B’laster Corporation manufactures some of the highest-quality cleaners and lubricants on the market, and you can find them at many major retailers. Chances are, you’ve used one of their products (SyncShow team members use PB B’laster Penetrant to free up rusted or corroded car parts). We’re proud to say they’re located right here in Greater Cleveland.

The future of business depends on humanizing the customer and employee experience—that future is not “B2B” or “B2C.” It’s B2H. Business to Human. People matter more than ever, not just the consumer but the employees as well. An article written by McKinsey & Company on March 2016 explains that businesses are adopting customer-centric strategies throughout their business. Executives delve into the competitive advantages of building a more customer-centric organization and are achieving striking results. Studies by Forrester show that companies who invest in UX (user experience) see a lower cost of customer acquisition, lower support cost, increased customer retention and increased market share.

Industrial companies, just like any other organization trying to keep up with their competitors, are continually setting goals geared toward their marketing and sales efforts. Goals are oftentimes complicated and overwhelming for marketers to strategically set. Plus, goals usually need to be delivered to the sales or management teams at a time of the year that is already chaotic, regardless of if your company is B2B or B2C. Industrial marketers are now considering implementing digital marketing strategies more than ever. Leveraging the Internet drives company success, which can be seen through data, personalized email drip campaigns, integrated strategy and going mobile.

Landing pages are one of the most important aspects of lead generation, however most companies don’t use them to their full potential -- or at all. It’s common to give more attention to the company website. A landing page is critical for your website because it allows for a targeted platform for converting a higher percentage of traffic into leads. Never use your homepage as a landing page, there is too much messaging, which visitors get lost in. A dedicated landing page will convert visitors at a much higher rate. According to searchengineland.com “a quarter of all accounts are converting at less than 1%. Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher.”

Manufacturing marketing shifted gears in a big way this year, turning its attention towards sales as a primary goal for content marketing. In many cases, there’s a disconnect between what they are doing and what is actually proven to work.

Marketing can help you prevail against competitors, but only if you are avoiding some common pitfalls. Many manufacturers feel their business is generating enough sales leads without paying much attention to marketing. Why change now? The answer is that the world is evolving, and all of a sudden the marketing mistakes that once didn’t matter are coming back to haunt you. Besides, re-engineering your product or manufacturing process is much less cost effective than retooling your marketing messages.

Years ago, when smart phones were a thing of the future, marketers did not have to worry about mobile marketing. In 2005, the web became a marketer’s dream come true - an interactive, one-to-one heaven, linking shoppers and company’s products through the 24-7 electronic world.

Over the last several years, a new generation of wireless and mobile technology has emerged. This technology has quickly expanded the web from its previous confinements of desktops.