Much of our work involves helping manufacturers prepare their new products for launch. We’ll spend quite a bit of time crafting a message for a product, and then building a lead generation campaign to support it.
FUEL
Powering Your Marketing Engine
It all begins with the budget, and that’s where the confusion starts as well. Every CEO asks, how much should I spend on marketing? And every marketing VP asks, where will I get the most impact?
I’ll admit that I’m a fan of industry studies. Among my favorites are the surveys conducted by publishers to document how engineers learn about new products and where they go to buy them. In an era of growing ecommerce, ...
One of the common questions our agency is asked is what marketing automation software platform clients should choose. We think they’re all good tools, and certainly add a strong dose of measurability and analytics to ...
Everyone hates to do it, and in truth there are few people who are good at it. And even though an earlier blog post from us talked about the increasing difficulty in selling over the phone, particularly to younger ...
Can You Sell to Millennial Engineers on the Phone? Recently we’ve had some discussion here at the agency about the use of tele-sales, and whether that time has passed. Is it possible to reach people and sell on the ...
Tech Accelerators Will Win the Marketing Battleground I was stunned to read this: Gartner Group reported recently that the technology budget for the Chief Marketing Officer in 2017 will be bigger than the CIO’s tech ...
50% of Your Content Should be Video That was a surprising comment, made by one of the speakers at HubSpot’s recent Inbound 2016 event on digital marketing. It’s one of the better conferences on all things online, all ...
Why is CRM So Hard? Sales Enablement is all the rage these days. The concept of getting more traction in sales and more alignment between sales and marketing is certainly not new. However, the spotlight on finally ...
If you’re in the market for a marketing firm, you’ve probably read a dozen articles about how to select an agency. After a while, they all sound the same: “we’re experts in digital marketing, we know b-to-b, we ...
Engineers are not like the rest of us. Or, perhaps, maybe they are? Many companies are confused about how to market to engineers. In fact, while there are similarities, the technical buyer and engineering community does ...
There are quite a few assumptions people make about the “right” way to reach engineers. In fact, at some recent focus groups on marketing to engineers conducted by two of our clients, there were a variety of surprises ...
CRM can be a powerful ally for senior managers or another frustrating software tool that fails to live up to its promises. We recently interviewed a wide variety of CEOs and marketing/sales VPs to uncover, after three ...
It’s a new year, so we’re all making big, big plans for 2017. But as we all know, any forward-looking plan has to take into account a look backward at what worked, and what didn’t. No news there. We all want to spend ...
Goldstein Group Communications announced that it has added Jennie Ford as digital marketing manager to its team of marketing communications experts. Ford will focus on content syndication and growing client exposure and ...
Extending a Happy Holidays greeting to someone doesn’t seem to be too “edgy” or a wild idea. At least I didn’t think so. But perhaps I’ve always been wrong, or perhaps the national narrative lately has changed how we ...