Getting into the head of an engineer is a top-of-mind task for B2B marketers. Because the engineer’s mindset is different from other influencers in the buying process B2B practitioners often fail to grasp the engineering mentality. These misconceptions often lead to communication problems — and wasted marketing budgets. Getting into the head of an engineer […]
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While the adoption of the IoT has been slower than some may have expected, material handling is increasingly a focus. In fact, the Connected Warehouse is here — and getting stronger every day. The Internet of Things (IoT) is a popular topic throughout industrial America and for good reason. The Combined Annual Growth Rate (CAGR) […]
Welcome to our next installment of Industry Spotlights, where we delve into trends in the specific industries we serve and share what B2B marketers need to know about how trends could impact marketing strategies. As director of strategy at Godfrey, I spend part of my day diving into the trends and challenges that affect our […]
In introducing LinkedIn’s recent B2B marketing trends for the contrarian marketer series, Peter Weinberg shared an interesting thought about following trends too closely: “If your marketing strategy is based on consensus opinion — even if that consensus opinion is right — you’re destined to fail. If your competitors are doing exactly what you are doing, then you have no […]
Go into your next video planning session with an understanding of the elements involved in producing effective video content. Companies are doing more with video than ever. Our clients continue trying to keep up with the demand for video, and that comes with the challenge of understanding what’s involved in the production—and how much it […]
In our world, where everyone can claim to be anything, it is hard to find genuine thought leadership. The list contains some of the best and brightest minds on just about any marketing topic you desire—100+ genuine marketing thought leaders spanning a wide range of marketing disciplines. Two things make this list unique: First, it […]