We can assume you starting 2021 with a slightly different industrial marketing plan from a year ago. Really, what hasn’t changed in the industrial marketing ecosystem? The pandemic has thrown us many curveballs and put up many roadblocks. In our latest podcast episode, we discuss which trends that emerged from the many disruptions in 2020… Read more »
We’ve launched the Industrial Marketer podcast to help marketers who work for — and with — those who design, make and move the world improve their marketing. Industrial marketing is about navigating the unique ecosystem of engineering and technology advances, long buying cycles, and legacy trade and sales networks that define the industrial landscape. Tips, Tools, Topics,… Read more »
Why is marketing for manufacturers so undervalued — and what can industrial marketers do about it? According to the 2018 CMO survey, a survey that assimilated information from almost 3,000 marketing executives in various industries throughout the U.S., marketing spending across all industries averages 11 percent of total company budgets. This average accounts for 6.9… Read more »
Customer engagement online is changing. Content is becoming highly interactive and is distributed in ways that allow people to access it from wherever they are via their laptops or other portable devices such as smartphones. Industrial brands can’t ignore this shift toward greater interactivity across numerous kinds of devices; they have to adjust to these… Read more »
One of the questions industrial marketers often have to grapple with is: How is industrial marketing different from consumer marketing? Does it really make that much of a difference? The answer is “Yes.” The differences between industrial marketing and consumer marketing are subtle but significant. Consumer marketing focuses on individuals using demographic research and other… Read more »
