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.
John Crosby / HW.com / March 14, 2014
Thursday, March 27th
11:00am to 12:00 Noon
Every marketer is challenged to evolve these days. Technology adoption, sales and marketing alignment, and lead generation are now expected, not optional. Embracing the elements of an effective demand generation program is an excellent way to transform your marketing program quickly.
In this webinar, Hanley Wood’s demand generation and marketing experts will share with you a basic overview of demand generation, industry best practices, and examples of successful, real-world strategies that take audiences through the buyer’sRead More
Demand Gen Report / January 29, 2014
While B2B buyers strategically browse social media discussions during their research, web search remains a top source of information. Additionally, nearly two-thirds of buyers indicate that content had a significant influence on a decision. While the buying process is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago.
Those are just some of the results of Demand Gen Report’s 2014 B2B Buyer Behavior Survey. A total of 150 B2B buyers were involved in a major purchase during the past 12 months, revealingRead More
Brian Andersen / Demand Gen Report / March 4, 2014
The B2B marketing space is quickly evolving, and B2B buyers are finding live video an appealing alternative to e-books and white papers. According to the 2013 B2B Content Preferences Survey conducted by Demand Gen Report, 50% of the B2B marketers surveyed stated that these used video in the past year to research B2B purchasing decisions.
In a recent webinar, titled Streaming Your Way To Marketing Success, representatives from Ustream and Demand Gen Report discussed the ever-growing value of live broadcast video in campaign strategies and marketing plans.
“There is justRead More
Kim Ann Zimmermann / Demand Generation / January 15, 2014
The practice of ad retargeting — displaying targeted messages to visitors who have left your site when they view other sites — has been a page in B2C marketers’ playbooks for quite a while. Today, however, B2B marketers are embracing retargeting even more warmly, and for good reason: It is a cost-effective way to keep your brand in front of B2B decision makers during what is typically a long buying cycle.
The average click-through rate online for display ads is .07%, while the average click-through rate (CTR) for retargeted ads is about 0.7%, according to research from Criteo, a companyRead More
Howard J. Sewell / Business2Community / January 8, 2014
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward:
1. Improve campaign measurement.
Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. This year, take your reporting up a notch and make a commitment to show the true impact that your programs have on the company’s bottom line. If you don’t have thatRead More