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Ranked as one of the best B2B marketing agencies, we are frequently asked to share our thoughts about emerging marketing trends. We see three main forces impacting the B2B environment: First, Gen-Zers are entering the job market. In the past few years, there has been a generational shift from Boomers to Gen-Xers and Millennials. By 2025, 75% of the global workforce will be largely comprised of Millennials and Gen-Zers. Second, social justice movements with themes of diversity, equity and inclusion (DEI) and corporate social responsibility (CSR) are growing and increasingly fused together. Third, the release of Forrester Research’s 2023 Planning Guide for B2B Marketing Executives lays out new market trends. To grow their brand’s share of mind, voice and market, successful marketers are focused on the following initiatives for 2023: 1. Purpose First Since Millennials and Gen-Zers care deeply about corporate values, they are gravitating towards companies that embrace environmental, social and governance (ESG) standards and embody corporate social responsibility … Continue reading
Posted in: b2b marketing, Manufacturing Marketing
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As an agency that has served more than 250 corporate, higher education and non-profit brands, here is what we have concluded: successful brands invest in cultivating and nurturing these seven powerful habits with fierce intentionality: 1. Keyword Habit: The SEO Keyword Lexicon includes a variety of keywords that prospective buyers will use on Google to search for your products and services. It includes groups of keywords related to your brand, decisioning, reputation, thought leadership and products and services. Great brands develop an Institutional SEO Keyword Lexicon which informs creation of new content based on keywords of strategic importance. Successful colleges and universities include keywords for brand positioning, signature academic programs, areas of thought leadership, college search by prospects and institutional reputation. After all, what’s the use of creating new content if it’s going to become a lotus flower in the Himalayans, which only a few people can enjoy? 2. Data Habit: Great brands develop an institutional data framework that includes sales funnel and metrics that measure … Continue reading
Posted in: habits of successful marketers, Marketing
The path to global marketing success is fraught with peril. There are hundreds of potential pitfalls…and a few right paths. The Internet has lowered the cost of entering new global markets. However, unlocking global demand requires a new global mindset, toolkits and dexterity for industrial marketers. Here are some common marketing mistakes we see industrial companies make: 1. Not creating country-specific websites. Great global marketers strategically focus on specific countries to maximize their multi-language investments and logistical costs. They recognize that the world is tribal. As a result, they don’t create one website in French for France and all French speaking countries in Africa, or one Arabic website for all Arabic speaking countries. They create custom experiences that are mindful of local dialects and customs. 2. Not investing in market research in target countries. Successful b2b companies study and understand the local industry trends, competitive environment, channel partner dynamics and brand perceptions. 3. Failing to adapt the product to the … Continue reading
Posted in: Manufacturing Marketing
After 25 years of generating prosperity for clients, we have learned that successful digital marketing initiatives must have these 7 fundamentals: 1. Start with Strategy: Ready-aim-fire, not ready-fire-aim. Lead with strengths. 2. Build Your Brand: In the sea of sameness, brands win. Build it. Fearlessly guard it. Imbue it at every touch point. 3. Develop Your Keyword Guide: Before you bake your product/service, reputational, decisioning and geographic keywords into every content asset, you must first discover them and know them. 4. Fortify Your Website: It’s your conversion machine. All roads lead to it. Bake in your SEO Keyword Guide. 5. Surround and Engage Prospects with an integrated campaign: On search, social and mobile, where the prospects live. 6. Invest in Marketing Technology: Know what truly performs, so you can feed the winners. 7. Measure, Test, Adapt: Measure what matters. Know what works. Tease out stories. Change boldly. Learn more about our digital marketing and integrated marketing services.
Posted in: fundamentals of digital marketing
I hope this gets your gears turning. Find out more about how Elliance is helping B2B and Manufacturing Marketers here.
Posted in: Manufacturing Day, Manufacturing Marketing
Craig Otto, Director of Brand Development at Elliance, talks about digital strategies to overcome the talent shortage in the manufacturing industry.
Posted in: talent shortage in manufacturing
Neuroscientists would disagree with Juliet’s famous words from William Shakespeare’s Romeo & Juliet. What’s in a name? that which we call a rose By any other name would smell as sweet Smell as sweet? yes. Perceived the same as a rose? Probably not. Brain scientists can prove with imaging techniques that different words evoke vastly different responses in our brains, and possibly in our souls. Wall Street investors, the neuroscientists of business, certainly prove that the right words liberate corporate prosperity. But well-intentioned words alone don’t change corporate destiny. From the brand marketer’s perspective, a brand positioning line has a very specific job to do. Let’s take a look at four brand stories. What motivated Nike to create “Just Do It”? Once upon a time, Nike was a brand that only served pro-athletes. Then Phil Knight decided to change its brand aspiration to serve not only pro-athletes but also all athletic-minded people. “Just Do It” was created to appeal to … Continue reading
Posted in: brand position lines, Brand Voice
Manufacturing Day, an annual event held on the first Friday in October, “is a celebration of modern manufacturing meant to inspire the next generation of manufacturers.” Each year, hundreds to thousands (this year 2,200 and counting) of manufacturers open their doors to students and educators to showcase their business and to develop relationships with the community. A few goals of the nationwide initiative are: to display the potential in manufacturing, to generate interest in manufacturing careers, and to set right public perception of the industry. In his 2014 presidential proclamation addressing National Manufacturing Day, Barack Obama declared, “With ingenuity and a determined spirit, hardworking Americans are creating products and unlocking new technologies that will shape our Nation and grow our economy.” In honor of these innovators of the future, we’re featuring several Manufacturing Day champions from the rust belt that are opening their doors and putting a face on the industry. Read on to learn about these organizations, and the common threads … Continue reading
Posted in: Manufacturing Day, Manufacturing Marketing
Advanced Manufacturing Demands Advanced Marketing
Each year Inc. magazine posts its Inc. 5000 list, which ranks the 5,000 fastest-growing private companies in the United States. The companies are assigned numerical positions in accordance with their growth rate over the past three years. This renowned list celebrates innovators and opportunity-makers across 30+ industries from Advertising & Marketing to Travel. This year, 165 of the ranked organizations, or 3.3 percent of the 5,000, were self-categorized as manufacturing companies. Berkley, a molded fiber and custom packaging company out of Carson, California, was the highest ranked manufacturer coming in 17th place with a three-year growth rate of 9,249 percent. Key Safety Systems, ranked 4,261st, had the highest revenue of manufacturers on the list, coming in at $1.5 billion. Ranked 3,734th, Novae has been featured 11 times on the Inc. 5000 list, more than any other manufacturer. California had the highest representation of Inc. 5000 manufacturing companies with 29 of the total 165; Florida had the second-highest concentration with 15. … Continue reading
Posted in: Manufacturing Marketing