When I refer to industrial marketing ability, it’s not about the ability to market manufacturing services. I’m speaking about a message development technique that focuses on your abilities as a manufacturer. I call it the “ility” technique – you’ll see why once Read More
As states and communities begin to reopen, it will not be business as usual. There will be faster and slower returns to normalcy, or at least what that will be as dictated by COVID-19. Employees and customers will be happy to have Read More
Now that several stay at home orders are loosening, we will be getting back to a different form of “business as usual.” With everything that will be going on to stay safe as the COVID-19 crisis continues, don’t neglect your financial marketing Read More
With all the new guidelines and procedures that need to be in place regarding operations during the COVID-19 pandemic, be sure to pay attention to the other areas of business. For example, reviewing your industrial marketing program. As we start to get Read More
As we continue to deal with the COVID-19 outbreak, business needs still needs to move forward. If you are shut down or seeing a slow down because some projects have been put on hold, now is the time to review your construction Read More
If you are one of the unfortunate businesses having to close because of the COVID-19 pandemic, I hope you will be able to reopen soon. While I realize that you have many concerns on your mind, don’t forget to consider your mall Read More
Despite the current uncertain situation with the COVID-19 pandemic, you need to consider your financial marketing strategy. While this is a complex time with many factors to consider regarding the operations of your firm, these three areas should be top priority: Financial Read More
The current COVID-19 outbreak is causing uncertainty in all areas of our lives. If you are currently under a stay at home order and you are a manufacturer that is critical essential you must safeguard your employees and their families, as well Read More
To say we are living through unprecedented times is certainly an understatement. But we will get through them. During the current COVID-19 crisis, all business owners must take steps to safeguard the business, its employees, and respective families. This concern is only Read More
Influencer B2B marketing is currently the hottest trend in the online B2B marketing world – and for good reasons. Although B2B companies were late to the party, they have realized the value of working with influencers for promoting their brand. You may Read More
The definition of hyperbole is an exaggerated statement or claim not meant to be taken literally. Now, I realize that many people believe that is precisely what marketing people use. However, that’s not true. In fact, B2B marketing people do want you Read More
One of the main goals of our construction clients is to break into new markets. This task can be challenging if the client hasn’t any experience in the new market. However, it can be accomplished if you have the right plan and Read More
Diversifying your customer base is a way to smooth out the peaks and valleys of sales. Over the past 20 plus years, I have helped several manufacturers achieve industrial marketing diversification. Often, diversification is thought of as only expanding your customer base Read More
A B2B Marketing Event is a tried and tested tactic. This offline business-to-business marketing channel provides an excellent opportunity to leverage the power of in-person interactions and real experiences. There are many types of B2B marketing events, such as open houses, product Read More
When creating construction marketing messages, you need to consider both the content and the structure. The content hit the key points that attract, connect, and influence prospects. There are several message development techniques that you should utilize. Let’s look at those methods. Read More
In my last two blogs on financial marketing, I wrote about solution selling and influencer selling. In this article, I will address financial marketing satisfaction selling. While this may sound strange since it is usually a customer that satisfaction is associated with, Read More
Generations of marketers have used the term marketing mix to refer to the tactics to help achieve marketing objectives. The foundation of this industrial marketing mix is the pillars of marketing. In general, these pillars have traditionally been four: product, price, promotion, Read More
Storytelling isn’t just for entertaining – it’s an essential part of the sales and marketing process. Because telling stories is an ancient form of communication, it connects people. It is a way to inform people on a personal level that goes beyond Read More
Now that the holiday season is over and it’s time to get back to business. with that in mind, let’s look at some B2B small business marketing trends for in 2020? Like previous years, 2020 will see the ongoing evolution of trends Read More
Most marketing people will tell you there are four Ps of marketing: product, price, promotion, and place. Others will add three more to the mix: packaging, positioning, and people. I think there is an eighth you need to think about in the Read More