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.
Gordana Stok / Content Marketing Institute / February 24, 2015
There’s nothing more powerful than speaking with real buyers to take the guesswork out of what content they find valuable. In 2014, I had the pleasure to interview over 100 business and IT executives across a variety of industries about their buying journey and what resources they consulted to guide their decision-making process.
Here are some of the things they had to say about the content they came across as they searched for and evaluated solutions, what worked and what didn’t, and how you can make their buying experience better.
1. Help me to build the business case for change
Demand Gen Report / January 29, 2014
While B2B buyers strategically browse social media discussions during their research, web search remains a top source of information. Additionally, nearly two-thirds of buyers indicate that content had a significant influence on a decision. While the buying process is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago.
Those are just some of the results of Demand Gen Report’s 2014 B2B Buyer Behavior Survey. A total of 150 B2B buyers were involved in a major purchase during the past 12 months, revealingRead 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,
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