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Launch Team Blog

3 Reasons Industrial & Manufacturing Companies Are Slow to Adopt Inbound Marketing

 

More and more companies are realizing that they can get better ROI from inbound marketing than traditional outbound strategies. In an age when most buyers prefer to do their own research before engaging your sales team, providing informative content is key. Content marketing is especially important in technical industries, where sales cycles are longer and engineers are often making purchase decisions. Yet many high tech companies still rely on an outbound marketing approach.

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Topics: Inbound Marketing, Marketing Strategy, Marketing Metrics, Content Development

Family-Owned Business: 3 Keys to Successful Change Management

 

The dream of any entrepreneur is to build a successful, profitable business that can survive long after he or she retires. Often the goal is to pass the business down to children or close relatives, as evidenced by the fact that 80% of businesses worldwide are family-owned. In the U.S., family-owned companies are responsible for 60% of all employment and 78% of new jobs.

Despite their prevalence, 70% of family businesses last just one generation before they either fail or are sold. Some common pitfalls can cause problems in transitioning the company down the road.

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Topics: Change and Innovation, Marketing Strategy, Business Insights

Three Ways HubSpot Users Are Leaving Money on the Table

 

Questioning the value of HubSpot? Wondering when you’ll see ROI? Inbound marketing does produce results, but it takes work to get it right. HubSpot customers, especially those just getting started with an inbound approach, often leave money on the table. Here are the most common reasons:

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Topics: HubSpot, Inbound Marketing, Marketing Strategy

Is HubSpot Worth It? The Answer Your CEO Doesn't Want to Hear

You’re nine months into a one-year contract with HubSpot, and suddenly your CEO has noticed the quarterly charge on the corporate card. He seems to have forgotten all of the “long game” conversations you had when you sold him on the idea and now just wants metrics. Is it working? What’s the ROI? Is it worth it?

The answer to these questions might be a simple and very common one: We haven’t put enough effort into it to actually tell.

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Topics: HubSpot, Inbound Marketing, Marketing Strategy

Milestones & Metrics for Product Launch Success

 

Hitting Your Product Launch Targets

New product launch has gotten more challenging in recent years. As corporations have cut back on true R&D, it’s often smaller companies bringing new technologies to market. Many companies experience resource challenges, unclear accountabilities, and ad hoc project teams with competing priorities.

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Topics: Product Launch, Marketing Strategy

Midyear Marketing Reset: 10 Considerations for Q3

As we near the halfway point in the year, it’s worth taking a fresh look at your current marketing plan to identify what’s working and what might need adjusting. It’s OK to retire events, ads, and tactics that aren’t delivering great ROI and instead focus on those that are.

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Topics: Marketing Mix, Marketing Strategy

Beer & Blog: Optics Industry Sales & Marketing Trends

 

Recently we spoke with Jeff Nichols, sales manager at PennWell, the organization that publishes Laser Focus World. Trade publications are valuable in reaching niche audiences like optics, photonics and lasers. Jeff is well regarded in these industries for being both practical and strategic in creating advertising plans. Though Jeff and Launch Team President Michele Nichols are not related, they have served many of the same companies, working to meet their advertising and marketing needs. Enjoying a craft beer (see below), they talked through trends in the optics industry right now.

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Topics: Business Insights, Marketing Mix, Marketing Strategy, Beer & Blog (interviews)

Marketing Tip of the Week: Ensure Product Launch Success with These Follow-up Tasks [Video]

MTOTW #52: After the official launch of your new product or service, there are a few key activities that can help ensure continued success:

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Topics: Lead Generation, Product Launch, Marketing Strategy

Marketing Tip of the Week: Optimize Your Website for Today's High Tech Buyer [Video]

MTOTW #51: In manufacturing in the U.S., nearly 40% of the workforce is up for retirement in the next few years. The next generation of technicians and engineers has different buying behaviors, which will likely affect how you sell to them.

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Topics: Inbound Marketing, Lead Generation, Marketing Strategy

Marketing Tip of the Week: Go Beyond Sales Prospecting with Social Media [Video]

MTOTW #50: Lots of salespeople use social media for prospecting, but it’s useful throughout all stages of the sales process.

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Topics: Social Media, Sales, Marketing Strategy