Posts Categorized: Strategy

The Key Elements of Workforce Recruitment Messaging

Why should people should work for you? Every employer needs a good answer.

Workforce recruitment marketing continues to be wicked hard for manufacturers and industrials these days. Heck, it’s hard for pretty much everyone. Prospects have many choices, and they know how to find openings and conduct quick research to see if a job description and company is of interest to them. The good news is that your… Read more »

How to Get Started With B2B Marketing Webinars

Tried and true, here are some ways to incorporate webinars into your marketing mix.

There’s a general acceptance that using B2B marketing webinars can be a successful strategy for manufacturers to drive lead generation, engage with prospects, and build thought leadership. But many manufacturing marketers can recount stories of time and cost investments that resulted in a tiny audience or how a webinar went off the rails for a… Read more »

3 Ways to Improve Your Manufacturing Audience Targeting

B2B manufacturers have very small target audiences. How do you zero in to maximize your efforts?

As industrial marketing professionals we are still learning about how to leverage big data for audience targeting, audience segmentation, and intent. Targeting is simple at its core — defining a specific customer prospect audience — but wicked hard in execution and practice. In the industrial B2B sectors, our universe of buyers is undoubtedly small, so having… Read more »

How Manufacturers Can Experiment with AI Marketing

You've hear a lot about AI. But where does it make sense to use it as a marketer? It's time to find out.

In the past five to 10 years, artificial intelligence (AI) has moved from something primarily talked about on television and science-fiction novels to being a normal part of marketing technology and strategy conversations. However, whether called “machine learning,” “big data deep learning,” or some other terminology, the process of using computers to compute large amounts… Read more »

Top 10 Manufacturing Website Career Pages

Is your manufacturing website helping to feed your talent pipeline? A career page can help.

Is your manufacturing website putting your company’s best brand forward to recruit top talent? A dedicated career page can walk your brand’s talk as a best-in-class employer to attract better job candidates and help candidates apply for jobs more quickly. A career page can also serve as a home base for your workforce recruitment marketing… Read more »

B2B Customer Onboarding: 5 Risks to Consider for Your Industrial Business

Use customer onboarding to avoid risks and create frictionless relationships that increase business growth.

Is B2B customer onboarding part of your integrated marketing strategy? Creating a successful customer experience and establishing positive customer relationships is essential for the success of any business, including industrial and manufacturing operations. Finding customers and nurturing those relationships is key to selling your products, solutions or services. While many businesses only focus on the… Read more »

6 Ways to Run Google Ads for B2B Lead Generation

Are Google Ads worth the investment for B2B lead generation? It depends on how you leverage them.

How can Google ads help generate targeted B2B leads?  Lead generation is one of the most challenging parts of running a B2B business. Another big issue is running successful B2B marketing campaigns that bring more sales and conversions. However, due to the longer sales cycle, you need to be persistent and patient with your B2B… Read more »

Features to Optimize Your B2B E-Commerce Website

There is stiff competition in B2B e-commerce, and only well-built websites will succeed.

If you’re considering a refresh for your B2B e-commerce website, it’s important to remember that B2C buyers’ preferences are ever-changing to stay in line with the changes brought about by digitization. B2B buyers are no different. According to a Forrester report, 55% of B2B buyers completed their purchases online. Indeed, the internet has provided a… Read more »