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Marketing in manufacturing: Three common challenges

The newness of 2016 has faded. You’re either executing your marketing communications campaigns as planned, or (more likely) you’re managing against the modified realities the year has brought your manufacturing brand. You’re not alone. Here are strategic workarounds for three of the most common problems marketing teams face in the manufacturing sector.   Feeling intense … Continued

B2B marketing: Humanizing your offering

Make the complicated, digestible, relatable, more understood. That is the goal in B2B marketing. But, it’s not an easy task. And few companies do it well. To me, the best marketing is evocative, humanizing a product or service portfolio that can be technical, confusing and sometimes boring. That’s why I’ve dedicated this post to a … Continued

Our digital footprint was failing (embarrassing but true)

There’s an old saying, “the cobbler’s children go unshod.” This was the reality when it came to Inprela’s digital footprint. Four years after starting the agency and managing rapid growth, it was time to take a step back to evaluate what’s working and what’s not. What wasn’t working – our digital footprint (or lack thereof) … Continued

The B2B guide to what’s trending in 2016

Trend stories are popular at the start of any New Year. It’s a time to pause and consider what potential impact new technologies and developments will have on the world, people and businesses. These stories can also prove to be crucial in keeping pace with industry advancements that, if ignored, can leave you feeling left … Continued

Digital and PR: When Two Become One

Time spent online exceeds time spent with all other media, including TV. With the high usage of social media, smart phones and tablets, as well as the need for instant information, marketing teams are under increasing pressure to make sure everything is digitally-connected and mobile-enabled.  Digital was once a separate and siloed strategy from PR. … Continued

6 trends in B2B marketing in 2015

Every year I try to attend the Business Marketing Association national conference for business-to-business (B2B) marketers in Chicago. I find it energizing as the two days are packed full of useful content to bring back to our manufacturing clients. This year was no different. Here are the top 6 themes that stood out during the … Continued