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.
Learn how Hanley Wood can help your company grow business opportunity through data-driven, digitally focused audience engagement in the residential and commercial design and construction industry.
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
Brian Anderson / Demand Gen Report / August 20, 2014
B2B buyers rarely make a buying decision on the first touch. Marketers have incorporated lead nurturing initiatives into their marketing mix as a way to keep the brand top-of-mind among prospective buyers. However, they continue to struggle with keeping prospects engaged during prolonged buying cycles.
More than half (58%) of B2B buyers spent more time researching purchase decisions than they did a year prior, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. As buying cycles grow longer and longer, marketers need to have a deep understanding of their prospectiveRead More
Demand Gen Report / August 2014
It is quite common for sales and marketing departments to debate who gets credit for a sale, the quality of leads, and other metrics. But it is vital that B2B organizations to enhance the relationship between these two teams to boost productivity — and ultimately results.
Download the e-book today and learn why marketing and sales aligned businesses:
- Close 38% more proposals;
- Lose 36% fewer customers to competitors; and
- Grow 5.4 points faster than less-aligned counterparts.