Marketing Archives - Page 2 of 11

Why Your Brand Stalls in Distribution (And How to Fix It)

I talk to manufacturers, IMRs, distributors, and end users almost every day, and one challenge keeps coming up: “We’re in distribution, but sales aren’t moving like they should.” Distributors carry thousands of SKUs. Even if your product has been in the system for years, that doesn’t mean it’s a priority today. The hard truth? Most distributors aren’t in the business of creating demand—they focus on fulfilling it. And for the few that do, your product is likely competing with bigger priorities in their revenue and profit strategy. That’s why the manufacturers [...]

Why Your Brand Stalls in Distribution (And How to Fix It)James Dorn2025-03-06T17:11:08-06:00

How To Harness Brand Power to Expand Market Share and Inspire Loyalty

https://youtu.be/ePLryAht8x8 In a market where loyalty is fleeting, brand strategy can be the secret weapon for businesses looking to elevate their performance. Watch James Dorn and Jim Perdue explore the potential power rooted in your brand. Start with a clear and customer-centric value proposition. Evaluate and optimize the overall brand portfolio for maximum impact. Use the brand strategically to steal market share from competitors. Leverage the brand to enhance customer loyalty and maintain share of wallet. Address internal challenges related to cultural fit and employee alignment for effective brand representation. Thoughts? Questions? Ask us about [...]

How To Harness Brand Power to Expand Market Share and Inspire LoyaltyJames Dorn2024-02-12T16:09:43-06:00

Driving Demand with an Enterprise-Wide, End-User Segmentation Strategy

Manufacturing companies exist because of their customers. Yet companies that sell their products through distributors can all too easily forget about their end-users. After all, from the manufacturer’s perspective, distributors are their customers. In many respects, distributors make manufacturers’ lives easier. But unless manufacturers do the work of uncovering their core customer segments, they will always be at the mercy of distributors to drive demand and add value to their end-users. It's not that most manufacturing marketing strategies don't consider customer segmentation at all. It’s just that these efforts are often [...]

Driving Demand with an Enterprise-Wide, End-User Segmentation StrategyJames Dorn2022-08-11T15:19:34-05:00

Why Switch? How to Convert the Modern B2B End-User To Your Industrial Brand

https://vimeo.com/704676278 Why should an end-user switch to your brand over what they’re currently using? If your response draws attention to an innovative product feature or specification, then your selling proposition needs some retooling. Today’s buyer doesn’t care about your brand. They don’t care about your latest innovative product either. What they care about is in their facility. They care about the problems that their teams are experiencing. End-user buying behavior has changed through the COVID era and is continuing to evolve. Manufacturers and distributors need to evolve their sales and marketing [...]

Why Switch? How to Convert the Modern B2B End-User To Your Industrial BrandNeil Ruffolo2022-05-03T10:16:26-05:00

Channel Marketing Beyond the Basics: Best Practices for Driving Revenue and Profits

https://www.youtube.com/watch?v=LFx--41sm8k What does "channel marketing" really mean? James Dorn, John Gunderson and Jim Perdue define the term once and for all, including the 2 primary objectives that tend to get lost in the details of execution. Then they take a deep dive into best practices for driving revenue and profit performance in this important, but often vague and misunderstood area of B2B manufacturing product commercialization. Thoughts? Questions? Ask us about internal pricing surveys and industry benchmarking to keep your company competitive in the months ahead.

Channel Marketing Beyond the Basics: Best Practices for Driving Revenue and ProfitsJames Dorn2024-02-12T15:58:34-06:00