A Role on the Rise Why Marketing Matters More Than Ever PMA 2014 Sales & Marketing Conference September 17, 2014
New Realities. New Opportunities. New Challenges. Have industrial manufacturers finally given up the “Yeah, but?” Business strategies are changing • and winning looks different It’s the The world is too big for feet on the • opportunity street strategies alone we marketers Relationships are the key to success • have been We’ve got good stories to tell but no • waiting for . one’s telling them But is it? Customers are armed with • information Call me once. Call me twice. Call • me 9 times. 2
Are You Ready? Marketing is about winning. Not talking about it! And you must Make big decisions • accept these Be a strategist, not a tactician • elevated Work in real time • expectations Do things you’ve never done before • with limited Bridge silos inside your company • resources and Leverage data and technologies • shrinking Surround yourself with people who • timelines . know more than you do
The Good News for Marketers You have an Marketers who demonstrate a direct unprecedented connection between marketing activities and business results earn a opportunity to more prominent seat at the table. use marketing to 78% say that marketing’s influence on solve business corporate strategy is greater today, and 56% say they spend more time in problems , front of the company’s board where helping both you final strategy decisions get hammered – and your out. company – Forrester 2013 Research succeed.
What’s the Method to the Madness? The easy way is hard enough Keep your eye on company • Absent a strong strategy, not just on campaign tactics game plan, the Use “getting more obsessed about • end result of customers” to foster alignment, doing more break down silos and build bridges with less is internally ALWAYS Get the right people on your team • burnout . and empower them Hire the right staff. The right agency. The – right service providers Have a plan. Work the plan. •
You’ve Got Problems. We’ve Got Solutions There’s lots of Create meaningful competition, more differentiation everyday Make marketing an Sales is reaching less than 50% of integral part of the sales the market team The sales cycle is Move marketing from so long, our sales lead generation to lead team loses nurturing interest Sometimes I think Step out and own the we’re the best leadership position kept secret Become a destination We can’t find the talent we need employer We’re too Enter new markets. dependent on too Expand globally few customers
Let’s Make it Real
Create Meaningful Differentiation Avoid Common Branding Pitfalls: Basing your brand on the category • you’re in Forging, stamping, fabrication, machining – Precision Metal Fabricators – Staking your claim to entry level • attributes Solutions provider – Exceeding customer expectations – Commitment to quality – Relying on internal perceptions of your • value Mimicking what your competitors do • and say Be different. Not the same – Find out what competitors have to say. – Say something better
Build Your Brand External research validated that Haumiller’s customers relied on their equipment in mission critical situations to transform inherently risky endeavors into predictably successful outcomes.
Position Your Company for Success Gallagher is committed to evolving its business alongside its customers, continuously expanding engineering technologies and manufacturing capabilities to meet the demands of a dynamic marketplace – today and tomorrow.
Storytelling to Set Your Company Apart Say something important about • how you help customers overcome challenges Showcase what’s better about • your approach Let me repeat Be a thought leader in your • myself - Do company, your industry, your NOT be community boring. Give people a reason to • remember you and to want to engage in a conversation Connect personally. Create • emotional connections.
Create a Meaningful Connection Donnelly is committed to delivering short- run success every day. It’s an ability that simply can’t be matched – and they’ve built this reputation by using a public relations - driven program.
Create a Meaningful Connection Leveraging a robust online environment – including a news room that showcases the company’s thought leadership – Donnelly shares its reputation with customers and prospects.
Own a Leadership Position in Your Niche Park Bank is committed to creating long term relationships with customers to help individuals and businesses accomplish their goals.
Share Your Expertise Gladly With a six part series in Plastics Today, Trefoil Group shared key insights into how marketing can help business leaders solve their biggest problems.
The Ground Rules of Effective Thought Leadership 57 Channels and Nothin’ On Share valuable ideas • Gladly give this expertise away – Avoid irrelevant information that focuses on – To be a you Get involved thought • Do something important – in your company, – leader , you your industry, your community have to be out Advocate real reform – there . Challenge your own assumptions • Bring thought leaders in to shape new dialogue – Create an environment where new ideas and – real innovation can take hold Don’t just be a thought leader. Be a • thoughtful leader True thought leaders have a genuine humility – They know their own insufficiencies and – acknowledge others’ contributions
If You are Dismissing Digital Marketing, Rethink That Decision Digital is where it’s at. Engineering’s in Michigan. • Manufacturing in Mexico. Purchasing in Wisconsin. The channel They attend different conferences and use – works well…if different media They are all online, searching for solutions not for you, – to their problems then for your Websites, social media, SEO, content • competitors . marketing can all work together to provide a platform to tell powerful stories and make meaningful connections Let’s be clear. The world doesn’t need • any more crappy content. Don’t dismiss strategies and channels • because you don’t understand them
Launch New Products Holistically Starting with a comprehensive web environment, Frigel launched their newest technology to a global market with a holistic campaign that included PR/content, supporting advertising and collateral leading up to a global trade show.
Going Once. Going Twice. Going Global. More and more manufacturers, including smaller B2B companies, are entering global markets. Companies like Frigel are taking advantage of opportunities to do so successfully.
Bottom Line: Nobody Cares About What You Do They only care about what you can do for them For marketers People are looking for solutions to • and for their business problems companies, For new ways to increase customer • there will be penetration To enter new markets where the winners and • competition is fierce losers. To grow amidst tremendous • competition Which one will To attract like-minded customers • and talent you be? To sleep at night knowing that • someone else has the ball
Thank You! For more information, contact Mary Scheibel, principal. (414) 270-3513 www.trefoilgroup.com
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