If you’re overwhelmed by the struggle to combine all of these factors, take a step back and ask yourself the four basic questions below. These are the beginning steps for documenting your content marketing strategy — a process that will keep you from haphazardlyRead More
Paul Gustafson / Marketing Profs / June 30, 2014
Does your content do most of the selling for your company? It should. But if it doesn’t, your problem may be rooted in not having a content strategy that mirrors an effective sales funnel.
To ensure that your content reflects enterprise sales processes, consider the following four tips based on best-practices we at the TDA Group use on behalf of large high-tech brands.Read More
Ayaz Nanji / Marketing Profs / December 9, 2013
What do successful lead generation marketers do that’s different from those who are less successful? They measure ROI and use marketing automation software, according to a recent report by the Lenskold Group.
The firm polled 323 B2B marketers who generate leads for sales organizations on the effectiveness of their efforts and then analyzed what factors differentiate the 13% who describe their marketing as “highly effective” and “efficient.”
The most significant gaps between those self-reported top performers and the rest of the marketers surveyedRead More