Guidance for All Stages of Business Development

Your B2B Radius & Ulna...the anatomy of manufacturing growth strategy

Ed Marsh on Sep 29, 2014 6:00:00 AM

industrial marketing b2b marketing b2b sales

“I had learned that a dexterous, opposable thumb stood among the hallmarks of human success. We had maintained, even exaggerated, this important flexibility of our primate forebears, while most mammals had sacrificed it in specializing their digits. Carnivores run, stab, and scratch. My cat may manipulate me psychologically, but he'll never type or play the piano.”  Stephen Jay Gould, The Panda's Thumb: More Reflections in Natural History
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Are you still pissing away money on B2B sales consulting?

Ed Marsh on Sep 26, 2014 8:02:00 AM

business growth b2b sales

You can't fight nature & win What would you say to a middle aged friend who told you about their investment in treatments which were going to finally fix their biggest flaw - a cure that was going to add another 2" to their stature?
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Saleketing - awkward name but brilliant approach to business growth

Ed Marsh on Sep 16, 2014 5:15:00 PM

business development industrial marketing b2b marketing b2b sales

Bang! Who says history doesn’t repeat itself. That shot you heard this afternoon? The opening volley of a new revolution - and good old Boston is once again at the hub of it!
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Powerful graphics & visuals in B2B marketing for manufacturers

Ed Marsh on Sep 12, 2014 2:17:00 PM

Sales & Marketing b2b marketing internet marketing

More than just .dwg files Often chatting with manufacturers about the visual content they have, or would consider, we focus on a very narrow scope.   Photos of products and downloadable drawing files are the types that are both available and comfortable. Unfortunately that substantially restricts both the reach of content in terms of personas and prospects, as well as the value and impact of graphics. It's easy to say "Be creative".... But check this out!
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The Social Media Lightning Rod - B2B Marketing Challenge

Ed Marsh on Sep 11, 2014 2:04:00 PM

inbound marketing industrial marketing b2b marketing Content Marketing

Social Media Power & Cost "According to the Q2 2014 Media Intelligence Report from Neustar, the cloud-based information services provider, social media was 70% cheaperthan the average cost for digital spend across social, portals, networks, and exchanges.  Social also registered a 32% cost decrease from the previous quarter, which the report attributed in part to the growing use of demand-side platforms (DSPs) for programmatic and real-time buying, Marketing Profs reported."WARC Editors Social media is a tool.  It isn't 'marketing' itself, and if you've paid some social media guru to implement a program at your company, absent other substantive structural and strategy changes, then you've kicked yourself for wasting the money. However, or in many cases because of, mistakes like that and misconceptions, many B2B companies refuse to properl...
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Then again, maybe I won't download your eBook after all hot shot

Ed Marsh on Sep 4, 2014 1:54:00 PM

business development b2b marketing digital marketing Content Marketing

Really?  Are you serious? What follows is the redacted text of an email I received in response to my registering recently to receive blog articles by email. "You have successfully joined our newsletter.  Download Link: redacted  Terms and Conditions for the redacted eBook  Clients downloading the redacted eBook are granted a non-transferable license to access and use the eBook for personal reference and informational purposes subject to the following: The Client shall not move, copy, reproduce, network or otherwise transfer any eBook file to any computer or other device of any other person; The eBook must be downloaded within 12 hours from the time the email for downloading is received; The Client is permitted to download one (1) copy of the eBook; The Client shall not move, copy, reproduce, network or otherwise transfer any eBook file to...
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What makes your industrial marketing mediocre? Self absorption

Ed Marsh on Sep 3, 2014 1:51:00 PM

inbound marketing b2b marketing digital marketing Content Marketing b2b sales

What you're not hearing Ever have a day during which you receive no emails?  Or at least almost none?  On the one hand it's a tremendous relief...but on the other there's a little voice asking "Is something broken?  What should I be receiving that I'm not?"  That's the hard part about B2B marketing.  You can't know what's not working; what prospects aren't finding you; or what website visitors bounce and why.  At best you can benchmark against best practices and industry standards, and you can diligently monitor metrics and continuously adjust your approaches.  You never really know who you're not connecting with.... But there's a more basic and immediate change you can make.  Stop talking about you, your company, your facilities and equipment, your history and your products - and start talking about your prospects' businesses. In fact th...
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The B2B Business Development Management Skills Gap

Ed Marsh on Sep 2, 2014 1:44:00 PM

inbound marketing industrial marketing b2b marketing

"The 'skills gap' is real" "...Nevertheless, employers still have real difficulties hiring workers with the skills to deal with new technologies.  Why are skills sometimes hard to measure and to manage? Because new technologies frequently require specific new skills that schools don’t teach and that labor markets don’t supply. Since information technologies have radically changed much work over the last couple of decades, employers have had persistent difficulty finding workers who can make the most of these new technologies." HBR Blog, James Besson If you're an advanced manufacturer no doubt you spend lots of time talking about how to find the right folks with the right skills to scale your growth. Expert machinists, for example, are always in demand.  And you've probably created some internal training program to take the good ones you f...
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Building a successful manufacturing biz on copied & "me too" products

Ed Marsh on Aug 28, 2014 1:41:00 PM

business growth business development b2b marketing Content Marketing b2b sales

Real success on a rock solid foundation It's been brutally hard work.  In the early days it was about sourcing and reverse engineering all the products.  Later you concentrated on mimicking processes and fixtures to manufacture the knock-offs as efficiently as possible.  Today, as you survey all that you have created, you can say with confidence that there's not one new thing which has contributed to your success - it's a demonstration of the immense power of copying! A pretty silly premise
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The B2B Sales Growth Conundrum - clinging to sunk costs

Ed Marsh on Aug 26, 2014 1:38:00 PM

business growth business development b2b marketing b2b sales

Persistence or ignorance? "As the Nobel Laureate Daniel Kahneman and his collaborator Amos Tversky pointed out decades ago, we tend to chase sunk costs - the time, effort, and money that we put into something and can't get back out.  It's irrational behavior. Once your team realizes that a project is failing, previous investments shouldn't matter.  The best you can do is try to make smart choices with what you have left to invest.  but too often we stay the course, unwilling to admit that we have squandered resources that would have been better spent elsewhere."  from HBR May 14 Facing an existential crisis, American manufacturers battled back.  They released their iron grip on traditional manufacturing and management practices, adopted new ones, and are now experiencing a renaissance. But it required letting go - 'abandoning' much that w...
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