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.
Tom Pick / Business 2 Community / November 13, 2013
According to recent research conducted by InsideSales.com and reported by MarketingProfs, websites, blogs and search are among the most effective tactics for both lead generation and brand awareness. But social media (including Twitter, Pinterest and Google+), display ads and online video are among the worst activities for achieving either objective.
While the findings are interesting and no doubt reflect the experience of many b2b marketers, it’s crucial not to misinterpret the results. Whether one agrees with conclusions of the research or not, it clearly has one importantRead More
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
Meghan Keaney Anderson / HubSpot / September 9, 2013
There are a number of good resources out there on how to build effective ecommerce product pages. These product pages tend to be short, highly visual, and optimized for quick purchases — a style that matches the typical behavior of a B2C consumer.
B2B purchase decisions, on the other hand, tend to take a bit longer. Whether the buyer is signing up for a service or product, B2B purchases often require more information, research time, and ultimately more decision-makers than a typical consumer purchase. Good B2B product pages reflect the distinct way that these purchases are made, andRead More
Avinash Kaushik / Occam's Razor / September 9, 2013
My love for segmentation knows no bounds. Weather you do online, offline, nonline analysis, or just randomly playing with data, insights arrive faster with segmentation.
In fact I’ve gone so far as to say: “All data in aggregate is crap.”
That’s certainly a bit melodramatic, but beyond the most bare bones “ahh, I see something is happening” you are unable to get anywhere with aggregate data.
To assist your quest for faster, smarter insights, I’ve defined the Segmentation Selector Framework (Acquisition, Behavior, Outcomes), shared downloadableRead More
Andrew Block / Hanley Wood Marketing / September 5, 2013
When it comes to how people access, view and interact with content on the Internet, big changes are afoot.
In her latest Internet Trends Report, tech analyst Mary Meeker announced that 15 percent of all web traffic now comes from mobile devices — up from 10 percent in 2012.
For the first time in history, smartphones are poised to outsell feature phones.
And International Data Corporation predicts that by the end of 2013, tablet sales will exceed that of portable PCs.
In short, consumers are increasingly connecting to the Internet using smaller screens and devices. That means the challengeRead More