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.
Demand Gen Report / November 19, 2013
In Demand Gen Report’s 2013 Content Preferences Survey, B2B buyers revealed that they rely on content more than ever before at all stages of the buying cycle. Trustworthy content that demonstrates value and relies on hard data wins the day over the all-too-typical sales messages.
Some of the study’s significant findings:
- Most of the common content formats gained in popularity, with white papers and webinars still the most popular;
- Buyers rely heavily on the web in early-stage research, so SEO continues to play a crucial role;
- While social continues to capture attention, some channels,
Mike Telem / CustomerThink.com / October 29, 2013
Content marketing and digital advertising may continue to attract investments from marketers, but a more comprehensive approach and strategy will increase the impact of those investments.
Account-Based Marketing (ABM ) is a proven strategy that focuses sales and marketing efforts on targeting the accounts most likely to generate revenue. ABM allows marketers to scale growth and revenue by generating marketing-sourced deals. By targeting your most desired accounts and attracting them with personalized messaging, you’ll increase customer acquisition and also penetrate newRead More
Patrick Spenner / Forbes.com / October 21, 2013
Pick up a white paper from most any marketing automation supplier or read a blog post from a content marketing guru, and the conventional wisdom goes something like this.
- It’s an increasingly noisy world, so just breaking through to B2B buyers is tough
- To break through, you need GREAT content. Great content isn’t about you, it’s about the customer.
- In fact, it’s not about the demo-firmographic customer (CIOs at companies larger than $100M in revenue), it’s about buyer archetypes or personas, and their individual pain points and objectives. Businesses don’t make purchase
Tony Zambito / Business 2 Community / October 11, 2013
Frustrated personnel. Frustrated at not being able to do a better job. Frustrated at not being able to help customers. Frustrated at learning there are better ways but no plan in place to improve. Feeling helpless to do anything about their frustrations. Which is, until now.
The enabling wave of digital technology and the democratization of information is being felt among the end-user communities within organizations today. Awakening a voice of influence long silent and constrained by traditional hierarchies in place since the 1950’s. As B2B organizations become more global, flatter,Read More