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Business purchasers are using more social media channels

Learn how to be strategic, creative and the wiser By any reasonable measure, business-to-consumer (B2C) companies spend more time and resources on marketing than any of us in business-to-business (B2B). As a group B2C is also arguably better at it as well. So what can we learn from B2C marketers? I can tell you it is not the size of the “spend” but rather the choices you make to ultimately buil...
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Step back, find your way to greater value

Did you know that developing a value proposition is one of the most difficult of all marketing activities? It’s why many companies let their sales departments make up stuff and sell on hype. But most businesses don’t even try. Instead, they choose the middle of the road—without one at all. It’s easier but like most things easy, it is also a mistake. When you walk down the middle of the road yo...
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How well do you attract and keep customers?

Efficiency is key to sustainability. Avoid common mistakes. If you haven’t thought about where your next customer is coming from you may be risking your business on out-dated hunches. The only assumption a small business needs to make is that its audience knows what its options are and you need to be keeping them happy like there’s no tomorrow. When battles are fought just keeping your head above ...
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Find hidden value in trade shows like ECOAT 2010

How to do it differently and develop a competitive mindset. Attending trade shows and conferences can be good for your business health but they also have the potential to give you a rare look at your own business in a different light. To grow in an ever more crowded environment, you must look for opportunity in ways your competitors aren’t—trade shows are a great place to practice. If you a...
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Move prospects to preference—a best practice for conversion

Focus your limited sales and marketing resources on the primary objective Do you know where your next customer will come from? By understanding what stage in the buying process your audience occupies at any given time you can convert more of them to customers more efficiently. This is market segmentation 101. A primer for any industrial business offering niche products and services including meta...
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Stop focusing on the problems

Give opportunity a good long look. What are you seeing these days when you pause from the daily grind and gaze out the window? If you see an imaginably dazzling moment that’s beginning to appear from the remaining haze of the “great recession,” pat yourself on the back—you are among the very few who possess such promising insight. I contend that if you act on your instincts (at this particular ...
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Protecting “Our People” Assets in Times Like These

Three easy steps you can take right now. What’s new? We are all working harder so it’s so easy to forget how it might look from your employee’s perspective. Given the economy as it is has been, they understand the freeze on raises and bonuses, but from their line of site the empty offices, workstations, a few idle tools and perhaps some workmates gone missing–people are not only overburdened, t...
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Welcome to Material Insights blog!

The right perspective will change your mind. Business owners and managers are expected to be right all of the time. You have to have enough of the right product. You have to offer the product at the right price with the right finish. And, of course, you have to have it all in the right location at the right time. Am I right so far? The problem is this: by constantly holding your business up to s...
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Big innovation idea creates more of less

Profits could be attainable from unimaginable volumes Thinking small in large volumes—the essence of “sachet marketing”—yet never losing brand focus, could open up entirely new markets for many of the worlds B2B (and B2C) manufacturers and service providers. If you can identify customers who are willing but perhaps cash strapped, think micro-loans and contracts, think mini-sizes, mini-volumes, thi...
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Your customers hold the keys to profit squeeze

Use customer insight to grow your business Revisit your “grow the business this year list,” if you don’t find “Talk To Our Customers” on that list, add it now—and make it number one. Done right, it will 1) improve efficiencies 2) keep you relevant and 3) help make your business more competitive. Do it straight up because it could affect key decisions you make now that will help lighten the squeeze...
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