Trade shows are back ... but they're different. Are you ready to hit the show floor?
Manufacturing trade shows have a strong legacy in marketing for manufacturers, not only for industry gatherings and personal sales networks but also for showcasing products and innovations. But manufacturing trade shows were losing their effectiveness prior to the pandemic, as sales veterans were aging out and digitally native employees, from engineers to facility managers and… Read more »
Doubtless you have watched a video related to your profession. Why not make one?
Marketing with video is increasingly important to manufacturers and other industrial companies. Why? Video content is easy to consume and share, and it is incredibly effective because most people, manufacturers included, process visuals faster than text. If the incredible ramp up and conversion to digital marketing in manufacturing has taught us anything, it’s that industrial… Read more »
Website expectations have changed in the last few years. See how successful sites have adapted.
Much has changed in the industrial web design in the past two-plus years, driven mostly by the massive shift to digital research. So it’s no surprise that industrial buyers have high expectations when they visit your website. They expect to learn how you can help alleviate their pain points, see what your products can do… Read more »
Hiring skilled workers has become more difficult than ever. Here's how to stand out.
Your recruitment marketing campaign should be evolving in line with your overall equipment efficiency, supply chain strategies and product development. Recruitment requires a disciplined, data-driven approach. The post-pandemic job prospect wants a say in how decisions are made. But it’s not just about the work. They also want their employer to be vested in the… Read more »
This stage of the industrial buying journey is critical. Use these tips to get it right.
The industrial buying journey has changed significantly in recent years, shaking up the buyer’s awareness stage, the consideration phase, and the decision-making process. The pandemic was a black swan event that accelerated the evolution from trade shows and personal sales networks to a digital-based approach that involves buying committees and an elongated, non-linear process. Consider… Read more »
Multiple people are behind every B2B buying decision. Your marketing should consider all of their needs.
The industrial buying journey has never been easy to manage, given the challenges in closing the hefty deals needed to invest in manufacturing, packaging and distribution equipment — or the complexities and interdependencies of a supply chain, upstream or downstream. But in the good old days of trade shows and personal networks, the industrial buying journey… Read more »
Been blocked from chronicling customer success due to "proprietary" information? This post is for you.
Why are manufacturing case studies so important? Well, the industrial buying trends have been pointing in this direction for years: You would be wise to have customer-centric copy on your website for when prospects visit to do their research. But the pace of the digital content revolution has surpassed even what some of us in… Read more »
Unsure how to organize your content? Try basic questions: What? When? For whom?
As the industrial buying journey has become more elongated and complex, and more buyers are doing a majority of their research online before engaging with companies, solid content planning has become an essential starting point for industrial marketing. And while there are more content channels and types of content than ever, putting together a content… Read more »
