Jeff and Carman talk with Google’s Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead, in this episode of The Kula Ring. With at least two thirds of B2B buyers preferring to conduct their own research online according to Google’s study with Comscore, they discuss how manufacturing marketers can adapt their marketing strategies to reach B2B buyers throughout their self-directed research process.
Mark Mitchell of Whizard Strategy, a consultancy that specializes in building materials sales and marketing, shares the keys to differentiating your manufacturing brand and winning over buyers. Mark’s advice? It has nothing to do with product features or price—rather, it has to do with how well you understand your buyer’s business and how well you can help them solve their problems.
Vincent Van Den Brink, Architect Partner at Breakhouse, talks with Jeff and Carman about how manufacturers can improve the ways they provide value to technical buyers and architects during the sales process by thinking beyond a free lunch.
Jeff and Carman talk with Emily Boland from Tayco about how to market your manufacturing brand in a crowded marketplace, how to appeal to multiple buyer personas, the ROI of creating strong dealer relationships, and her experience with rebranding.
Jeff and Carman talk with Ashley Miller and Bruce Howie from Dominion Colour about building strong distributor relationships in an increasingly digital marketplace.
