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.
Lee Kern / B2BOnline.com / December 2, 2013
By 2015, over 70% of all demand generation will come from inbound marketing strategies, as predicted by SiriusDecisions. After completing an extensive review of demand generation trends and practices worldwide, it’s easy to see why. Two key findings resonate most strongly when the dust begins to settle:
First, there are four increasingly relevant truths about today’s consumer attitudes and behaviors that must be used as a constant filter when evaluating the new demand generation ecosystem.
Second, the purchasing behaviors resulting from these new truths, when combinedRead More
Business Marketing Association / December 5, 2013
According to a report recently published by UK-based digital agency Omobono and in conjunction with the Business Marketing Association (BMA), the top three priorities for effective B2B digital marketing – particularly in the US – includes strengthening thought leadership, deepening customer relationships and raising brand awareness.
The study, titled What Works Where USA, explores how B2B digital marketers are behaving and the effectiveness of their approach. In past studies, Omobono has focused on UK B2B behaviors and, by joining forces with BMA, “What Works Where USA,”Read More
Demand Gen Report / November 19, 2013
In Demand Gen Report’s 2013 Content Preferences Survey, B2B buyers revealed that they rely on content more than ever before at all stages of the buying cycle. Trustworthy content that demonstrates value and relies on hard data wins the day over the all-too-typical sales messages.
Some of the study’s significant findings:
- Most of the common content formats gained in popularity, with white papers and webinars still the most popular;
- Buyers rely heavily on the web in early-stage research, so SEO continues to play a crucial role;
- While social continues to capture attention, some channels,
IAB, produced by Ovum / September 24, 2013
2013 IAB and Ovum Study
Brand marketer mobile budgets surged 142 percent between 2011 and 2013, according to IAB analysis of figures released in this new IAB study, produced by Ovum, which updates the landmark “Marketer Perceptions of Mobile Advertising” survey of 2011. This finding supports the prior study’s prediction that brand marketers’ mobile advertising budgets were on the uptick. In addition, the survey showed that the number of marketers who maintained annual mobile budgets exceeding $300,000 more than quadrupled, rising from merely 7 percent in 2011 to 32 percent thisRead More
Laurie Sullivan / MediaPost / September 27, 2013
Emotional connections are much more “intense” for business-to-business clients compared with B2C. Marketers need to win over the horse and the rider — not just the rider, as in consumer products. The findings from a Corporate Executive Board (CEB) study presented at Google’s ThinkB2B event suggests that emotional connections across the organization strengthen business relationships.
The study suggests that a higher level of emotional connection exists between B2B brands and their clients, compared with businesses and their customers. The results fromRead More