Posts Categorized: Commentary

Demystifying Sales Enablement for Industrials

You don't have to be a salesperson to support the sales process. Here's how everyone can contribute.

The cliche about how “everyone in our company is in sales” is not accurate, but in many ways just about everyone in your industrial company can help with sales enablement. Effective B2B sales enablement does more than align the marketing and sales teams. It ensures that a cohesive, persuasive message is presented to industrial buyers… Read more »

How to Get the Most ROI From Your B2B Marketing Agency

Need marketing that delivers real business results? Use these tips to manage your agency partner.

Let’s say you’re engaged in a search to find a new B2B marketing agency. After narrowing down your list, you’ve discovered a few that seem to have the right portfolio and list of services . But how can you be sure which one will deliver the best return on your investment? And then, once you’ve… Read more »

Marketing to Manufacturers Depends on Relationships

So how do you establish rapport digitally — with people you don't even know?

Technology continues to drive innovations, and expectations, in manufacturing. Customers are demanding higher-quality, longer lasting parts, and they want them turned around more quickly and for less money. Better, faster, cheaper. The dynamic is similar in many ways in marketing to manufacturers. Despite the fragmented, impersonal nature of industrial digital marketing, manufacturers must know their… Read more »

5 Reasons Industrial Buyers Seek New Suppliers

Will they stay or will they go? Use these reasons to get in their heads and win new business.

Have you ever wondered why industrial buyers seek out new suppliers to work with? Understanding the most common reasons this happens can help you to grow your customer base through simple changes to the way you market your products and services and approach and develop sales opportunities. Understanding an industrial buyer’s particular situation at their… Read more »

Top Industrial Marketing Trends in 2021

Digital sales and e-commerce top the list, of course. But what other trends are on the rise?

This week, the Industrial Marketer podcast takes a look industrial marketing trends in 2021 and the opportunities they present for industrial marketers, particularly in the field of digital sales. Digital sales and e-commerce top the list of industrial marketing trends for 2021. Manufacturing as a sector has been slower than its B2B peers in adopting… Read more »

Industrial Marketing Is More Complex Than Just B2B for Manufacturing and Distribution

Does generic B2B marketing apply to industrial marketing? Yes ... and no. Learn what's distinct.

We’ve been at this “industrial marketing” thing for almost 20 years, which, we believe, gives us some credibility when we are asked, “What is industrial marketing?” In the latest episode of the Industrial Marketer podcast, we look at the unique intersection of digital marketing with manufacturing and distribution. It is unique in many ways. The… Read more »

What to Expect for Industrial Marketing in 2021

Which pandemic-induced shifts in industrial marketing will have staying power in 2021?

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 »

Introducing the Industrial Marketer Podcast

We wanted to bring industrial marketing insights to the podcast universe. Now we have.

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 »