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.
Joe Pulizzi / Business 2 Community / November 30, 2013
As you may or may not know, I earned my stripes in the publishing business, and had the opportunity to work with over 100 different B2B brands during my time there.
It’s with this experience in mind that I’d like to ask you to name the most important asset to a publisher. Is it the people? The brand image? The facility and its capabilities?
Without an audience, publishers can’t generate any revenue. No one will advertise in their magazines. No one will sponsor their email newsletters. No one will buy any direct company offers. There’s nothing but silence.
As a content marketer yourself, youRead More
Stephanie Walden / Mashable / November 25, 2013
Know your audience: it’s basic marketing 101. (In fact, it’s probably the first lesson of the first class.) Who is buying or utilizing your product, service or platform? Even businesses that don’t meticulously record this information are at least aware of their customer base — it’s simply common sense.
Take, for example, the following scenario: Your brand is a high-end line of women’s footwear with locations throughout Southern California. You know which basic demographics to target: women between 25-45, within a specific income bracket, living inRead More
Lee Kern / B2BOnline.com / December 2, 2013
By 2015, over 70% of all demand generation will come from inbound marketing strategies, as predicted by SiriusDecisions. After completing an extensive review of demand generation trends and practices worldwide, it’s easy to see why. Two key findings resonate most strongly when the dust begins to settle:
First, there are four increasingly relevant truths about today’s consumer attitudes and behaviors that must be used as a constant filter when evaluating the new demand generation ecosystem.
Second, the purchasing behaviors resulting from these new truths, when combinedRead More
Business Marketing Association / December 5, 2013
According to a report recently published by UK-based digital agency Omobono and in conjunction with the Business Marketing Association (BMA), the top three priorities for effective B2B digital marketing – particularly in the US – includes strengthening thought leadership, deepening customer relationships and raising brand awareness.
The study, titled What Works Where USA, explores how B2B digital marketers are behaving and the effectiveness of their approach. In past studies, Omobono has focused on UK B2B behaviors and, by joining forces with BMA, “What Works Where USA,”Read More
John Crosby / HW.com / November 26, 2013
As we take time here in the U.S. to give thanks and show appreciation for what we have in life, I’ve noticed some great examples of great social marketing efforts tied to the Thanksgiving holiday. Admittedly, most are primarily B2C marketing campaigns, but why should they get to have all the fun? Seriously, there are so many aspects of the building products industry that are very personal to consumers and, thus, appealing to architects, builders, and remodelers.Read More