Trying to develop a sustainability message? Don't get caught in the pitfall of greenwashing.
How do you take an approach to marketing your industrial company that reflects an authentic commitment to sustainability vs. inauthentic greenwashing? As the debate about climate change heats up, the pressure is on to answer this question. The climate crisis has gained more public exposure this year than ever before. The recent Climate Change Conference… Read more »
Times are a changing. Take a moment to pause and reflect on what's new and positive.
The past two years have tested the resolve of the industrial sector with disruptions we could never have imagined. It feels like the global pandemic arrived and someone hit the hyper-speed button on the pace of change. So as we approach the holiday season, Industrial Marketer podcast co-hosts Joey Strawn and Nels Jensen take a… Read more »
Customers may come to you for your solutions. But customer service will keep them coming back.
Great customer service is important whether you’re running a B2C or a B2B company. However, just like there is a difference between industrial marketing and consumer marketing, how you deliver customer service significantly varies when you are talking about B2B customer service vs. B2C customer service. B2C companies offer products and services directly to consumers,… Read more »
Buyers care about environmental and social issues. Meet them on this level with ethical marketing.
Manufacturing is a competitive industry. There are more than 500,000 manufacturing businesses in the U.S. alone, which means an ocean of potential competitors. As it becomes increasingly challenging to stand out, manufacturing marketing has become essential. Online advertising provides plenty of opportunities to distinguish yourself from competitors, as its lower cost of marketing enables more… Read more »
Industrial marketing — it's like you know it when you see it. Here are 5 examples that illustrate the point.
The narrow segments and complicated, elongated buying cycles can make lead generation especially challenging for industrial marketing, but these difficulties are also what help us trace the contours of a definition of industrial marketing. It’s unlike any other B2B sector. But the dynamic means it is even more important to be genuinely “industrial” in your… Read more »
If you're going to market for manufacturers, you need to understand their changing landscape.
A lot has been said about manufacturing trends caused by the fourth industrial revolution’s focus on technology. It has provided manufacturers with opportunities to use modern methods and tools throughout the manufacturing process, which increase production capacity, reduce operational costs, and help deliver exceptional service to their customers. As marketers, we don’t necessarily work directly… Read more »
You don't have to be a salesperson to support the sales process. Here's how everyone can contribute.
The cliche about how “everyone in our company is in sales” is not accurate, but in many ways just about everyone in your industrial company can help with sales enablement. Effective B2B sales enablement does more than align the marketing and sales teams. It ensures that a cohesive, persuasive message is presented to industrial buyers… Read more »
If you're hiring a marketing agency, you should get along. Use these techniques to ensure a good fit.
How bad can a business culture clash be between a client and their marketing agency? Well, it can actually make or break the relationship — one that you, as someone who needs marketing agency support, definitely want to be successful. We all know that culture is more than skin deep, even when it comes to the… Read more »
