Insights
Tariffs Are Today’s Headline—But Main Street Is Tomorrow’s Movement
Tariffs are shaking up pricing and supply chains—but the real opportunity is how brands lead, serve, and stay. Learn why companies embracing a Main Street mindset will be the ones that win hearts, minds, and market share in 2025.
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Direct Selling: Manufacturers, Meet Your New Customer
https://vimeo.com/645308504 The answer to selling direct without jeopardizing growth among your existing distributors is understanding what the end-user wants and developing an evolutionary strategy [...]
Rightsizing Innovation for the Enterprise
https://vimeo.com/642864703 J Schneider, managing director of the consulting practice at Dorn Group, answers the questions 'What does innovation mean today?', 'Why is it important [...]
Accelerating Out of the Crisis: Winning Market Share by Reengineering Your Go-To-Market Strategy
You can blame COVID all you want, but the transformative changes required for manufacturers to compete in today’s post-crisis landscape were going to happen [...]
Identity Resolution: The Personalized Marketing Success Factor No One Else Tells You About
Every B2B digital marketer has heard this at least once: “I just want to know who is visiting our website.” It is the Holy [...]
Up Your Manufacturing Company’s Marketing Game with Point-of-Sale Data
Your manufacturing company recently launched a new marketing campaign. Naturally, your next step is to measure the success of your campaign by tracking the [...]
How to Raise Your Manufacturing Company’s Prices Without Undermining Your Market Position
If your manufacturing company is like most, you probably don’t relish the idea of raising your prices. After all, you operate in a cutthroat [...]
Drive Growth and Outmaneuver the Competition with a Holistic Go-to-Market Strategy
In the business world, “go-to-market strategy” is a bit of a buzzword. If you’ve been in the manufacturing industry for any length of time, [...]
How to Measure the ROI of Innovation
Manufacturers across nearly every segment are obsessed with innovation. They pursue it relentlessly in an effort to stay ahead of today’s increasingly competitive marketplace. [...]
Eyes on the Prize: Managing Your Sales Team’s Mindshare
Like all consumers, today’s industrial customers are less brand-loyal. They want the best, fastest, most cost-effective solutions regardless of brand. And most of the [...]
The Power of Revenue Operations
From product innovations to customer experience, most manufacturing firms prioritize market-facing strategies in the quest to maximize profits. It makes sense. But what about [...]
Preparing for Growth with Change Management
Everyone in the industrial manufacturing space knows that if you aren’t actively growing, your share of the pie is actively shrinking. That’s why manufacturing [...]
How to Enhance Your Manufacturing Company’s Sales Organization to Accelerate Revenue Growth
If you’re like most manufacturing executives, the health and performance of your sales organization is always top of mind. Is your sales team driving [...]
Why Your Manufacturing Firm Needs a Market Cycle Analysis
As a manufacturing executive, keeping tabs on your firm’s performance is in your blood. It’s what motivates you — and what keeps you up [...]
Want to Win Elusive Customer Loyalty? Enhance Your Customer Experience.
Today’s customers enjoy an unprecedented level of choice. For manufacturing companies, this presents both a challenge and an opportunity. On the one hand, customer [...]
Build the Room, Then Fill It: Using Demand Creation and Lead Generation In Concert to Grow Your Business
Marketers at manufacturing companies are responsible for building brand awareness, creating demand for products and services and converting that demand into qualified leads. A [...]
Why Manufacturing Distributors Are Losing Relevance – and What They Can Do About It
The role of manufacturing distributors has changed. Historically, distributors positioned themselves as product experts and were seen as valued advisers. Today, they are often [...]
The Changing Face of Competition: Why Manufacturers Should Offer Add-On Services and Enhancements
Today’s end-users have access to a larger quantity of product information and manufacturing brands than ever before. For manufacturers, this means operating in a [...]
Annual Marketing Planning: Making the Shift from Sales Support to Revenue Generation
Each year, marketing executives at manufacturing firms embark on the strategic annual marketing planning process. The objective of this process is to lay out [...]