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.
Peter O'Neill / Forrester Marketing Blog / April 8, 2015
B2B companies must rapidly adjust their go-to-market strategies, as they face disintermediation from the B2B buyer — because of the increase in digital and mobile channels and the ubiquity of information. They must make investments in technology, process change, and skills development; they need to engage customers better, both digitally and further into the buying process; while sales must also engage buyers earlier, often via social channels. At the same time, eBusiness teams should gear up to support the B2B buyer’s increasing demand for an eCommerce channel.Read More
Ago Cluytens / Social Media Today / May 1, 2015
Below are five things most buyers wish they could say to sellers – and ways you, as a seller, can stand out from the rest of the pack:
1.“Please do your homework before you come see me.”
One of the most common complaints buyers have about sellers is that they walk into the room unprepared. Sure, they may have scanned a few articles about the company on the Internet and can repeat one of the CEOs latest quotes, but that’s not sufficient.
Especially in complex and emerging industries, buyers feel that sellers don’t understand their businesses. In fact, according to research by the HingeRead More
Snyder and Hilal / Think with Google / March 2015
The business-to-business marketplace is changing. While this may not come as a surprise, the way things are evolving might serve as a wake-up call for some brands. That’s because over the past two years, there have been some rather interesting shifts, not just in how B2B buying decisions are happening, but also in who’s responsible for them.This was certainly something the folks at Caterpillar recognized when they launched four new videos for their “Built For It” brand campaign last year. According to Caterpillar Global Marketing Services Manager Renee Richardson,Read More
Demand Gen Report / February 6, 2015
Inbound marketing is a tactic that B2B marketers acknowledge as an effective and valuable marketing strategy. However, many still struggle with their inbound marketing techniques — leading to a disconnect that harms overall engagement with prospective buyers.
A recent study from NetProspex, a data management services provider that was recently acquired by Dun & Bradstreet, shows that almost three-quarters (73%) of B2B organizations believe there is room for improvement in their inbound marketing efforts. B2B companies also state that improving lead quality (50%) is the mostRead More
Sabrina Horn / Ad Age / January 29, 2015
The Super Bowl is known as much for its groundbreaking ads as it is for football. The brands that choose to take the plunge and spend over $100,000 per second of advertising often push the creative limits to make those valuable marketing dollars count. While the Super Bowl ad season is dominated by consumer brands, b-to-b marketers should pay close attention to their b-to-c colleagues’ strategies and tactics and apply the following principles to their own campaigns this year.
1.Take risks. Consumer brands seem much more willing to take risks and have the courage to fail, while b-to-b marketersRead More