Author: Nels Jensen




Author Posts

The Key Elements of Workforce Recruitment Messaging

Why should people should work for you? Every employer needs a good answer.

Workforce recruitment marketing continues to be wicked hard for manufacturers and industrials these days. Heck, it’s hard for pretty much everyone. Prospects have many choices, and they know how to find openings and conduct quick research to see if a job description and company is of interest to them. The good news is that your… Read more »

How to Get Started With B2B Marketing Webinars

Tried and true, here are some ways to incorporate webinars into your marketing mix.

There’s a general acceptance that using B2B marketing webinars can be a successful strategy for manufacturers to drive lead generation, engage with prospects, and build thought leadership. But many manufacturing marketers can recount stories of time and cost investments that resulted in a tiny audience or how a webinar went off the rails for a… Read more »

3 Ways to Improve Your Manufacturing Audience Targeting

B2B manufacturers have very small target audiences. How do you zero in to maximize your efforts?

As industrial marketing professionals we are still learning about how to leverage big data for audience targeting, audience segmentation, and intent. Targeting is simple at its core — defining a specific customer prospect audience — but wicked hard in execution and practice. In the industrial B2B sectors, our universe of buyers is undoubtedly small, so having… Read more »

How Manufacturers Can Experiment with AI Marketing

You've hear a lot about AI. But where does it make sense to use it as a marketer? It's time to find out.

In the past five to 10 years, artificial intelligence (AI) has moved from something primarily talked about on television and science-fiction novels to being a normal part of marketing technology and strategy conversations. However, whether called “machine learning,” “big data deep learning,” or some other terminology, the process of using computers to compute large amounts… Read more »

Wisdom of the “Industri” from Industrial Marketer

Here's a special take on the gifts of the magi — a few gems from the "industri"

We’ve all heard of the biblical Magi — three wise men bearing gifts. But you may not have heard of the Industri — two podcasters who come with gifts for industrial marketers. OK, it’s a stretch. But we’re willing to suspend our keyword discipline and be outrageously liberal with the definition of gifts in order to… Read more »

Social Media Advertising for Manufacturers

Hyper-focused targeting and near-instant results. What's not to like here?

Imagine if you could put up an advertisement on a billboard and, within a day, know if people driving by liked the ad and were interested in its message. That would be some rich data, wouldn’t it? The fact, is you can do something like that via social media advertising.  Since we focus on manufacturing… Read more »

What Marketers Need to Know About Google Analytics 4

In 2023, Google Analytics users will have to transition to GA4. Time to get up to speed.

Google has not made major changes to its analytics platform in 10 years, which means the transition to Google Analytics 4 (GA4) is a big deal. For many marketers, Google’s current version, known as Universal Analytics (UA), is all they know. In fact, you have heard about some of the GA4 changes, and you may… Read more »

The Top 5 Types of Marketing Content for the Awareness Phase

Thinking about generating some awareness for your brand? Here are 5 tactics to be aware of.

Does the “awareness phase” in B2B marketing refer to making a prospect aware of your brand or when the eventual buyer becomes aware that they have a problem to solve and begin researching solutions? We’re going to take the easy way out and declare that the awareness phase of marketing for manufacturers is the intersection… Read more »