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.
Ayaz Nanji / MarketingProfs / November 13, 2014
Moreover, 64% say they understand customers’ past purchase behaviors.
However, less than half of B2B marketers surveyed have a strong knowledge of their customers’ demographic makeup (just 48% say they have an excellent understanding), product/service preferences (44%), wants/needs/likes/interests (40%), journey to purchase (36%), and channel preferences (24%).Read More
Brian Anderson / Demand Gen Report / November 12, 2014
As B2B marketers plan next year’s campaigns, it has become common practice to analyze past campaigns to understand which programs, channels and content are driving pipeline and revenue. However, many B2B marketers still struggle with understanding to what extent individual campaigns have influenced overall buying decisions.
Campaign effectiveness has traditionally been measured by looking at the first and last interaction that the lead had with the company before making a buying decision. As B2B marketers move to a more multi-touch approach, often interactions between the firstRead More
Demand Gen Report / November 5, 2014
After an intense World Series, B2B marketers can learn a lot from how the MLB increases its online conversion rates.Wingify highlights in this infographic about how the simple act of A/B testing can make a major impact on any company’s online sales.Read More
Andrew Hanelly / McMurry / TMG / November 5, 2014
You’ve probably had this conversation with a cabbie:
“Where ya headed?”
You give a destination address.
“Any preferred route?”
Years ago, unless you were a local or a control freak, you’d usually just let the cab driver choose the route that would avoid traffic and get you there fastest.
But technology has changed all of that. Thanks to apps such as Waze, which displays real-time traffic data and highlight the quickest route, the backseat driver has never been more empowered or opinionated — and the cabbies don’t like it.
As it is with cabbies, so it is with marketers: Too oftenRead More
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