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 »

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.

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 »

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 »

Sometimes being an industrial marketer can feel like you are a stranger in a strange land. Very few people speak your language and a translator is hard to come by. This article is meant to help you become your own translator with six key tenants you should abide by if you want to speak effectively… Read more »

“You’ve got to stay right on the leading edge in order to be a competitive production shop,” shared Barclay A. Townsend, president of Townsend Machine, Inc., when we asked how important it is for a manufacturing company to look up to date. I recently interviewed several manufacturing companies on this topic and all agreed that… Read more »

Do you ever feel lost when industrial marketers start talking in marketing jargon? Do statements like “Our inbound marketing strategy really made a difference in bringing in some warm leads and advocates this year” make you feel like you’ve stepped off a plane into a foreign country? Fortunately, it’s not as complicated as it sounds…. Read more »

Finding an industrial marketing agency that understands your specific industry challenges can be a daunting task — especially if you’ve never worked with an agency before. Before you start your search, you may want to compile a list of questions to test any potential partner’s ability to address your pain points, such as: Do they… Read more »