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.
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
Brian Anderson / Demand Gen Report / December 10, 2014
B2B companies are increasingly relying on highly targeted and personalized messaging to reach prospective buyers. To accomplish this, progressive marketers are developing more detailed buyer personas to gain deeper insight into their target audiences and boost responses from their lead nurturing campaigns.
Demand Gen Report’s Lead Nurturing Benchmarking Study shows that 66% of B2B marketers are challenged with developing targeted content by buyer interest and stage in the sales funnel.
When the decision has been made to build a buyer persona for a particular target audience, manyRead More
Brian Anderson / Demand Gen Report / December 3, 2014
As B2B marketers flesh out their content strategies for 2015, many are taking a look at its role throughout the buyer’s journey — not just for top-of-the-funnel demand generation.
In a recent webinar hosted by NewsCred, trends and strategies for content marketing in 2015 were discussed — highlighting how the buyer’s journey has changed and how B2B marketers can leverage content to meet the needs of their target audience.
“Content marketing is a growing priority for many B2B marketers,” said Michael Brenner, Head of Strategy at NewsCred, during the webinar session. “This isRead More