Posts Tagged: marketing strategy

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 »

Multichannel Marketing for Engineers and Technical Professionals

A conversation with Patrick D. Mahoney of IEEE GlobalSpec about how to reach industrial buyers.

Industrial Marketer recently sat down with Patrick D. Mahoney, CEO of IEEE GlobalSpec — an industrial-focused media company with millions of subscribers interested in technical content — to discuss the importance of various tactics and channels to any B2B multichannel marketing program focused on engineers and technical buyers, beginning with content marketing.   Industrial Marketer: IEEE GlobalSpec has… Read more »

Marketing Goals Make for Better Marketing

Don't be afraid to get specific with what, when, and where. Make your needs known!

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 »

4 Signs You’re Not Ready for Strategic Marketing

For any business to realize marketing's true potential, it needs to do some prep work.

The everyday dialogue between an industrial marketing agency and most of its clients tends to emphasize campaign performance, lead quality, and ROI — rather than bigger-picture strategic marketing questions. Rarely do we get to ask, “What is the current and future role of marketing in your business?” Needless to say, when this question is actually asked, the… Read more »

How to Win at Online Truck Driver Recruiting

Take charge of your staffing needs with these three pillars of a digital recruitment strategy.

If you’re involved at all in truck driver recruiting, you know that the field has historically been dominated by media companies that sell advertising space. Many of these companies were magazine publishers that branched out into online publishing and began posting content and making new ad products available on their burgeoning list of websites, which… Read more »

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 »

Why Industrials Should Hire a Marketing Agency

You're good at what you do. Agencies are good at marketing. Hiring one is a win-win situation.

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 »

8 Things You Need in Your Marketing Plan

Everything you need to know to start writing a marketing plan.

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 »