They say the customer is always right, but here’s where I’d say something is wrong. In the Internet marketing industry, women are paid less than men by 20% and undervalued by 21% among clients. And much of the undervaluation is from clients (who are women) rating women’s performance down despite objective evidence to the contrary. Men rate women down, too, but not to the same extent women do. At the same time, women clients rate men reps more highly than men do.… Read the rest
There are plenty of practical reasons why a manufacturer should use PPC, or pay-per-click marketing, as part of their overall online strategy. Typically, the challenge we most often hear from marketers is the powers that be don’t understand how it works and are therefore skeptical when it comes to allocating any real budget towards a B2B pay-per-click program. Here are just a few reasons to try one of the most powerful lead-generation strategies available to advertisers.… Read the rest
Industrial marketing strategy sometimes downplays the human element of a business in favor of the products. Your sales team, leadership group, and all of your employees are your company’s most important and, online at least, often the most underrepresented assets.
Sometimes the first instinct when building a website is to make it all about your company and/or your product. This is a very logical first instinct, since a website is your digital presence, your storefront. For manufacturing companies, this can be a literal store, where your customers come to order your products.… Read the rest
Question: If you knew that 100,000 potential customers were attending an industry trade show, would you exhibit?
Of course you would! And I bet you would wonder how to draw those 100,000 attendees into your booth (see Fathom’s guide to maximizing trade show ROI).
Another leading question: If you knew that 100,000 potential customers were actively searching (e.g. , on Google) for your specific products/services, would you invest in digital marketing?
For the sake of your organization’s sustainability (let alone growth), I earnestly hope that you said “YES.”
The buying process has changed … let’s look at some startling statistics:
- 93% of B2B buyers use search to begin the buying process
- The average B2B buyer is 57% through the purchase decision before contacting a supplier
- 100% of B2B buyers have read company web content in the past six months to evaluate a purchase
So, where do you begin?… Read the rest
Email campaigns are a great way to reach your audience, whether it’s through monthly promotional messages or automated nurturing programs. Most companies have concerns about how many messages are too many and what content is relevant to their customers. The truth is that every industry and every audience is different. Although there are certainly best practices to lean on, the best way to determine what is right for your customers is through continual testing and close monitoring of performance metrics.… Read the rest