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.
Laurie Sullivan / MediaPost / September 27, 2013
Emotional connections are much more “intense” for business-to-business clients compared with B2C. Marketers need to win over the horse and the rider — not just the rider, as in consumer products. The findings from a Corporate Executive Board (CEB) study presented at Google’s ThinkB2B event suggests that emotional connections across the organization strengthen business relationships.
The study suggests that a higher level of emotional connection exists between B2B brands and their clients, compared with businesses and their customers. The results fromRead More
Vince Koehler / Sales Benchmark Index / October 1, 2013
The Holy Grail of 2014 Planning: Marketing Contribution as a % of Total Revenue.
2013 is the last year executives accepted activity-level results from marketing. CEO’s don’t accept activity reports from Sales leaders without revenue results. Expectations of marketing accountability have increased to the level expected of sales performance.
It’s easy to get caught up in reporting activity and miss the big picture. There is so much interesting click data available. Executive marketing leaders need to push the debris aside. Focus on the core business drivers thatRead More
Karen J. Bannan / BtoB / September 26, 2013
If they’re not already, business marketers may want to start paying close attention to what their consumer counterparts are doing to reach customers and prospects. That’s because personal and professional worlds are collapsing into each other for most people, said Sheryl Pattek, VP-principal analyst at Forrester Research’s CMO practice.
“When you’re not at work, work bleeds into your personal life; so now [prospects] set the same expectations that they have in b-to-c marketing as they do in b2b,” said Pattek, who is in the process of finalizing a report about
Carolyn Hughes / Social Media B2B / September 23, 2013
Many B2B businesses have a Twitter account these days, but simply being on Twitter is not enough.
If you or your employees are going to spend time using social media networks, there have to be objectives and it has to work for your business.
It’s fine if you want to use Twitter as a news publication feed – but there’s so much more you can do with it as a B2B communication tool.
Why not use Twitter as part of your new business strategy? If it’s not going to help your business grow and develop, then you’re really wasting time. Get your new business development team involved with planning your TwitterRead More
Matthew Kumin / ClickZ / September 23, 2013
It’s standard practice in content marketing to say ‘brands must act like publishers’. But many brands ask: What kind of publisher? The New York Times? The Huffington Post? One model won’t work for all B2C and B2B businesses. So it’s key for content marketers to find the right publisher analogy for their business. Simply put, what kind of publisher do you need to be?
For most brands, there are two sides to the content marketing coin:
- Content that develops credibility for your brand
- Content that delivers a conversion
Many brands are investing in content as a smart way to buildRead More