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.
Christopher Hosford / BtoB / September 16, 2013
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means
Luke Summerfield / ClickZ / September 11, 2013
One of the most important pieces of a successful inbound marketing strategy is the content, yet so many marketers are so far off in their content strategy. This causes frustration throughout the organization, inefficient marketing, and many times an abandonment of content marketing all together.
This column should serve as an overview of how to create an effective and targeted content strategy that will drive targeted prospects to your website, convert them into quality leads, and make your sales team and boss love you.
Start With Your Personas
Whether it’s marketing or product development,Read More
Susan Marshall, ExactTarget Inc. / BtoB / September 12, 2013
Email continues to be the workhorse of digital marketing, and savvy marketers are integrating social media and email to improve the overall performance of their campaigns. Here are some easy strategies that marketers can implement to grow email subscriber lists, improve email campaign relevancy and build new audiences:
• Grow your email subscriber list. Create a new Facebook tab where users can sign up to receive your email campaigns. You won’t see a hockey-stick growth curve on day one, but this is a super easy, cost-effective way to increase email subscriptions and improve results
Jeff Schumacher, Simon MacGibbon, and Sean Collins / strategy + business / Summer 2013 Issue
What does it mean to become digital? Companies in all industries are building online businesses, enabling new customer experiences, experimenting with “big data,” and seeking advantage in a digitally enabled business environment. They have tried reengineering their practices; they have set up new technological platforms for customer engagement and back-office efficiency. But these efforts have not yet had the impact that they should. Instead of reengineering, they need reimagining. They need to conceive of their business freshly, in line with the capabilities that digital andRead More
Dana Hayes Jr. / ClickZ / September 9, 2013
Experienced marketers often wonder if the convergence of direct marketing and the digital world has been fully realized. We believe this inflection point has arrived and it will drive millions of customer relationship management (CRM) investments into the digital marketplace.
In the digital marketplace the targeting offerings are uneven, but the fundamental foundations exist. The good news is today’s data science approach allows marketers to model audiences based on content, location, time of day, and device and then target on a more granular basis according to the marketer’sRead More