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.
Brian Hansford, Heinz Marketing / the funnelholic / September 16, 2013
What is dirty data and why should we care about it?
Bad data is like bad fuel for a car. Fuel that has lots of sediment combined with sugar in the gas tank will pretty much destroy the machine.
Dirty data is outdated, non-normalized, poorly entered and maintained, full of spam traps and misspelled names, lacking lead sources, and loaded wrong phone numbers and incomplete records. Dirty data can render any database ineffective. But for marketing organizations, dirty will cripple any demand generation and customer marketing using a Marketing Automation Platform. And once dirty dataRead More
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
Derek Klobucher, SAP / Forbes / September 11, 2013
Nothing happens in a vacuum, so this is no surprise. Business-to-business (B2B) buyers shop online in their free time, taking advantage of quick and easy ways to research and purchase via the Web.
These corporate shoppers now expect the same convenience from their workday purchases. But business-to-consumer (B2C) Web sites exist to guide customers all the way to the sale, while B2B sites merely aim to generate leads, according to content marketer Alex Charalambous.
“Many B2B companies don’t know where to begin or how to capitalize on the power their Web site could have with an online marketingRead More
Christopher J. Bucholtz / CRM Buyer / August 2, 2013
A salesperson at a software company is going to be celebrated internally and rewarded financially for landing a new 10,000-seat customer. How much reward goes to the team that keeps five or eight or 10 similarly sized customers happy, satisfied and contributing to the bottom line for another year? Not much. They’re just doing their jobs, or so some would say.
If you want glamour, status and prestige within your company, go out and get new customers. If you want to stay in business, specialize in keeping the ones you have happy and loyal.
Customer retention isn’t flashy, and it doesn’t
Jake Jacobson, vice president of sales, Premier Window & Building / REMODELING / July 15, 2013
Plenty of people offer plenty of theories about what exactly selling is. Here’s my theory: Selling is about persuading someone to make a decision.
Trying to sell a job in one call isn’t easy. You’re there to get a decision, and it’s human nature to procrastinate. The bigger the decision, the more likely prospects are to put it off.
The sales process itself sets you up for this. If you’re selling the way you should be, you’re asking a lot of open-ended questions. You reach the end of your presentation and move to close. Now you’re asking a question that’s not open-ended but requiresRead More