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 Cory / REMODELING / November 24, 2014
Does your 2015 marketing budget include money for referral leads? Having customers do your marketing for you via referrals can lower lead costs while raising sales conversion rates. But you won’t get recommendations simply by wishing and hoping.
Contractors need to budget for more referrals, says Brian Kaskavalciyan, president of g|Four Marketing Group, in Miami, and author of The Definitive Guide to Relationship Marketing. Kaskavalciyan says that the biggest obstacle to generating more referral leads—the hardest kind of lead to get— is the business owner’s belief that thoseRead More
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
Brian Anderson / Demand Gen Report / August 20, 2014
B2B buyers rarely make a buying decision on the first touch. Marketers have incorporated lead nurturing initiatives into their marketing mix as a way to keep the brand top-of-mind among prospective buyers. However, they continue to struggle with keeping prospects engaged during prolonged buying cycles.
More than half (58%) of B2B buyers spent more time researching purchase decisions than they did a year prior, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. As buying cycles grow longer and longer, marketers need to have a deep understanding of their prospectiveRead 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