When developing messages to promote your company, be certain you cover all your industrial marketing strengths. Most manufacturers focus on the products or services they offer through the ‘Feature & Benefit’ messaging process. This process highlights the features of your product or Read More
One of the most confusing areas of marketing we encounter when working with manufacturers is social media. The first question is, “Do we need it?” The answer is yes. It is an integral part of an inbound and outbound marketing program to Read More
From keylines to computers and airbrushing photos to Photoshop, I have seen many changes in my nearly forty years in marketing. Across those decades, several new lead generation channels have emerged, too. Most have been successfully incorporated into the mix, but here’s Read More
Most manufacturers focus on their products and ignore the industrial marketing service message. Of course, quality and delivery are essential to the product you produce. However, the service you provide during the sales, production, and support processes can mean the difference between Read More
This blog discusses the most important part of marketing after finding a new customer—keeping them. Your dedicated sales team puts in a tremendous amount of work to land a new contract. For this reason, you need to have processes in place to Read More
Marketing messages are the backbone of lead generation and sales success. Yet, in my 30+ years of working with manufacturers, I’ve noticed a common oversight in the need to fully promote their industrial marketing strengths. While the messaging often covers what they Read More
I’ve been in marketing long enough to remember when websites first came on the scene. It was only a short time before it became an essential marketing component. In those days, each website was coded in HTML. Today, websites are plug-and-play with Read More
After 30+ years involved with business-to-business marketing, I can tell you that it continually changes. Marketing tactics that once only mattered to business-to-consumer strategies, now should be part of a B2B marketing program. While customer feedback has always been an essential factor Read More
When we build websites for our manufacturing clients, we always focus on industrial marketing organic SEO. Search engine optimization (SEO) is complex and can engage other strategies, such as AdWords (paid Google ranking) and Off-Page (tactics to help ranking off your site). Read More
An industrial marketing event is a tried and tested tactic. This one-to-one lead generation channel provides an excellent opportunity to leverage the power of in-person interactions. There are many types of industrial marketing events, such as trade shows, open houses, product training, Read More
Anyone conducting sales and marketing for manufacturers must consider the emerging market of millennials. People born between 1981 and 1996 are considered Millennials. This group was born into a technological world, growing up with technology and its ongoing development. They use more Read More
All manufacturers understand the need for a well-stocked toolbox. The industrial marketing digital sales tools you have available for your sales teams are just as essential. Let’s review what these materials need to cover: Responding to leads Building relationships Establishing industry Read More
One of the fundamental messaging techniques in marketing is Feature and Benefit (FAB). Over the past 35+ years, it is the one message that most of my first-time clients have developed. At least for the most part. Let’s look at how you Read More
Working in marketing for nearly 40 years, I have seen many manufacturers conduct their marketing under the burden of some common misconceptions. These industrial marketing misconceptions can cause growth to stagnate if not addressed. Let’s look at some of the top ones. Read More
ROI is commonly known as Return On Investment. Unfortunately, it’s just as common to think that the return is one-to-one regarding lead generation. Of course, that rarely ever happens in a B2B lead generation campaign. A better definition of ROI is Realistic Opportunity Investment. Let me explain how Read More
As we approach 2024 and reflect on 2023, manufacturers should consider if it’s time to find new customers. Now you may say you do this all the time. However, do you have an industrial marketing new markets program? Diversifying into other markets Read More
In the 35 plus years I have been in marketing, I have spent most of that time working with manufacturers. I have also seen many periods of uncertainty in the market, such as we are in currently. Often, manufacturers stop marketing efforts Read More
For several years now, our clients have asked us to assist in their employee recruitment efforts. While recruiting and industrial marketing may not seem like a fit, there is more in common than at first glance. After all, when seeking to fill Read More
Generally, there are two primary categories in marketing or advertising: awareness and direct. While each approach employs different channels, it’s critical to understand the fundamental difference between these industrial marketing tactics. Awareness The awareness industrial marketing tactic broadcasts your brand and message Read More
Every manufacturing business encounters changes over the years. Whether it’s as simple as new staff or a major facility expansion, your customers and the market should know. This blog will discuss the factors you need to consider when sending communications about industrial Read More