You’re probably reading this because you’re looking for some benchmarks to gauge your industrial marketing budget. And that’s fine. Many marketers start to shape their ideas about strategies, tactics, and yes — budgets — based on what competitors are doing or industry data. So let me get those statistics out of the way (I’d never want to disappoint… Read more »
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 »
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 »
If you’re engaged in B2B lead-generation-focused marketing and you’ve got a limited marketing budget, you’re probably trying to decide how to allocate your funds so that you can get the most qualified leads. One of the main criteria for making this decision is the conversion rate for each marketing channel you have under consideration. What… Read more »
Throughout the last few years, I’ve heard a lot of “Why do I need to hire a marketing agency?” Not surprisingly, I hear this primarily from industrial companies. Traditionally, industrials are focused on old-school methods of sales and marketing such as trade shows and the occasional print ad. If it ain’t broke, why fix it… Read more »
A big question that comes up in any discussion about marketing planning is, “How much should I be spending on marketing?” Of course, there’s the internal factor of how much your awesome marketing plan will cost to implement, but more often than not this question is about industry standards. In the industrial sector, there isn’t… Read more »
You’ve put off creating a marketing plan for years. Now you’re noticing competitors becoming more discoverable online. You’re noticing your peers generating leads via LinkedIn. You’re noticing trade show ROI isn’t what it used to be. It’s time to make a plan. But how do you build one? The following 8 components will get you… Read more »
