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: […]
5 content strategies for maximizing the ROI of your hosted event
Hosting a conference is a massive undertaking. Between deciding on topics and themes, organizing presentation tech, choosing speakers, and event promotion, it can be an all-consuming effort. In addition to networking and brand awareness opportunities, conferences feature a wealth of unique technical content to enhance and support your content development efforts. Technical content creation is […]
2022 Industrial Marketing Summit helps combat B2B challenges
Industrial marketers face many unique challenges one of which is small marketing teams. While these small teams are busy running day-to-day operations, they often miss learning and growth opportunities. Additionally, the opportunities for industrial marketers to learn and bring home new ideas are few and far between. Most marketing events and conferences cater toward B2C […]
Top 4 takeaways from the 2022 Industrial Marketing Summit
On September 15, hundreds of industrial marketers gathered in Cleveland, Ohio for the Industrial Marketing Summit (IMS). Attendees participated in four separate sessions led by industry experts. The CADENAS PARTsolutions team listened, learned, and reflected to present these top four takeaways. Integrate your teams to build stronger relationships During the first session of the IMS, MJ […]