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.
Nadia Cameron / CMO / September 13, 2013
New survey by LinkedIn on content marketing tactics used by B2B marketing teams also finds most intent to spend more on content in the next year
B2B marketers are increasingly favouring video over whitepaper formats as part of their growing content marketing initiatives, an industry report has found.
The B2B Content Marketing Report, produced by LinkedIn’s B2B Technology Marketing Community, was based on a survey of 815 marketers participating in the group in June. According to its findings, content marketing has become a mainstream activity in the B2B space, and 82 per cent of B2B marketersRead More
Derek Klobucher, SAP / Forbes / September 11, 2013
Nothing happens in a vacuum, so this is no surprise. Business-to-business (B2B) buyers shop online in their free time, taking advantage of quick and easy ways to research and purchase via the Web.
These corporate shoppers now expect the same convenience from their workday purchases. But business-to-consumer (B2C) Web sites exist to guide customers all the way to the sale, while B2B sites merely aim to generate leads, according to content marketer Alex Charalambous.
“Many B2B companies don’t know where to begin or how to capitalize on the power their Web site could have with an online marketingRead More
Meghan Keaney Anderson / HubSpot / September 9, 2013
There are a number of good resources out there on how to build effective ecommerce product pages. These product pages tend to be short, highly visual, and optimized for quick purchases — a style that matches the typical behavior of a B2C consumer.
B2B purchase decisions, on the other hand, tend to take a bit longer. Whether the buyer is signing up for a service or product, B2B purchases often require more information, research time, and ultimately more decision-makers than a typical consumer purchase. Good B2B product pages reflect the distinct way that these purchases are made, andRead More
Sandra Zoratti / BtoB / September 6, 2013
Excellence in marketing is continually being reshaped and redefined. New approaches, seismic changes and extreme levels of transparency are just a few of the factors creating an ever-changing landscape for marketing. What is possible and what is required is continually evolving.
In my recent post, I talked about the need for Agility, Authenticity and Passion, along with the “four C’s” which describe the pillars of great marketing today. Let’s take a look at some examples of great marketers and great companies who are putting these pillars into practice.
Jon VanZile / BtoB / September 4, 2013
Social media traffic comes in all forms, so it’s no surprise that not all social traffic is equal. In August, Eloqua Inc. released a report detailing where referral traffic was coming from for b2b versus b-to-c companies as reported by companies using Eloqua’s marketing automation software.
The b-to-c data was no surprise: Consumer companies get 95% of their referral traffic from just five social media platforms, with Facebook alone accounting for 75% of the traffic. The b2b picture, however, was very different.
B2b marketers received only 36% of their referral traffic from