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.
Douglas Burdett / Artillery
In a comprehensive trade show study, the thing a B2B exhibitor can provide attendees that has the highest correlation with purchase intent is new learning. Not models and promotional products.
If you’ve attended enough trade shows, you’ve seen them. They get bags with an exhibitor’s logo on the outside and then hit the trade show floor with one mission: to pick up as many promotional items as they can stuff in the bag(s). The effort they put into picking up exhibitor swag can resemble an episode ofSupermarket Sweep.
Not surprisingly, many exhibitors put a lot of time, planning and moneyRead More
Demand Gen Report / October 1, 2014
An email campaigns fail for a number of reasons. The offer could be uninspiring, or buried deep in the email, or both. Or the campaign could be suffering from design, copy structure or deliverability issues. This superhero-inspired infographic from Spear Marketing Group could help rescue your campaign.Read More
Ruth Stevens / Business 2 Community / August 28, 2014
I thought it was widely understood by now that staying in touch with a prospect who has shown some interest in your product or service can triple, even quadruple, lead-to-sales conversion rates. But a new study from Bizo and Oracle Marketing Cloud suggests that business marketers are still struggling to get the most value from lead nurturing programs. This is disappointing, since the value of lead nurturing was clearly demonstrated years ago, when James Obermayer coined the Rule of 45, which says 45% of business inquirers will eventually buy in that category, so if you don’t stayRead More
Brian Anderson / Demand Gen Report / August 27, 2014
More than one third (34%) of B2B buyers report that the number of team members involved in buying decisions has increased over the past year, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Also, over half (55%) of respondents stated they have at least three team members that take part in buying decisions within the company.
Account-based marketing (ABM) provides marketers with an opportunity to nurture all of the key decision makers within targeted organizations as a collective group — while also keeping messaging highly personalized and buyer focused.Read More