GlobalSpec Marketing Resources
The GlobalSpec power guide to industrial marketing
Customer testimonials are the little siblings to case studies. They aren’t as in-depth, problem/solution oriented, or focused on demonstrating quantitative results. However, testimonials offer a number of advantages as marketing content: they are quick hitters with real people behind them. Potential customers can relate to them. They provide legitimate support for your company’s claims. And... Continue Reading →
It’s easy to say you must invest your marketing budget on campaigns directed to your target audience. On the other hand, it takes hard work to find those specific buyers most interested in the products and services your company offers. Consider the task a two-step process: know them, find them. First, know them Before you... Continue Reading →
The terms integrated marketing and multichannel marketing are sometimes used interchangeably. It’s easy to see why: integrated marketing can include multiple channels and multichannel marketing can be integrated. Think of intersecting Venn diagrams: the two strategies overlap but are not exactly the same. The key takeaway is that integrated marketing and multichannel marketing create a... Continue Reading →
Account Based Marketing (ABM) has taken on an increasingly important role for industrial marketers to help generate revenue and increase ROI. ABM puts marketing and sales teams on the same page working together to target best-fit accounts, personalize the buying experience, turn prospects into customers, and strengthen long-term relationships. Companies seeking high-value customers might find... Continue Reading →
Seventy-three percent of B2B companies have a content marketing strategy, according to “B2B Content Marketing – Budgets, Benchmarks, and Trends,” a research report produced by the Content Marketing Institute. Content marketing—a popular and effective marketing strategy—has taken on an even larger role since the beginning of the pandemic, when many in-person events and meetings were... Continue Reading →
We’ll come right out and just say it: if your business isn’t using YouTube as a marketing channel, you probably should be. The just-published report, “2022 State of Marketing to Engineers,” from GlobalSpec and TREW Marketing, shows that 80 percent of engineers say YouTube is valuable to them when seeking information on the latest engineering technologies, industry trends, and products.
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 →
Many industrial marketers are deep into planning for 2022. If you haven’t started yet, now is the time, and we’ve got resources to help you. By beginning your planning process now, you can gather evidence to justify your expected expenditures, receive executive endorsement for your budget, and be ready to launch when the calendar changes.... Continue Reading →
The cardinal rule in content marketing is to engage your audience quickly. If you don’t, they will click away. It may seem ruthless, but this is the nature of a fast-paced world and short user attention spans. That’s why video content can be such an effective marketing tool. Good videos capture attention. They are faster,... Continue Reading →
Engineers have always found value in webinars as a way to learn and engage with suppliers. The value of webinars has only increased since the start of the pandemic, but even as in-person events begin to return, webinars have maintained their position of strength. Webinars are one of the top ways engineers maintain and advance... Continue Reading →