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.
Craig Webb / REMODELING / September 17, 2013
Internet-based cost estimates for remodeling projects likely will make price negotiations with your customers even tougher—but easier, too
If you think negotiating with your customers is tough now, wait a year.
The Internet’s hothouse environment is bringing to bloom a number of Web services that all intend to give your potential customers a sense of what their project will cost before you reveal your price. Some sites go even further by seeking to replace the traditional way of finding you—referrals—with a sealed system in which customers seek and contractors discover each otherRead More
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
Paul Winans, Remodelers Advantage / REMODELING / September 19, 2013
Nurturing relationships with past clients will keep you top of mind and lead to ideal referrals
While many remodelers are busier than they have been in years, there are still others that need help generate good, warm leads. There’s no magic bullet. It takes steady effort in a managed way to get a lead flow that will make sales more likely.
Relationship-nurturing seems to work best. Staying in touch with your best past clients, in a disciplined way every two months, pays off sooner than later. How can you do that?
- Visit the client at their home and walk their project with them
- Take a client
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