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 / July 30, 2013
I’ve heard the term “buyer’s journey” more than ever over the past year and a half. Marketers have been talking about understanding the buyer’s journey for some time now, but I haven’t seen any hard data to define what exactly this term means. I decided to research the buyer’s journey concept to better understand how to leverage it in modern marketing. To understand the buyer’s journey concept, I surveyed 400 B2B buyers and compiled their answers to create the first definitive guide to the modern buyer’s journey.
Why I Surveyed BuyersRead More
Robert Rose / Content Marketing Institute / July 28, 2013
Forrester Research recently conducted a joint study with the Business Marketing Association (BMA) that we at CMI were greatly interested in reading: B2B CMOs Must Evolve Or Move On.
Indeed, the role of the B2B CMO is undergoing fundamental change, and I, for one, wholeheartedly agree with the report’s conclusions — particularly the one that states, “those marketers who better demonstrate a direct connection between marketing activity and business results earn a more prominent seat at the leadership table.”
However, I find the “swagger” conveyed in the survey results toRead More
Ty Montague / Harvard Business Review / July 24, 2013
About once a week it seems, we are reminded that CMO tenure is unusually short. I have heard figures ranging from 23 months to 45 months. Both of these numbers are astonishingly low compared to other execs in the C-Suite: eight years for CEOs and ten years for CFOs. So why is CMO tenure so short? Experts have pointed to a host of reasons: the explosion of social media, the rise of big data, general complexity and chaos, incompetence…
But what I haven’t seen is a serious discussion of the person directly responsible for the length of employment of the CMO: the CEO.
As I argue in my new book,Read More
Tony Zambito / customer THINK / June 19, 2013
The CMO’s of today are facing the challenge of surviving in a new world. This new digital age has marketing in the throes of a buyer revolution. Like any revolution, organizations, and institutions are going to topple.
I was recently asked what I believed was the next “hot thing” in marketing. I have been thinking about this for a while now. Typically, when you hear a phrase like the “hot thing”, it is easy to think some form of technology (marketing automation for example), renaming of long standing practices to adapt to new dynamics (content marketing as an example), or someRead More
Melinda Krueger / ClickZ / June 12, 2013
I heard a great war story the other day. It is not a digital story, but it illustrates beautifully two important aspects critical to the success of mobile marketing.
My friend’s company is in the direct mail business and has a large customer who balked at paying for their address change service. This service ensures delivery by updating mailing addresses with the latest changes submitted daily to the Postal Service. The company explained to the client that not mailing to bad addresses saved hundreds of thousands of dollars in postage, not to mention print, production, and foregone revenue.Read More