Hanley Woods Journey to Customer First Explained

first_img So the skeptic might say, that’s terrific, sounds great, but what’s “customer first” really mean?  There was a time, about seven or eight years ago, when B2B media companies were clamoring to position themselves as “digital first.” The idea was that print was old school and declining, while digital represented the future and offered more ways to engage with audiences in more ways—all in real time.Peter Goldstone But in 2017 that sounds like an artificial distinction. Everything’s digital—even print content. Also added was a point person for these mega accounts—someone to represent all the media brands, plus coordinate all marketing-service and data efforts. “You need one big corporate representative for the whole company to manage the relationship,” Goldstone says. “This is where the integration of the company is playing out. A media salesperson couldn’t do this. A lead-gen person couldn’t do it. A marketing-services person couldn’t do it. You need an integrated approach.” “The third stage,” Goldstone says, “was to become customer first. Now we leverage digital and data to really get into the workflow of our customers. Those are the three steps in the transformation of our company.” Since then, Goldstone relates, the company has been through a series of transformations, arriving, finally, at what he thinks is where all future-oriented media companies should be: customer first. Goldstone’s perspective—whether you agree with him or favor a different approach—is a valuable lesson in approach and context for any media executive.  Here’s a synopsis. But as valuable as the Metrostudy data is, says Goldstone, without the HW customer list it’s incomplete. “The database would be a fraction of what it is with just Metrostudy—the media assets make it what is,” he says. “Media gets you much deeper within the firms. The media gives you much more depth and engagement.” In 2012 current CEO Peter Goldstone came back to Hanley Wood. He had been the longtime president there, but spent two intervening years at Government Executive Media (both companies are based in Washington, D.C.). Which leads, says Goldstone, to the customer-first part. If you’re a supplier serving the housing market, all this information is at your fingertips, but Hanley Wood can do more: It can help you sell and help you produce qualified leads. “We don’t participate in just one piece of the funnel activity—like advertising,” Goldstone says. “We can participate in every stage—right through to purchase. We don’t have to stop at advertising, we don’t have to stop at leads. We can actually serve as a call center for our customer.” Metrostudy tracks everything from population movement to demographic changes, plus land availability, absorption rates, sale processes, vacancy rates, and the types of products that are going into new housing properties. It tracks deeds, permits and mortgages—publicly recorded data. Essentially, Metrostudy provides builders with intelligence on where to build and what to build based on population and demographic demand.center_img As this part of the Hanley Wood business reaches major scale, Hanley Wood had to restructure its sales operation. Two years ago, Goldstone says, Hanley Wood had four customers spending in excess of $1 million. This year, there are 12. And there are 100 customers in what the company calls its corporate list, big enough to qualify for central management. The company has a database management product called DataScale, which, among other things, allows marketers to outsource their data operations. “They’re turning to us to manage their databases for them,” Goldstone says. “Why? Because they’ve invested millions in tech, most notably a CRM platform, and sometimes they find that they don’t have the resources to do it well. So they outsource the management of their CRMs to us, and we counsel them on how to leverage their databases for advertising, lead gen and marketing services.” It’s a reflection of the modern world of B2B that companies have forced themselves through various transformations in a compressed time period—all while facing unprecedented new forms of competition and macroeconomic challenges. That’s what happened at Hanley Wood in the first years of the current decade. The epicenter of the Great Recession was financial services—mortgages, specifically—which hit the residential construction market as hard as any sector of the economy. “The progression of Hanley Wood has produced a different go-to-market strategy,” Goldstone says. “In 2012 when I came back, we implanted a full-blown digital-first transformation. In 2013 we bought Metrostudy, and became powered by data, essentially data first,” he says. (Metro Study is a research and business-intelligence company focused on the residential housing market.) What that means practically, according to Goldstone, is that now the company’s most important asset is its database, not its individual brands. Brands offer credibility and access to audiences, and produce content that drives engagement. But the database is the core. Customers can select names across the database, and that—not isolated verticals—is what they want, Goldstone says. “If you want to brand yourself, that’s how you do it. If you want insights, that’s where you find them. And if you want to generate leads, you leverage our database,” he adds. Metrostudy is at the heart of the data operation at HW, Goldstone says, but it’s not nearly the whole thing. “Every quarter we track 95 percent of all the available lots and land people are building new communities on,” he says. “That’s 36,000 existing developments and 11,000 future housing developments.” Goldstone’s response: “This has dramatically transformed our company and our customer interactions. Our content teams have overhauled how they approach their work. Our relationships with marketers are stronger and deeper, as we are now in their work flow. Our own knowledge and insights of our markets is second to none. And we’ve grown by more than $35 million directly as a consequence of being customer-focused, digitally driven and powered by data.”last_img read more

