What Are You Doing to Adjust to All the New Changes in Marketing?
If you’re an old-time marketer like me, there’s been lots of changes over the past several years as to the alternative ways to reach your targeted audiences. So what do you do so you don’t go the way of the dinosaurs?
I recently read an article in CCO Magazine where they interviewed Brian Kardon, the CMO of Lattice Engines. The interview focused on the making of a modern CMO and what he had to do in order to adjust and thrive in his new environment. Here are some good points he brought up that might help us all:
- Get out of your comfort zone – Look at alternative ways to communicate with your potentials. Keep an open mind.
- There is no substitute for doing – Jump in and get your hands dirty. The best way of understanding something is by trying it.
- Learn from the best – Identify people who are out in front. Those that are risk takers and their passion is contagious.
- Don’t fear mistakes – Consider them chances to learn.
- Partner with specialists – With all the alternatives out there, hire folks that are good at what they do and then let them do it.
- Don’t look back – The things that were successful in the past may not be the best option moving forward.
So I think we can all learn from these pointers if we keep an open mind. I’m finally getting comfortable with most of the new digital and social options available. What I’m not afraid of is asking questions and trying things out. What I found out is I can’t break things like Twitter or SlideShare.
What kinds of challenges are you facing with all these new options?
Are You Getting the Most Out of Your Trade Association Meetings?
With the NAED show coming up in May and the ISA show coming up the first part of June, it got me to thinking about trade associations and how they try to get the distributors and manufacturers together so it’s a win-win for everyone.
Most associations are stuck doing things the way they have for years. I wonder if it’s because they’re afraid of change or don’t know how or why to try something different.
Two models that I think work well are the National Association of Electrical Distributors (NAED) and the Industrial Supply Association (ISA). They both have tried different things that seem to be working.
The NAED for years now at their regional meetings have a dance card format that Manufacturers need to get on to get, I believe, 20 minutes with key folks from the distributors they want to talk to. Most manufacturers like this as they know who they’re going to see and can prepare accordingly.
The ISA, a few years back, initiated the FastMatch program in which the manufacturers are in the booth, but set up their dance card with the distributors they want to see. They like to have 20 minute intervals in which to have one-on-one meetings. This year, they are trying, “Take an exhibitor to lunch,” in which the distributors set up a lunch in the hall and invite select manufacturers to lunch. I’ll be curious to see how that works out.
I guess the point I’m trying to make is these associations are trying different things to bring more value to the table.
I’ve put together a quick poll to see what your thoughts are on this. Please take a minute to take and see the results.
For those going to San Diego, I’ll see you there.
Are Sales and Marketing Missing an Opportunity to Work Together?
I don’t know why, but in some companies, sales and marketing hardly talk to each other, no less work together. Don’t they realize that they are on the same team? It’s a shame because by working together they can identify, qualify and close more sales. The answer is to open a two-way communication.
Marketing is (or should be) managing the conversations with potentials and helping move them through the sales funnel and then handing them off to sales for the close.
Ironically though, for marketing to move the prospect through, they need to address relevant issues and that’s where sales comes in. This will help build your credibility and hopefully shorten the selling cycle.
Sales are on the streets everyday talking to contractors and distributors. They know what’s keeping them up at night and can bring those issues back to you to develop content around. Sounds logical, doesn’t it?
I read an article by Mark Sherbin, Find Content Marketing Gold by Mining Your Sales Department that brought home some useful tips. Here are some highlights for marketing and sales to work together:
- Set up one-on-one and group meetings with sales
- Do your homework by reading CRM reports to see if there are valuable nuggets
- Send out an agenda prior to meeting so sales has time to think about responses
- Use “Go to meetings,” Google+ Hangouts or another service to get folks together
- Have regular meetings at least once a quarter
- Share content developed from the meetings with whole team
- Create files of new content that is accessible by sales
- Keep an open channel for communications
These are some good tips. What are you doing to ensure your sales and marketing teams are working together?
How Do You Repurpose Your Content?
We all work hard developing content and sometimes forget to spend as much time promoting it. Repackaging and republishing in different ways to drive traffic to your website – these are the driving forces on the internet. Our content is relevant around the world and we need to re-share.
I was reminded recently by an article from ASM, The Association of Strategic Marketing, that there are easy ways to share content. Among them:
- Syndication – RSS feeds are the most common way to re-share content. That little button that you put on your site or blog makes it so easy for people to share your content with their group of contacts.
- Summarized reports – Group previously published articles to create a report that can be shared by PDF or other downloadable formats.
- Social Media – Share on Facebook, LinkedIn, Twitter, Google+
- E-mail – Don’t forget about the old standby. Your contacts, both customers and prospects, will welcome good content.
- Multi-media – Repurpose into a podcast or video. This media has its own benefits in that we all like to listen and look as opposed to read all the time. Not to mention that YouTube is the second most search engine behind Google.
What are you doing to make sure your content is shared?
AmazonSupply – How Has it Affected Your Business in the Industrial, Construction Markets?
With an 800 lb. gorilla like Amazon, once they come into your playground, things will certainly have to change. Big online giants are not new to this market. We’re used to the Grainger, McMaster Carr and MSC’s of the world. The difference in my mind is that while price is important to them, they are selling more of a convenience. The Amazon model is a bit different and price points are more critical.
AmazonSupply has been up and running for about a year now. I wrote a post last summer and asked how they might be influencing your business. Back then it might have been too early to tell. (I sure would like your input now.) I assume many manufacturers are using them as another outlet for their products. The trends are indicating that the traditional distribution models are declining.
I recently read an article by Scott Benfield in Industrial Supply, Trials and Tribulations of Sales Growth in an AmazonSupply World that outlined the difference and suggested ways traditional distribution can effectively deal with them. According to Scott, it comes down to the way traditional distribution goes to market. He calls it the bundle approach (full service) as opposed to a transactional model with a much lower cost base.
He also recommends strategies moving forward for the “new normal.” In my mind, I’d hate to see the traditional distribution model go away. There’s lots of value in their expertise, but if they are not willing to change, then the future might be dim for some of them.
Manufacturers, what are your thoughts on the different distribution models and where is your sales staff spending their time and efforts? Better yet, what can Associations like ISA do to help their members?