Industrial Marketing Strategy Learning Center

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The case for maintaining marketing spend when business slows down

by Toby Wall

on January 28, 2020

Read the compelling argument for why manufacturers should buck the trend and maintain or even increase marketing spend when business slows down.

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article

4 ways to build your ultimate list for cold outbound email

by Aren Manship

on January 21, 2020

Learn about 4 different approaches to list building, what tools to use and what costs to expect. Then decide which method is best for your outbound strategy.

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article

“I need what’s in your brain” – Why we insist on interviewing subject matter experts

by Toby Wall

on January 14, 2020

This primer explains why technical expertise is integral to successful content creation and shares tips to help experts prep for in-depth interviews.

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How to give your content writer constructive feedback

by Grace Wright

on January 7, 2020

A crash course on what to (and what not to) do when delivering feedback to get the most out of your writer-client relationship.

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article

13 B2B Marketing Ideas for 2020

by Joe Sullivan

on December 17, 2019

The B2B marketing landscape keeps evolving. So does our team's thinking. Here's our take on what to do in 2020.

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article

The Side Effects of Marketing Nearsightedness

by Joe Sullivan

on December 2, 2019

In this "results now" era, we've become so focused on short-term ROI that we often compromise our future. Here's how to create balance in your marketing mix.

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All Prospects Aren’t Created Equal: A Tiered ABM Strategy

by Joe Sullivan

on November 18, 2019

How to design an account-based marketing strategy that prioritizes your resources (manpower and spend) around the best opportunities.

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Visualizing Your Customer Acquisition Funnel

by Joe Sullivan

on October 28, 2019

Where will your leads come from? What percentage will be qualified? How many will you need to hit your sales goals? Here's a simple way to visualize your funnel.

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article

The Perfect Case Study

by Mary Tomlinson

on October 14, 2019

How to create customer-driven case studies that will convince potential clients you’re right for the job.

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case study

Case study: Good things happen when your blog post dominates Google for 18 months

by Toby Wall

on October 2, 2019

See how one of the first articles we published for a major North American thermal processor became a key driver of traffic and leads—and still is today.

Industrial marketing learning center

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