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.
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
Ayaz Nanji / Marketing Profs / July 28, 2014
Most B2B marketing and sales professionals (60%) say price is the top reason Sales doesn’t close qualified leads, according to a recent report from Demand Metric and Showpad.
Beyond price, other frequently cited reasons for failing to close sales include failure of the sales team to perform (35% of survey respondents), lack of a compelling product or service (31%), difficult business terms or conditions (21%), and failure of the marketing team to perform (18%).Read More
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