As industrial marketing professionals we are still learning about how to leverage big data for audience targeting, audience segmentation, and intent. Targeting is simple at its core — defining a specific customer prospect audience — but wicked hard in execution and practice. In the industrial B2B sectors, our universe of buyers is undoubtedly small, so having… Read more »

The disruptions of the past few years have sent many industrial companies looking for new partners and customers, perhaps driven by supply chain chaos, replacing lost revenue or taking advantage of emerging markets. Like almost anything else in business, scouting for new business should follow a process, and in this case it begins with creating… Read more »