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.
Mathew Sweezey / ClickZ / September 26, 2013
Over 294 billion emails are sent every day, which dwarfs the supposed 400 million tweets and the 2 million blog posts published each day. With email hogging the majority of the communication we have with people, it’s easy to see why so many B2B buyers shape their opinions of a company’s brand based on email communications.
So lets take a step back and look at a few key items in your emails which can help you ensure your emails are building a stronger brand, and not hurting your other marketing efforts.
The data: Out of the 400 B2B buyers surveyed for this report, 15 percent were marketersRead 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
WASHINGTON, D.C. (September 26, 2013) – Hanley Wood, the premier media, event, information and strategic marketing services company serving the residential, commercial design and construction industries is pleased to announce the winners of its 1st Annual Brand Builder Awards contest.
The Brand Builder Awards recognize the most innovative and effective marketing campaigns throughout the residential and commercial design and construction industry. The competition is designed to honor the organizations that have demonstrated superiority in their ability to develop, create,Read 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
Shawn Naggiar, Chief Revenue Officer, Act-On Software / BtoB / September 4, 2013
Marketing has gotten exponentially more complicated, as online tactics progressively displace traditional media and new digital marketing channels keep surfacing. Today, you can choose among many individual applications to manage email, social media (in all its many flavors), webinars, SEO, PPC, website analytics, and visitor tracking. All of these tools generate useful engagement and behavioral data.
Here’s the rub: With multiple applications, you get disconnects across channels in your campaigns and messaging frequency, even in your branding. Using different technology