Industrial Marketing Strategy Learning Center

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article

Buyer personas for manufacturers: Are they just fluff?

by Joe Sullivan

on September 18, 2020

I’ve long been an advocate for persona documentation. But lately, I've heard more and more marketers saying "Don't waste your time". I disagree. And here's why.

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podcast

PODCAST: I Need What’s In Your Brain: Extracting Expert Knowledge for Content Marketing w/ Toby Wall

by Joe Sullivan

on September 14, 2020

Toby Wall, Thinker & Senior Writer at Gorilla 76, explains why the knowledge of your company's experts is essential for great content (and how to extract it).

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article

6 tips to prevent Google Ads disasters

by Julian Schaaf

on September 7, 2020

Here are six lessons we learned from bombing on Google Ads in the industrial space. They will help you turn your campaigns into a profitable revenue generator.

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podcast

PODCAST: Be Careful With the Internet: How B2B Inbound Marketing Exploded w/ Brian Signorelli

by Joe Sullivan

on August 31, 2020

Brian Signorelli, Senior Director of Sales at Hubspot, talks about the rise of inbound marketing over the past decade, why it happened and how to do it right.

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podcast

PODCAST: Right People, Right Companies: How to Launch ABM as a Manufacturer w/ Sangram Vajre

by Joe Sullivan

on August 27, 2020

Sangram Vajre, Co-founder Terminus and author of ABM is B2B, breaks down Account-Based Marketing and how it can be applied for manufacturers.

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podcast

PODCAST: Finding the Fit: How the Seller and Buyer Can Work Together so Everyone Wins w/ Ian Altman

by Joe Sullivan

on August 24, 2020

Ian Altman, co-author of Same Side Selling, talks about how B2B sales should be more like fitting puzzle pieces together than a battle between buyer and seller.

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article

“Be painfully specific” and 4 other tidbits of writing advice for manufacturers

by Grace Wright

on August 17, 2020

Writing mediocre copy hard enough — but writing copy that actually resonates with your audience requires some serious sleeves-rolled-up work. These tips should help.

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podcast

PODCAST: The 7 Core Elements of an Industrial Marketing Strategy With Joe Sullivan

by Joe Sullivan

on August 14, 2020

Our own Joe Sullivan delivers a solocast about the seven things that need to be present, optimized and working in sync in a manufacturer's marketing strategy.

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podcast

PODCAST: The Robots Are (Not) Coming: How Wearable Technology Augments But Doesn’t Replace Human Labor w/ Tracy Hansen

by Joe Sullivan

on August 10, 2020

Tracy Hansen, President of North America and Global CMO for ProGlove dives into the role of technology alongside (rather than in place of) human labor.

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podcast

PODCAST: How to Fix a Factory: Influencing the Direction of Your Company w/ Rob Tracy

by Joe Sullivan

on August 3, 2020

Rob Tracy, author of How to Fix a Factory, talks about the 10 core operational systems that will drive success in a manufacturing facility.

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Industrial marketing learning center

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