Marketing Archives - Page 9 of 11

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, you’ve no doubt heard it mentioned countless times. And pretty much all manufacturers accept that they should have a go-to-market strategy. Yet there still isn’t a common understanding of what that actually entails. The fact is, your go-to-market plan isn’t a comprehensive strategy if it only addresses your route to market or where you sell your products. Instead, your go-to-market strategy should act as a holistic blueprint [...]

Drive Growth and Outmaneuver the Competition with a Holistic Go-to-Market StrategyJames Dorn2021-11-15T11:38:47-06:00

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 internal operations? The reality is that your firm’s internal activities represent an important opportunity to drive revenue in their own right. After all, the more efficiently and effectively your team works together, the higher your rate of profitability will be. Bringing your cross-functional teams into alignment is about more than just agreeing to work toward the same goals. You must maintain and leverage that alignment by keeping [...]

The Power of Revenue OperationsJim Perdue2022-01-18T13:55:37-06:00

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 loyalty is increasingly elusive. Manufacturers can no longer skate by on incremental product innovation if they want to defend their existing market share. Manufacturing customers (including industrial buyers) now have a wealth of information at their fingertips — without the input of traditional gatekeepers like sales reps and distributors. This means they are no longer as likely to repeatedly buy from the same brand simply because it’s [...]

Want to Win Elusive Customer Loyalty? Enhance Your Customer Experience.James Dorn2021-11-17T08:50:27-06:00

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 holistic marketing program works to achieve each of those goals in concert. Too often, however, marketers focus their energies almost exclusively on short-term campaigns that seek to convert existing demand into sales. Lead generation campaigns are an important piece of the marketing puzzle, to be sure. But if they represent the majority of your marketing activities, you’ll eventually see diminishing returns. Lead generation marketing campaigns only work [...]

Build the Room, Then Fill It: Using Demand Creation and Lead Generation In Concert to Grow Your BusinessJim Perdue2021-11-17T08:51:59-06:00

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 a detailed map of marketing activities for the year to come, as well as set measurable goals for impact. Sounds pretty straightforward, right? Not so much. The reality is that many manufacturing marketing leaders struggle with how best to approach the planning process. Too often, they make plans based on what they’ve done in the past rather than proactively looking to find where the best opportunities lie [...]

Annual Marketing Planning: Making the Shift from Sales Support to Revenue GenerationJim Perdue2021-11-17T08:59:51-06:00