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.
Peter O'Neill / Forrester Marketing Blog / April 8, 2015
B2B companies must rapidly adjust their go-to-market strategies, as they face disintermediation from the B2B buyer — because of the increase in digital and mobile channels and the ubiquity of information. They must make investments in technology, process change, and skills development; they need to engage customers better, both digitally and further into the buying process; while sales must also engage buyers earlier, often via social channels. At the same time, eBusiness teams should gear up to support the B2B buyer’s increasing demand for an eCommerce channel.Read More
Chris Horton / Social Media Today / February 17, 2015
The inexorable shift in the marketing function to digital is a largely consumer-driven phenomenon, as digital technologies like the Internet, social media, and mobile devices have empowered consumers to demand more out of brands and marketers. For today’s tech-savvy consumers, simplicity, convenience, and highly personalized omnichannel experiences are root expectations. Marketers, whether or not they like it or are prepared, have been thrust into this digital maelstrom, and must engage in ever-more granular consumer interactions in an attempt to foster long-term relationshipsRead More
Rohit Bhargava / Marketing Profs / February 11, 2015
The goal of curation is taking individual items and examples and weaving them together into a narrative.
In other words, curation adds meaning to isolated beautiful things.
I am inspired by curators—and it is a relevant idea for marketing. The business world has been increasingly turning toward curation as a way to add meaning to marketing. I often describe it as the forgotten side of content marketing.
Amid all the discussion about creating great content, who will take on the valuable role of just helping us to find the great content that already exists on the Web or otherwise?
Curators canRead More
Demand Gen Report / December 23, 2014
With unprecedented customer data, savvy marketers are creating customized experiences for site visitors. This infographic from Formstack details the trends in personalized marketing to look for in 2015.Read More
Peter Goldstone / December 15, 2014
It its recently-released 2015 CMO Spend Survey, Gartner uncovered a trend that speaks to a growing need in our industry: creating a unique and beneficial customer experience. But before we go down that road, are we clear about the definition of “customer experience?” Put simply, it’s how your customers perceive their interactions with your company. From sales and marketing engagement to fulfillment and customer service, to training and maintenance — the customer experience shapes your brand and can make the difference in a sale.
A few data points to consider fromRead More