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.
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
Warren Nesbitt, Senior Vice-President Residential Construction Programs / Nov 24, 2014
As we wrap up our year and assess how it went (you’re probably doing the same thing right about now) we’re impressed with how our events performance outpaced the market’s growth. We see it as an indicator of good things to come in 2015.
This year we successfully launched a purchasing conference for builders, re-launched our show home business (The New American Home and Greenbuild LivingHome) and posted records for our Housing Leadership Summit, Multifamily Executive Conference, Vision 2020 Sustainability Summit and AHF Live Conference. We ran more custom events this year than everRead More
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