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.
Vince Koehler / Sales Benchmark Index / October 1, 2013
The Holy Grail of 2014 Planning: Marketing Contribution as a % of Total Revenue.
2013 is the last year executives accepted activity-level results from marketing. CEO’s don’t accept activity reports from Sales leaders without revenue results. Expectations of marketing accountability have increased to the level expected of sales performance.
It’s easy to get caught up in reporting activity and miss the big picture. There is so much interesting click data available. Executive marketing leaders need to push the debris aside. Focus on the core business drivers thatRead More
Carolyn Hughes / Social Media B2B / September 23, 2013
Many B2B businesses have a Twitter account these days, but simply being on Twitter is not enough.
If you or your employees are going to spend time using social media networks, there have to be objectives and it has to work for your business.
It’s fine if you want to use Twitter as a news publication feed – but there’s so much more you can do with it as a B2B communication tool.
Why not use Twitter as part of your new business strategy? If it’s not going to help your business grow and develop, then you’re really wasting time. Get your new business development team involved with planning your TwitterRead More
Paul Winans, Remodelers Advantage / REMODELING / September 19, 2013
Nurturing relationships with past clients will keep you top of mind and lead to ideal referrals
While many remodelers are busier than they have been in years, there are still others that need help generate good, warm leads. There’s no magic bullet. It takes steady effort in a managed way to get a lead flow that will make sales more likely.
Relationship-nurturing seems to work best. Staying in touch with your best past clients, in a disciplined way every two months, pays off sooner than later. How can you do that?
- Visit the client at their home and walk their project with them
- Take a client
Christopher Hosford / BtoB / September 16, 2013
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means
Tom Rousseau / Hanley Wood / September 16, 2013
Is your sales team always barking about their leads not being high quality?
As you may know—or not know—Hanley Wood in the past year has invested in demand generation and sales automation talent in a big way. (Our practice leaders have been doing this for more than 50+ years when combined altogether.) In addition, we have invested in new technologies around demand generation and marketing, and sales automation services. Now executing 30 or more new and successful demand generation programs, here are some of the most common conversations we have with marketers and their decision