Marketing Archives - Page 9 of 11

Want to Win Elusive Customer Loyalty? Enhance Your Customer Experience.

Today’s customers enjoy an unprecedented level of choice. For manufacturing companies, this presents both a challenge and an opportunity. On the one hand, customer loyalty is increasingly elusive. Manufacturers can no longer skate by on incremental product innovation if they want to defend their existing market share. Manufacturing customers (including industrial buyers) now have a wealth of information at their fingertips — without the input of traditional gatekeepers like sales reps and distributors. This means they are no longer as likely to repeatedly buy from the same brand simply because it’s [...]

Want to Win Elusive Customer Loyalty? Enhance Your Customer Experience.James Dorn2021-11-17T08:50:27-06:00

Build the Room, Then Fill It: Using Demand Creation and Lead Generation In Concert to Grow Your Business

Marketers at manufacturing companies are responsible for building brand awareness, creating demand for products and services and converting that demand into qualified leads. A holistic marketing program works to achieve each of those goals in concert. Too often, however, marketers focus their energies almost exclusively on short-term campaigns that seek to convert existing demand into sales. Lead generation campaigns are an important piece of the marketing puzzle, to be sure. But if they represent the majority of your marketing activities, you’ll eventually see diminishing returns. Lead generation marketing campaigns only work [...]

Build the Room, Then Fill It: Using Demand Creation and Lead Generation In Concert to Grow Your BusinessJim Perdue2021-11-17T08:51:59-06:00

Annual Marketing Planning: Making the Shift from Sales Support to Revenue Generation

Each year, marketing executives at manufacturing firms embark on the strategic annual marketing planning process. The objective of this process is to lay out a detailed map of marketing activities for the year to come, as well as set measurable goals for impact. Sounds pretty straightforward, right? Not so much. The reality is that many manufacturing marketing leaders struggle with how best to approach the planning process. Too often, they make plans based on what they’ve done in the past rather than proactively looking to find where the best opportunities lie [...]

Annual Marketing Planning: Making the Shift from Sales Support to Revenue GenerationJim Perdue2021-11-17T08:59:51-06:00

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