B2B Marketing Blog

How Much Should Manufacturers Spend on Marketing?

Posted by Chris Peer on Fri, Nov 17, 2017 @ 11:55

As the owner of a marketing firm that specializes in growing manufacturing companies, I often get asked, “How much should my manufacturing firm spend on marketing?” My typical response is, “Well, it depends.” As you can imagine, this isn’t the answer most people are looking for. The challenge for many small- to middle-market industrial companies is that they have never budgeted for marketing. For them, the budget is zero. I often hear, “I don’t have a formal marketing budget, but if you can make me money, I will spend money to make money.” I always like a challenge, but I’m always left asking the same questions: “How much marketing budget is enough to garner the results the manufacturer demands and how much is too much?” It’s a chicken or egg scenario. One that plays out every day at my company.

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Are You Using Clean Data to Drive Business Decisions?

Posted by Alan Suchan on Thu, Aug 04, 2016 @ 04:04

You’ve installed Google Analytics on your website and have begun gathering data on how people are interacting with and using your website. That’s a great first step, but there’s some additional setup work that should be done to ensure you are using clean data, as there are a few things that can skew your data.

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Part 2: A Multi-Channel Communication Plan

Posted by Chris Peer on Tue, Feb 23, 2016 @ 01:45

People are different. Engineers are different and purchasing agents are different. They each have distinct ways of doing things and they prefer to conduct research and make buying decisions in their own unique ways. Yet many sales and marketing strategies fail to consider that in order to reach prospective customers, you need to be where your prospects prefer to consume information.

In our marketing and sales alignment guide, The Ultimate Guide to ROI-Based Marketing & Sales Alignment for Manufacturers, I outline the top five most important components for companies looking for ROI and overall success. This article dives deeper into the second step: A Multi-Channel Plan.

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Industrial Marketing Goals [Infographic]

Posted by Ashley Wilkinson on Thu, Feb 18, 2016 @ 08:26

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.

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Part 1: Aligning Your Sales & Marketing Teams

Posted by Chris Peer on Thu, Feb 11, 2016 @ 08:00

In my five-step guide, The Ultimate Guide to ROI-Based Marketing & Sales Alignment for Manufacturers, I outline the top five most important components for a real return on investment from marketing and sales. This article dives deeper in to the first step: Align Your Sales and Marketing Teams.

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Tips for Understanding Your Website Analytics

Posted by Alan Suchan on Thu, Jul 16, 2015 @ 10:37

Analytics is a term that’s being brought up more and more. Analytics can tell which player has the best batting average against right-handed pitchers with runners in scoring position when the temperature is above 85 degrees, or how people are using and interacting with your website. Google Analytics is an invaluable tool when it comes to measuring your website’s performance, but it can also be a bit overwhelming. Here are some tips as to what some of the numbers and data mean and how you can use the information provided to understand the performance of your website.

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5 Website Metrics Manufacturing Marketers Should Track

Posted by Kasey Killeen on Thu, Jun 04, 2015 @ 11:00

A few weeks ago, we published an article regarding how your website can be your perfect salesman. Typically, your website is the first interaction that your prospects and leads have with your manufacturing organization, so it is important that the site is functioning at the level you need. But how do you measure this success? By looking at these 5 website metrics, you will be able to track the success of your ‘salesman’ and identify what is or is not working.

1. Traffic & Source

One of the key indicators regarding how your website is fairing is the overall amount of visits it is receiving. While this metric has its limitations, it is a good way to determine whether your website is growing or declining. It can also show you how promotions are affecting traffic, say you promote a new case study on a popular social media avenue and suddenly see a huge spike in traffic, for example.

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