The Marketing Maven: Industrial Marketing Blog & B2B Marketing Tips

Three (Unbelievable) Reasons for Saying No to Marketing Spend

I have worked for GlobalSpec for nearly a decade. Through the years, our sales team has shared with me different reasons potential customers have decided not to add GlobalSpec to their marketing mix.

Some of these reasons, when I first heard them, struck me as incredulous and irrational. I assumed it was an isolated case – an outlier. But after hearing these reasons repeated every year, albeit by a small number, I’ve come to realize it is reality. However, when these explanations for not spending on marketing were uttered in this current economic climate, I was shocked once again.

Despite my mother’s aversion to the word “dumb,” that is what comes to mind when I hear this rationale. This is not unique to GlobalSpec. You can insert any potential marketing investment in front of the following excuses for saying no.

Blogging Rules for the Industrial Marketer

As blogging gets more and more mainstream, many industrial marketers are stepping up and answering questions on various blogs. All of this leads to one important question -

    What should you say? What should you avoid?

Rule #1 - Use common sense. Authoring blog material is published for everyone to read. Your boss, your boss's boss, your mother.

Rule #2 - Ensure that you are speaking as an expert on the subject. If you have something worth contributing, great! If not, you may be doing more damage than good.

Rule #3 - Identify yourself. If you are blogging on behalf of your company, be sure to mention it.

Rule #4 - While blogging has become informal, it's easy to be a little too informal. Put your best foot forward.

Rule #5 - Read your post before you press submit. If you can't understand it without reading the entire string, work on your answer before publishing.

Rule #6 - Use spell check. Your post represents your professional opinion, as well as your education. 

Follow Us on Twitter!

The Marketing Maven is now on Twitter! 

Follow us at www.twitter.com/mktgmavens and get the latest news, research and analysis related to industrial marketing.  Besides getting alerted to new Marketing Maven posts and other relevant industrial marketing news, you'll also be among the first to know about new white papers, Webinars, and other resources from GlobalSpec.

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Recent Trends in Industrial Marketing

How are manufacturers marketing today? The answer can be found in the results of the 2009 GlobalSpec Marketing Trends Survey of marketing and sales professionals in the industrial sector. In broad terms, three key trends are defining the state of industrial marketing in 2009:

1. The difficult economy is shaping manufacturers’ marketing approach and objectives
2. Evaluation and measurement of marketing are top priorities
3. Industrial marketers are shifting to online marketing — but not fast enough

Five Things to Include on Your Web Site — and Five to Avoid

You need your Web site to attract prospects, generate leads and promote your brand. That means you must constantly tune your Web site to make sure it’s hitting all the right notes with customers and prospects. Here’s a quick checklist of five things you should have on your Web site, and five to avoid.

Get in Front of Your Audience on and off the Trade Show Floor

Need to get your company, products and services in front of potential customers? Trade shows are one way to promote your business — but how do you reach the majority of your audience that won't be at the show to see your booth?

There's still time to set up an appointment to visit GlobalSpec at SemiCon West at the Moscone Center in San Francisco, July 14-16. You'll discover how we can provide your company a sustained and consistent presence in front of 5 million+ potential buyers who want what you sell. Our expertise in the industrial marketplace means we deliver you qualified buyers with purchasing influence, searching for your products and services throughout the year.

Register online, or call 800-261-2052, ext. 5482 to schedule a consultation with us at SemiCon West at the Moscone Center and learn how we can connect you to your audience.