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.
George Stenitzer, VP-corporate and marketing communications, Tellabs / BtoB / September 16, 2013
In the first seven seconds, your customer makes the first critical decision. Whether to keep listening, enter into a conversation with you, or end it right now.
For marketers, seven seconds mark the first moment of truth. It’s the size of our smallest attention window. You only have 7 seconds to get attention and answer customers’ key question, “What’s in it for me?”
Not by accident, seven seconds is the length of the average sound bite in news media. On TV or radio, seven seconds is how long your spokesperson will probably get to make a point. Are your media spokespersons
Tom Rousseau / Hanley Wood / September 16, 2013
Is your sales team always barking about their leads not being high quality?
As you may know—or not know—Hanley Wood in the past year has invested in demand generation and sales automation talent in a big way. (Our practice leaders have been doing this for more than 50+ years when combined altogether.) In addition, we have invested in new technologies around demand generation and marketing, and sales automation services. Now executing 30 or more new and successful demand generation programs, here are some of the most common conversations we have with marketers and their decision
Todd Hockenberry / HubSpot / September 4, 2013
For those of us immersed in the world of inbound marketing, it’s easy to understand how inbound tactics can have a major impact on a company’s bottom line.
However, we work with a lot of companies that are just now embracing inbound marketing principles and tactics. In these cases, the last group within these companies that climbs on board is usually the sales department. When it comes to sales excuses, we’ve heard it all — but it usually boils down to something along these lines of:
- I don’t have time.
- It’s not my job.
- The leads are bad.
As a long time sales personRead More
Scott Gruher / Sales Benchmark Index / September 3, 2013
The goal of prospecting – gain access to a high quality potential buyer
A lot has changed in sales over the past 50 years. One thing hasn’t. Referrals continue to be the highest quality leads. However, most sales organizations are awful at generating referrals. I will explain why.
3 Reasons Why You Aren’t Getting Enough Quality Referrals
- Accountability – your team can ask for them. The customer will tell you he’s done it, but you never know for sure.
- Not Effective – no process exists. When sales people have to invent their own method each time, they ignore it.
Dave Evans / ClickZ / August 28, 2013
As a universal motivator and measure of success, an increase in sales with all other things remaining equal is hard to beat. And if there is a basic model that describes the fundamental challenge facing marketers in building sales, it’s the purchase funnel. From awareness to consideration to purchase, nearly any customer journey can be mapped onto this classic model.
Start with awareness – the “entry” to the purchase funnel – and the methods for driving awareness. Advertising is certainly key, as are visibility (think “location, location, location”),Read More