Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
While customer feedback is valuable and should be considered, you can’t solely rely on customer input to guide your marketing, process, or development. Best captured by the quote from Steve Jobs, “You can’t just ask customers what they want and then try to give that to them.” Who knew we needed or wanted an iPhone until we saw it?
Customers may not always have a clear vision of what they want or need until they are presented with it. Their understanding or ability to articulate what they want is limited by their existing experiences and familiarity with available solutions. Therefore, solely relying on customer feedback may result in incremental improvements or iterations of existing products, rather than breakthrough innovations.
To create products or solutions that truly meet customers’ needs, it’s important to balance customer input with innovative thinking and a deep understanding of your target market. This requires going beyond surface-level feedback and uncovering the underlying pain points, desires, and unmet needs of customers. By understanding their motivations, challenges, and aspirations, you can identify opportunities for disruptive innovation and develop solutions that surpass customers’ expectations
One way of doing this is by using a variety of research methods. For example, a survey can help you understand what they want when given a choice. And, by adding in-depth qualitative interviews, it can provide you with the why or the reasoning behind what they want. Another example is when a typical brainstorming session is held. The same people get in the same room in front of the same whiteboard and are expected to come up with new ideas – which is not likely to happen. Bring in new people who think differently or know little about the problem you are solving for. Hold the session in a different environment and introduce a variety of different visual or data inputs to help spark new thinking.
Go beyond relying solely on customer feedback, using the same research methods, or generating ideas in the same way. Take a balanced and multi-disciplinary approach by combining customer input with innovative thinking and a deep understanding of your target market. This approach can empower you to drive innovation, anticipate future requirements, and find solutions you may have never thought of – and possibly create something that your customers love and never knew they needed.
This summer I had the opportunity to intern with Sonnhalter as their public relations intern. To say the knowledge and experience I have gained over the course of this internship is invaluable would be an understatement. As a communications and professional writing double major at Miami University, I have spent countless hours studying the craft of writing, public relations and marketing, but being able to apply these skills in the real-world has taken my abilities to a new level.
My first assignment as the PR intern was to write a blog about myself, this I would come to find out was the first of many, many different writing pieces I would be assigned. Whether it be narrative pieces such as covering social media marketing trends for Sonnhalter or the manufacturing process of bronze for NIBCO, I learned how to focus on a brands narrative and voice when writing. Alongside blogs, I also gained experience in writing press releases, news releases, feature pieces, personnel releases and more. Being able to hone my professional writing skills along with my knowledge of AP style will without-a-doubt benefit me as I make my way into the communications industry.
An aspect of this internship that I had not had much experience with prior to this summer was the use of media lists in public relations. Using programs such as Muck Rack, I truly learned the importance of creating and maintaining relationships with media professionals and media outlets. I also gained insight into the depth of research that public relations, marketing and advertising professionals need to do in order to most effectively represent their client.
Aside from the public relations skills I have gained from this internship, I also gained valuable experience from working remotely. Since 2020, the workforce has seen a significant increase in hybrid and remote work environments which require self-discipline, adaptability and comfort with technology, all of which I have been able to exercise over the length of this internship.
To wrap up, the skills and experiences I have gained from this internship will be beneficial both inside and outside of the workforce. While working with an amazing team at Sonnhalter, I have been given an inside look at the public relations, marketing and communications world, specifically that of the trades industry. This is an experience I will truly be forever grateful for.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Why we embrace the unknown in marketing
Every new marketing project begins as an exploration into the unknown. We start with a process, a plan, and a clear objective, but here’s the catch: We don’t know where it will lead. That’s the thrill! The magic lies in the journey, not just the destination.
It’s the Process
The process we’ve developed is like a compass—guiding us even when the destination isn’t completely visible. By following this path, we ensure that even the unknown leads to valuable insights and actionable strategies.
Objectives Always First
It all starts with defining an objective. No matter the task, before we set sail on the journey, we must all agree on what the destination is. What is it we are trying to achieve? Without that North Star objective, it’s easy to get sidetracked down unproductive rabbit holes with no clear measure of whether we’re even getting closer to the target.
Insights Are the Fuel
Next, we get as smart as possible about what we need to study and explore through research. Insights are the foundation and fuel for charting the path forward. Often there will be quite a bit of existing knowledge to begin with from your internal experts and resources. Once we know precisely what information gaps we need to fill, only then can we prescribe the right type of marketing research to conduct.
Think & Create
Armed with insights, the real magic happens when we pull all the pieces together, see the full picture and develop the plan or strategies. That is essentially why, until we immerse ourselves in this process, we really won’t know with certainty what the outcome will be at the end. It’s a journey of curiosity, learning, and analysis from different perspectives, often challenging preconceived notions. That’s what allows us to create solutions that aren’t just effective, but uniquely suited to your needs.
Trust the Process & Enjoy the Journey
While we may start in the fog of the unknown, trust in our process as your guide. It is a voyage of discovery, but one undertaken with a defined destination, careful preparation, and the analytics and strategic skills to chart the best possible course to get you there. The thrill and real magic is in the journey itself and where it takes us together.
In the latest episode of Appetite for Construction, John Mesenbrink and Tim Ward welcome back Matt Sonnhalter, president of Sonnhalter to talk about its Annual Tool Drive
Matt dives into the origin story of the Sonnhalter Tool Drive, now celebrating its sixteenth year. What started as a simple idea to support the trades has grown into a massive annual event benefiting the Greater Cleveland Habitat for Humanity.
