INDUSTRIAL MARKETING STRAIGHT-TALK BLOG
Trusted Marketing ROI in Hampton Roads, Virginia
20 February
BRANDING’S BOTTOM-LINE IMPACT
During 2017, I wrote articles on choosing the right market segments, competitive positioning, building customer value propositions, lead generation, maximizing promotional dollars and right pricing. By now, I hope you realize that all these aspects of Marketing are designed to do one thing. They are to greatly strengthen the organizational brand in the eyes […]
Continue Reading BRANDING’S BOTTOM-LINE IMPACT8 December
Getting to the Right Price – Part 2
In ‘Getting to the Right Price – Part 1,’ the article outlines the three product pricing parameters that must be evaluated to come to a successful market price. They are, market value pricing, target margin pricing (cost-plus) and competitive pricing. This article follows up on these concepts with pricing scenarios and general pricing considerations & […]
Continue Reading Getting to the Right Price – Part 28 December
Getting to the Right Price – Part 1
We know that price is important in determining revenue potential, profitability, financial growth and expected return on investment. It is also widely shared that a 1% increase in price, if volumes remain constant, translates into an 8% increase in operating profit. McKinsey & Co. goes even further. They state the price impact is nearly 50% […]
Continue Reading Getting to the Right Price – Part 110 October
Staying Ahead of the Competition Isn’t Easy
Peering out of the massive office window of the 26th floor downtown high-rise, Steven sighs with deep satisfaction, as he realizes how far the company has come. It’s been a tough and long climb to the top of our industry, he reflected, but now we are number one. He turns and settles into the chair […]
Continue Reading Staying Ahead of the Competition Isn’t Easy21 August
Messaging Without Purpose Is Just Not Worth It!
Does your Marketing Communications Department attend your Strategy meetings? Does your Marketing Communications Group meet with your Sales Team and Management on a regular basis? Does your Marketing Communications Group understand your products and services conceptually and technically, to fully differentiate them in your target markets? If you did not state a resounding […]
Continue Reading Staying Ahead of the Competition Isn’t Easy3 August
Building an Awesome Customer Value Proposition
You know it when you see it. It’s a value proposition that says, “I’d have to be crazy to pass up this opportunity. Look what I’d be getting for acting on it. Look what I’d be losing out on if I let it go!” You feel a sense of urgency as to not let the […]
Continue Reading Building an Awesome Customer Value Proposition21 March
Selling the Engineer on Marketing’s Value
Let’s face it, ask the average Engineer what he or she thinks of their Marketing and Sales Departments and you’re most likely to encounter a blank stare or a look away with a half grin spreading across his/her face as if to say, “Not much.” Marketing may rank slightly higher than Sales in the Engineer’s […]
Continue Reading Selling the Engineer on Marketing’s Value5 March
Lead Generation: The Lifeline of Any Successful Sales Growth Strategy
We all know that the best and fastest way to grow your business is with existing customers, particularly those with ample funds, active projects and a commitment to your relationship. Most of us are also familiar with the 80/20 rule, where business is done by the few, strategic customers that keep coming back. However, new […]
Continue Reading Lead Generation: The Lifeline of Any Successful Sales Growth Strategy10 February
Segmentation – The Key to Achieving Lucrative Business Results in Uncertain Times
We’ve all been there. Money has suddenly gotten tight. You’re sending your child off to college; you’ve just purchased your dream home; or you’re staring at retirement and you’re not sure you’ve saved enough. With each of these scenarios, the financial power has dimmed, even if the circumstances are merited. With each scenario, the customer […]
Continue Reading Segmentation – The Key to Achieving Lucrative Business Results in Uncertain Times10 January
Understanding and Strengthening the Sales & Marketing Relationship
A company seeking to maximize its customer front-end experience, essential to building strong customer loyalty, must make the relationship between Marketing and Sales seamless and unbreakable. Many organizations struggle to achieve this. Others believe that Marketing and Sales are one and the same and thereby do not distinguish between the two. While some […]
Continue Reading Understanding and Strengthening the Sales & Marketing Relationship