It's true. These things industrial leaders say just don't make sense. How can marketers respond?
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 »
You have what it takes. But are you getting the support you need to make it happen?
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 »
Overwhelmed when marketing buzzwords take over? Here's your secret decoder ring.
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 »
Take some of the guesswork out of your digital advertising with artificial intelligence.
“Any sufficiently advanced technology is equivalent to magic.” —Sir Arthur C. Clarke According to industry reports, programmatic advertising will make up more than 50% of all digital ad sales by the end of this year. Which begs the question: Why the rapid growth? Many online marketers find that some of the digital advertising channels they’ve… Read more »
You've come to a fork in the road. How will you answer this fundamental business question?
Unfortunately, many of today’s industrial business leaders can’t provide a satisfactory answer to the question “What is industrial marketing?” since they suffer from a lack of understanding of what industrial marketing is and what it can do to help them be competitive and grow their businesses. For leading industrial brands, however, marketing has become virtually… Read more »
Think beyond a logo to get clear on who you are, who you serve, and where you're going.
B2B brand strategy is arguably the most critical component in laying a proper foundation for downstream sales and marketing initiatives — especially for industrials who compete in crowded spaces and sell commodity products. But despite its importance, brand strategy is a concept that’s widely misunderstood and rarely implemented. Some might believe that it’s all about… Read more »
Stop making business decisions based on hunches. Gather and use data to foster success.
While it’s easy in today’s highly connected society to get inundated with data and become overwhelmed, all this data also represents an incredible opportunity to make data-driven decisions. Data is everywhere in our lives, from social media, retail stores, and sports to the apps that you use every day on your mobile device. Unless you live in… Read more »
For any business to realize marketing's true potential, it needs to do some prep work.
The everyday dialogue between an industrial marketing agency and most of its clients tends to emphasize campaign performance, lead quality, and ROI — rather than bigger-picture strategic marketing questions. Rarely do we get to ask, “What is the current and future role of marketing in your business?” Needless to say, when this question is actually asked, the… Read more »
