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.
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,
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
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
Karen J. Bannan / BtoB / September 26, 2013
If they’re not already, business marketers may want to start paying close attention to what their consumer counterparts are doing to reach customers and prospects. That’s because personal and professional worlds are collapsing into each other for most people, said Sheryl Pattek, VP-principal analyst at Forrester Research’s CMO practice.
“When you’re not at work, work bleeds into your personal life; so now [prospects] set the same expectations that they have in b-to-c marketing as they do in b2b,” said Pattek, who is in the process of finalizing a report about
Christopher Hosford / BtoB / September 16, 2013
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means