For B2B Sales and Marketing, Defense Does Not Win Championships

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 »

Industrial Digital Marketing Roundup

Smart machines and the Internet of Things promise an age of digital convergence. Are you ready?

“Machines take me by surprise with great frequency.” —Alan Turing Alan Turing has been getting a lot of attention lately. From being portrayed by Benedict Cumberbatch in an Oscar-nominated film about his life and work to the increased interest in researching and creating “superintelligence,” an evolution of Turing’s theories about artificial intelligence and an area… Read more »

What Is Content Curation and How Can B2Bs Benefit?

Have an aggressive content marketing mandate? Consider an approach involving content curation.

Content curation is a popular topic on the web. If you do a search, you’ll find that there are dozens of tools that can be used to pursue this activity, which helps speed up your content production, makes your content more relevant to your target audiences, and expands the reach of your content and brand…. Read more »

5 Types of Email for Every Industrial Marketing Program

Email marketing continues to be indispensable. But what should you be emailing? Find out.

Bed Bath & Beyond has been emailing me 20%-off coupons for the past two years. These emails are typically ignored; I hadn’t visited a Bed Bath & Beyond in at least eight years. Well, last month, their efforts finally paid off. A certain someone convinced me higher-thread-count sheets were a necessity so my first instinct… Read more »

15 Questions to Ask Your Industrial Website Developer

Making an industrial website is a big investment. Use these questions to hire the right team.

Building an industrial website is like laying a foundation for a home. Your website is the keystone for most of your digital marketing efforts. It’s a resource for both attracting potential customers and adding value for your current customers. You don’t want to take chances when creating one. Since the inception of Industrial Strength Marketing… Read more »

Time to Reignite Your Industrial Brand

Think a brand is just a logo? Think again. Here's what it is and why it's essential for industrials.

I’m only going to say this once — your logo is not your brand. Neither is your “corporate identity system.” If you want to sound smarter when talking to a marketing agency or an in-house design team, it’s best to start recognizing the difference. These things do in fact make up a part of a… Read more »

Web Metrics to Align Industrial Sales and Marketing

For your website to generate quality leads, marketing and sales must be on the same page.

About ten years ago, we (Industrial Strength Marketing) launched a website for a company that manufactures tube sheets used in balance-of-plant heat exchangers. At the time, we didn’t realize that the company’s URL was just one keystroke away from that of a popular adult-entertainment website. (No, we’re not going to say which one.) Within days,… Read more »