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Value Pricing Retains Both Customers and Profits

Your pricing strategy has a direct impact on customer loyalty. Reasonable prices increase customer trust and confidence in your entire organization. If your pricing seems unfair or poorly managed, they lose confidence in you. A solid pricing strategy is fundamental...
Budgeting Effectively in Marketing

Budgeting Effectively in Marketing

As we approach the last quarter of the year it’s time to start thinking about budgeting. Do you struggle to get the marketing budget needed to generate leads and build brand? If so, you’re not alone. Manufacturing companies tend to spend far less of their revenue...
Lead Generation with an Integrated Campaign

Lead Generation with an Integrated Campaign

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,...
How to Generate Leads When You Need Them Most

How to Generate Leads When You Need Them Most

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...
4 Digital Transformation Fundamentals

4 Digital Transformation Fundamentals

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...
Mapping the Buyer Journey to Your 3 Funnels

Mapping the Buyer Journey to Your 3 Funnels

[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...