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.
Brian Watson / Content Marketing Institute / July 7, 2015
Simplifying the process is a primary concern for content marketers. As organizations get larger and more complex, they switch from having one person who handles social and PR to hiring whole teams to handle different aspects of the content marketing process. These might include search teams, SEO teams, and PR teams.
The problem arises when these teams get tunnel vision, focusing on what their metrics are without understanding and contributing to the whole vision of the marketing department. Silos develop, creating a domino effect of increasing complexity. In my role at Adobe, one of myRead More
Jessica Ann / Content Marketing Institute / June 21, 2015
Let’s face it: You’re either a right-brained or left-brained content marketer. If you’re a right-brained marketer, then the term “audience data” probably makes you squirm uncomfortably. But if you’re a left-brained content marketer, you eat things like audience data for breakfast. Mmmm … data.
Here’s why: Right-brained marketers generally depend upon intuition to solve problems and process information, while left-brained marketers process information in a data-driven way.
It’s important to know your brain’s direction because, for better or worse, your brainRead More
Mandy Edwards / Business2Community / June 20, 2015
You can make social media marketing work. I’m not going to lie – it’s hard and does take time, but it can work.
I come across business owners everyday who struggle with using social media in their business’ marketing plan. I eat, live and breathe it so it’s like second-nature to me, however most business owners are focused on what their business does, whether it be food or clothes or B2B services.
If social media isn’t working for your business, you need to figure out why. There’s always a reason something isn’t working or lining up. Figuring out what it is will help you know what toRead More
Laura Ramos / Forrester Marketing Blog / June 11, 2015
C’mon, admit it. How many times have you heard this?:
“We generate a ton of leads for sales, and they barely follow-up on any of them.”
“Leads? You call those leads? Send us better leads so we CAN follow-up…”
Despite advances in marketing automation and an increased focus on accountability, the old sales-marketing divide is alive and well. Marketing technology and processes have yet to turn the sales and marketing boxing ring into a night of candlelit dinners.
And similar tensions will likely persist since these teams have different charters and timelinesRead More
Keith Loria / CMO.com / June 15, 2015
Bob Pifke serves as CMO for Real Property Management, the nation’s leading property management franchise. The company has 260 offices across the country and total assets under management valued at more than $7 billion.
Over his storied career, Pifke has worked on both the client and agency side. CMO.com recently chatted with the veteran exec about the realities of being a marketer in the property management business.
CMO.com: What are the marketing challenges associated with differentiating a brand in this emerging, rapidly changing market?
Pifke: One of the biggest obstacles is how