Insights

The API Approach

How deep digital integration changes the game for manufacturers, distributors, and the marketers who love them.

The API Approach

Improving Distributor/Dealer Accountability

Manufacturing marketers working with a distributor or dealer network face unique challenges. Among them is that sinking feeling of frustration we can have as marketers when we know we’re generating leads, but we’re unsure of how they’re being managed after we send them into the dealer network.

Distributor network

Active Buyers: Marketing to the Yes

Focus your marketing by targeting it to those members of the B2B buying committee who are Active Buyers and have a role in saying Yes.

B2B Buying Committee

Finding Your Buyers

Who are we creating for?

It’s the question that smart marketers ask before beginning almost anything—from strategy development to website redesigns.

Buyer inspecting manufacturing facility

Improve Your Sales Team’s Connect Rate with New Leads

Whether you’re nurturing your marketing qualified leads (MQLs) to a lead score trigger before engaging business development, or eagerly vetting everyone in almost real time, there will come a time when the marketing-to-sales transition happens.

MQL at her desk

Back to Basics: Getting your Digital Marketing Fundamentals Right

I talk with manufacturing marketers every week, each of them representing large, multinational, sophisticated manufacturing organizations. It is remarkable how many of these companies are missing the very basics of digital marketing—resulting in lower traffic and missed opportunities, yes, and what’s worse—wasted cash and misdirected effort.

In marketing as in basketball,. stick to the fundamentals.

Manufacturing Better Content

In our work with manufacturing marketers, we have found that many struggle with content—what to produce, how much, and how often.

Robot arm and tablet used in manufacturing
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