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.
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
Kate Maddox / Ad Age / January 6, 2014
As new media channels such as social and mobile give marketers more ways to reach target audiences, B2B marketers are shifting greater portions of their budgets to digital, according to Advertising Age’s 2014 B2B Outlook: Marketing Priorities and Plans survey
The biggest boost will be seen in digital spending, with 79.9 percent of B2B marketers planning to increase that spending next year, up from 67 percent last year.
That increase will result in a greater portion of budgets going to digital. This year, 38.7 percent of B2B marketers said they will spend 30 percent or more of their budgetsRead More
Kelly Lucia / Business 2 Community / December 17, 2013
The average person is bombarded by many different kinds of marketing tactics every single day. Your customers are no different.
Everywhere they look, someone is likely trying to sell them something, and often, it’s through email marketing. What does that mean?
Your email marketing needs to be way above par if you expect your customers to consider opening any of the emails you send.
Persuading customers to open your email is just the beginning. You want them to read and enjoy your content so they’re more likely to read the next email you send.
Whether the goal of your email is turning passiveRead More
Jim Yu / Search Engine Land / December 3, 2013
If there’s ever been any question that SEO marketers need to put user needs first, 2013 was the year the search engines made it clear.
Nearly every innovation in search — algorithm updates like Google Hummingbird, SERP enhancements, social integrations — was aimed at creating a better experience for the searcher.
These innovations require SEO marketers to think more closely about the value their content creates for users and to take the technical steps that communicate that value to the search engines. Additionally, with an increasing shift toward mobile, it’s even more importantRead More
John Koetsier / VentureBeat.com / December 10, 2013
Too often, executives who hear about novel (and cheap) methods of marketing think they’ve found a unicorn: a mythical, wonderful, powerful, and beautiful strategy to solve all their problems, cheaply and effectively.
They’re definitely right about the mythical part.
A month ago the Content Marketing Institute published a new report, which I was perusing today for insights into an upcoming venture. This results slide caught and held my attention.
All of it makes perfect sense — except for one number:
It is not shocking that the most effective content marketers have a documented strategy.Read More