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.
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
Charlotte Woolard / B2B Online / October 8, 2013
In 2011 marketers at Citrix Systems found themselves facing a lead-quality problem. The company effectively leveraged lead-generation tactics, including webinars, product demonstrations and search, but it struggled to predict conversions. Plus, marketing was funneling more leads to the sales team than the representatives could handle.
“We were plugging the funnel with poor quality leads,” said Eva Tsai, director-marketing operations for the cloud services company.
So Citrix implemented a Big Data initiative to help it increase the efficiency of its sales team. The overhaulRead More
Tony Zambito / Business 2 Community / October 11, 2013
Frustrated personnel. Frustrated at not being able to do a better job. Frustrated at not being able to help customers. Frustrated at learning there are better ways but no plan in place to improve. Feeling helpless to do anything about their frustrations. Which is, until now.
The enabling wave of digital technology and the democratization of information is being felt among the end-user communities within organizations today. Awakening a voice of influence long silent and constrained by traditional hierarchies in place since the 1950’s. As B2B organizations become more global, flatter,Read More
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