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.
Ardath Albee / Marketing Interactions / September 22, 2013
A few months prior to Content Marketing World, I ran an online survey to help direct the session I created on Customer Retention. I’m compiling an eBook with insights, but in the meantime, I wanted to discuss B2B marketing priorities.
Below is a summary of how marketers ranked 11 different priorities:
As you can see, I’ve highlighted three of them. These three, taken together, will actually help marketers achieve all the other priorities on the list – but not like this.
Let’s take a look at why.
Thankfully, content strategy ranked fourth. At least IRead More
Erica Ayotte, Constant Contact / SmartBrief / September 20, 2013
As a B2B marketer, you might look at Pinterest with a curious eye. It is certainly a beautifully designed social network, laden with images and inspirational quotes typed in eye-catching fonts. You might browse through your personal profile envious of your B2C peers, as Pinterest drives just as much, if not more revenue per clicks than Twitter and Facebook. As you sign off and get back to work you might longingly imagine the day when you can Pinterest in your B2B marketing.
Well I have good news, my fellow B2B colleagues — that day is today. Pinterest is breaking into the B2B marketing mix. At ConstantRead More
Jeffrey L. Cohen / Social Media b2B / September 18, 2013
At Content Marketing World, my good friend Ann Handley, coauthor of Content Rules and Chief Content Officer of MarketingProfs, presented a number of innovative examples of content marketing. The following are some of the B2B examples she shared in her presentation. Any metrics or results came from Ann’s presentation or published information. These examples are meant to inspire B2B marketers to think bigger than just basic written or video content. And bigger doesn’t mean spending more money.
Content marketing means you consistently create and share information that is
- Packed with
Christopher Hosford / BtoB / September 16, 2013
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means
Kate Maddox / BtoB / September 17
B2b marketers are getting more adept at using data and analytics, but they need to make a better case to financial and business leaders at their companies to demonstrate the value of marketing, according to a report from Forrester Research.
The report, “B2B Marketing Measurement Needs an MBA,” was based on an online survey in May of 174 b2b marketers, conducted jointly by Forrester, the IT Services Marketing Association and VisionEdge Marketing.
The survey found that while 60% of respondents agreed that marketing has become more adept at using data and analytics to improve its efforts,