Storytelling in the B2B World

As  a lead generation company, we're always discussing the importance of being found on the internet through SEO, blogging, content development, the list goes on. But in addition to being found -  you must be REMEMBERED.

Let's face it, getting found is a difficult task unless you have a big budget for marketing (which most  of us don't). So, when you do get found, you'll want to take advantage of that opportunity and draw people in with something special and unique.

How do you do that? By telling YOUR story. Stories are retained, much more so than a list of products or services.  A  story will help you stand out in the crowd of companies vying for attention. You may say, "I don't have a story," but you do.  Everyone has a story.

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3 More Reflections on Business Development for Contract Manufacturing

After my team’s visit to the latest HubSpot conference I got thinking about this post I wrote a while back. It still resonates, but I have three more reflections that I have compiled based on the work we’ve been doing at Acadia and what I learned at INBOUND17. The sales process does not have to be complicated, but it does need to be thorough and planned out.

1. Change your sales behavior. I heard lots of statistics at INBOUND17. For me, most notably:

  •  60% of traditional sales behaviors actually hurt your chances of closing a sale -  David Hoffeld of the Hoffeld Group.
  •  80% of buyers (4 out of 5) feel that time with a sales person is time wasted – Deb Calvert of People First Productivity Solutions
  •  86% of salespeople ask ineffective questions – Tim Wackel of The Wackel Group
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Manufacturing Skills Gap: Self Inflicted Or Not?

I regularly  interview our staff of lead development representatives who spend their days on the phone with the people on the front lines of manufacturing and this is what they hear over and over again: supply chain managers have to buy cheaper products overseas. They wish they could buy American, but the cost-reduction pressures on the US supply chain force companies to purchase manufactured goods overseas even though American manufacturing quality is still the best.  

So, it got me really thinking about how this relates to the skills gap we all keep reading about  all over the news.  Go to any publication, industry news, business insider and they all say the same thing, "The US has a major problem with skilled workers to fill the ever-growing number of jobs in manufacturing." They blame education, manufacturing automation, a global supply chain, and the politics of the time. They're all right, but my question is, "What came first: the skills gap or the government policies"

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What I Learned From Designing a New Website

If you'd asked me four months about my knowledge of industrial website design, I most likely wouldn't have had much to say.  I had experience in B2C web design, and I thought that it would be similar, but I realized quickly that B2B websites were an entirely different breed. Here I've put together 8 tips I learned from designing Acadia's new website and what you can do to ensure that your project runs smoothly.

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Buying a CRM? Don't Go It Alone.

You want to increase sales, and you understand that strengthening and managing your professional relationships with customers is the key to your success. So, it's likely you're looking to adopt a Customer Relationship Management (CRM) system. Adopting a software like this isn't as easy as flipping a switch.  It takes multiple steps and requires a detailed and organized process. At Acadia, having adopted several software applications for internal use, so we understand what goes into a change like this, and have become quite good at it.  Our advice: don't go it alone. 

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Be Fierce but Graceful - and do Great Things

 If you are involved in complex or considered purchase sales, you understand the challenges associated with them: 

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How to Evaluate a B2B Marketing Agency

You’ve come to terms with the fact that you don’t have the bandwidth or capabilities to take on some of your company’s necessary marketing work.  So now what?  There are many marketing agencies that will claim to have the skills to help your company, but it's important to not just pick the first one you find. In this blog post, I'll expand on the most vital factors to keep in mind as you go through the marketing agency evaluation process.

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Take Advantage of the Summer Shutdown to Boost Your Lead Generation

Is your manufacturing plant's summer shutdown looming? Take this opportunity to evaluate and boost your  marketing plan. For many manufacturers, focus on production, cost reduction and human resource issues often leave little time for lead generation. Use the next few weeks to evaluate and hone your sales process, ensuring enough new business to keep those newly-maintained machines running.
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The Holiday is Over and So is Canada's Anti-Spam Law Grace Period

What You Need to Know About Canada's Anti-Spam Legislation

Canada's anti-spam legislation (CASL) has been in effect for over three years, but if you haven't addressed any of the required changes, you'd better get to work. The grace period for implied consent ended almost a week ago and companies can be held liable for non-compliance.

According to the CASL website, this legislation is designed "to help protect consumers and businesses alike by deterring the most damaging and deceptive forms of spam from occurring in Canada, creating a more secure online environment." The law requires that companies gain a consumer's consent in order to send them email. This law applies to all companies doing business in Canada regardless of origin.

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Teach Your Manufacturing Organization Inbound Marketing - Part Four

Now that we've talked about the what, why and how of inbound marketing, it's time to learn the playbook, the many tools you can use to attract prospects to your company and convert them to customers. Following these steps and techniques, you'll get content in front of your prospects and nurture them to become your customers when they're ready to buy. In honor of my professional baseball-playing son, Sean, I'll use a baseball analogy of running the bases. With inbound, just like baseball, you need to know when to act and when to hold back. This playbook will help you know when to apply certain techniques to get the run.

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This blog exists to educate manufacturers, engineers and technical minds on the wonders of inbound marketing, sales enablement and more.

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