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 / February 6, 2015
Inbound marketing is a tactic that B2B marketers acknowledge as an effective and valuable marketing strategy. However, many still struggle with their inbound marketing techniques — leading to a disconnect that harms overall engagement with prospective buyers.
A recent study from NetProspex, a data management services provider that was recently acquired by Dun & Bradstreet, shows that almost three-quarters (73%) of B2B organizations believe there is room for improvement in their inbound marketing efforts. B2B companies also state that improving lead quality (50%) is the mostRead More
Demand Gen Report
Attracted to the lower cost-per-lead, greater lead volumes and other benefits, marketers are allocating larger portions of their marketing budgets to inbound marketing. The share of the marketing budget designated to inbound marketing tactics already exceeds 50% and is projected to rise to 65% in North America by 2015, according to SiriusDecisions.
Click here to download this report on Demand Gen Report to discover some of the key trends in SEO and inbound marketing.Read More
Jeffrey Lee / Hanley Wood Marketing / September 19, 2013
For content marketers, an editorial calendar is the ultimate stress reducer. Instead of scrambling to come up with a compelling topic when you have a newsletter to deliver or you’re overdue for a blog, you can simply pull up your strategically planned content calendar and get started.
But the forethought and planning that make editorial calendars such useful tools are also the traits that make them challenging to develop. Instead of just coming up with one enthralling article idea that you can use right now, you need to develop dozens of engrossing topics that will work throughout the yearRead More
Luke Summerfield / ClickZ / September 11, 2013
One of the most important pieces of a successful inbound marketing strategy is the content, yet so many marketers are so far off in their content strategy. This causes frustration throughout the organization, inefficient marketing, and many times an abandonment of content marketing all together.
This column should serve as an overview of how to create an effective and targeted content strategy that will drive targeted prospects to your website, convert them into quality leads, and make your sales team and boss love you.
Start With Your Personas
Whether it’s marketing or product development,Read More
Todd Hockenberry / HubSpot / September 4, 2013
For those of us immersed in the world of inbound marketing, it’s easy to understand how inbound tactics can have a major impact on a company’s bottom line.
However, we work with a lot of companies that are just now embracing inbound marketing principles and tactics. In these cases, the last group within these companies that climbs on board is usually the sales department. When it comes to sales excuses, we’ve heard it all — but it usually boils down to something along these lines of:
- I don’t have time.
- It’s not my job.
- The leads are bad.
As a long time sales personRead More