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 Stengel / Forbes.com / January 7, 2014
Five years ago I left the biggest job in marketing – Global Marketing Officer for Procter & Gamble – to start my own small company. My mission was, and still is, to help people and companies grow by activating a higher ideal in all they do. I worked with a large digital agency, Possible Worldwide, to create my first company website, and it worked well to represent my ideas and philosophy. It was not designed to actively create interest or leads; my business was just starting up, and I did not want to create demand and interest I could not respond to.
My business and team have grownRead More
Kim Ann Zimmermann / Demand Generation / January 15, 2014
The practice of ad retargeting — displaying targeted messages to visitors who have left your site when they view other sites — has been a page in B2C marketers’ playbooks for quite a while. Today, however, B2B marketers are embracing retargeting even more warmly, and for good reason: It is a cost-effective way to keep your brand in front of B2B decision makers during what is typically a long buying cycle.
The average click-through rate online for display ads is .07%, while the average click-through rate (CTR) for retargeted ads is about 0.7%, according to research from Criteo, a companyRead More
Don Stanley / Content Marketing Institute / January 10, 2014
“What’s the primary reason businesses fail at content marketing?“
Those who ask seem to want, or expect, a complex answer; but the fact of the matter is the answer is really quite simple: Most organizations fail because they jump right into content marketing without first creating an overall content marketing strategy. They know they need to produce content, so they just start producing it. Not much effort is given to why they’re doing it or whom they’re targeting. Sadly, what often happens is these organizations try content marketing for 3 to 6 months and then, when they don’tRead More
Kate Tyndall / ProSales / January 15, 2013
Bill McHugh, a custom builder in Austin, Texas, is an example of a trend that’s reaching a tipping point if for no other reason than simple demographics. His mother was turning 80, and she wanted to remain independent, a challenge for McHugh, who knew a lot about building but not so much about designing for the challenges faced by an aging body.
What he found was universal design (UD)—a philosophy that calls for the design of products and environments to be usable by all people, to the greatest extent possible, without the need for adaptation or specialized design.
America is about to get hitRead More
Howard J. Sewell / Business2Community / January 8, 2014
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward:
1. Improve campaign measurement.
Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. This year, take your reporting up a notch and make a commitment to show the true impact that your programs have on the company’s bottom line. If you don’t have thatRead More