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.
Louis Gudema / Harvard Business Review / May 20, 2015
With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” Indeed, according to my research into 351 mid-market B2B companies, except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.
This is a wasted opportunity. Many marketers have reported rapid and significant ROI from adopting theseRead More
Chris Lynch / Oracle Blog / May 14, 2015
Mobile is big. We all get it.
But while today’s marketers and advertisers realize that mobile marketing should be a key component of their overall marketing mix and cross-channel strategy, they face significant hurdles to do it right.
One issue is around identity. As consumers use a mobile device, they create different identifiers depending on whether they log into an app or browse more anonymously on the mobile web.
The data they create—whether it’s behaviors, preferences, or attributes—can end up in silos across channels. In fact, 85% of digital marketers say the biggest challengeRead More
Samuel Greengard / CMO.com / May 18, 2015
Today’s devices place content, promotions, and advertising in the hands of consumers at any moment and in any given place. They also make it possible to introduce one-to-one marketing and contextual advertising–concepts that promise to generate greater revenues for businesses and wring out many of the inefficiencies associated with traditional blunt-force marketing.
Yet, as many CMOs are discovering, mobility is not a monolithic entity. Consumers buy and use different devices for different tasks, and they behave very differently on each of them. As a result, smartphones,Read More
Guide to Success in Lead Generation / eTrigue Corporation
Marketing automation solutions provider eTrigue has produced a great resource on lead generation for marketers in small and mid-sized businesses. The ebook, titled “The Guide to SMB Success in Lead Generation,” highlights the importance of marketing automation for companies challenged with staffing, financial, and resource limitations.
The forward to the book, from Andrew Gaffney of Demand Gen Report:
For small and mid-sized marketers looking to grow revenue, deploying marketing automation for generating qualified leads can be the perfect answer. After all, theRead More
Jody Blume / BrightCarbon Blog / July 18, 2013
Webinars play a significant part in modern B2B marketing. Yet a lot of companies fail to give webinar presentations the attention they deserve. If you are going to do it, do it right – with these handy webinar presentation tips.
Keep it Short
Most webinars are scheduled for an hour. Why? Because calendars are marked in one hour slots? If you have 25 minutes of content, arrange a 30 minute webinar. Don’t just schedule an hour and try to pad things out – that doesn’t help your audience or your reputation.
Avoid Making a Podcast
Perhaps the most common mistake with webinar presentations is notRead More