The State of Sales & Marketing in Manufacturing
Automation, robotics, AI, IIoT – the manufacturing landscape is changing. Learn proven and practical sales and marketing strategies for turning industry changes and challenges into opportunities. We’ll discuss industry trends and how they are impacting companies of all sizes in the industry, from structure and philosophy to the tactics and behaviors needed. You will walk away with tactics to build an effective marketing engine, as well as the sales behaviors and models that work today for companies like yours, the metrics to measure them by, and how to use technology to meet your goals.
Michele Nichols - Launch Team Inc.
Planning Your Sales and Marketing for Resiliency During and After a Crisis
If there’s one thing that the COVID-19 pandemic taught us, it’s that we are sometimes forced into change. Many of us adapted quickly to situations we could control, but some of the others presented greater challenges...particularly, sales and marketing. Sales teams weren’t ready from a strategic, tactical, or technology standpoint for an immediate shift. Pipelines were sucked dry because we relied on trade show leads. And our marketing was left in the dust because we were too late to the game. This session will help you build a solid foundation for your sales and marketing strategies so you don’t face the same struggles you did the first time around.
Josh Curcio and Holly P. McCully - protocol 80, Inc.
Basics of Digital Marketing; Google and Social Media Advertising and the State of Search Today
Learn the "State of Search Today" in the ever-changing world of online marketing. You will gain knowledge on how PPC Advertising (Google Ads) and search engines work to grow your business online. Learn the value of Search Console and how to utilize it to your advantage. You will learn how paid text ads and organic search results work together to help you reach people searching online and how to use organic results to identify new & potentially valuable keywords. See real-life customer search examples and the growth gained from effective digital marketing using search engines and google ads (for any budget) to grow business online. Learn how and where to find search terms, perform keyword research for your business and utilize the data on your website and in your social media and google/microsoft ads, as well as, the difference between Search & Display Ads and how to use them.
Laura A. Munsch - Marketing Angle
From Raw to Well-done: How Business Leaders Can Turn Data into Decisions
In today’s metal fabrication industry, data is critical to keeping a business competitive. Business leaders must understand the importance of data analytics and how to leverage business intelligence tools in their organization. By creating a data analytics pipeline and empowering self-service, they can help create a culture of data throughout their company. With that in mind, experienced technology consultants will present on the following: How to turn raw data into insights that leaders can use to make decisions, What the current trends in business analytics are and how they apply to the fabricated metals industry, How to make data a true resource throughout an organization, How to make data literacy a shared organizational practice, What unified data and data tooling are and how to use them, How to take advantage of modern data infrastructure in the cloud for data storage and simplified ETL at scale.
Mark Stevens – Wipfli
Humanizing Customer Service in a Technology World
Technology and customer service do not always go hand in hand. In truth, when mixed, customer service can go very, very wrong. On-line shopping, online chats, application use. It’s not about the user-experience, but creating awareness and bridging an emotional element to provide exceptional client engagement. Build awareness to deviate from process, Discover the emotional element in customer service, Enhance the client experience and build brand loyalty.
Holly O'Donnell - Slone Solutions, LLC
Telling Stories: How to Build a Strong Manufacturing Brand
When asked to describe their company, manufacturing marketers tend to create marketing materials using clichés such as “tomorrow’s solutions today”, “productivity partner”, “one stop shop” and “innovative technology”. These overused phrases have lost all meaning. If you spend enough time in shops, you’ll hear manufacturers tell vivid stories using regular words. Stories that start with phrases like “This lathe has never let me down” and “I am in love with this cutting tool.” Listening to and understanding how everyday customers talk about your company and products is key to creating an interesting and relevant brand story. In this session, we’ll cover key concepts for using storytelling to build a stronger brand in crowded B2B manufacturing fields. You’ll come away with strategies to evaluate your brand, as well as the next steps to craft your own story that will make customers feel something, make you more memorable and drive sales opportunities.
Keith Booton - Ivor Andrew
5 Steps to Ensuring Your Next B2B Manufacturing Product Launch Is Successful
Learn the 5 key steps every B2B manufacturer needs to take to help ensure the launch meets business objectives. According to Link: "https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-to-make-sure-your-next-product-or-service-launch-drives-growth" McKinsey, 50% of product launches fail to meet targets. From developing the strategy to creating effective marketing assets and ensuring a successful feedback mechanism, launching an industrial product presents many challenges. But launching a product to the typically risk-averse, hard-to-reach Engineering audience makes the launch that much more complex.
Dan Konstantinovsky - RH Blake