GlobalSpec Marketing Resources
The GlobalSpec power guide to industrial marketing
Few of the leads you generate are sales-ready at the first contact with your company. Prospects might be anywhere in their buying cycle when contact is made and they typically have questions and concerns they need to be answered before they are ready to place an order. They might want to know more about your... Continue Reading →
Thank you to all who joined GlobalSpec and TREW Marketing for our 2021 State of Marketing to Engineers Research Findings live webinar.
We were not able to answer all of the fantastic questions posed by attendees during our live webinar, but have since tackled them all. We thought you might be interested in reading through the full Q&A, so that you can glean information to help inform your own industrial marketing efforts.
An integrated marketing campaign arranges multiple marketing channels working together in order to achieve a specific marketing goal. While integrated marketing relies on multiple channels to achieve results, it is more than just multichannel marketing, because the integration comes from having aligned messaging and goals.
For many industrial marketers, 2020 was unlike any year they’ve faced. And there’s no forecasting what 2021 might bring: more of the same, better, or worse? But uncertainty doesn’t mean you don’t have any control. One thing you can do is to devote your energy and resources to three specific areas of focus that will help your marketing organization perform better no matter what market conditions are like.
What is a marketer to do? The answer is to continue the best practice of balancing two factors that largely determine both short-term and long-term marketing success: demand generation and branding.
The old adage is true: “During good times you should advertise. During bad times you must advertise.”
Sure, that’s easy to say, but may be hard to do if budgets and other resources are being threatened. That’s why companies need to look to marketing innovation and efficiency to see themselves through the economic impact of COVID-19.
Although still an effective and much-utilized strategy in the industrial marketing portfolio, tradeshows are not as important as they used to be. Still, marketers must do what they can to replace the high-touch, high-visibility benefits of tradeshows. Here are some ideas:
While native advertising is gaining ground, questions remain for many industrial marketers.
Your plan was set in place and the marketing machine was humming along, but then uncertainty set in. You suddenly find that external factors you simply cannot control, such as the economy or the impact of the coronavirus, are Your instinct might be to pull back from marketing during difficult times, but this is unlikely to be the best strategy. Cut back and you could lose market share to competitors or you begin to fall behind leading to a downward spiral. Instead, when faced with external challenges, you need to find ways to adjust your current marketing plan to be more effective. Your mantra should be to “Prepare not panic.” Here are some tips:
With many tradeshows and conferences being cancelled or postponed due to the coronavirus pandemic, industrial marketers are facing significant disruptions to their marketing plans. An IEEE GlobalSpec survey conducted in the earlier days of the coronavirus outbreak found that 56 percent of marketers said the shows they planned to attend or exhibit at have been cancelled. Thirty-eight percent had cancelled their own plans. Those percentages can only be higher now.