Manufacturing Marketing Matters
About This Show
The mission of MM Matters is to advance the practice of marketing within the manufacturing organization. Manufacturing marketers are challenged with a unique set of circumstances, but these challenges are very common from one organization to the next. This podcast is dedicated to helping marketers in manufacturing to excel in their profession, make a known contribution to the business goals and advance the marketing function within their organization. Ultimately, our goal for manufacturing marketers is to transform themselves, their teams and their place in the organization from one of a simple line item on the expense side of the ledger to a source of revenue on the income side of the ledger. Frequency – a new episode will be posted every week first thing Monday morning Length – each episode will run between 20 and 30 minutes Guests – every episode (except the 000 introduction episode) will feature an guest with specific experience in marketing for manufacturers.
Most Recent Episode
MM 072 - Inbound Marketing for Manufacturers Case Study
3 days ago
Show Summary: Todd Hockenberry joins me on this episode. Todd Hockenberry has been in the manufacturing business for almost 30 years. He is the owner of Top Line Results, which specializes in leading top line revenue growth at small and medium sized companies with a focus on manufacturing, technology, and capital equipment. Todd started Top Line Results after identifying a gap in the marketplace for inbound and digital marketing in the B to B world. On this episode, you will hear Todd talk about inbound marketing strategies. Inbound marketing is about being able to be found by your prospects when they’re researching and evaluating their options via digital tools. Inbound marketing also allows you to build engagement with the 97% of potential customers that aren’t ready to buy. You will learn that a website is at the core of a good inbound strategy. Having a website allows you to tell your story through your website’s content. Your website and content need to be up to date and tell what you do. The way you look and are perceived online helps with credibility. Data and analytics are very important to your marketing strategy. Data shows that over 90% of customers start an industrial search online. 60% of the business goes to the first company that’s helpful. Search data can show you the gap between how many customers are looking for what you do, and how many are finding your site. Connect with Todd Hockenberry: Website: TopLineResults.com Todd Hockenberry on LinkedIn In this episode, you’ll learn: [00:46] - Todd introduces himself and shares his background. [04:11] - Todd describes the history of and philosophy behind inbound sales and marketing strategy. [07:47] - Todd shares that once a lead enters the sales side, it becomes about aligning with the marketing strategy that brought them to you through customization. [08:57] - Todd explains that inbound strategies impact your outbound marketing. [09:20] - Inbound marketing tactics are always changing. Todd teaches that you determine your strategy, but your target customers determine the tactics. You need to go where they are. [10:16] - Todd believes that a great website is vital for your company. You should tell your story through your website. [12:55