Industrial B2B marketers have an untapped digital opportunity

Industrial B2B marketing lags in digital — in some places more than others.

Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and field sales reps to follow-up on all those leads. If a client needs something, an account exec gets a call, whips out their cape and flies over to the client to solve the problem or make the sale. Industrial B2B marketing has followed these strategies for years. So, where’s the need for digital?

How Heavy Industry Marketers Deliver Relevant Customer Experiences in a GDPR World

Improving Customer Engagement for Industrial Marketers

Marketers working in machinery, chemicals and other heavy industries have long been behind the digital curve. For many companies, digital hasn’t become part of your repertoire as quickly because of the complex distribution channels and analogue ways of engaging with clients. B2B, especially industrial marketers, have been lagging.

When B2B Personalization is Too Hard to Implement

I had a conversation a while back with a large data company, discussing behavior-based personalization. The VP of Marketing heard me out for a few minutes, and then said “Woah, wait a minute. So it’s personalization? I already have that.”

So I said “Oh, how’s that going? What are you seeing?”

And he said, “Well, we haven’t turned it on yet.”

Outrun Your Competitors With AI

There’s an old joke about two guys walking through the woods. All of a sudden they see a bear, and the bear starts moving towards them. The first guy sits down, pulls a pair of running shoes out of his backpack and slides them on. The second guy says, “What are you doing? You’re not going to outrun that bear.” And the first guy says, “I don’t have to outrun that bear. I just have to outrun you.” 

Is AI All Hype Right Now?

Recently on our podcast we talked about a conversation Tim Peter had with a colleague.  The discussion revolved around AI. Tim was asked an intriguing question.

“Come on. All this AI stuff, when we talk about marketing and all that, that’s all just hype, right?” 

What Marketers Can Learn About AI From Chess

In high stakes competitive chess, there’s a gaming style called “Freestyle” which is just as “ditch-the-rulebook” as it sounds. The best players are called “centaurs” and although these particular centaurs aren’t half-human/half-horse, their makeup runs along the same logic. 

Can you prove your B2B marketing matters?

I was at the Marketing Analytics Summit a while back, and I remember talking to a lot of people who felt that:

  1. Measurement was really important
  2. Measurement was really, really hard

The eternal struggle for B2B marketers seems to be connecting marketing actions to business results. But this can’t be a reason to give up on marketing analytics. 

How Are You Managing The Changing Nature Of B2B Customers?

What do customers want, and are you delivering?

Ask a business executive and they’ll tell you that everything they do is for their customers. Which is all well and good, but how many B2B companies are really paying attention to the changes in what customers want?

Is your personalization for your visitors… or for you?

Let’s view personalization through your visitor’s eyes

Anyone who has kept up with me on just about any social media platforms knows I’m all about music, and my guilty pleasure – always – would be investing in a new guitar. Or, y’know, guitars. More is better. And if I were to visit a music store that collected data on visitors, they’d know I like a certain make of guitar (I do) and that, for example, I bought two last year and have only bought one so far this year. Maybe, the bright salesperson thinks, “this guy needs need another axe.”