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.
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
Sharmin Kent / Business 2 Community / September 2, 2013
Metrostudy / August 27, 2013
A leading building product manufacturer wanted to move the customer conversation from price to value. Metrostudy delivered an enabling sales solution that elevates the company’s sales representatives from vendors to trusted partners.
In the battle to claim their fair share of orders from a resurgent home construction industry, building product manufacturers (BPMs) are aggressively moving to lock-up relationships with contractors. As a substantial improvement to old school promotional tactics like discounts, rebates, co-op dollars and other sales incentives BPMs use
emarketer / August 26, 2013
B2Bs find it tricky to leverage social for leads, but its value is not in doubt
Business-to-business (B2B) marketers—more anxious than ever to capture viable leads—are enamored with social media. They tell stories of introducing new products via social, saving money when questions about their products are answered by followers from other companies and earning credibility when influencers tout their brand.
B2B marketers know intuitively and anecdotally that social media brings them good leads. But when it comes to proving that social marketing shortens the sales cycle and deliversRead More