Industrial Marketing Is More Complex Than Just B2B for Manufacturing and Distribution

Does generic B2B marketing apply to industrial marketing? Yes ... and no. Learn what's distinct.

We’ve been at this “industrial marketing” thing for almost 20 years, which, we believe, gives us some credibility when we are asked, “What is industrial marketing?” In the latest episode of the Industrial Marketer podcast, we look at the unique intersection of digital marketing with manufacturing and distribution. It is unique in many ways. The… Read more »

What to Expect for Industrial Marketing in 2021

Which pandemic-induced shifts in industrial marketing will have staying power in 2021?

We can assume you starting 2021 with a slightly different industrial marketing plan from a year ago. Really, what hasn’t changed in the industrial marketing ecosystem?  The pandemic has thrown us many curveballs and put up many roadblocks. In our latest podcast episode, we discuss which trends that emerged from the many disruptions in 2020… Read more »

Introducing the Industrial Marketer Podcast

We wanted to bring industrial marketing insights to the podcast universe. Now we have.

We’ve launched the Industrial Marketer podcast to help marketers who work for — and with — those who design, make and move the world improve their marketing. Industrial marketing is about navigating the unique ecosystem of engineering and technology advances, long buying cycles, and legacy trade and sales networks that define the industrial landscape. Tips, Tools, Topics,… Read more »

6 Crazy Things Industrial Leaders Say About Marketing

It's true. These things industrial leaders say just don't make sense. How can marketers respond?

Industrial leaders sometimes say the craziest things when talking about industrial marketing — not only to people outside their company but to their own teams who work alongside them to grow their business. In this article, I’m going to break down the top six crazy misconceptions about marketing that I’ve heard from industrial leaders around… Read more »

It’s Not Too Late to SAVE Your Industrial Marketing

Tired of talking about products and services? So are your customers. It's time to be the solution.

Companies with an engineering or technology focus still find it difficult to move beyond thinking in terms of “technologically superior” products and services to take a customer-centric perspective instead.

How to Right-Size Your Industrial Marketing Budget

Benchmarks are a start. But real budgeting should be based on your objectives.

You’re probably reading this because you’re looking for some benchmarks to gauge your industrial marketing budget. And that’s fine. Many marketers start to shape their ideas about strategies, tactics, and yes — budgets — based on what competitors are doing or industry data. So let me get those statistics out of the way (I’d never want to disappoint… Read more »

Busting Common Manufacturer Marketing Myths

As manufacturers take their marketing digital, misconceptions abound. Time to set them right.

According to a recent survey of over 150 manufacturers by IndustrialSage, the majority of manufacturer marketing dollars are spent on trade shows, in spite of a recent drop in trade show leads by over 50 percent. But while trade shows and word-of-mouth are still highly regarded by manufacturers for marketing their capabilities and services, it… Read more »