Posts Categorized: Commentary

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 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 »

How Employee Collaboration in Marketing Can Improve Results & Sales

IS MARKETING COLLABORATION MISSING FROM YOUR MARKETING STRATEGY? USE YOUR TEAM HELPING TO BUILD YOUR BRAND.

Collaboration, especially collaboration in marketing, is the life force of any workplace. Only through working together can a team achieve its goals. This is why the art of collaboration and teamwork is so important for businesses.  The right amount of employee collaboration in marketing can not only help businesses create a more efficient workforce, but… 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 »

Growth Marketing for Logistics Companies

Logistics companies are all about planning and control. But why not go against type and grow with experimentation?

Logistics companies are important parts of the industrial supply chain. They are leading innovators in improving supply chain management, maximizing efficiency, and streamlining business operations. Because of the nature of their offerings, logistics companies often focus on maximizing their operational value but have little time to think about strategies for growth, such as growth marketing…. Read more »

Are You Engaged in Substantive Marketing?

Your leaders might say they believe in marketing, but is their support more than symbolic?

Despite how much marketing has changed over the years, some long-standing arguments remain relevant today. Such is the case with an article titled “Trappings vs. Substance in Industrial Marketing” by B. Charles Ames, which was first published in July 1970, in which Ames argues that industrial firms have not made the commitment to substantive marketing… Read more »

10 B2B Marketing Trends to Watch in 2022

B2B marketing has evolved in leaps and bounds with new B2B marketing trends appearing almost daily. Creative social media marketing, inventive content marketing, and influencer marketing are just a few of the trends the B2B marketing industry has experienced of late. As an industrial marketer, it’s important to keep up with the latest B2B marketing… Read more »

Business Longevity and Industrial Marketing

How do your marketing efforts intersect with other core business functions? Time to think about it.

Every industrial marketing firm or department has to balance its marketing efforts with other business longevity considerations. Marketing is critical to success, but only when coordinated with other elements of business management to produce ideal results. The role of industrial marketing is vital when it comes to producing stronger market value and business alignment. That’s… Read more »