ESTABLISH GOALS for future growth – where do you want to be? After you’ve taken an honest assessment of your competitors and target customers –… More
There should be 3 areas of discussion and discovery during your VP (Value Proposition) Development Workshop with the VP Team you’ve assembled. As you finish… More
A value or selling proposition, simply put, is a statement of several sentences that clearly states what your company offers its customers and how you… More
You would be amazed at how many well established industrial companies have never gone through the process of defining their value proposition or developing a… More
Social media marketing, email marketing, print advertising, trade shows, promotional events . . . billions of dollars spent on marketing communications every year, and marketers… More
As an industrial marketer, I find it much more intriguing to discuss the opportunities that exist for manufacturers in the world of social media or… More
Taglines are rarely discussed, seldom analyzed and hardly ever researched. In fact, they’re woefully missing across the industrial landscape. When I work with a newer… More
There’s a shift going on in the world of marketing communications. If you’re responsible for marketing in a manufacturing or industrial service company, you’re probably more… More
One of my Twitter followers asked me a question today: “What’s the difference between industrial marketing communications and regular BtoB marketing communications?” In the Twitterverse my… More
I’m not an engineer, but for many years I’ve been developing communications designed to sell products and services to engineers. Here are some things I’ve learned… More
