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.
emarketer / August 26, 2013
B2Bs find it tricky to leverage social for leads, but its value is not in doubt
Business-to-business (B2B) marketers—more anxious than ever to capture viable leads—are enamored with social media. They tell stories of introducing new products via social, saving money when questions about their products are answered by followers from other companies and earning credibility when influencers tout their brand.
B2B marketers know intuitively and anecdotally that social media brings them good leads. But when it comes to proving that social marketing shortens the sales cycle and deliversRead More
Brian Solis / August 26, 2013
Charlene and I recently published a report that documented the 6 Stages of Social Business Transformation. In the process, we discovered the most common mistakes and successes businesses experienced along their journey. What was most surprising however, not really, was the cavernous disconnect between social media strategy and overall business objectives.
- Only 34% of businesses feel that their social strategy is connected to business outcomes.
- Just 28% of companies we studied feel that they have a holistic approach to social media, where lines of business and business functionsRead More
Hammock Inc. / August 23, 2013
Earlier this year, Oracle created the infinity-loop graphic above to illustrate “The Customer Journey.” While customer journey mapping techniques have been around for years, our hats went off immediately to this illustration’s designer. Most customer journey maps we’ve seen in the past looked more complex and confusing than one of those infamously indecipherable Power Point slides created by the Pentagon.
The most important thing the Oracle illustration communicates is something marketers too often forget—the word “customer” can be applied to two distinct groups:Read More
Jayson DeMers / Small Business Trends / August 21, 2013
Forming and maintaining relationships with customers is one of the most important aspects of any business. Without positive relationships, it’s hard to thrive in any industry and long-term success can be jeopardized. That’s why it’s so advantageous to implement a customer relationship management (CRM) system into your operations.
Let’s discuss the basics of how this technology works, the benefits of CRM and some guidelines for choosing a CRM platform.
The primary purpose of CRM software is to streamline all major areas of customer interactions. This can include managingRead More
Bruce Case, president, Case Design/Remodeling / REMODELING / August 3, 2013
Marketing and sales are about extending an invitation. It is our job to be clear in the invitation – what we do, what we are asking them do, what’s the personality of our business – and it is up to our potential clients to decide whether they’d like to partake. If we extend enough invitations and enough people accept, business is good. If we don’t extend enough invitations or enough people don’t appreciate what we are offering, business is bad.
Thinking this way about sales and marketing leads to subtle but important evolutions in marketing and sales approaches. Rather than using tips,Read More