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 »
According to Vidyard, manufacturing companies have each produced 131 videos on average, making video content crucial for industrial marketers. If your company has been talking about producing more videos for your website and social media, this post is going to steer you in the right direction. According to Cisco, by the end of 2019, 80%… 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 »
Social media use reached an all-time high in 2018 according to Hootsuite™, with 3.48 billion people logging into social networks last year, up 366 million over last year. So with almost half of the world’s population spending over two hours surfing social channels every day, how many industrials are joining the mix? And most importantly,… Read more »