by Chip Burnham | Jun 20, 2018
An Integrated campaign uses one common messaging theme across many marketing activities to move your target audience to engage with you. Consistency and persistence are important because it takes seven to 13 touches to get someone to engage. In the last blog posting,...
by Chip Burnham | May 23, 2018
One of the toughest things to do in business is generating leads when you need them. Your manufacturing company has a baseline number of leads that come in per month. You don’t have to do anything novel and a fairly consistent number of leads dribble in from your...
by Chip Burnham | May 2, 2018
[Part 3 of 3] In Part 1 of this series I introduced the three-funnel segment approach for maximizing your commercial engine. In Part 2, I showed you how the Commercial Engine maps to the Buyer Journey. Here in Part 3, I’ll provide the last piece of the puzzle –...
by Chip Burnham | Apr 18, 2018
In the past 5 years the acceleration of the digital transformation for manufacturers has been nothing short of awe-inspiring. Every few months advancements in managing big data, connecting equipment through the Internet of Things (IoT), serving customers with...
by Chip Burnham | Apr 11, 2018
[Part 2 of 3] In Part 1 of this series, I introduced the three-funnel segment approach for designing your commercial engine. The commercial engine is the company’s system for obtaining leads, selling, and serving the customer. Your commercial engine funnel consists of...
by Chip Burnham | Mar 28, 2018
[Part 1 of 3] Listen to a discussion around finding prospects, nurturing leads, and closing business and you’ll find the talk will nearly always get around to funnels. The reference is usually to a “sales funnel.” The idea of this funnel is that you perpetually fill...
