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.
Ayaz Nanji / Marketing Profs / August 18, 2014
Chief marketers are optimistic about the current business environment; they also believe they can achieve senior management’s goals this year, according to a recent report from the CMO Council.
The findings were based on data from a survey of 525 global chief marketers (CMOs, executive vice-presidents, senior vice-presidents, and vice-presidents, depending on the top marketing title in each organization).
Some 81% of respondents say they believe management mandates for top-line revenue growth and market share in 2014 are realistic and attainable.
Moreover, 55% planRead 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
Alex Kantrowitz / Ad Age / August 13, 2014
You’d be forgiven for thinking “marketing automation” is an odd if not contradictory term. Until recently, those two words were rarely, if ever, mentioned in the same breath. The goal of marketing is to increase awareness for products and services, a mission often carried out via labor-intensive creative work. Meanwhile, automation is defined as making things happen with as little human intervention as possible.
But the shift to online media opened the door for automation to trickle into the world of
In the digital realm, marketers can see not only what messagingRead More
Ayaz Nanji / Marketing Profs / August 4, 2014
The 1,115 consumers surveyed ranked website performance (streaming with no buffering, pages that load quickly, etc.) as the most important digital experience by a wide margin—far ahead of having fresh and updated content, delivering a consistent experience on mobile and desktop, and providing personalized content.Read More