At the risk of acerbating the tensions between marketing and salespeople further, I want to discuss the industrial marketing sales handoff. In the thirty plus years I have been in marketing, I have witnessed the blame game that goes on between these Read More
With the end of 2022 fast approaching, it’s time for your industrial marketing analysis. Think of it as quality control for your business growth. Let’s go through the areas you should evaluate. Your marketing strategy With the complexity of a marketing plan, Read More
Over the years, I have worked with many established manufacturers that need to conduct new industrial marketing. Many question this tactic because what they have done for years has worked up until now. And that is the key phrase, “up until now”. Read More
As I mentioned in the past, I’ve often experience new clients that have difficulty explaining what they do. Of course, we help our manufacturing clients to create clear industrial marketing messaging, but here are some tips to avoid this issue: KISS Messages Read More
Often lead generation activities uncover prospects that express interest in your products or services but don’t have an immediate need. An industrial marketing e-campaign can be a powerful way to maintain a connection with potential customers and current customers. While these campaigns Read More
When speaking with potential clients about our prospecting call campaigns, I often review the process of industrial marketing sales calls. The way I explain the process is to break it down into three phases. While some of these may overlap, each has Read More
Often, when we engage a new client at Conach, they remark on how deep we delve into creating their marketing messages. While I hesitate to say that their current messages were insufficient, let’s say they weren’t all they could be. The following Read More
It’s the new year and time to roll out your 2022 industrial marketing review. But before you do, you should review the following to be certain everything is in order. Your industrial marketing strategy review When implementing a marketing plan, are you Read More
Essentially, industrial marketing segmentation is dividing your customers into groups that make selling to them more effective. Most manufacturers do this in a broad sense by identifying potential customers that could use their products or services. However, you can use narrower criteria Read More
Recently, we have worked on new product launches for a couple of our manufacturing clients and the teaser campaigns were discussed. With these projects underway, I thought I would touch on some of the basics of an industrial marketing teaser campaign. What Read More
When you introduce a new product or service to the market, you need to approach it as a separate campaign from your ongoing activities. Here are several items to consider in an industrial marketing new product launch: Branding for an industrial marketing Read More
In the last few months, we have seen an unusually large number of website projects at Conach. As the guy responsible for writing the content for most of them, I have explained to many clients how keywords in industrial marketing are used Read More
Recently, B2B industrial marketing has seen a trend to incorporate B2C tactics. Manufacturers are employing a business-to-consumer (B2C) model. This transition enhances or replaces the traditional business-to-business (B2B) practice of selling product through dealers. If you think this model will be effective Read More
Hopefully, you have your 2021 industrial marketing process up and running. If not, it’s not too late. In fact, it’s never a bad time to begin a marketing process. Now in my blog, The Financial Marketing Definition, I make the case that marketing Read More
Recently, Conach has been fortunate in acquiring several new clients, mainly in the industrial market. As part of our discovery phase, we help new clients develop a database of potential customers. When working on this list, we always consider the industrial marketing Read More
How you perceive the services or products you provide customers has a critical impact on your industrial marketing strategy. For example, in medicine, you are either a general practitioner or a specialist, and most message development in business-to-business marketing follows the same Read More
Recently, a shift has occurred in what OEMs expect from their supply chain. Consequently, manufacturing suppliers have had to redefine customer service to go beyond meeting delivery dates and quality specifications. Of course, those criteria are essential, but other factors are gaining Read More
While white papers have been a longstanding tool in industrial marketing, they are becoming increasingly essential. Industrial marketing white papers tick off many factors on the lead generation checklist. First of all, a white paper highlights your industry knowledge and establish you Read More
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
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