Anatomy Of A Viral Hit Acoustic Cover Song

first_img Facebook NETWORK ERRORCannot Contact ServerRELOAD YOUR SCREEN OR TRY SELECTING A DIFFERENT VIDEO Oct 16, 2018 – 11:41 am Donna Missal Covers “Iris”: GRAMMY ReImagined News In Mendes’ case, he spent his early teenage years covering everyone from Adele and Rhianna to Leonard Cohen and Lynyrd Skynyrd on his way to pop stardom. Cara covered the likes of Amy Winehouse, Justin Bieber, Maroon 5, and more. For these two budding pop stars, covers were the ticket to success. But cover songs are all around us (consider the popularity of modern singing competition shows). And as an emerging artist, covers can be a tool to get your talents in front of a new audience. So what makes a cover work and what doesn’t? Perhaps a revisit of Mike Masse’s 2010 viral cover of Toto’s “Africa” can shed some light.It’s tempting to look at the video’s 11+ million views and point to the success of the source material – after all, you read it right here that “Africa” is allegedly considered by science as the “best” song ever (a case we would bet is far from closed). But as SonicBids’ blog points out, the crux of why this YouTube cover took off like a rocket is talent. Masse’s voice not only evokes visions of Toto singer-at-the-time Joseph Williams, he sings the song with a combination of skillful accuracy and authentic passion listeners are looking–or rather listening–for today.What about the look? Masse’s video is a single shot of he and a bandmate playing at a pizza parlor. In fact, many viral YouTube cover videos rely on their low visual production quality to highlight the musical performance. [However, for the best of both worlds, check out the cover versions of GRAMMY ReImagined]. NETWORK ERRORCannot Contact ServerRELOAD YOUR SCREEN OR TRY SELECTING A DIFFERENT VIDEO Sep 28, 2018 – 2:18 pm Shawn Mendes On Connecting With His Fans & More Email A closer look at how viral videos reveal key takeaways for artists looking to mix their taste and talent with YouTube to find a new audienceGRAMMYs Oct 26, 2018 – 3:17 pm Posting a cover on YouTube is a well-worn path for independent artists seeking to traverse the internet jungle and land the attention of an audience. From Shawn Mendes to Alessia Cara, many artists of many genres have taken this tack to success, but many, many more have tried and missed the mark.center_img Twitter Anatomy Of A Viral Hit Acoustic Cover Song How Acoustic Covers Can Become Viral Hits anatomy-viral-hit-acoustic-cover-song In the case of many viral hits, choosing the right cover is where the magic happens. A familiar tune can bridge the gap between the eager fan and an unfamiliar artist, but a quick search of any of today’s biggest songs can also turn up a sea of competition. But popularity doesn’t necessarily mean a song should be avoided. A request for Weezer to cover “Africa” recently caught enough web attention to convince the band to tackle the classic, so clearly all of the song’s fans worldwide still hadn’t–or couldn’t–get enough.SonicBids’ analysis goes on to note that Masse’s consistency in posting new material on YouTube contributed to the success of their “Africa” cover, but also reiterates the importance of the talent of the collaborators you choose, calling out spot-on harmony vocals from bassist Jeff Hall as the viral video’s x-factor. “Don’t work with musicians unless they meet your standards,” the blog advises, wisely.Despite the strategy, for many artists, there is a joy of covering songs that is a reward in itself. Sometimes it’s easier for songwriters to get lost in a composition they didn’t create, the same way it’s easier to get lost in a house you didn’t build. The trick is knowing what will take off next and, more importantly, having the talent and consistency to capitalize on the opportunity. Happy covering!GRAMMY ReImagined Is Back With More Covers Read morelast_img read more

Kamal confident none can stop people Siddiqui foresees victory

first_imgDr Kamal HossainJatiya Oikya Front leader Kamal Hossain on Saturday warned that no one attempting to suppress democracy will be spared.Krishak Sramik Janata League chief Abdul Kader Siddiqui expressed confidence that none will be able to stop the victory of the initiative of Kamal Hossain to ensure free and fair elections in the country.At a discussion, Kamal Hossain called upon all to consolidate the national unity, reports UNB.”Repeated attempts had been made over the last 47 years to destroy democracy, but no one had been able to do it. I recall all that …No one had been able to destroy democracy and won’t be able to do it in the future, too,” he said.Kamal further said, “If anyone thinks we’re hapless people and they can rule us and exploit us as per their whim, they are wrong. The Banglaee nation proved it during the 1971 and also after 1975 that those who deceived them they had to pay a heavy price for such mistakes.”He also warned that no one can suppress the Bangalees who defeated the Pakistani occupation forces and forced them to surrender to them.Krishak Sramik Janata League (KSJL) organised the programme at the Institution of Engineers, Bangladesh to mark the jail killing day commemorating the assassinations of four national leaders inside Dhaka Central Jail on 3 November 1975.As per the constitution signed by Bangabandhu Sheikh Mujibur Rahman, Kamal said people are the owner of the country. “The owners have the right and some responsibilities as well. We can’t sacrifice the national interests to protect any party or individual’s interests.”Mentioning that the national will observe the 50th anniversary of its birth three years later, he called upon all to get united to complete the unfinished tasks of Bangabandhu and materialise the dreams of freedom fighters.Kamal Hossain hoped that KSJL president Abdul Kader Siddiqui will be there with Oikya Front with the goal of building the country as dreamt by freedom fighters.Speaking at the programme, Kader Siddiqui praised the leadership of Kamal and said the Oikya Front has already achieved its victory after forcing prime minister Sheikh Hasina to hold talks with its leaders.”Kamal Hossain is now the top most leader of the Oikya Front. I think he is also now unofficially the main leader of the entire nation.”He said it was true that Kamal Hossain could not win any polls barely 12 or three days back. “But now he can win the election from any seat of the country.”Kader Siddiqui also said Awami League will not even get 19 seats if any fair election is held in the country.He also said now the government is not in a good position as it was forced to sit with BNP leader in talks though they had been saying they smelled the odour of ‘burn bodies’ from them.Kader Siddiqui said Bikolpa Dhara President AQM Badruddoza Chowdhury was supposed to join the programme, but he finally declined to be present as Kamal Hossain was made the chief guest.last_img read more