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.
Jim Stengel / Forbes.com / January 7, 2014
Five years ago I left the biggest job in marketing – Global Marketing Officer for Procter & Gamble – to start my own small company. My mission was, and still is, to help people and companies grow by activating a higher ideal in all they do. I worked with a large digital agency, Possible Worldwide, to create my first company website, and it worked well to represent my ideas and philosophy. It was not designed to actively create interest or leads; my business was just starting up, and I did not want to create demand and interest I could not respond to.
My business and team have grownRead More
Ayaz Nanji / Marketing Profs / December 9, 2013
What do successful lead generation marketers do that’s different from those who are less successful? They measure ROI and use marketing automation software, according to a recent report by the Lenskold Group.
The firm polled 323 B2B marketers who generate leads for sales organizations on the effectiveness of their efforts and then analyzed what factors differentiate the 13% who describe their marketing as “highly effective” and “efficient.”
The most significant gaps between those self-reported top performers and the rest of the marketers surveyedRead More
BuyerZone.com / November 7, 2013
What the data says:
On the whole, B2B marketers are indeed using CRM platforms, but adoption of Marketing Automation still lags:
74% of survey respondents indicated they are using a CRM system, which is a big increase from 2012 where only 56% said they had a CRM in place.
CRM usage, unsurprisingly, increases with larger companies as nearly 91% of companies with more than 11 employees use a system, while only half of companies with 10 or less employees do so.
For those who don’t use a CRM system, 21% of respondents said it is a priority (versus 16% in 2012) and only 18% saidRead More
Tom Pick / Business 2 Community / November 13, 2013
According to recent research conducted by InsideSales.com and reported by MarketingProfs, websites, blogs and search are among the most effective tactics for both lead generation and brand awareness. But social media (including Twitter, Pinterest and Google+), display ads and online video are among the worst activities for achieving either objective.
While the findings are interesting and no doubt reflect the experience of many b2b marketers, it’s crucial not to misinterpret the results. Whether one agrees with conclusions of the research or not, it clearly has one importantRead More
Patrick Spenner / Forbes.com / October 21, 2013
Pick up a white paper from most any marketing automation supplier or read a blog post from a content marketing guru, and the conventional wisdom goes something like this.
- It’s an increasingly noisy world, so just breaking through to B2B buyers is tough
- To break through, you need GREAT content. Great content isn’t about you, it’s about the customer.
- In fact, it’s not about the demo-firmographic customer (CIOs at companies larger than $100M in revenue), it’s about buyer archetypes or personas, and their individual pain points and objectives. Businesses don’t make purchase