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.
White Paper / Demand Gen Report / April 2015
A sizeable number of B2B marketers are new to lead nurturing, with 40% of respondents to the Demand Gen Report survey noting that they have been doing lead nurturing for less than a year. While most marketers understand the value of lead nurturing, it is often the component of lead management that takes the longest to implement,” said Missy Heilman, Senior Strategy Consultant at BlueBird Strategies, a marketing consulting firm. “The reason being that great care is required to develop effective nurture strategies.”
While lead nurturing programs have traditionally focused onRead More
Mike Nierengarten / Content Marketing Institute/ November 30, 2014
When a lead-generation campaign performs poorly, the main culprit often is an irrelevant or non-compelling offer – an industry-analyst report or follow-up phone call offered in exchange for the recipient’s contact information. In a rush to launch lead-generation campaigns, brands mistakenly repurpose content from sales-enablement or product marketing, creating a gap between the offer and what their targeted audience wants.
Sales-enablement and lead-nurturing collateral is valuable, but it is meant for prospects familiar with the brand’s solution. Content for sales enablementRead More
Derek Edmond / Content Marketing Institute / April 30, 2014Read More
Guide to Success in Lead Generation / eTrigue Corporation
Marketing automation solutions provider eTrigue has produced a great resource on lead generation for marketers in small and mid-sized businesses. The ebook, titled “The Guide to SMB Success in Lead Generation,” highlights the importance of marketing automation for companies challenged with staffing, financial, and resource limitations.
The forward to the book, from Andrew Gaffney of Demand Gen Report:
For small and mid-sized marketers looking to grow revenue, deploying marketing automation for generating qualified leads can be the perfect answer. After all, theRead More
Lauren Blecher / Social Media Examiner / February 6, 2014
Are you looking for new ways to generate leads with social media? Could your online lead generation program use an upgrade?
If so, you’re not alone. Only 40% of marketers feel their current online marketing mix meets sales pipeline needs.
What’s the Real Lead Generation Problem?
B2B marketers often peg social media as a brand awareness vehicle, not a lead generation tool. But if you haven’t given social lead generation a shot, your business is missing out on a lucrative marketing channel.
If lack of ROI is your biggest challenge with social media, there are likely two issues:
1. Your teamRead More