How to Increase B2B Brand Awareness

Are you the Formica, Kleenex, or PowerPoint of your market? If not, it's time to correct that.

Brand awareness is one of the most important aspects of running your business and B2B brand awareness can be a real challenge, especially when you consider that most of the existing literature about branding focuses on B2C marketing. Here’s what you need to know to take your industrial business’s brand to the next level. How… Read more »

The Neglected Value of Marketing for Manufacturers

Marketing drives growth but most manufacturers won't fund it. What are you going to do about it?

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 »

How to Win at Wholesale E-Commerce

These tips make all the difference when it comes to retaining hard-won wholesale customers.

When you finally land that sale on your wholesale e-commerce site but never see the retailer again, it is quite frustrating. And, when it keeps happening, it greatly impacts your bottom line. This isn’t something any wholesaler wants. What you want is to retain your accounts and continually add new ones. To find and acquire… Read more »

6 Customer Engagement Trends Industrial Brands Can’t Ignore

Industrial audiences want more from your marketing. How do you keep up? Try these tips.

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 »

Industrial Marketing and Consumer Marketing: Is There a Difference?

There definitely is. Don't ignore these 5 fundamental ways the disciplines differ.

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 »

Creating an Effective Email Marketing Strategy for Engineers

What do engineers want from email? Use these tips to better engage your technical audience.

As with all good marketing, an effective email marketing strategy boils down to knowing your audience. With industrial marketing, you’re often talking to engineers, who play a vital role in any purchasing decision pertaining to technical products or services. To better understand this critical audience — and how to create an effective email marketing strategy… Read more »

The Magic and Mystery of Programmatic Advertising

Take some of the guesswork out of your digital advertising with artificial intelligence.

“Any sufficiently advanced technology is equivalent to magic.” —Sir Arthur C. Clarke According to industry reports, programmatic advertising will make up more than 50% of all digital ad sales by the end of this year. Which begs the question: Why the rapid growth? Many online marketers find that some of the digital advertising channels they’ve… Read more »

What Is Industrial Marketing?

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 »