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.
Shawn Naggiar, Chief Revenue Officer, Act-On Software / BtoB / September 4, 2013
Marketing has gotten exponentially more complicated, as online tactics progressively displace traditional media and new digital marketing channels keep surfacing. Today, you can choose among many individual applications to manage email, social media (in all its many flavors), webinars, SEO, PPC, website analytics, and visitor tracking. All of these tools generate useful engagement and behavioral data.
Here’s the rub: With multiple applications, you get disconnects across channels in your campaigns and messaging frequency, even in your branding. Using different technology
eMarketer / August 9, 2013
Kevin Quiring, managing director of sales and customer service in North America for Accenture, works with the business management and technology firm’s clients on multiple initiatives including performance management and customer data management. Quiring spoke with eMarketer’s Lauren Fisher for the B2B Perspective series about aligning customer relationship management (CRM) tools and marketing automation platforms and the inevitable integration of the two.
eMarketer: What are some of the trends you’ve seen in business-to-business (B2B) lead management among clients?Read More
Mary Lou Denny / BUILDER / February 5, 2013
In this era of media fragmentation, the old ways of marketing your product don’t make the grade. Today, you must be able to reach your customer in different ways, weaving them together into a cohesive whole. This is where integrated marketing communications (IMC) comes in. In an IMC plan, various marketing efforts come together in seamless fashion, presenting customers with a tone and style that reinforces your brand message. Here’s how to do it correctly.
IT’S ALL ABOUT CONSISTENCY
The success of IMC hinges on the consistency of your marketing communicationRead More