Why Account-Based Marketing is a Fit for Rural Manufacturers

Posted by Josh Sherretts on May 22, 2019 7:30:00 AM

This blog is the first in a series explaining the strategy of account-based marketing and how business who are a fit can benefit from this approach.

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Topics: Sales Pipeline Growth, Sales Alignment, Strategic Planning, Marketing Budgets, Industrial Marketing, Brand Awareness, Marketing Fails, Manufacturing Industry

5 Reasons Why Your Small Business Should Have a Website

Posted by Emily Watson on Oct 9, 2018 7:55:00 AM

There are countless reasons why small business owners should consider having a website for their company. A website is essentially the phone book of 2018. It’s a place where people find out more information about a company and what they offer. Consumers expect companies to have a website when they search the web, and often don’t consider a company credible if they don’t. Owning a space on the web is a great way to help grow your brand. Check out these 5 reasons you should consider having a website for your business:

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Topics: Marketing Tactics, Marketing Technology, Search Engine Optimization, Small Businesses, Website Strategy, Lead Generation, Brand Awareness, Marketing Fails, Manufacturing Industry

The ROI of Not Doing Marketing Correctly

Posted by Ron Mattocks on Aug 17, 2017 9:43:12 AM

Whenever I see a headline proclaiming the ROI of inbound marketing I am more often than not disappointed to discover that associated content is nothing more than a water downed breakdown of valid, but otherwise meaningless statistics related to factors contributing to ROI. Sure these facts have their place, but for a guy with real-world P&L experience at a Fortune 500 company they don’t necessarily close the gap between conceptual and the bottom line.

One of the reasons for this, I believe, is that some marketers aren’t quite sure what to look at exactly. Cost per lead? Cost per customer acquisition? Sales cycle? HubSpot, in fact, found in their 2013 State of Inbound report that 34% of business cannot or do not calculate ROI from their marketing. To be fair, tracking the ROI of inbound marketing is a difficult proposition that requires both time and consistency, two commodities marketers often have to bargain with upper management to get. Even so, employing an inbound marketing strategy is still better than the alternate ROI of not doing inbound. What’s key is knowing where to plug in the right numbers.

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Topics: Measuring Marketing, Return on Investment, Sales Pipeline Growth, Sales Alignment, Strategic Planning, Marketing Budgets, Lead Generation, Marketing Operations, Marketing Fails

Technology Won't Fix Alignment of Your Sales and Marketing

Posted by Ron Mattocks on Aug 11, 2017 10:13:38 AM

In another lifetime while managing the purchasing department at a large home-building company I inherited the task of overseeing the implementation of an online software program that construction managers in the field were to use in scheduling and paying vendors. For 2003 such an application of technology in an industry that’s a slow adopter anyway was considered radical. In theory the software claimed it would reduce build-time and issue checks faster. Reality, however, was another matter. Remember I said I inherited this project. The guy before me was let go, so no pressure.

Naturally the grizzled construction managers who relied on phones and faxes to get homes built blamed the technology. It was too impractical and full of glitches. The contractors were equally distrustful. For them the software doubled scheduled their crews and issued the wrong payment amounts. Since this initiative was dictated by corporate, pulling the plug was not an option, and thus, getting to the root of things fell to me. After digging into the matter I soon discovered that the problem was us and had nothing to do with the software whatsoever.

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Topics: Measuring Marketing, Marketing Technology, Sales Pipeline Growth, Sales Alignment, Strategic Planning, Industrial Marketing, Lead Generation, Marketing Operations, Marketing Fails

 

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