Category: Industrial Marketing

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

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

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

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

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

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

Traditionally, a business is either thought of as a service provider or a product supplier. However, I believe this is narrow-minded. Therefore, I believe every business needs to think of itself as a service business. Even manufacturers that stamp parts or produce Read More

Most business owners understand the meaning of business-to-business or B2B marketing. The majority of manufacturers conduct business as a B2B company. The reason is that they are suppliers, not the OEM selling products to consumers. However, you might not know P2P industrial Read More

Whether you run a job shop or an OEM company, a steady stream of leads is critical to your business’s growth and ongoing success. Many of our manufacturing clients have an in-house sales team. However, they use our prospecting call services for Read More

In this blog, I will discuss industrial marketing CLV. First, let’s explain CLV. Customer Lifetime Value (CLV) is the way you calculate the value of each customer over the lifetime of your relationship. Consequently, it can help you anticipate future sales from Read More

Inbound marketing is a relatively new term in industrial marketing. While many of the techniques have been in use for years, even decades, many manufacturers are just beginning to employ them. The various channels used by industrial inbound marketing attracts potential customers Read More

Is your 2019 industrial marketing plan assembled? Since the first quarter of 2019 is in its second month, you should have your 2019 industrial marketing plan well underway. Then again, if your 2019 marketing plan isn’t started or worse not even developed, Read More