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.
Karen J. Bannan / BtoB / September 26, 2013
If they’re not already, business marketers may want to start paying close attention to what their consumer counterparts are doing to reach customers and prospects. That’s because personal and professional worlds are collapsing into each other for most people, said Sheryl Pattek, VP-principal analyst at Forrester Research’s CMO practice.
“When you’re not at work, work bleeds into your personal life; so now [prospects] set the same expectations that they have in b-to-c marketing as they do in b2b,” said Pattek, who is in the process of finalizing a report about
Susan Marshall, ExactTarget Inc. / BtoB / September 12, 2013
Email continues to be the workhorse of digital marketing, and savvy marketers are integrating social media and email to improve the overall performance of their campaigns. Here are some easy strategies that marketers can implement to grow email subscriber lists, improve email campaign relevancy and build new audiences:
• Grow your email subscriber list. Create a new Facebook tab where users can sign up to receive your email campaigns. You won’t see a hockey-stick growth curve on day one, but this is a super easy, cost-effective way to increase email subscriptions and improve results
Ian Brody / OpenView Labs / July 8, 2013
Marketing strategist Ian Brodie explains why, for all the buzz around social media marketing, your email list is still your most valuable asset.
As a business owner, it sometimes feels like you’re a character from the Discovery channel’s hit show “Gold Rush” — shedding blood, sweat, and the occasional tear to try to hit the mother lode. With limited time and money you need to place your bets on a small number of seams to mine, hoping that at least one of them will pay off.
In business it’s the same. These days you’ve got more marketing options than you could ever possibly manage. AndRead More
eMarketer / June 19, 2013
On paper, the blending of video with email marketing might make perfect sense. Opt-in email marketing takes much of the guesswork out of hitting target audiences, and consumers have shown an almost insatiable demand for online video. However, a February 2013 survey of marketing executives conducted by The Relevancy Group found that only one-quarter of them had used video in email marketing campaigns.
Forty-three percent of marketers said they didn’t use videos in email messaging simply because they lacked the content, making it the most prominent obstacle to the practice. That wasRead More
Karen J. Bannan / BtoB / May 22, 2013
Marketers today can use more media channels than ever to reach their target audiences, but along with that opportunity comes a significant challenge: the need to track prospects who move from one device to the next and back again.
In fact, integrating cross-channel data is a concern for 82% of advertisers and agencies, according to a December 2012 eMarketer report, “The State of Cross-platform Ad Measurement: Industry Trends and Current Practices.”
It’s also an issue that b2b marketers, which often have disjointed marketing efforts, feel acutely, said Clark Fredricksen, VP