Anthony K. Wright, Strategic Marketing and Analysis Director for Quanex Building Products was asked by one of their customers to help them research and select the top markets to enter based quantitative data analysis and analytics.
Voice of Customer (VOC) and Customer Relationship Management (CRM) are not new additions to the marketing toolkit, but implementation can present ongoing challenges, especially in a B2B manufacturing organization.
The Industrial Internet of Things (IIoT) is already transforming how manufacturers develop and produce products -- and enabling them to be digitally connected to those products long after they leave the factory floor.
Each new surprising application of a connected device–a car communicating with a traffic light anyone?–serves as a reminder that given investment and a potential market, nearly anything could become part of the Internet of Things (IoT).
Studies have shown that organizational misalignment can undermine the best marketing strategies, costing B2B firms approximately 10% in additional revenue. While the stakes are high, many companies struggle to identify the breakdowns.
When it comes to modern marketing and sales, particularly for manufacturers, the “build it and they will come” approach just doesn’t work. To activate an entire channel ecosystem, you must align marketing and sales, which entails marketing to, through, and for distributors and channel partners.