Study from Harvard Business Review (HBR) comparing the ROI of direct mail versus e-mail.
I have often wondered if there were quantitative differences between direct mail ROI (return on investment) and email ROI?
I recently found a study done this past January (2013) from Harvard Business Review. It is very instructive and appears to answer some pretty basic questions and dilemmas we all face while marketing to your industrial customers. Continue reading “Direct Mail vs. Email for Industrial Marketers. What Works Best?”
Blog post from Tom Repp about content marketing for industrial marketers and the opportunties they are missing by not engaging their audience earlier in the sales funnel
In the highly acclaimed book about content marketing titled Content Rules (www.contentrulesbook.com) Handley and Chapman identify HubSpot as the “poster child” of content marketing. If you have spent time browsing the web about industrial marketing or marketing in general you have run across some of HubSpot’s content. The content…whether a white paper, a blog post or video is designed to engage more customers at the top of the sales funnel. Continue reading “Can Your Industrial Product Become a Poster Child?”
Is Your Industrial Website a Billboard on I-94?
I travel often between Kalamazoo and Detroit on Michigan’s International Speedway better known as Interstate 94.
If you have driven that busy highway before you know there are a ton of unsightly billboards.
The other day I took a survey with myself. About half of the billboards I could not read at 70-80 mph and the other half did not connect in terms of the company’s brand message. Yet the majority were produced by an agency or communication company that is supposed to be an expert at this stuff. Continue reading “Is Your Web Site a Billboard on I-94?”
This is a presentation by Simon Sinek titled, “How great leaders inspire action”. But to me this about how some brands connect with consumers and some do not.
I think about the effectiveness of branding often for my industrial customers. Does branding or a strong corporate message resonate to an industrial buyer or plant engineer as it would with a consumer purchasing a soft drink?
Continue reading “Your industrial brand! WHY?”