Since its launch, the Tool Drive has collected and donated nearly $570,000 worth of tools and materials to the Greater Cleveland Habitat for Humanity. Matt talks about the overwhelming support it’s received from manufacturers and partners, and what the pickup day looks like.
Industrial and construction companies face long sales cycles, big budgets, and cautious buyers. In this environment, trust can make or break a deal. That’s why customer testimonials matter for industrial and construction marketing. A good testimonial does more than praise a company. It shows real proof that a project was done well and on time. Prospects want to see results before they commit. When buyers see proof from others in the same field, they feel safer signing contracts. So, let’s explain why testimonials work so well, how they build trust, and simple ways to use them to win more business.
What Makes Testimonials So Powerful?
Many industrial and construction companies rely too much on technical data to sell. Facts are useful, but stories win trust faster. Testimonials bring real voices into your marketing. They turn dry promises into proof that you deliver results. Buyers want to hear how you solve real problems. They trust words from other clients more than polished ads.
So, sharing genuine feedback builds a human link with future customers. One way to stand out is to use your brand’s voice in every testimonial. This keeps the message clear and true to what you stand for. Good testimonials answer questions buyers are too shy to ask. They clear doubts and push deals closer to a “yes.”
Trust Drives Purchasing Decisions in B2B Projects
In B2B projects, trust is more than a nice bonus — it’s often the main reason a buyer signs a deal. Industrial and construction work usually means big budgets, strict deadlines, and high stakes. Buyers want proof that they can trust your company to deliver.
In sectors where projects involve significant investment, many buyers rely on peer feedback to lower risk. They look for real stories to back up your promises. It’s no surprise that customer reviews drive conversions by giving clear social proof that you meet client needs. Testimonials add credibility and show your team keeps its word.
When prospects see trusted names vouch for you, they feel safer choosing you over others. This confidence leads to quicker decisions and more signed contracts.
Customer testimonials matter for industrial and construction marketing because they provide a personal touch to your hard work.
Showcasing Real Results and Outcomes
Industrial and construction buyers want to see proof, not just promises. A strong testimonial does exactly that. It shows clear results you delivered for real clients. Buyers can picture the same success for their projects. Numbers, timelines, and outcomes matter more than buzzwords. A good testimonial highlights how your team solved problems, stayed on budget, and finished work on time.
Sharing these stories makes your pitch stronger than any ad alone. Happy clients prove you can handle tough jobs and keep your word. This builds trust with new prospects. Customer testimonials matter for industrial and construction marketing because they put results front and center. They make future clients feel sure they will get the same level of service and success when they choose your company.
How Testimonials Help Stand Out from Competitors
Many industrial and construction companies say they deliver great service. Few back it up with real proof. This is where testimonials do the hard work for you. They separate you from others who rely only on bold claims. When a buyer sees real stories and results, your promise becomes more believable.
A good testimonial turns a cold lead into a warm one by showing what makes you different. It answers silent doubts in a buyer’s mind. Prospects remember true stories more than polished slogans. They want proof that your team handles real challenges and keeps promises.
In busy markets, testimonials can tip the balance in your favor. They show that you have done it before and can do it again, better than the competition.
Easy Ways to Gather Strong Testimonials
Getting great testimonials does not have to be hard. The best time to ask is right after a project ends and the client is happy. Keep it simple. Use a short survey with clear questions about results, timelines, and experience. Many clients are busy, so offer to write a draft for them to approve. This saves time and makes it easier for them to say yes.
Record short video clips during site visits or project handovers. These feel real and build more trust. Another smart way is to use social listening to find what clients already say about your company online. Turn good feedback into quick testimonials with their permission. Strong stories come from honest words. Make it easy for clients to share them.
Consider how to gather and make the most out of customer testimonials.
Where to Use Testimonials for Maximum Impact
A good testimonial is wasted if no one sees it. Place strong reviews on your homepage to grab attention fast. Add them to product or service pages where buyers compare options. They work well in project case studies too, showing real results in detail. Include short quotes in proposals to build trust during bidding. Email campaigns are another smart spot — share short success stories to warm up cold leads.
You can also use clips or quotes in your content strategy on social media to reach a wider audience. Keep posts short and genuine for the best results. Always remember that customer testimonials matter for industrial and construction marketing because they show proof where it counts most. The more places you share them, the more trust you earn.
Boost SEO and Local Credibility with Testimonials
Testimonials do more than build trust — they help boost your online reach, too. Search engines like Google reward pages with fresh, real content. Customer feedback counts as this. When clients mention your services and location, it helps your site rank higher in local searches. This means more people find you when they need your services nearby.
Good testimonials often include keywords that match what buyers search for. They also show up in search results and make your company look active and trusted. Local clients trust nearby businesses with proven results. Sharing positive words from local projects adds extra weight. Always collect new testimonials to keep content fresh.
Turn Happy Clients Into Growth
A good testimonial builds trust, shortens sales time, and sets you apart. Always remember customer testimonials matter for industrial and construction marketing because they prove you deliver real results. Keep gathering fresh stories, share them widely, and let your clients speak for you. Strong feedback today brings a stronger business tomorrow.
Author bio
Nick Djurovic is the Co-Founder of DigitalDot, a trusted agency helping brands grow online. He specializes in turning real customer stories into powerful marketing tools. Nick believes trust and clear proof are the best ways to win new business.
