Let’s state a simple fact: Going to a conference is a disruption. You need to leave your daily routine for a few days, and it will cost you time and money. But “disruption” can be a very good thing for business — and for you personally. Industries have been getting digitally disrupted for years. Manufacturers […]
3 Common Mistakes Manufacturers Make in Marketing
For years, marketing has taken a backseat to many other functions within a manufacturing business. Sales, engineering, and operations seemed to rule the day, while marketing was often an afterthought. Fortunately, the perception around marketing is finally changing in manufacturing. Some industrial leaders are finally starting to “get it.” Sure, there are still plenty of […]
2024 Industrial Marketing Summit announced
2024 Industrial Marketing Summit announced by Gorilla 76, TREW Marketing and CADENAS PARTsolutions The stand-alone event will take place at the AT&T Conference Center in Austin, Texas on January 31 – February 2, 2024. July 27, 2023 – St. Louis, MO, Austin, TX, and Cincinnati, OH — Industrial marketing leaders Gorilla 76, TREW Marketing and […]
Create your B2B content marketing plan
Content is a critical component to any inbound marketing program. It’s how new people find your company’s website, it educates prospects and compels them to complete lead forms, and it ultimately builds trust between your business and your prospects and customers. According to research conducted by TREW Marketing and GlobalSpec, the vast majority of engineers say […]
3 ways to improve B2B content writing skills
When it comes to writing technical content, marketers often feel stuck – unsure how to know if their content will actually compel and convert prospects. You may not know how to improve your content writing skills, where to get feedback, or what it looks like to grow. Unless your background is specifically in technical content writing […]
The power of customer interviews (and how to conduct them)
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” – Theodore Levitt, Harvard Business School I was recently introduced to Tony Ulwick’s Jobs-To-Be-Done framework for customer research and man, did it strike a chord with me. Building on Levitt’s quote, Ulwick says: “Historically, the primary cause of failed products and services is a misalignment […]
How industrial companies must think about digital marketing in 2023
We live in two worlds: the physical and the digital. In the digital world, we spend more time in some spaces than others: 👉 Gaming👉 Streaming services👉 Social media, namely Facebook, YouTube, WhatsApp and Instagram(see Hootsuite’s Global State of Digital if you disagree)👉 Online communities, think Reddit, Quora, Slack, podcasts, etc.👉 Google for one-off information(66% of Google searches result […]
Demand generation for manufacturers: The art of attracting more leads
What is demand generation and why is it so important for manufacturers? Let’s walk through a thought exercise. Think about your target account. Which group of buying influencers is the most important to talk to? What problems do you solve for them? For this example, imagine your answers were: That GM process engineer (let’s call […]
How to create an AI policy for your engineering company
AI tools abound – But what does your company use? How do you use them? Is there anything that’s off limits? Would different people in your organization answer those questions differently? Probably – which means it’s time for an AI Policy, a document that outlines how you approach AI as a company. THE CATALYST FOR […]
Content distribution: what it means and why it matters
Amazing content that doesn’t get consumed is meaningless. One of the biggest missed opportunities for manufacturers that have invested in a meaningful content program is the distribution of those assets. Distribution is about learning where your buyers spend time and proactively reaching them there (rather than waiting for them to find you). Think about it this way: […]