Growing Your Manufacturing Business with Modern Marketing and Sales

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Hello and thanks for joining us on this webinar for members of The American
Ceramic Society about growing your manufacturi...

My name is Douglas Burdett and my day job is running a marketing agency called
Artillery and our focus is manufacturers an...

On a personal note, about 10 years ago, in lieu of a mid-life crisis, I started performing
standup comedy. I’m all better ...

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For the last 5 years, I’ve been the host of The Marketing Book Podcast where each
week I publish an interview with the aut...

Frank and I were buddies in college, where he studied electrical engineering. He’s had
a successful career and not too lon...

OK, get ready to type into your chat pane because I’m going to be asking you some
questions.
The most important thing that...

When I was a kid and my dad wanted to buy a car, where was the first place he would
go to get information? Type that into ...

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> The car dealership.
Why did he have to go to the car dealership?
> Only place to get information
This is what Daniel Pin...

Fast forward to a couple of years ago when my wife wanted to buy a car – where was
the absolute last place she went to get...

Jamie Shanks, author of SPEAR Selling: The ultimate Account-Based Sales guide for
the modern digital sales professional wr...

And in an Adobe study “Digital Distress: What Keeps Marketers Up at Night,” 76% of
marketers think that marketing has chan...

Many of you may have heard of the landmark study a few years back from
CEB/Gartner about how in a B2B buying situation, th...

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And if, like many manufacturers, you’re marketing and selling to engineers, my friends
at Trew Marketing (in conjunction w...

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What are the primary places they’re getting their information from?
Search engines and vendor websites.
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But let’s step back for a moment and talk about marketing.
I hear from a lot of manufacturers, many of whom have declining...

In 1960, marketing professor E. Jerome McCarthy introduced the concept of the Four Ps marketing
mix in his book Basic Mark...

And that’s why Hewlett-Packard co-founder David Packard famously said that
“marketing is too important to be left to the m...

Let’s talk about the one thing business owners managers want more than anything
else – growth.
Now what I’m about to tell ...

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In Tiffani Bova’s book Growth IQ, she lays out the 10 ways that companies grow.
25

Now, we’re not going to go through each of these in depth here, but I do want to talk
about the first 2 strategies in her ...

In Nicholas Webb’s book “What Customers Crave” he cites a study that 70% of
Americans are willing to pay more to get a bet...

In Roger Dooley’s book “FRICTION—The Untapped Force That Can Be Your Most
Powerful Advantage” he demonstrates how constant...

Another great starting point for engineering a better experience for your customers
as mentioned in Scott McKain’s book “I...

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The second strategy in Tiffani Bova’s book is Customer Base Penetration: Sell more
existing products to existing customers...

So, go back to your chat pane and answer this question...
What are two of the sweetest words to your CEOs and CFOs?
31

REVENUE GROWTH
Three of the sweetest words to them are fast revenue growth.
If I were suddenly in charge of sales or marke...

In Nicholas Webb’s book “What Customers Crave” that I mentioned earlier, he
explains that based on several studies, the pr...

Before we leave the topic of Tiffani Bova’s book about growth strategies, I want to
mention something that is important fo...

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The most successful companies have the deepest insights into their customers.
36

In Seth Godin’s latest book “This Is Marketing: You Can't Be Seen Until You Learn to
See,” he writes…
… marketing, the eff...

There are three types of companies. Think about which type of company you’re in.
Companies that are focused primarily on t...

Legend has it that when Jeff Bezos attends an internal meeting he insists on there
being at least one empty chair in the r...

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The approach that I’ve seen have the most profitable effect for clients is the concept
of a buyer persona.
As defined in A...

At the core of leveraging buyer personas are what the author calls “The 5 Rings of
Insight.” Understand these buyer insigh...

There have been so many books on The Marketing Book Podcast that explain that the
key to growth is deeply understanding yo...

So I’ve already mentioned that for faster revenue growth, the first priority for
marketing and sales should be on selling ...

A great model for how best to prioritize your marketing is in Louis Gudema’s book
Bullseye Marketing. In the book, he reco...

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This is the middle of the bullseye.
For the 2nd ring of the bullseye, focus your marketing and sales efforts on new
custom...

In survey after survey, one of the top things companies want from their marketing is
to generate leads. Good leads.
Let’s ...

In From Impossible To Inevitable: How Hyper-Growth Companies Create Predictable
Revenue Aaron Ross and Jason Lemkin state ...

Here’s what they mean:
Seeds – These leads are created from word-of-mouth, networks and relationships, especially grown
th...

Many, many companies rely on just the seeds. Current and past customers and referrals. And that’s
great, but it’s not as p...

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You may think that Allan Dib’s book, The 1-Page Marketing Plan: Get New Customers,
Make More Money, And Stand out From The...

I won’t go through each of the 9 sections but notice that there are three parts to the
1-page marketing plan:
Before – whe...

Speaking of referrals, in John Jantsch’s book The Referral Engine: Teaching Your
Business to Market Itself, he notes that ...

In the book I mentioned earlier, Spear Selling by Jamie Shanks he explains that the
single most effective decision a compa...

In Stu Heinecke’s books How to Get a Meeting with Anyone: The Untapped Selling
Power of Contact Marketing and Get the Meet...

As a former New York City ad man, I die a little inside when I see how advertising has
become a shadow of its former self....

And people are avoiding you.
In survey after survey, advertising is consistently listed as one of the least trusted
source...

Now, rather than interrupting what people are interested in, we have to be what
people are interested in.
Unless you are a...

Let’s do one last exercise now. Get your chat pane ready.
58

When you do a Google search, do you click on the results at the top of the page?
> No
Why not?
> Because it’s an ad
Why do...

What if I told you that the way to get found on the first page of Google for terms your
customers are searching for is alr...

Teaching is the new pitching.
Your customers don’t want to be marketed or sold to. And they are increasingly
intolerant of...

As Jay Baer says in his book Youtility: Why Smart Marketing Is about Help Not Hype...
The difference between helping and s...

One of my favorite examples is in Marcus Sheridan’s book “They Ask You Answer”
where he tells how shifting from promoting ...

Let’s talk briefly about social media.
For at least 10 years now, companies have been fascinated with social media and
hav...

One is that when you are investing in your company’s social media presence on
various platforms, you are building a house ...

Email marketing.
Yep, boring old email marketing. Here’s why: with email addresses, your message gets
to the recipient wit...

A lot of manufacturers market and sell through channel partners, so before we wrap
up I’d like to share a few ideas about ...

To-partner channel marketing is mainly about providing the partner the reason to
work with you. It's based, like so much o...

Thanks for the opportunity to present today - I hope that what I’ve covered will help
you to better navigate what can be t...

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