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.
Ruth Stevens / Business 2 Community / August 28, 2014
I thought it was widely understood by now that staying in touch with a prospect who has shown some interest in your product or service can triple, even quadruple, lead-to-sales conversion rates. But a new study from Bizo and Oracle Marketing Cloud suggests that business marketers are still struggling to get the most value from lead nurturing programs. This is disappointing, since the value of lead nurturing was clearly demonstrated years ago, when James Obermayer coined the Rule of 45, which says 45% of business inquirers will eventually buy in that category, so if you don’t stayRead More
Mimi Miles / Marketing Profs / Aug 13, 2014
Not surprisingly, a recent study by InsideSales.com points to a lack of leads as the top challenge for today’s business-to-business (B2B) marketers. The need for qualified leads almost always trumps other important efforts such as brand awareness, field enablement, and partner development.
At the same time, B2B prospect pools are smaller and tougher to penetrate than those targeted in business-to-consumer (B2C) campaigns. Hefty deal sizes and lengthy sales cycles inherent in B2B relationships cause marketers and sales managers to struggle in uncovering enough leads to fillRead More
Demand Gen Report / July 3, 2014
New data shows that three out of four marketers are looking to further optimize their nurturing strategies and 82% plan to increase spend on marketing technologies in the second half of 2014. Those were some of the key results of the annual State of B2B Lead Nurturing. The study, conducted by Bizo in association with Oracle Marketing Cloud, gathered responses from more than 500 B2B digital marketers.
Nearly 60% of these marketers reported that they are delivering at least 20% of B2B company revenues, and almost 25% contributing more than 40%.Read More