Don’t Get Caught in the Weeds: Strategize Your B2B Marketing Plan

Fishing, for many like myself, is a hobby I’m passionate about. Early morning sunrises on the lake, the perfect harmony of pole, lure, and clear waters, and the perfect catch to brag about to my cousins; there’s nothing I like more. But what happens when my boat gets caught up in weeds? It slows my progress down and makes it difficult to reach my day’s goal of reeling in lunch.

Topics: Inbound Marketing Marketing for B2B

The Inbound Marketing Survival Guide

Summer in Wisconsin means spending the three warmest (and least likely to have snow) months outdoors taking advantage of the beautiful weather. As a kid, one of my favorite activities was my family’s annual camping trip to Door County. 

Complete with a four-hour road trip in an eight-passenger van, a massive tent, nightly campfires, and plenty of gear, the trip was quite the undertaking. There were lists (thanks, Mom!), weeks of organizing and packing, and lots of planning.

Like those camping trips, creating successful inbound strategy for B2B businesses also requires a number of essential elements. I’ve assembled the essentials here in the form of an Inbound Survival Guide, just like we created for our summer camping trips.


Topics: Social Media Content Marketing Inbound Marketing Marketing for B2B Manufacturing Blogs

Why Accountable Manufacturing Marketing Requires An Inbound Approach

One of the biggest frustrations I hear from business leaders and CEOs about marketing is the inability to draw a direct line from any one marketing line item to a lead or closed sale. Part of the reason for this frustration is because, in the past, it’s been really difficult for marketing to do this with traditional marketing methods. The other part is that there is a lack of transparency between marketing and sales, so tracking and closed-loop reporting have been all but nonexistent.

Topics: Inbound Marketing Marketing for B2B Manufacturing Blogs

What Does Allocating Marketing ROI Have in Common with Duck Hunting?

A fair amount, as it turns out.

But, we’ll get to that a bit later.


Having believable ROI calculations is directly related to how successful you’re likely to be when it’s time for you to ask for more budget and more resources.

Topics: Blogging ROI Inbound Marketing Inbound for Financial Institutions

Myth #3: Manufacturers Don't Need YouTube Videos on Their Website

Myth Debunked: As the #1 content marketing tactic for manufacturers, 87% of manufacturing brands create videos and put them on their website and YouTube. (Source: Content Marketing Institute)

A picture is worth a 1,000 words, but imagine if it was a video; how much more you could say? One minute of video equates to 1.8 million words. (Source: Forrester Research). Resonating with a visitor: priceless.

Topics: Content Marketing Inbound Marketing Manufacturing Blogs

How Can Buyer Personas Improve My Business?

When you're creating your marketing materials, do you know for whom you are creating them? Your audience should be a defined group - or groups - of people. These are commonly called "buyer personas." HubSpot defined this term as “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” 

The concept behind buyer personas is simple: a persona is a defined audience member where you have identified the persona's role, concerns, questions, and search patterns. Basically, the concept shows how your “perfect customer” would behave if he or she existed and made buying decisions. A buyer persona is an imperative part of your marketing strategy—the secret sauce as you put together a recipe for success.

Topics: Buyer Personas Content Marketing Inbound Marketing

Inside Out: The Emotions of Implementing Inbound Marketing

The thought of writing this post initially left me with a mild panic attack. After all, my audience consists of marketers, yes - but it also consists of CFOs, CEOs, and small business owners. And here I am, talking about a long-term investment strategy into your business: inbound marketing (and sales enablement, but that’s a story for another post). It’s hard enough to talk about long-term marketing plans face-to-face; it’s a whole other prospect to talk about it in writing.

Topics: Inbound Marketing Inbound Smarketing Sales Enablement

Trade Shows Are Showrooms for Your Website

As I sat down to write this post, I immediately dove into researching statistics, articles, and trends about maximizing success at trade shows. About 10 minutes into my search, with multiple tabs open across multiple windows, I stopped. And I laughed. Where was the first place that I went to jump-start my ideas? The internet. Google searches. Websites. 



Topics: Website Development Inbound Marketing Nari Trade Show

The Nuts and Bolts of Lead Generation for Manufacturers

The manufacturing industry contributes $2.09 trillion to the economy,  so it is no surprise U.S. manufacturers are the most productive in the world. While this figure has steadily risen since 2009, a vast majority of companies still continue to struggle with generating qualified leads.1 Why?

Topics: Content Marketing Inbound Marketing Manufacturing Blogs Sales Enablement Increase Lead Generation

How Much Does It Cost You To Find A Customer?

The value each customer contributes to your bottom line is directly related to the cost of customer acquisition, or COCA. Yet, many businesses launch advertising campaigns or even full-scale digital marketing efforts without tracking costs and putting them in perspective – a crucial mistake when it comes to optimizing marketing spend.

Topics: Inbound Marketing