Should You Advertise During a Supply Chain Crisis?

Many suppliers and manufacturers are confronting significant supply chain challenges. Some are having trouble finding needed parts. Some may be dealing with labor shortages; others are facing lengthy shipping delays. In turn, making sales and fulfilling orders has become difficult in the short term. It’s understandable if companies are tempted to pull back on advertising... Continue Reading →

Quick Checklist for a Product Launch

One of the most important and stressful responsibilities for a marketing team is supporting a new product launch. Everyone is excited about the upcoming product. Your colleagues and managers are hoping for a big impact. The whole company is looking at their marketing to create a buzz at launch time. Obviously, the worst possible thing... Continue Reading →

Five Guidelines for Nurturing Leads

Studies show that 70 percent of new business can come from prospects that are in the early stages of their buy cycles when they first come in contact with your company, but are not yet ready to engage with sales or make a purchase decision. We call these longer-term prospects nurture-ready contacts. One definition of... Continue Reading →

Video and the Industrial Marketing Star

Two-thirds of engineers now use YouTube or other video-sharing websites for work-related purposes, as reported in the upcoming “2017 Digital Media Use in the Industrial Sector” survey. If video isn’t yet part of your marketing campaigns, now’s the time to get the camera rolling. According to the “B2B Content Marketing” research report published by the... Continue Reading →

Are You Generating the Right Kind of Leads?

For most marketers, generating leads is their number one priority. Without leads, there won’t be many sales, and without sales . . . well, you know what happens next. However, it’s not enough to simply produce an impressive volume of leads and toss them over to your sales team. Any seasoned salesperson will tell you... Continue Reading →

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