What Manufacturers Absolutely Should Not Leave Out of Their Marketing Plans
by MGB2B
Marketing Plans can take many forms – it usually depends on who’s writing them. If you have an experienced Marketing Director or an ad agency putting one together for you, it’s likely a very strategic, soup-to-nuts document. If a Sales Director is in charge, it might be more focused on getting the sales team what they need. A Communications Director might just build a glorified media plan. Regardless of who is at the helm, there are certain things that are often overlooked.
You can get a leg up on the competition by making sure you have these key ingredients in your plan:
Continue ReadingWhat Lighting Manufacturers Need to Know Before Expanding into New Verticals
by MGB2B
When you’ve been targeting one audience for a few years, or maybe even a few decades, trying to figure out how to pursue new verticals (think architects, lighting designers, contractors, commercial facility managers) can be daunting. You need to figure out not only where to reach them, but what message(s) will resonate with them. This is not something you want to guess at.
How Lighting Manufacturers Can Expand
So how do you figure out the right message, and what’s the best way to deliver it?
Continue ReadingWhen Engaging in Lead Generation for Lighting Manufacturers, “Sales” and “Marketing” are NOT Mutually Exclusive
by Vin DiGioia
Glengarry Glen Ross, 1992
As a B2B strategic marketing firm, we are often sought out by lighting manufacturers looking to help boost flailing – and sometimes non-existent – lead generation efforts. Services we offer to these companies can range from a simple website redesign all the way up to full rebranding/positioning. Regardless of the extent of the engagement, most often our efforts in lead generation for lighting manufacturers require us to work with the internal sales and marketing teams to help execute the campaign and ensure optimal results.
However, in dealing with both of these groups at various clients in the lighting industry, they can have different – often disparaging – views of each other’s roles in the overall process:
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