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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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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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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Teach Your Manufacturing Organization Inbound Marketing - Part Three

So, if you've been reading this series, you have an understanding of what inbound marketing is, and you maybe even understand why you need to ramp up your efforts to attract new buyers. In this post, I delve a little deeper into how to put this philosophy in action using marketing automation. 

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Teach Your Organization Inbound Marketing - Part Two

In my last blog post, I focused on why inbound marketing is so necessary to attract new customers. In part two of this series, I focus on why inbound works and why manufacturing companies need to get in the game.

Why is Everyone Talking About Inbound Marketing?

Basically it comes down to this: Consumers buy differently today than they did even 10 years ago. Before the full adoption of the internet, buyers typically didn't have access to the amount of information they have at their fingertips today. Their journey from initial contact to sale was linear and predictable, and marketing strategies focused mainly on interruptive methods like cold calling, advertising and direct mail.

Today, it's a different story altogether. While the methods mentioned above are still viable and important, especially in the industrial space, today's buyers are well informed. The glut of information can be overwhelming, but by doing inbound marketing right and focusing on freely sharing information, your company will rise to the top of the search window. The buyer journey is no longer a straight line. It's fluid and random, and if a potential buyer doesn't see your company name often enough, it won't be "top of mind.".

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Teach Your Organization Inbound Marketing - Part One

What IS Inbound Marketing Anyway?

Simply put, it's a way to attract customers with online content that addresses their specific needs and establishes your company as a trustworthy and credible one they want to do business with. Let's take a closer look, and start thinking about how to teach the concept to your organization.

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5 Things I've Learned in Manufacturing Marketing

Generally, someone who's not in the marketing field views marketing as the pretty visuals, videos and advertisments that make you want to buy things.
They're not technically wrong but those who are in marketing know there's more to it than making things look nice. In my opinion, one of the more difficult sub-categories of marketing is manufacturing marketing. I only say this because as a marketer in manufacturing, you're making machines, civil structures, or technical products sound exciting. Not so easy.

When I joined Acadia, I was new to the industry, so I thought I'd take this time to reflect on the most important things I've come to learn over the last few years in the riviting and glamorous field of manufacturing marketing. 

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Going for Silver the Inbound Way

"It's called inbound marketing." 

I was busy crunching sales automation data but I couldn't help listen to Mike Murphy as he introduced me to this relatively new concept - inbound marketing. Later that day we spoke with the nice folks at HubSpot, and I was really listening.  Acadia quickly became a HubSpot partner and, over the past few years, we've fully embraced the inbound philosophy. We did something different though - we stayed true to our roots (outbound sales and marketing). The combination of inbound and outbound marketing, also known as Omnibound™ marketing, has worked. And we're pleased to announce that we've achieved silver-tier partner status. Here's a synopsis of our ride so far.

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4 Easy Steps to Demand Generation - Step 3: Technology Expertise

If you've spent any time reading blogs, attending workshops or executing content-driven programs, I'm sure you've heard a key theme - present yourself as a subject matter expert in your particular area. But here's the problem: Everyone is becoming an expert. Who do you believe? Who do you follow? Who provides you with what you're looking for? It can almost be maddening. As a consumer of content on a regular basis, I love to learn. What I don't love is reading the same old blah, blah, blah. I need to learn something or I become disinterested. 

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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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