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 →
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 →
Last month, the Maven wrote a post offering tips for writing and producing long-form marketing content, such as white papers and research reports. This month, we’ll explore short form. If long form is anything over 1,000 words, then short form is anything less. The majority of marketing content your company produces is likely short form,... Continue Reading →
Industrial marketers are embracing Account Based Marketing (ABM) to supplement other demand generation strategies. With ABM, marketing and sales teams work together to target best-fit accounts, personalize the buying experience, and turn those prospects into customers. ABM can be as simple as one-to-one marketing and selling or as sophisticated as one-to-many with multiple prospects being... Continue Reading →