Marketing Archives - Page 10 of 11

For Manufacturers, There Can Be More to Measuring Digital Marketing Effectiveness Than Meets the Eye

Making the shift to a “user first” culture can be a high hurdle for some manufacturing organizations. Even so, the potential payoff has many execs moving in this direction. In fact, everyday business language is now peppered with buzzwords like customer-centricity, customer loyalty, end-to-end customer experience (CX), and voice of the customer (VOC). Whatever angle you take, the root goal is the same: Get those who need your product to want your brand… even if they’re not the ones who pay your invoice. Yet leaders who recognize how demand originates with [...]

For Manufacturers, There Can Be More to Measuring Digital Marketing Effectiveness Than Meets the EyeNeil Ruffolo2021-11-17T09:26:42-06:00

Finding Your Way Beyond “Best Practices” — An Agile Marketing Crash Course

Does it feel like you are always chasing the leader in your category? Your team has all the bases covered and boxes checked, including search engine marketing, social media, email automation and video content. And the quality is first rate. Yet year-in and year-out you are still in reactionary mode, trying to beat the champ using the best practices they probably pioneered in your industry. To gain ground and win big you need to play by a different set of rules. That means ditching your dependence on imitation in favor of [...]

Finding Your Way Beyond “Best Practices” — An Agile Marketing Crash CourseNeil Ruffolo2021-11-17T09:51:22-06:00

Are Your Metrics Misleading? Avoid These 6 Mistakes of Business Intelligence

I started off intending to write an article on metrics. What I realized quickly was there was no real consensus on specific metrics. In fact, deciding which metrics are most critical is a strategy unto itself. Looking at individual metrics without putting them into the larger context is like looking at an elephant through a microscope. So, think of metrics in terms of your ‘Business Intelligence Strategy’. When developing a Business Intelligence strategy, there are six common mistakes and ways to avoid them: Mistake #1. Misapplying Metrics. The most common mistake [...]

Are Your Metrics Misleading? Avoid These 6 Mistakes of Business IntelligenceDan Roglin2021-11-17T09:52:10-06:00

Navigating Go-To-Market Alignment As Your Portfolio Evolves

Recently at Dorn, we’ve been talking a lot about changes that occur in the marketplace or the business landscape that affect how your business is positioned to grow. But oftentimes, the biggest changes you have to deal with are those that you create yourself. Many of our clients have either been recently acquired as a part of a mergers and acquisitions deal or, they have added to their portfolio on the buy side of an acquisition. Still others have aggressive ongoing new product initiatives that are constantly changing the landscape of [...]

Navigating Go-To-Market Alignment As Your Portfolio EvolvesMatt Troy2021-11-17T10:50:48-06:00

A Better Approach for Industrial Product Launches

It’s been three months since you launched the product that was supposed to provide a big boost in this year’s sales. Early returns are soft, but you were forecasting for a six-month ramp up before you really saw the velocity numbers that made your sales projections viable. So you’re trying not to worry, but at the same time, you’re not overly optimistic. Sound familiar? If you’re here, chances are it’s too late. Your new product launch (NPL) is likely doomed to come up short of expectations. But, don't dismay, the most [...]

A Better Approach for Industrial Product LaunchesMatt Troy2023-01-20T12:02:41-06:00