MM 050 – Case Study – How Developing a Resource Center Grows a Manufacturing Company

How a Resource Center can Increase Engagement and Grow Sales

Guest: Mike Turner, Senior Manager, Textron Aviation


New from MMI:  Mentor Mastermind Group, the Alliance, for manufacturing marketers.  Learn more and sign up for a regular membership or a free 30 day trial.


Business Online Offer – Digital Marketing Summit for Manufacturers – 50% off for MM Matters audience – use code BOLGUEST50Business Online


Highlights:

  • The Textron Resource Center offers useful and helpful information above and beyond product promotion. [4:10]
  • Listen to Mike’s description of the strategy as integrated with marketing automation and how he got buy-in for expanding. [8:20]
  • Content marketing and the resource center have helped the company increase sales and differentiate in a competitive space. [11:45]

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MM 049 – Are You Truly Customer Focused?

Authentic customer focus – it’s not as common you think?

Guest: Bill Golder, Principal & CEO, Slingshot Growth Partners


New from MMI:  Mentor Mastermind Group, the Alliance, for manufacturing marketers.  Learn more and sign up for a regular membership or a free 30 day trial.


Highlights:

  • Customer focus – challenge yourself, your leadership and your team.  Are you truly customer focused or is it more about your company and your products?
  • There is a progression from customer focus to knowing your customer to understanding your customer.  Bill shares his take on the difference and why it is so, so important. [5:10]
  • Understanding your customer means you help the fix, accomplish or avoid something of consequence that matters to their business. It means you really understand their business beyond which product or features they may purchase. This understanding drives all aspects of your business. [8:15]

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MM 048 – New Rules and Old Rules for Sales and Marketing in Manufacturing + NewsJacking

New Rules for Sales and Marketing in Manufacturing + NewsJacking

Guest: David Meerman Scott, Keynote Speaker and Best Selling Author


New from MMI:  Mentor Mastermind Group, the Alliance, for manufacturing marketers.  Learn more and sign up for a regular membership or a free 30 day trial.


Highlights:

  • The old rules meant we had to pay for attention, make cold calls or get media attention. Those days are long gone because we can now reach people at the precise moment they have a need. [3:30]
  • The new rules mean you have to create the type of information that people want when they want it. [5:30]
  • David shares his take on the old rules; new rules doesn’t mean you have to stop using the old rules.  But, the old rules are not generating the results that they used to. [6:35]

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MM 047 – The New Leadership Role of Marketing in Manufacturing Depends on Change Management

The New Leadership Role of Marketing in Manufacturing Depends on Change Management

Guest: Donald McNaughton, a Principal at Oliver Wight International

Highlights:

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MM 046 –The Manufacturer’s Moment – Now is the Time for Marketing to Take the Lead

The Manufacturer’s Moment – Now is the Time for Marketing to Take the Lead

Guest: Sandra Zoratti, Chief Marketing Officermarketing leadership

Sandra’s book: Precision Marketing: Maximizing Revenue Through Relevance

Highlights:

  • Marketing must move to the leadership table and contribute to the business strategy – it’s a big problem, but more importantly marketing leadership is a huge opportunity. [1:20]
  • The Manufacturer’s Moment is a convergence of circumstances, an inflection point where some manufacturers will go extinct and some will flourish. Which one do you want to be? [4:00]
  • It’s all about digital in your business, but mostly digital where you meet your customers and prospective customers. [5:45]

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MM 045 – Content Marketing World With Bruce

Content Marketing World 2016 with Bruce

Highlights:

  • Content marketing is not the same as creating content. It is a practice proven to grow your manufacturing business. Joe Pulizzi says either go all in (do it right) or go home (don’t even bother).
  • Strive for executive endorsement, beyond executive buy-in for your content marketing program. Here’s the link to ’50+ Content Marketing Stats‘.
  • Don’t stop at the what, go for the why. If you just deliver information about your company and your products, it’s like telling a joke, but never delivering the punch line.  Telling the audience why they should care is the punchline to your content marketing program.
  • Good SEO or search engine marketing is a big opportunity for manufacturing marketers. Make sure your basics are covered and even that will give you an advantage.

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MM 044 – Understanding Your Target Audience Through Market Research

Understanding Your Target Audience through Market Research

Guests: Katrina Olson, Marketing/PR Consultant

Highlights:

  • Do a self-assessment about your understanding of your target audience. Are you assuming you know them or do you have research data to support the assumption. [2:45]
  • What do you think about the scenario format? [4:20]
  • Nobody wants to compete only on price. Market research could help you increase the value perception amongst your target market. [6:40]

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MM 043 – How to Sell the Idea of an Advanced Marketing Function to an Old Manufacturing Company

How to Sell the Idea of an Advanced Marketing Function to an Old Manufacturing Company

Guests: Andrea Olson, Founder & CEO Prag’madik

Highlights:

  • Check out Bruce’s book, “The New Way to Market for Manufacturing“, guaranteed to revolutionize the way you go to market!
  • Check out Andrea’s book, “No Disruptions
  • New format this week, we paint a scenario, let us know what you think about Harry’s scenario. ‘Does the scenario resonate?

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MM 042 – The Fundamentals of Creating Effective Content

The Fundamentals of Creating Effective Content

Guests: Jerry Rackley, Chief Analyst at Demand Metric, a Marketing Advisory Firm

Highlights:

  • Jerry’s book:  Marketing Analytics Roadmap: Methods, Metrics and Tools [3:00]
  • The term, “content marketing” is ubiquitous, but the actual practice is not so prevalent. [5:40]
  • Effective content starts out in written form regardless of the end media format, therefore writing effective content is paramount. [10:15]

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