While engineers still do the majority of their heavy-lifting work on desktop computers, their mobile usage is increasing, especially for reading emails and articles, and conducting product searches. This trend has real implications for industrial marketers, who must build and maintain a persistent digital presence. Continue reading
Guess what? About half of your customers and prospects use online videos for work-related purposes too. They are seeking solutions for motor sizing, Ethernet cabling issues, pump volume curve performance, software capability, etc. Today, video is a low-cost and easily distributed tactic to reach your customers and prospects with high value information with a minimum investment. Continue reading
I’ve seen some powerful email copy – and some are that are truly head scratching. No matter if you are writing copy or approve copy, these tips can result better results. Use these tips for email, but also all communications materials. Continue reading
Your company website shouldn’t be your only marketing channel, but it can serve as the hub for your marketing strategy. Your goals should be to drive customers to your site, give them reasons to stay, and motivate them to engage with you. Continue reading
The business-to-business marketplace is changing. While this may not come as a surprise, the way things are evolving might serve as a wake-up call for some brands. That’s because over the past two years, there have been some rather interesting shifts, not just in how B2B buying decisions are happening, but also in who’s responsible for them. Continue reading
What does aspirin, cellophane, dry ice, escalator, flip phone, kerosene, lanolin, laundromat, thermos, trampoline and videotape have in common? All of these popular terms lost their registered trademark status and became generic terms due to misuse.
One of our important services we provide to clients is trademark management/usage for various projects including websites, email, literature, PR, trade show graphics and other promotional materials. It is a value-add to help them protect their trademarks through correct and consist usage. The guidelines below can be used by any company to protect and optimize their trademarks. Continue reading
Over the years I’ve seen some clients achieve great market share and profit results when sales and marketing work together. And, I’ve had other clients suffer less than stellar results when sales and marketing don’t work together. These under performing companies lack a shared vision and teamwork. Continue reading
Benchmark Research. Ongoing Information to:
– Detect Competitive Threats, Market Shifts and New Opportunities
– Continually Measure Your ProgressHow do you get market feedback? How often do analyze trends? Been surprised by a competitive threat or market shift? What is your company’s reputation in the marketplace? Continue reading
The Internet of Things (IoT) is the network of physical objects or “things” embedded with electronics, software, sensors and connectivity to enable it to achieve greater value and service by exchanging data with the consumer, manufacturer, operator and/or other connected devices. Each thing is uniquely identifiable through its embedded computing system but is able to interoperate within the existing Internet infrastructure. Continue reading
Like any other investment you would make, money spent on marketing must generate a return. (Otherwise why make the investment?) While that return could simply be greater cash flow, good marketing plans result in higher sales and profits.
So don’t simply plan to spend money on a variety of advertising efforts. Do your homework and create a smart marketing program. Here are some of the basic steps involved in creating a marketing plan. Continue reading