What's the best way to turn a lead into a client? Your marketing funnel can show you.
A marketing funnel is the set of steps that a potential lead takes to become a client. Your marketing strategy should ultimately guide this process, whether you work in a B2B or B2C marketing field. A proper marketing funnel can increase revenue, production, and your overall loyal customer base. Manufacturers that institute marketing funnels will… Read more »
Tired of talking about products and services? So are your customers. It's time to be the solution.
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'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 »
A conversation with Patrick D. Mahoney of IEEE GlobalSpec about how to reach industrial buyers.
Industrial Marketer recently sat down with Patrick D. Mahoney, CEO of IEEE GlobalSpec — an industrial-focused media company with millions of subscribers interested in technical content — to discuss the importance of various tactics and channels to any B2B multichannel marketing program focused on engineers and technical buyers, beginning with content marketing. Industrial Marketer: IEEE GlobalSpec has… Read more »
Don't be afraid to get specific with what, when, and where. Make your needs known!
Why set marketing goals? Well, let’s start by making this personal. What’s the last goal you set in your life? Maybe it was to lose five pounds before summer so you could fit into last year’s bathing suit. Or maybe it was to start calling your mom every Sunday so she stops cranking about how you… 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 »
Take charge of your staffing needs with these three pillars of a digital recruitment strategy.
If you’re involved at all in truck driver recruiting, you know that the field has historically been dominated by media companies that sell advertising space. Many of these companies were magazine publishers that branched out into online publishing and began posting content and making new ad products available on their burgeoning list of websites, which… Read more »
In B2B sales and marketing, a good sales team isn’t good enough. You need good marketing to win.
It’s almost football season and there’s an adage any pigskin fan is guaranteed to hear at least once this fall: defense wins championships. It might be true in sports, but when the legendary head coach Paul “Bear” Bryant uttered this phrase some 40-odd years ago, he surely didn’t have B2B sales and marketing in mind…. Read more »
