Industrial Marketing Strategy Learning Center

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video

Manufacturers need to get back to marketing fundamentals

by Joe Sullivan

on November 15, 2021

Just because you CAN measure everything doesn't mean you SHOULD measure everything. Focus on business outcomes first. Then work backwards to set marketing KPIs.

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article

Content distribution: what it means and why it matters

by Joe Sullivan

on November 15, 2021

Amazing content that doesn't get consumed is meaningless. Reach your prospects where they already spend time (rather than waiting for them to find you).

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video

How manufacturers can eliminate friction in the buying process

by Joe Sullivan

on November 15, 2021

Most manufacturers unintentionally create barriers between themselves and prospects. Here are examples of those common areas of friction and how to avoid them.

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video

Why manufacturers need to talk about pricing on their websites

by Joe Sullivan

on November 15, 2021

Whether your product costs $500 or $500,000, there are ways to talk about pricing. In this video, we talk about both why and how to do it.

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video

Stop talking about features and benefits (and start building brand equity)

by Joe Sullivan

on November 15, 2021

Most of your audience is not in a buy cycle at this exact moment. Dial back the "buy from me now" messaging and focus on earning attention and building trust.

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case study

Case study: building a marketing program for a cable assembly manufacturer

by Joe Sullivan

on November 12, 2021

Learn how we helped this custom contract manufacturer implement their first true, sustainable marketing program, focused on marketing-sourced pipeline.

video

Quick take: Talk to your customers

by Mary Tomlinson

on September 7, 2021

Second-hand customer knowledge isn’t enough. To make a difference in your marketing strategy, follow these tips for well-executed customer conversations.

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podcast

Make Content for Your Audience – Not for Google w/ Grace Wright & Aaron Weekes

by Joe Sullivan

on August 30, 2021

Grace Wright and Aaron Weekes, both Strategists at Gorilla 76, talk about how creating winning content starts with customers, not keywords.

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video

Deep dive: conducting customer research

by Mary Tomlinson

on August 24, 2021

The content team shares why customer research is critical to your marketing endeavors, the risks of not engaging with buyers and time-tested interviewing tips.

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video

Quick take: Dig deep during customer interviews

by Mary Tomlinson

on August 23, 2021

At a 30,000-foot level, customer pain points tend to center around the same terms you’ve heard over and over again. Interviews are a chance to dive deeper.

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Industrial marketing learning center

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