Marketing Library

Practical articles on customer understanding, brand messaging, content, and marketing performance.

7 articles shown

Rows of machined brass components moving along a production line in a manufacturing plant

Manufacturing MarketingOctober 2, 20269 min read

Every Manufacturer Promises Quality. What Makes Buyers Believe It?

Seven perspectives on the evidence that builds trust before the first sales conversation.

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Automated manufacturing equipment moving through a production line

Analytics, Break-Even, and ROISeptember 18, 20261 min read

Marketing OEE: Would You Run a Factory This Way?

Plant managers will not operate a production line when they do not know how much of their output is being lost.

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Interior of a Nacita Logistics warehouse with tall storage racks

Sales and Customer ExperienceSeptember 18, 20262 min read

The Key to Long-Term Customer Relationships Is Understanding What Customers Do Every Day

As important as price and capabilities are in securing new clients for a logistics firm, keeping those clients requires an even greater degree of understanding.

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Customer BehaviorSeptember 18, 20262 min read

Buyer Personas Help Turn Manufacturing Marketing Campaigns Into Useful Actions

Manufacturing companies typically build their target audiences based on job titles. While this is a good place to begin, it is far from being a complete buyer persona.

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Two Anchor Glass employees standing in front of active production equipment

Content, Websites, and SEOSeptember 18, 20261 min read

One Plant. Many Audiences.

The best-looking photograph is not always the best one to use in marketing. The right photograph depends on the intended audience and the message the company wants to communicate.

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Two Road Tested Parts employees inspecting an automotive component

Brand and MessagingSeptember 18, 20262 min read

Building Buyer Trust Through Branding of Your Business

My work with Road Tested Parts teaches me how to build buyer trust through the creation of accurate and relevant content.

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Three manufacturing employees walking through a production facility

Communications and AdvertisingSeptember 18, 20262 min read

Know Your Audience: Employer Branding and Customer Marketing

You have to understand who you are reaching out to before you start creating any campaigns.

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Illustrative sample

One idea: Measure movement through the full marketing path, not views alone.
Manufacturing example: An OEE-style view shows where prospects stop between awareness and becoming a customer.
Practical action: Track each stage, investigate the biggest drop, and test one improvement.

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